A look at consumerism from Buddhist perspective

Consumerism presupposes that consumption is essential to the economic prosperity and well-being of people

 Religions play significant roles in shaping human behavior, values, and societal norms. They also set boundaries in the pursuit of material wealth and consumption

Buddhism is a path toward individual salvation, redemption, or enlightenment: an agent to carry followers toward transcendent truth

Consumerism has grown exponentially over the last few decades, becoming an ingrained part of our culture. It is a culture of its own that rests on the belief that the happiness and prosperity of mankind hinge on the abundance and acquisition of more and more material goods and services. In a consumerist culture, the spiritual dimension of life is forgotten. Our modern life is so overwhelmed by a culture of consumerism that it has become a religion centered on the quick and easy gratification of sensual desires. 
Consumerism presupposes that consumption is essential to the economic prosperity and well-being of people, and unrestrained consumption is the key to the progress of a country. As a byproduct of capitalism, consumerism has become a defining feature of the contemporary world, giving rise to social conditions that breed a profound sense of insecurity, anxiety, restlessness, inner confusion, and other social problems.

Fulfilling life 

Religions play significant roles in shaping human behavior, values, and societal norms. They also set boundaries in the pursuit of material wealth and consumption. As far as Buddhism is concerned, apart from its teachings on spirituality and enlightenment, it provides invaluable insights into the nature of success and the keys to living a fulfilling life. The cardinal features of Buddhism inspire individuals to cultivate a sense of purpose, find joy in simplicity, and lead a meaningful life.
Buddhism is a path toward individual salvation, redemption, or enlightenment: an agent to carry followers toward transcendent truth. It is a source of moral and ethical values that guide an adherent to do what is right. In consumerist societies, basic values are greed, self-aggrandizement, and even vengeance; lives are governed by the assumption that sensual gratification is the only way to happiness. In contrast, in Buddhist societies, the development of ethical and spiritual virtues is given pride of place over the accumulation of goods and wealth. The goal of Buddhism is to achieve full release from the root causes of suffering, greed, hatred, and delusion—unwholesome states of mind that contribute to many social evils. According to Buddhism, real happiness does not lie in the indulgence of desires but in eliminating the cause of suffering by eliminating craving.
Buddha’s teachings offer a path of sustainability, simplicity, and moderation by living a simple life without much ambition, desire, or greed, and by adopting a minimalist lifestyle that evaluates what a person needs. The simplicity of life promotes the practice of letting go of inordinate attachment to worldly things and focusing on what matters in life, disapproving of an extravagant lifestyle and overindulgence. Buddhism also emphasises the values of equanimity and compassion.

Four Noble Truths 

The Four Noble Truths are fundamental principles of Buddhist philosophy. The Second Noble Truth locates the source of human suffering to craving. The consumerist trait promotes desire and dissatisfaction, the very sources of suffering as explained in the Four Noble Truths. Buddhism expects its adherents to exercise restraint in pursuing materialistic desires and practice self-discipline in all aspects of their lives.
It also advises its adherents to be content with what they have (santutthi parama dhanam) and to enjoy the world as it is. In the Dhammapada, it is stated thus: “Health is the greatest possession, contentment is the greatest wealth, trust is the foremost kingship, and Nibbana is the greatest happiness.” Buddha said his dhamma is for one who is content, not for one who is discontent. Contentment is the ability to be happy and fulfilled in one’s present circumstances. It implies acceptance of conditions and situations as they are with equanimity, without complaint. Buddha describes the monk’s contentment thus: “He is satisfied with a robe to cover his body and alms food to satisfy his stomach, and having accepted no more than is sufficient, he goes away, just as the bird flies here and there taking with it no more than its wings.” This virtue of contentment is extolled in the Mangala Sutta and many other suttas in Buddhism.
Buddhism is very much concerned with creating social conditions favourable for an individual to obtain his basic needs through the right livelihood for survival. It does not consider relinquishing one’s material possessions or denying oneself basic needs as an alternative to consumerism. What it simply says is that the acquisition of wealth should be used righteously for the benefit of oneself and others who need basic things in life. It does not decry the accumulation of material wealth and does not expect its followers to withdraw from social and civilian obligations and lead a life of poverty. In Buddhism, the acquisition of material possessions is not inherently wrong, but the problem arises when they become the focus of our lives, leading us away from our spiritual path.
Human desire has blown into ridiculous proportions to maintain its image through material goods and consumption. Consumer culture has reached such a high pitch that there is a relentless pursuit of keeping up with the latest fashion trends, resulting in people being trapped in a cycle of consumption. People are not content with rudimentary needs such as shelter, food, and clothing.

Worldly possessions 

In today’s society, many people attempt to express their identity through the acquisition of worldly possessions. For that purpose, they will do whatever it takes to achieve it. The allure of social acceptance and the desire to align with social norms have led them to justify their acquisitions. They rely on their possessions such as cars, jewellery, expensive clothing, salubrious houses, and endless other consumer products and devices to define who they are and their worth. They act under the delusion that you are what you own, and the more you have, the happier you will be. It is a social process. They buy more than they need and try to attain social status through the acquisition of 
worldly things. 
Advertising is an integral part of the consumerist culture that lures customers by appealing to people on emotional and irrational grounds.  For that purpose, advertisers design appropriate promotional strategies for businesses in a consumerist culture. They stimulate human desire very effectively, offering a plethora of products as a panacea for human happiness. Day in and day out people are constantly bombarded with endless advertisements generating the feeling of desire in people for products regardless of their necessity and usefulness. They entice people to purchase items impulsively neglecting the negative consequences. All the television commercials and other ads are designed very skillfully to create insatiable desires in human beings that can never be fully satisfied.
 If we examine the lives of many people who enjoy the most abundant wealth, and power and revel in other luxuries are rarely contented and live on the edge of despair, yet they look for more wealth, more power more pleasure in the viciously degrading cycle. High incidences of mental illnesses, alcoholism, drug dependence, and suicide are found in the more affluent and so-called countries throughout consumerist countries. All this goes to show that real happiness is determined not by our material wealth and worldly success but by our qualities of mind and heart that are not by what we have ( bikku Bodh). 
 We are born with nothing and die with nothing. Therefore, it is futile to hold on to worldly things. Buddha renounced all worldly possessions after witnessing the suffering in the world intending to find enlightenment. After much self-deprivation, Buddha discovered that the Middle Way (maddiyama prathipradava) is a more wholesome approach to satisfying one’s needs without self-indulgence. Practicing the middle path and avoiding extremes help develop self-discipline and find equilibrium in all aspects of life including our desires, habits and consumption. 
When society is founded upon the principles of consumerism, the drive to produce and sell,  regardless of genuine human needs the outcome will be disastrous and contribute to widespread misery and destitution, not only for human beings but for the entire natural order.  Consumerism forces people to view everything through a materialistic vision and prevents them from looking at their basic values. Consumerism is a great disease that fosters insecurity, envy lust, and the enemy of generosity.

Poignant statement

In this connection, it would be appropriate for us to ponder over the profound and poignant statement by world-renowned billionaire inventor Steve Jobs on his deathbed widely circulated on the internet  “At this moment, lying on the sick bed and recalling my whole life I realize that all recognition and wealth that I took so much pride in, have paled and become meaningless. In the darkness, I look at the green lights from the life support machine and hear the humming mechanical sounds, I can feel the breath of death drawing closer. In the face of impending death, I reached the pinnacle of success in the world.  In other eyes, my life is the epitome of success. However, aside from work, I have little joy. In the end, my wealth is only a fact of life that I am accustomed to.  You can employ someone to drive the car for you but you cannot have someone bear your sickness for you. But there is one that can never be found when lost, and that is life.  Whichever stage in life you are in right now with time you will face the day when the curtain falls. As we grow older and wiser we realise that a $3000  or a $30  worth watch both tell the same time. Whether we carry a $3000 or $300 worth wallet the amount of money inside is the same. Whether we drive a $150000 car or a $3000 car, the road and the distance are the same and we get to the destination.  Whether the house we live in is 3300sq or 300sq. feet loneliness is the same. You will realize that your true inner happiness does not come from the material things of the world. Whether you fly first class or economy if the plane goes down you go down with it”. 
Having wealth and material resources is a great opportunity for wealthy people to use their wealth for the benefit of the poor and needy.