Consumer Society
Consumer society is a society where individuals frequently purchase brand-new items and put an emphasis on possessions. Today’s society is frequently referred to as a consumer society in that engagement in consumer decision-making is seen as a means of acquiring personality and prestige and achieving inclusivity or absorption. Karl Marx focused on the technological capitalist society, which was viewed as a labor society in which its citizens were involved as manufacturers. In comparison, Bauman claims that in its late-modern, second-modern, or post-modern stage, our culture interacts with its inhabitants anew solely in the existing capacity as shoppers.
The rising importance given to marketing activity and consumer choice is an example of this comparative shift in emphasis from production to consumption, or, as Bauman put it, the transition from production to consumer society. The decline in the importance of the work rate and the associated rise in consumption value signify the transition from a production to a consumer society (Campbell, 2021). It is implied that consumer culture plays a significant role in modern society and that it is no longer relevant to equate intake with meeting needs or gratifying desires.
The Rise of Consumer Culture
The consumption way of life is being criticized for its excess and reckless spending, the increasing rate at which goods are consumed, the waste produced, and the fact that it is a market-mediated way of life. It is a way of life that recognizes no boundaries and now encompasses the most public and personal aspects of daily life (Kurnianingrum & Hidayat, 2020). In addition, it is a way of life that capitalizes on and relentlessly champions the value of personal equality. Furthermore, it is typically portrayed as an illustration of liberty when exercised or expressed by people in circumstances that generally receive less attention.
Consumer preference is now viewed as a self-evident manifestation of liberty (Wei, 2018). However, it is increasingly the seductive work of the culture middleman in advertising, marketing, and branding, aided by the legendary status and role models provided by famous people, that cultivates people as consumers. Thus, it encourages them in their fantasies to buy into the idea that a sense of self-worth, self-identity, and the type of freedom that is much apparent. The right to refrain from consumption is one that a neo-liberal capitalist market economy cannot afford to support.
Since the latter part of the 20th century, societies have been undergoing rapid transformational processes linked to the rise of consumer culture. Liberal economics and conservative language conveyed the impression that there was no alternative but to rely on free markets and vibrant consumer culture, making it challenging to consider any other approach (Cabrera, 2022). Our everyday lives are now so enmeshed with product and service consumption that many elements are ignored.
The idea is that consuming in its universal sense is a decision and that, once our basic standards are fulfilled, it is no longer necessary (Sheen et al., 2022). Consequently, a decision is presented here, along with its environmental and societal implications. The summary below shows five fundamental shifts that have driven recent changes in consumption since World War 2 (Stillerman, 2017). There are various reasons why a diverse consumer culture has emerged, leading to the high levels of excessive symbolic consumption that most individuals in today’s society indulge in.
Theories Explaining Modern Consumption
The first theory refers to the counterculture of the nineteen-sixties. Despite being generally pro, this movement was primarily about opposing standardized mass consumerism and encouraging personal identity. Surprisingly, the denial of mass consumption has served as a model for today’s market research, with much of it directed at consumers who want to express themselves through various mediums, including entertainment, the food industry, fashion, adventure, and craft breweries (Lacroix & Jolibert, 2018). Some of them allowed consumerism to reach its pinnacle and went on to create their own clothing brands. Some counterculture members did find financial success in starting their niche retail businesses.
Based on the work of Bourdieu and Featherstone, a second analysis of the normalization of consumption focuses on changes in social stratification. According to these views, the growth of the new middle class is a result of sociological and technological developments that increase the number of individuals employed in sectors such as broadcasting and design (King, 2020). Ulrich Beckman and Zygmunt Bauman represent a centerpiece that emphasizes identification. They believed that widespread access to university education and socioeconomic welfare benefits in Europe after World War II was to blame for the erosion of the old pillars of identity established by family, sovereign power, and occupation (Beilharz & Bauman, 2022).
People are no longer bound by external factors that have been identified, but this autonomy comes at a price (Bauman, 2018). People are now compelled to give their lives meaning without the security that comes from knowing they have acted morally in the past. Likewise, individuals must take stock of their lives, define who they are, and reflect. In this case, consumption may be a valuable tool for constructing a life storyline that offers individuals meaning and direction.
Furthermore, modern views of consumerism emphasize the role of individuals in their own consumption. Theorists contend that differences in social cultures have led to the demise of modern ideas of progress (Fuat Firat et al., 2018). The oversimplified numerical disparities, such as productivity and consumer behavior, and the idea that the average person acts as a single agent (Horton, 2020).
They argue that in contemporary cultures, production and consumption are interwoven and that advertising and retailers have increasingly focused on developing the symbols individuals use to define their identities (Zhang, 2020). The sociologist argues that these shifts liberate people and that consumers are increasingly seeking significance and identification through their purchasing, which they can achieve outside of markets. Through these improvements, shop environments have become more aesthetically pleasing, and the exporting of goods produced has expanded.
The Dynamics of Contemporary Consumer Behavior
We are active consumers, defined as individuals who have made at least one purchase from a commercial entity within the previous 12 months. People’s purchasing power has increased with rising incomes and higher living standards (Amin, 2020). The economy grows due to higher consumer expenditure, rising labor supply, and excellent product production. Additionally, the increasing use of premium products in everyday life has altered how individuals interact with one another (Carja & Grigoras, 2019).
While analyzing the factors influencing purchasing, there is a propensity to overlook interpersonal relationships, a reference to Marx’s concept of fetishism. The phrase consumer culture most notably refers to an economic approach that places a great emphasis on the autonomy and independence of the consumer. Merchandise is updated regularly, with a wide range of cell phones serving as a notable example (Oyttinen, 2019). Due to the constant changes in items and the use of the word ‘new,’ which will always be in fashion, dissatisfaction with the old will inevitably develop.
The light of people’s endless chase for more explains why businesses like Apple constantly update their products. According to a study by sociologist Ackerman, even if customers use the same products but older versions, they may still become dissatisfied with them and become more interested in many other products (Campbell, 2021). Consumer societies encourage people to adopt this way of life by demonstrating that it is necessary for survival and enjoyment.
Since the end of the 20th century, faster-moving transformational processes have started in societies linked to the emergence of global neoliberal capitalism and the rise of consumer culture. It was implied by capitalist and imperialist discourse that there was no suitable option for market forces and vibrant consumer culture. Technology has accelerated, making it increasingly difficult for people to keep pace with the rapid pace of consumer culture, which is a key driver of the expansion and diversification of consumption. As a result, fashions change more quickly than ever, and things become outdated more quickly than before. The growth and diversification of consumption are the results of several cultural changes.
From Products to Brands: The New Competitive Landscape
The shift from a product to a brand is a strategy that gives a product its own personality. Product shifting to brands creates a unique brand for a specific product, enabling it to reach a company’s target market. In today’s global economic environment, brands unquestionably face high competition (Bauer, 2019). Whether organizations work directly with customers or with other businesses, this tendency cuts across all industries. The broad repercussions do not simply affect organizations operating worldwide; they also impact domestic businesses (Hess & Cateora, 2018).
Businesses must create and protect comparative advantages because they are their only hope of survival in today’s difficult environment. The service innovation process, which involves services in addition to a company’s product offerings, is one approach to achieving this and has gained popularity (Venkateswaran et al., 2019). Customers gravitate toward brands whose positioning, advertising, and values transcend their offerings and speak directly to the soul. 71% of buyers report that brand identification and credibility significantly influence their decision to make a purchase (Karande & Gopinath, 2019). This significant shift has compelled advertisers to reassess their objectives, with a primary focus on building brand equity to enhance marketing success.
Emotional Branding and Consumer Expectations
Consumer expectations today, as well as the value they place on brand and product traits, are anything but straightforward. Consumers today need more than high-quality goods at fair prices. They also want a relationship between the brand and their requirements, interests, and fashion (Oliver, 2019). What captures consumer attention and distinguishes the winners is their capacity to stand out from the competition with marketing that connects.
Specifically stated, properly tying emotions into the purchase process is a key aspect of brand identity communication in marketing and advertising (Khan et al., 2019). Businesses that emphasize the uniqueness of their brands over their products and services foster emotional relationships with their customers. Merchandise may come and go, but feelings like exclusivity, pleasure, and trust always stick with the brand.
Reasons for Shifting from Products to Brands
Product shifting to brand occurs when a business client purchases a product from a brand different than the one they typically like. These consumers differ from those unconcerned about brands because they typically purchase goods and services from that brand on a regular basis (Shukla, 2018). Many consumers differ from those who have no loyalty to any one brand since they frequently purchase goods or services from that company. For instance, a brand-switching client might decide to start purchasing spaghetti sauce from a different brand after using the same brand for ten years.
On the other hand, a brand-neutral buyer might not consider the brand when choosing which sauce to purchase (Mazursky et al., 2019). Since Morton has established a reputation for quality, reliability, and trust over time, buyers are willing to pay more for the brand. Leading brands like Morton are more than just goods or services; they evoke sentiments and experiences associated with excellence. Whenever a brand is trusted, consumers feel a sense of dedication to it, and devoted shoppers tend to spend more money (Cornelissen et al., 2018). The following are reasons for shifting from products to brands.
Firstly, brands provide a sense of peace of mind. Consumers seek comfort, happiness, and fulfillment in their lives, and they often find these things in the products they purchase. If a customer consistently has pleasant feedback, which gives them confidence when placing an order, they will form a perception of a brand’s dependability (Oswald, 2022).
Secondly, brands save decision-making time when someone checks Amazon because they are in the market for a new HDTV. One hundred sixty-five items are returned when searching for HDTV. Narrowing the options down to something one can handle when selecting a brand gives 1,319 options when typing in Samsung HDTV (Bartoli, 2022).
Thirdly, brands create differences, and there are more product options in every section of the grocery shop than one could ever imagine purchasing. For example, a person may prefer a particular brand of peanut butter over another or a generic product. With the help of branding, one can immediately identify what makes a company’s product unique and more desirable than competing products (Miller, 2019).
Fourthly, brands offer security; people are inherently risk-averse and seek security. Consider choosing a restaurant for dinner while traveling for business in a foreign location. Individuals seem more likely to choose a well-known brand over a local restaurant, as they are more comfortable with it (Mazursky et al., 2019). Brands offer assurance and reduce the likelihood of being unhappy.
Fifthly, brands add value; branded goods cost consumers more than generic or unbranded goods, whether due to the brand’s superior quality, feel, appearance, or perceived personal status. It combines elements of each. Luxury brands that meet expectations command higher prices, which increases the producers’ profits (Madushani, 2021). Additionally, brands express who people are. People adopt brands of goods to symbolize their identity and what they strive to be. People develop a strong bond with the brands they use and view those brands as being a part of their identity.
Apple’s famous “I am a PC, and I am a Mac” advertising campaign serves as an iconic illustration of how businesses can embrace the traits and characteristics of their consumers. Additionally, brands offer consumers a reason to express their diverse tastes (Kahn, 2020). People have a perspective on the events they encounter and enjoy discussing them with others. Companies develop brand champions whenever they share moving images, whether they involve a fantastic book, movie, or food. Researchers now have more opportunities than ever before to share the value of their personal expertise in the rapidly growing social world.
Commoditization and the Future of Brand Strategy
Commoditization is the mechanism by which a once-unique or novel good or service becomes conventional and easily accessible. As a result, it becomes less expensive as competition increases (Schultz et al., 2017). The lowest possible price is typically chosen by customers when numerous businesses offer comparable goods. No industry is impervious to this approach, including those in computing, agribusiness, cosmetics, and style. However, some businesses can maintain competitiveness through superior creativity and customer experience (Fuller, 2021).
The Massachusetts Institute of Technology claims that the issue also affects tech enterprises. Federal rules and intellectual property theft play a role in this trend (Gery, 2020). Additionally, personnel at high-tech firms frequently change positions, which can facilitate the spread of knowledge. LCD flat-panel displays, cellphones, wearable technology, and other high-tech products are now commodities that any business with the necessary equipment and understanding can create.
Over the years, some of the most cutting-edge products on the market have been commoditized. For instance, cloud storage applications are now readily accessible and cost almost nothing, according to Harvard Business School. By the end of 2016, Box.com, one of the most well-known cloud storage providers, had close to 70,000 business users, and it was first introduced in 2005.
Their current rivals are Google Drive, Microsoft Azure, and other comparable apps (Bruchem & colleagues, 2022). Because they may need help distinguishing between these products, the typical buyer will likely choose the least expensive one. The wireless industry is showing a similar trend. Nowadays, most people have access to the high-speed World Wide Web and affordable cellular rates, making it challenging for telecom firms to differentiate themselves. According to Stanford University, personal vehicles will also turn into commodities.
On the one hand, formerly rival automakers are now cooperating to create new vehicles. In contrast, demand for ride-sharing and other services is rising. Consumers can own personal vehicles from point A to point B (Bratanova et al., 2018). If they choose to buy one, the features will be more important to them than the make or model. Organizations that wish to stay competitive must emphasize innovation and use cutting-edge technology. Strong companies that have avoided falling into the commodities trap include Apple, Intuit, Xerox, and Microsoft.
It is becoming increasingly complex to capture consumers’ attention and maintain it throughout the buying journey, as consumers continue to hold businesses to higher standards. As a result, marketers are now prioritizing brand efforts over product ones. Additionally, it has been demonstrated that employing people-based marketing to establish connections with customers on a more intimate, emotional level can enhance return on investment. Accurately measuring the success of brand-oriented efforts and their influence on return on investment is not straightforward, but doing so can have a considerable impact. Clear objectives, precise data, powerful marketing analytics tools, and integrated marketing assessment are the foundation for everything.
Bauman’s Concept of Flawed Consumers
The theorist Zygmunt Bauman coined the term “flawed consumers” to describe the current social discourse regarding impoverished consumers or individuals who cannot fully engage in Western consumer society due to their limited financial resources (Oversveen, 2021). Although the phrase is not widely used, it reflects what other scholars have also sought to do: depict and explain how low-income individuals become socially deviant and excluded as consumer society develops. Bauman extended this idea in his dissertation, Work, Consumer Culture, and the New Poor (Aarons, 2018). In early production economies, success in the labor force was a prerequisite for social acceptance and prestige.
People experiencing poverty were ostracized under the presumption that they had a strong work ethic. However, under this definition, the underprivileged were still ostensibly valuable as a pool of backup labor. Nevertheless, the output level became less reliant on a sizable labor force in advanced nations, particularly in complex consumer industries of the late 20th century (Bauman, 2021).
The poor were now criticized as flawed consumers, with neither social position nor, given the fixity of their situation, even redeeming potential as a reserve army of consumers-to-be, because they could not fully participate in usage competitions with requirements established by others far removed from poor populations (Adams, 2019). This essay aims to link personal motivations to Bauman’s social theory on criminals as law-abiding consumers.
Adiaphorization and Moral Detachment
The expression “adiaphorization” was initially used to refer to religious apathy but was coined by Bauman to describe social conduct that is neither excellent nor wicked, and is not quantifiable against scientific or core principles. People in the steady era were capable of evil because of the distance provided to them by bureaucratic social hierarchies (Gerstein, 2021). The connection between the devastation and perfectly innocent activities like squeezing the trigger, turning on the electricity, or clicking a button on a keyboard is likely to remain a theoretical notion due to this distancing (Deuze, 2018).
The administration guaranteed this was the case by ensuring that morality was linked with the injunction to be a competent, effective, and industrious expert and employee (Cohen & Murray, 2018). However, the marketplace took over the task of adiaphorization as modernity transitioned from concrete to aqua (Bauman, 2019). According to Bauman, in a consumer society, it is first and foremost the person’s inadequacy as a shopper that leads to social deterioration and interior alienation. In this view, the summer’s noise and anger were primarily attributed to each actor’s poor choices. Even during riots, the wrong goods were chosen.
Social Consequences and Structural Violence
The season’s conflicts highlighted the need to prioritize the signals displayed on the coast over the interruptions caused by seaside festivities (Davis, 2020). My goal in using Bauman’s communications is to examine the detrimental political and general responses to the rioters’ appearance, including how they occurred, why they took the form, and how they were handled. Economic ideology shifted from a society of consumer liberties to one of compassion, embarrassment, and disgrace (Aldeia, 2019).
As a result, 40% of adult rioters receive benefits (Kaufman, 2018). The first appeal to reach 100,000 supporters called for denying payments to rioters. According to Bauman, dependence has acquired a bad reputation and now denotes behavior for which respectable people ought to feel embarrassed (Abbasi, 2020). In our commercial world, the Levin Asian notion of obligation, never constrained, written in the face of another, is rapidly disappearing (Cheshire et al., 2019). If freedom is genuinely the first casualty of fading safety, those who cannot consume, the rejected, will face a purposeless life of disgrace and shame.
Structural violence often goes unnoticed because it is a normal part of life and has been turned into moral statements. Most violent acts involve behavior accepted, supported, or commanded as a moral obligation by society. Most violence is viewed as a righteous action that supports accepted traditional social, economic, and political standards, rather than as abnormal behavior or something to be avoided. Politicians have responded by attempting to maintain control. Sociologists hoped that by imposing severe penalties and demonstrating severe penalties, the season’s playoff events would not be repeated, and the flawed customers would be pushed back into the background where they belonged.
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