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Christmas, one of the most commercialised holidays, is upon us. Even though consumption binges are a year-long occurrence, hence a national malaise, the Christmas holiday seems to provide some with a carte blanche to engage in all manner of economic misconduct.
Therefore, they will see their consumption functions exaggeratedly and unsustainably grow. Largely, consumption binges are a product of consumerism and, thusly, this installment discusses consumerism-induced binges and offers its two cents worth.
To situate the debate in a proper context, an extended note on consumerism is necessary. Consumerism is ‘a preoccupation with and an inclination toward the buying of consumer goods (Merriam-Webster Online Dictionary 2009).’
To this end, Etzioni (2008), drawing on Abraham Maslow’s hierarchy of human needs (physiological, security, social, esteem and self-actualising [see A Theory of Human Motivation, 1943], argues that as long as humans acquire commodities to satisfy basic human needs such as safety, shelter, food, clothing, health care and education, these actions do not translate into consumerism – it is consumption.
Thus, ‘when the acquisition of goods and services is used to satisfy the higher needs, consumption turns into consumerism -- and consumerism becomes a social disease (Etzioni 2008:2).’
Consumerism, which phenomenon Veblen (1899) asserts has roots in the first human civilisations, has excited a lot of academic debate. Notable examples are: Veblen (1889; The Theory of the Leisure Class; van den Muyzenberg (2003; Is consumerism good or bad?) and Princen (2002; Confronting Consumption).
This phenomenon knows no frontiers because it is found in both the developed and developing worlds (see Sooryamoorthy 1997; Consumption to Consumerism in the Context of Kerala). Notably, mainstream literature holds that consumerism is a pathology that is blamed for all manner of human problems, including global warming and the demise of cultural values.
In fact, some, actuated by religious and social reasons, determinedly oppose consumerism as instanced by various anti-consumerism groups.
Botswana, like other fledgling economies, has contracted a bad case of consumerism. This issue worried the government at the highest level such that then President Festus Mogae rallied against it when he delivered the State of the Nation address on 13 November 2006. Unforgettably, he said; ‘Mr. Speaker, in my address to this Honourable House last year, I drew the nation's attention to our tendency to live beyond our means. Whilst I readily admit that some of our citizens have worked their way into the high income bracket, a lot of us are simply borrowing excessively in pursuit of ostentatious lifestyles and to keep up false images (Mogae 2006; paragraph 92).’
It is notable that the foregoing sentiments have been expressed by others as instanced by then Bank of Botswana governor, Ms. Linah Mohohlo. For example, when speaking at a launch of three financial literacy booklets produced by the Stanbic Bank in Gaborone in late March 2006, she stated that ‘for years that I have been in the banking profession, I have been disheartened by observations and perceptions, which in some cases have been supported by facts, that Batswana are consumer driven with an obsession for expensive vehicles and clothes (BOPA 31/03/06).’
Just recently, the Minister for Presidential Affairs and Public Administration, Ms Lesego Motsumi, when addressing Botswana Public Employees Union (BOPEU) members in Palapye on 1 December 2009, expressed concern about some civil servants who suffer chronic financial embarrassment (BOPA 03/12/09).
To this end, based on anecdotal evidence and personal observations, a huge portion of the embarrassment is caused by unsustainable consumerist lifestyles that are financed through cash loans from micro-lenders.
To conclude, it is indisputable that consumerism is part of our lives. Although the malaise is a year-long occurrence, it finds utmost expression through consumption binges during the festive season. Hence, serious cases of SARS (Severe Acute Revenue Syndrome) will surely visit many families. Therefore, individuals need to take care of the thebes and, consequently, Pulas will take care of themselves.
Have a merry Xmas and SARS-free New Year!
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