
As I have stated in previous entries to this blog I am not an economist in fact I have a very limited understanding of economic models or principles. I am, however, a participant in one of the world’s most influential economic system, North American Capitalism. The veracity of capitalism is astounding, elegant, almost as if it had evolved like the hunting skills of a great white shark. It seems to act independent of its participants like some form of sci-fi artificial intelligence that has overwhelmed its creators to enslave the human race. The most terrifying characteristic of this monster is that it only seems to be satisfied if it’s growing.
Capitalism doesn’t like holding constant and is certainly not happy when it’s forced to shrink, only when it is growing is capitalism content. With a finite amount of resources available on the planet a model of continual growth seem to me to be fundamentally doomed and yet capitalism fights on. It fights to survive, creating new and ingenious ways to keep its impossible appetite at bay. Again I am not an economist and I am not going to pretend I understand the mechanisms by which capitalism continues to sustain its own growth but as a participant I find myself amused and terrified by its tactics.

Water is a great example. Water a basic requirement of life. When I was a kid you didn’t buy water, it came from the tap and you drank it. We may have paid to maintain the municipal systems that provided the convenience of delivery to the tap but we certainly didn’t pay for the water itself. How did capitalism convince billions of us to start paying for water?
I picture a board room with window walls, downtown in some big city. A guy in a pin striped suit standing next to a piece of white bristle board balanced on an easel. In front of him stretches a long table full of pale faced balding men also suited up. The oldest and most distinguished resides at the end of the table. You can tell he is in charge because of the old man reading glasses he wears too far down his nose and the way he sits back from the table’s edge leaning slightly in his chair, his legs crossed and his hand in a thinking position on his chin. The young presenter flips the piece of white cardboard over revealing a picture no one has ever imagined. It’s a plastic bottle with a picture of mountains and a cascading water fall, “EVIAN” in bold arching letters across the top. No one says a word, the silence grows, the presenter reaches for his collar as a man in the second row asks the obvious, “What is it”? “Bottled water” the presenter answers in a wavering voice. Again the room fills with silence. The man in the second row who obviously has an affinity for obvious questions asks “can we really sell people something they currently get for free”?
Heads start to turn towards the older man at the end of the table. Slapping both hands down he stands up and shouts……….. “I love it”!!! The room erupts with applause. Once the back slapping subsides the old man speaks again. “Although…….I’m not too sure about the name”…….the table of suits all start nodding and looking at each other making sure everyone else is nodding. The presenter clears his throat…….. “EVIAN……sir…… its naïve spelt backwards”. A sinister smile creeps onto the old mans face……..”Perfect”!.
My body-wash claims to be selling me time. “Time for more manly things” is the claim on the bottle. The body-wash can be used on both my body and my hair which is why it will save me time. I’m not exactly sure what kind of manly things I am expecting to accomplish in the 2.3 seconds it takes me to grab a bottle of shampoo, flip the lid and squirt a glob into my hand. Yet over and over the capitalistic monster continues to prove its ability at create problems no one knew they had and then selling the solutions.
While 30,000 (1 every 3 seconds) children die a day of starvation, North Americans are marketed low calorie foods to keep our obesity from effecting our health. While 2 billion (30%) of the world’s population lives without basic requirements of life (adequate shelter, food and water) we buy special shelving units to house our shoes.
As the number of things I need to live in this North American economy increases I find myself feeling less and less satisfied, less and less lucky. Instead I’m feeling more and more embarrassed, more and more overwhelmed and more and more enslaved.
