By David Cain /
raptitude.com
Well I’m in the working world again. I’ve found myself a well-paying
gig in the engineering industry, and life finally feels like it’s
returning to normal after my nine months of traveling.
Because I had been living quite a different lifestyle while I was
away, this sudden transition to 9-to-5 existence has exposed something
about it that I overlooked before.
Since the moment I was offered the job, I’ve been markedly more
careless with my money. Not stupid, just a little quick to pull out my
wallet. As a small example, I’m buying expensive coffees again, even
though they aren’t nearly as good as New Zealand’s exceptional flat
whites, and I don’t get to savor the experience of drinking them on a
sunny café patio. When I was away these purchases were less off-handed,
and I enjoyed them more.
I’m not talking about big, extravagant purchases. I’m talking about
small-scale, casual, promiscuous spending on stuff that doesn’t really
add a whole lot to my life. And I won’t actually get paid for another
two weeks.
In hindsight I think I’ve always done this when I’ve been
well-employed — spending happily during the “flush times.” Having spent
nine months living a no-income backpacking lifestyle, I can’t help but
be a little more aware of this phenomenon as it happens.
I suppose I do it because I feel I’ve regained a certain stature, now
that I am again an amply-paid professional, which seems to entitle me
to a certain level of wastefulness. There is a curious feeling of power
you get when you drop a couple of twenties without a trace of critical
thinking. It feels good to exercise that power of the dollar when you
know it will “grow back” pretty quickly anyway.
What I’m doing isn’t unusual at all. Everyone else seems to do this.
In fact, I think I’ve only returned to the normal consumer mentality
after having spent some time away from it.
One of the most surprising discoveries I made during my trip was that
I spent much less per month traveling foreign counties (including
countries more expensive than Canada) than I did as a regular working
joe back home. I had much more free time, I was visiting some of the
most beautiful places in the world, I was meeting new people left and
right, I was calm and peaceful and otherwise having an unforgettable
time, and somehow it cost me much less than my humble 9-5 lifestyle here
in one of Canada’s least expensive cities.
It seems I got much more for my dollar when I was traveling. Why?
A Culture of Unnecessaries
Here in the West, a lifestyle of unnecessary spending has been
deliberately cultivated and nurtured in the public by big business.
Companies in all kinds of industries have a huge stake in the public’s
penchant to be careless with their money. They will seek to encourage
the public’s habit of casual or non-essential spending whenever they
can.
In the documentary
The Corporation,
a marketing psychologist discussed one of the methods she used to
increase sales. Her staff carried out a study on what effect the nagging
of children had on their parents’ likelihood of buying a toy for them.
They found out that 20% to 40% of the purchases of their toys
would not have occurred
if the child didn’t nag its parents. One in four visits to theme parks
would not have taken place. They used these studies to market their
products directly to children, encouraging them to nag their parents to
buy.
This marketing campaign alone represents many millions of dollars
that were spent because of demand that was completely manufactured.
“You can manipulate consumers into wanting, and therefore
buying, your products. It’s a game.” ~ Lucy Hughes, co-creator of “The
Nag Factor”
This is only one small example of something that has been going on
for a very long time. Big companies didn’t make their millions by
earnestly promoting the virtues of their products, they made it by
creating a culture of hundreds of millions of people that buy way more
than they need and try to chase away dissatisfaction with money.
We buy stuff to cheer ourselves up, to keep up with the Joneses, to
fulfill our childhood vision of what our adulthood would be like, to
broadcast our status to the world, and for a lot of other psychological
reasons that have very little to do with how useful the product really
is. How much stuff is in your basement or garage that you haven’t used
in the past year?
The real reason for the forty-hour workweek
The ultimate tool for corporations to sustain a culture of this sort
is to develop the 40-hour workweek as the normal lifestyle. Under these
working conditions people have to build a life in the evenings and on
weekends. This arrangement makes us naturally more inclined to spend
heavily on entertainment and conveniences because our free time is so
scarce.
I’ve only been back at work for a few days, but already I’m noticing
that the more wholesome activities are quickly dropping out of my life:
walking, exercising, reading, meditating, and extra writing.
The one conspicuous similarity between these activities is that they cost little or no money, but they take time.
Suddenly I have a lot more money and a lot less time, which means I
have a lot more in common with the typical working North American than I
did a few months ago. While I was abroad I wouldn’t have thought twice
about spending the day wandering through a national park or reading my
book on the beach for a few hours. Now that kind of stuff feels like
it’s out of the question. Doing either one would take most of one of my
precious weekend days!
The last thing I want to do when I get home from work is exercise.
It’s also the last thing I want to do after dinner or before bed or as
soon as I wake, and that’s really all the time I have on a weekday.
This seems like a problem with a simple answer: work less so I’d have
more free time. I’ve already proven to myself that I can live a
fulfilling lifestyle
with less than I make right now. Unfortunately, this is close to
impossible in my industry, and most others. You work 40-plus hours or
you work zero. My clients and contractors are all firmly entrenched in
the standard-workday culture, so it isn’t practical to ask them not to
ask anything of me after 1pm, even if I could convince my employer not
to.
The eight-hour workday developed during the industrial revolution in
Britain in the 19th century, as a respite for factory workers who were
being exploited with 14- or 16-hour workdays.
As technologies and methods advanced, workers in all industries
became able to produce much more value in a shorter amount of time.
You’d think this would lead to shorter workdays.
But the 8-hour workday is too profitable for big business, not
because of the amount of work people get done in eight hours (the
average office worker gets less than three hours of actual work done in 8
hours) but because it makes for such a purchase-happy public. Keeping
free time scarce means people pay a lot more for convenience,
gratification, and any other relief they can buy. It keeps them watching
television, and its commercials. It keeps them unambitious outside of
work.
We’ve been led into a culture that has been engineered to leave us
tired, hungry for indulgence, willing to pay a lot for convenience and
entertainment, and most importantly, vaguely dissatisfied with our lives
so that we continue wanting things we don’t have. We buy so much
because it always seems like something is still missing.
Western economies, particularly that of the United States, have been
built in a very calculated manner on gratification, addiction, and
unnecessary spending. We spend to cheer ourselves up, to reward
ourselves, to celebrate, to fix problems, to elevate our status, and to
alleviate boredom.
Can you imagine what would happen if all of America stopped buying so
much unnecessary fluff that doesn’t add a lot of lasting value to our
lives?
The economy would collapse and never recover.
All of America’s well-publicized problems, including obesity,
depression, pollution and corruption are what it costs to create and
sustain a trillion-dollar economy. For the economy to be “healthy”,
America has to remain unhealthy. Healthy, happy people don’t feel like
they need much they don’t already have, and that means they don’t buy a
lot of junk, don’t need to be entertained as much, and they don’t end up
watching a lot of commercials.
The culture of the eight-hour workday is big business’ most powerful
tool for keeping people in this same dissatisfied state where the answer
to every problem is to buy something.
You may have heard of Parkinson’s Law. It is often used in reference
to time usage: the more time you’ve been given to do something, the more
time it will take you to do it. It’s amazing how much you can get done
in twenty minutes if twenty minutes is all you have. But if you have all
afternoon, it would probably take way longer.
Most of us treat our money this way. The more we make, the more we spend. It’s not that we suddenly
need to buy more just because we make more, only that we
can,
so we do. In fact, it’s quite difficult for us to avoid increasing our
standard of living (or at least our rate of spending) every time we get a
raise.
I don’t think it’s necessary to shun the whole ugly system and go
live in the woods, pretending to be a deaf-mute, as Holden Caulfield
often fantasized. But we could certainly do well to understand what big
commerce really wants us to be. They’ve been working for decades to
create millions of ideal consumers, and they have succeeded. Unless
you’re a real anomaly, your lifestyle has already been designed.
The perfect customer is dissatisfied but hopeful, uninterested in
serious personal development, highly habituated to the television,
working full-time, earning a fair amount, indulging during their free
time, and somehow just getting by.
Is this you?
Two weeks ago I would have said hell no, that’s not me, but if all my
weeks were like this one has been, that might be wishful thinking.
Photo by joelogon
via filmsforaction.org