Oliver James
The title grabbed my attention, but the book remained on ‘want to read’ for a while. But the moment I started Affluenza, I knew I would be biased. For starters, it was echoing my own worldview, and that too, quoting Erich Fromm, whose Fear of Freedom was in my favourites list in 2022. However, here’s the kicker – when I showed an excerpt to a couple of people whom I thought would especially benefit from it, they immediately acknowledged that it was a great insight for the current times. Except, this book is from 2007. That could fill you with hope or despair.
Oliver James introduces Affluenza as a virus that inculcates a set of values that increase the chance of emotional distress. Its source – a political economy that he calls Selfish Capitalism, a mix of unregulated capitalism and consumerism. The book is a critical examination of the impact of consumerism and materialism on society and individuals.
In eight of the chapters, he uses research from multiple countries to highlight the psychological, social, and environmental consequences of the pursuit of material wealth and argues that affluence, rather than bringing happiness and fulfilment, can actually lead to a range of psychological problems and social ills. Advertising and marketing campaigns are designed to exploit our insecurities and desires in order to create an insatiable appetite for consumer goods. As a result, people become obsessed with their own image and status, constantly seeking validation through the acquisition of new and more expensive possessions. A vicious cycle, creating in addition to the familiar haves and have-nots, the have-mores! The end result, as Fromm also predicted, is person-as-commodity, and thus unbridled self-promotion.
The chapters move from personal to familial and then societal, and offer a point of view at the end (of each) called ‘vaccines’. At the individual level, ironically, as we make all efforts for attaining more material wealth, the impact of affluence on our psychological well-being is not automatically great. He argues that material wealth can lead to a range of mental health problems, including anxiety, depression, and addiction. This is because the constant pursuit of material possessions can never truly satisfy our deeper emotional needs, leading to a sense of emptiness and meaninglessness in our lives. In fact he sees emotional stress as a rational response to sick societies. The chapter on motives and goals is the one I found to be critical to break out of the ‘zombie existence’.
At the familial level, the focus is a lot on parenting and parenthood. This is particularly important because childhood circumstances have a huge impact on our wiring – motives and goals. Given where we are, he recommends understanding them and replacing them systematically. He does have a few controversial views on motherhood and career orientation, but I think they are up for an objective debate. (The case of a 3 year old in China with the packed schedule was appalling)
At the societal level, it is not just about the selves we present to each other, and the ‘keep up with (and overtake) the Joneses’. It is also about the kind of education and priorities we pass on to the next generation. Additionally, there is also the impact of consumer culture on the environment. James argues that our obsession with material possessions is leading to the depletion of natural resources and the degradation of the environment. He suggests that we need to adopt a more sustainable and responsible approach to consumption in order to protect the planet for future generations. He also takes a sharp shot at what Selfish Capitalism has done to the ideas of neoliberalism – meritocracy, egalitarianism, female emancipation and democracy (see excerpt below)
The book has its fair share of criticism, but I think by asking us to question our own values and priorities, and to consider whether there might be more fulfilling and sustainable paths to happiness and well-being, he is on to something. “The solution is to think hard about what you really enjoy. The chances are that you have not done this, truly, for a very long time.” I think that’s a good place to start.
Excerpts
Modern education has been sold under a false prospectus containing three untruths. The first is that it will bring meritocracy, which it has not; and the pretence of it, requiring absurdly long hours devoted to passing mind-sapping, pathology-inducing exams, is hugely harmful to our children’s (and especially our daughters’) well-being. The second is that by enabling people to rise up the system, it will confer well-being, which it does not. The third is that exam results are crucial for our individual and national economic prosperity, and that is simply not true.
Let’s look at the four basic, closely related, defining political ideals of modern social organisation which my travels call into question, at least in their present form: meritocracy, egalitarianism, female emancipation and democracy itself. I want to examine them not because I doubt their desirability, but because I fear they have been hijacked by Selfish Capitalism. All the ideals have been rock-solid vote-winners: what majority of Western electorates would not want to be able to advance through merit rather than class, to have equality of opportunity and to liberate women from their traditional role? As time passed, both ruling parties subtly perverted the use of these words to refer to Virus values, rather than their true meanings. Insidiously, meritocracy became a method for educating the workforce and selecting the most promising managers of an economy increasingly geared to making the rich richer and consumers carry on consuming. Opportunity became a mantra for becoming rich, for the material aspiration of everyone to better themselves, so that consumption would flourish. Female emancipation became a cracking good stunt for increasing the size and quality of the workforce and enabling employers to smash the unions in an economy with gender- neutral jobs. Democracy became the right to vote for people who would make you richer and better able to pleasure yourself. All these changes were invariably served up with lavish helpings of the word ‘freedom’, which must have set George Orwell turning in his grave, muttering ‘remember double- think, remember doublethink’. The problem was not with the four ideals but with what was done in their name. If they had been implemented to increase our emotional well-being, rather than the wealth of a tiny minority, they would have taken very different forms.
