Consumption, Inequality, and Discontent in Consumer Society

The looters were thought to feel disconnected from consumer society and it was believed that the feeling of being excluded from such society and the rise of inequality were the source of the riots. (Bauman, 2012) Campbell (1987) asserted that consumer society relies on the feeling of being excluded, as disappointment, which rarely matches with satisfaction, is what fuels consuming. Consumer society is therefore contradictory, it offers freedom in consumption to adopt identity and express status through consumer objects, whilst not everyone is granted this freedom of access to consumption. Regardless, this contradiction just further emphasises the role of consumption in a consumer society: consuming as a mean of status and wealth achievement,

consume to belong to society.

Bauman’s assertion of “flawed” consumer perhaps stands from an extremist point of view and therefore limits the freedom in consumption. He has implied that “flawed” consumers belong to the “repressed” population who lack of access to material consumption and therefore lay at the bottom of social hierarchy. As such, these “flawed” consumers are responsible for their own inability to consume and thus only have themselves to blame. The distinction between “flawed” consumers and those of consumerist values only widens the already-existed gaps in society; in a work-ethic society, those of the bottom of the work-hierarchy continue to be at the bottom of the consume-ethic society as they lack financial ability. The repressed will always be repressed, allowing no possibility and competence for individuals to be the consumers of their own choice. (Davis, 2008) However, there is always, I believe, freedom in consuming, which is present in 2 populations of the so-called “flawed” consumers. First, there are individuals who do not perceive themselves as “flawed” consumers will not be gravitated to conform to the consuming patterns of others just to blend in, despite social stigma. Another group being the “flawed” consumers themselves, who I believe always have the options to consume different ranges of products in their own financial capability given the diversity of markets made wildly by globalisation. Thus, despite the acknowledged gap between consuming patterns, and that it is made evident the social inequality in the consumer society context, the label of “flawed” consumers is perhaps over-generalised and should not be entirely inclusive of the total population of those who lack access to material consumption, for they possess freedom to perform activities as a consumer.