Imagine you're browsing through your favourite high street store, scanning the shelves for something that speaks to you. The rows of neatly arranged products seem to whisper, "This is who you are." But have you ever stopped to think that this obsession with consumption might be more than just a quirk of modern life? Sociologist Professor Colin Campbell believes our sense of self has become inextricably linked to what we buy – and it's not just about filling the cupboard or updating your wardrobe. He argues that, in today's 'consumer civilisation', individuals define themselves through their tastes and preferences, which are often discovered through the act of consuming.
Professor Campbell suggests that shopping is no longer a trivial pursuit but a crucial mechanism for self-discovery. Think about it – when you try a new restaurant or buy a book by an author you've never read before, what are you doing? You're exposing yourself to different possibilities and exploring your likes and dislikes. For instance, maybe you discover you prefer Merlot over Sauvignon Blanc or that the 'Lord of the Rings' series is more to your liking than 'Harry Potter'. This isn't about buying an identity; it's about learning what makes you, you.
This shift in how we understand ourselves marks a significant departure from previous generations. Your grandparents and parents might have defined themselves by their status within institutions like family or their nationality – they were more likely to identify as farmers, fathers, Presbyterians, or Englishmen rather than through their individual tastes. Professor Campbell believes this change highlights a profound cultural transformation: personal desires now drive much of our consumption.
Interestingly, Professor Campbell also points out that Christmas shopping often leads to disappointment because it deviates from this personal quest. Instead of indulging your own desires, you're trying to guess what someone else wants – and let's face it, that can be a tricky business. He argues that while understanding others' needs is sometimes possible, their wants are much harder to gauge without really knowing them.
Professor Campbell has observed another trend: the principle of "the customer is always right" is spreading beyond retail into sectors like healthcare and religion. He notes the rise of complementary medicine at the expense of conventional practices – a shift he believes is driven by consumers feeling they know better than experts what's good for them. In the same vein, people are increasingly opting to construct their own versions of 'eternal truth', leading some to describe this as a 'spiritual supermarket'. Despite being an avid shopper himself, Professor Campbell presented these views at a recent conference in Sweden, concluding that we indeed live in a 'consumer civilisation'.