Consumerism. It is defined as “a social and economic order and ideology that encourages the acquisition of goods and services in ever-increasing amounts”.
The result is a shift towards materialism, disconnection and competition that leaves us confused about what we need and what we think we need. Big business and marketing strategies know exactly how to feed into our instant gratification and more is more culture.
This is environmentally unsustainable. It would be impossible to look at reducing environmental pollution without looking at reducing consumerism.
It’s a simple question to ask yourself, “Do I need this or do I want this?”
The “Good Life” is a short series that poses that exact question through a juxtaposition of “simple and happy” to “excessive and miserable”. What do you consider the “good life” to be?
To help with this series I asked for help from the people I felt have a uniquely strong, respectful, intricate and protective tie to the land, First Nations. They not only have a connection of love and spirituality to the land but also a great sense of responsibility to protect it for future generations. We have a very powerful message to learn from these communities.