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Posts Tagged ‘shopping’

I don’t get into town much these days. It’s a habit left over from the various lock-downs we’ve had. If I’m heading out at all, it’s for a walk somewhere nice, and where the fact the arse is coming out of England’s trousers doesn’t show quite as much.

But I needed herbs, and I remembered the old herb-shop. It’s one of the few independent businesses hanging on from the once upon a time, though they no longer prepare as many of their own potions. Instead, it’s mostly corporate branded stuff, and quite expensive. I could have got them off the Internet much cheaper, but that’s one of the reasons the old town’s in the state it’s in. Other reasons would include the fact there’s no money here any more, and what jobs there are pay very poor wages.

The number of empty shops now is disheartening. The only businesses moving in are drinking dens and betting shops. Meanwhile, the cafés and coffee shops are closing down, as the town trade dwindles. I could get a beer from any number of places, around whose doorways stand huddles of tired-looking men with pint-pot stares, but I’d struggle for a cup of tea, and no wonder. This is not the sort of place you’d linger to watch the world go by any more. This is Middleton, from Saving Grace, it’s Middleton, from Winter on the Hill.

Decline was obvious years ago, but it looks like they were still the good years, and we’re going full Apocalyptic, now. Yet it was a nice town, and prosperous. We used to dress up to come here. I’ve seen images like this before, but they were all provincial towns in the Soviet Union, just before the wall came down. The west was puffed up and smug in shoulder pads then, not realising it was our turn next.

Having got my herbs, I take a mooch around, and wind up in B+M Bargains. It occupies the space that was once Woolworths. It’s odd, to feel nostalgic for Woolies. I’d take the kids there for lunch in the long ago, slip them a fiver, and set them loose in the toy aisle. Then we’d top it off with pick and mix – oh, heady days!

The Argos store has gone. So has WH Smiths. Still, at least B+M is bustling. If there’s any sort of vibe at all, it’s here, among the bargains. Except there’s this one old lady complaining bitterly to her friend how she’s had a wasted journey. The shop didn’t have what she wanted, and the whole thing has ruined her day. I know, the shops rarely have what you want now, other than the most common and basic items. For anything else, you have to go online and chance it.

There are kids rushing around, stocking shelves. I’m thinking they could give her chapter and verse on ruined days, indeed ruined lives, and a future promising even less than what little they’ve got right now. But they’re not complaining. Those who have the most to complain about, tend not to. The old lady carries on, finding more to grumble about, and seeking someone to blame for it. She trails her negative energy around the store like a smog.

B+M are selling solar motion-detecting lights for thirteen quid a-piece. Winter coming on, I’ve been thinking about getting some of those. They’re useful for lighting the way around the outside of the house. But for twenty-five quid I can get four of them from that online place – you know, the one that treats its workers appallingly.

The B+M versions are of a brand that’s been around since the year dot. The online four-pack will be of unknown origin, and most likely only two of them working, and then none after the first winter. What to do then? Do I pay for the one? Or do I chance-it, go online and support a business model that’ll be the ruin of us all when those are the only kinds of jobs left for human beings to do?

Then, strangely, I’m thinking of this girl I used to know. I fancied her rotten, and she knew it. She also knew I’d not the guts to do anything about it. I think she enjoyed my discomfort and the moon eyed adulation. The last time I saw her was 1982, on the Zebra crossing, here in town. She was coming one way, I was going the other. She was dressed to the nines, like everyone else, that Saturday afternoon, yet, like in one of those daft perfume ads, she was the one who stood out.

She gave me a look in passing that left me speechless, but which would later launch a million words in search of connection with the deeper meaning of what I felt for her, and the world in general. I used to go back to that crossing, the same time on a Saturday, thinking to recreate that moment, and maybe this time do something about it. But, like I said, I never saw her again. And it was all a long time ago, when everything seemed much newer, and fresher, and not so,… derelict.

The crossing’s still there, though the shops either side of it are empty. I use it on the way back to the car, remembering of a sudden how she looked that day. Funny how this should be coming back to me now. Then I look up, and guess what? No, she not there, because not even the ghosts come here any more.

Anyway, unlike that sad old girl in B+M, my trip wasn’t wasted. I got my herbal stuff. And I got my motion sensing light as well, because I only need the one, and the rocket guy can do without my business for once. It’s a small step for a man, as someone once said. But those were heady days. And certainly, here at least, among the more material aspects of contemporary provincial English reality, there’s nothing quite so aspirational as that any more.

Thanks for listening.

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toilet paper

A lazy start to Saturday, late breakfast at the local garden centre, then off to the supermarket for a bag of mixed nuts and a copy of New Statesman magazine, but that’s where the pleasant start to my weekend ran slap bang into the bummer of other peoples’ Armageddon.

I couldn’t park anywhere near the supermarket, not on the car-park, nor in any of the streets nearby. I tried again, later in the day and managed to park this time. The supermarket didn’t seem too busy by then but there were murmurs of disapproval among customers and the shaking of heads. Then this old timer turned to me and he said: “Does this Coronavirus thing give you the runs too?”

“Em,… not so far as I know, mate.”

Together we stared bewildered at the empty shelves. Indeed there was not a single pack of toilet paper to be had, no Paracetamol either, and of course no hand-sanitiser, these being the very items the media – social and otherwise – have been advising us to panic about. Paracetamol and hand-sanisiser I sort of get – though if everyone would just calm the hell down there’d be plenty to go around – but toilet paper?

It’s impressive, how our technology can spread a groundless panic right around the world, have it go viral, so to speak, faster than a spreading virus. Impressive, yes, but in a bad way, and clearly it’s true what they say about smart-phones: they just suck your damned brains right out of your head, and replace them with marshmallow.

Anyway, I finally got my nuts and my New Statesman, picked up a bag of coffee beans while I was at it then drove home to ponder the ins and outs of things. Fortunately I’m okay for toilet paper, got a box of Paracetamol too knocking around at the back of a cupboard somewhere. Don’t like that hand-gel stuff – gives me the creeps actually, but that’s another story. Then I got to wondering if there was anything else I should be panicking about, wondered about checking online – you know: Twitter, Youtube, Facebook, Daily Mail for further instructions. Lion bars perhaps? I’ve got five in the cupboard, create a scare, wait till folks are fighting over them then sell them at a tenner apiece? No,… don’t you dare.

But to those who have taken part in this appalling worldwide scrummage for toilet paper I’d just like to point out, you might be feeling pretty smug right now, all sitting pretty on your thrones tonight, laughing at the losers left to wipe their bottoms with dock-leaves. But let it also be said your surplus is in inverse proportion to the size of your self-awareness as human beings, and there’s only so much of a stockpile of quilted-velvet a person can acquire without looking really dumb. And I imagine it’s difficult to wipe your arse with it anyway when you go around all the time with your head shoved so far up where the sun never shines.

Maybe we’re no worse than we’ve ever been, maybe it’s been like this since the dawn of time and there’s no sense in bleating on about it, but can we not show some love for our fellow man, and share out the damned bog paper like decent human beings? Or are we really so full of shit we think we need to keep it all for ourselves?

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on pendle hill

Pendle Hill Summit, December 2019

It was about six degrees in town this morning, with a light rain. It felt bitter and unwelcoming. The parking machine took most of my change, leaving little for the homeless guy sitting there with the thousand yard stare, but he accepted my bits of shrapnel with more enthusiasm than they deserved, and he called me sir. The coppers were all I could muster as symbols of my solidarity with his lot, and I felt in the “sir” a rebuff, not from him – he was grateful for anything – but more from within myself, the distance it implies, between me and him. I have never been comfortable being called “sir”.

Amid the ruins of this, my little market town, there has risen of late the paradox of a glittering high-rise that promises a “cinematic experience” and bowling, though these attractions have yet to appear. And of the quality-shopping also promised, over the years of this great carbunkle’s somewhat listless construction, only a Marks and Spencer food hall has opened. It sits uneasily like a top-hat among the ragged, alongside the vape-shops and the tattoo parlours and all the charity places.

Meanwhile I note the news-stands speak of war with Iran, the more right wing and tabloidy the title, the more strident and crass the headline, but whether to instil terror or glee I do not know. It will depend on your disposition I suppose. Me? I see only that the social fabric of the UK is in tatters, that it will improve not one jot in the decade to come, and the looming climate catastrophe is beyond help now.

Middle eastern politics never makes for comfortable reading and try as I might I’m not sure if we’ve been brought here by miscalculation or by artifice, for these are dark powers and completely beyond my knowing, but I do know another war played out as infotainment isn’t going to be fun viewing, and it’s certainly not going to fix anything that needs fixing.

Thus the New Year opens and leaves me casting round for a glimmer of hope and I am seeking it in the food aisles of M+S. A week ago I was on the top of a misty Pendle, feeling for a time that all was well. Everyone I met at 1800 feet looked fresh and happy, but that’s the tops for you and always worth the effort. It’s when you come back down to earth the shadows regroup.

I bought something for my tea, browsed the novels in Heart Foundation, but nothing took my eye. I bought a brew for the homeless guy from Gregs and walked it back up to the carpark, but he’d gone by then. So I sat in the car for a bit, watched the people cowed by winter and the flat murk that passes for daylight at this time of year, and I drank the tea myself. Milk and one sugar. That’s how I take it, but I had not stopped to think if it was all right for him.

It’s all very well, trying to help out a bit, but it’s better to pause and consider what it is that’s needed first. And maybe there’s no answer to that, no obvious place to start, which is why we’re going nowhere, and hope is so elusive.

Meanwhile I have snowdrops in the garden, green shoots appearing among the leaf-litter for the first time, and I sold another copy of The Inn at the Edge of light last night, which make two. Then I have seedlings of sweetpea to plant up for the windowsill, for planting out come spring, to bring some colour and the heady intoxication of their scent.

Small beginnings, but the best I can come up with for now.

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stannesIt’s sad the way our highstreets continue abrading to rags under the slow, austere grind of what is now fast approaching our lost decade. I have not been to Saint Annes on Sea since the nineties so, when I returned this week, I found the changes here particularly striking. It was always a very well heeled town – ladies in fur, trailing strings of cute Dachshunds, and old gentlemen in blazers with regimental badges sewn into their top pockets – I exaggerate of course, but I think you know what I mean.

Today I counted eight charity shops, and noted with some sadness the boarded up remains of JR Taylor, which I’m informed closed in January 2015. JR Taylor was an upmarket, independent department store, much favoured by the affluent middle class of the region. Back in the day I remember admiring a jacket here that would have cost me a hundred and fifty quid. I put it back, being more of an M+S man by instinct. I note the very serviceable jacket I’m wearing today however came from a charity shop. It cost a fiver. Note also, dear reader, I’m carrying a couple of paperbacks, also charity shop finds, having spent a pound on what would have cost me twenty quid in a bookshop. Perpetual austerity certainly alters ones perspective on value, so perhaps I’m as much to blame for the decline of the highstreet as anyone..

I have made no other purchases, so it’s been a cheap day out.

I’m still in work, not struggling, especially, but I’m fortunate in that respect, and you think twice these days when, contrary to the official employment figures, half the country seems out of work and chasing the same small pool of rat’s arse service sector work. Clearly there’s not the money any more to support the likes of a JR Taylor, nor indeed any of those traditional household names for very long.

Names familiar since childhood have been replaced with e-cig shops, cash converters, and no win no fee solicitors. Opiates, Pawn and “sue the pants off anyone in the hope of a windfall, for sure as hell it’s the only way you’re ever going to feel better and make any money”. It’s the same in every other provincial town, certainly in the North of my knowing, but seeing it here in St Annes today saddens me. I had been hoping for – I don’t know – an oasis of genteel refinement amid the desert of eternal austerity.

Our towns complain loud and daily of the message we are now firmly a minimum wage, dead end society, void of future, void of hope, at least in any material sense. Meanwhile, our children, enthused by fresh degrees in this and that, are weighted down with the slavery of State sponsored debt while competing even to stock the shelves of privateer supermarkets and to shift iPhones on commission, at the mercy of the Spivs who own them. Throughout long, soporific Powerpoint Presentations, in league topping colleges and Universities up and down the land, they were promised the earth, and then betrayed.

If you’re reading this while sitting anywhere between the eastern boundary of western Europe and the Pacific Coast of the USA, you’ll know what I mean. And I say this not as a political statement, nor less a rallying cry to the forces of opposition – such as they are – but more as an observation, and perhaps a little detached – at how remarkable our fallen position, and how understated it is in the usual media.

Capitalism has failed as an economic system. I don’t think there’s anything controversial in saying this now, no other conclusion to be drawn. It crashed and burned in 2008, wiped out with it the entire western world, at least in so far as we were led to believe in it, and certainly for the working person and the middle ground of the middle class, and that’s ninety percent of us in the same boat now, disenfranchised, and with the scales of delusion removed from our eyes. The rich of course will thrive under any circumstances, so they may not even have noticed yet the gatherings of the thrift-shop ragged at their gates.

So, I turn my back on the old town, my memories of better times, tuck my dog eared paperbacks under my arm, and I make for the sea, for the pier where there is still the cheery ring and zing of  slot machines, the scent of beef fat and chips, and a nostalgic tiddley-om-pom-pom from an electronic busker on the promenade.

The tide is out.

It goes out a long way here and comes in fast, revealing both the pristine hope of renewal with each ebb, yet also the fleet footed treachery that might befall the unwary at times of flood. These are the time’s we’re in. It is what it is, and we must deal with it as best we can.

I buy ice cream and sit down to think, venture a photograph of the pier, which I imagine I could Romanticise with the use of a digital filter.

That’s the advantage of a seaside town I suppose. You can always turn your back for a while on the decay of the interior, gaze out to sea and dream of better days, perhaps even filter out an uncomfortable reality with the combined distortion of imagination and technology. These are uncertain times for sure, unlike any I have known. There is an anger, and a sense we are being taught the language of blame, as politics lurches into the quagmire and the rabid slogans of the right, and the left still can’t get itself in gear.

I hope our young are immune to hatred, that the crass incitements of the bigots and the racists, and their appalling media, who blame it daily, as they have for a hundred years, on “all these damned foreigners comin’ over ere”, fall on deaf ears, and we, the old and the middle aged who, I’m afraid to say tend to be more often vilely bigoted and racist, will die out before we pass on our unwholesome views and genes.

But damn, it could be so much better than this! I mean, we’re human, and it’s never going to be Shangri-la perfect. But this is heading in the wrong direction entirely.

As I sit in pale sunshine on the promenade, a woman passes with a string of dogs, cute little Dachshunds – at least in my imagination. The dogs are circling, creating an unholy row as they snarl and yap at one another. They entangle her legs, threatening to trip her over. She admonishes them to no effect. The racket drowns out even the vaguely cheerful tiddley-om-pom-pom.

A cloud takes the sun, and casts a chill.

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barcode

Here’s something to think about. You’ve pushed your trolley round the supermarket, done the big shop, got a pile of stuff and now you’re going to put it all through the checkout. You say hello to the checkout guy/girl, they take the first item, scan, then slide it down to where you’re waiting to bag it up.

This is where things become interesting.

You don’t want to look like a dope, so you pick the item up and bag it quick. The next item comes at you a little faster than the first, but you get it in the bag before the third item is coming at you. But the third item is a little faster still, and this time you don’t quite get it in the bag before the next item’s coming at you. You speed up, the checkout person speeds up too. What kind of game is this? Who does this checkout jerk think they are, pushing you like this?

Well, it’s easy enough to understand, once you see it from their point of view. The checkout guy/gal doesn’t want to look like a dope either, so the faster you pick up that first item, the faster they’re going the scan the second. The faster you go, they faster they think you’re expecting them to go. Maybe they’re thinking you’re a grumpy old git hissing at them while they struggle to find the barcode on that packet of crisps, or maybe the barcode won’t scan at all, or maybe the machine’s playing up today.

Not a word’s been said, but both of you are struggling now with negative perceptions of one another, both feeling threatened, and all simply because nobody wants to look stupid.

Insecurities start with negative perceptions, not just of others but of oneself. I can be a bit slow, especially when it comes to thinking on my feet, so when others are rushing about making decisions, or talking fast at me and expecting me to pick up complex information, I feel vulnerable, threatened, and this awakens the ego whose job it is to put me back on the pedestal of my supposed competence, and from which I feel I’m slipping. Ego tries to make us feel safe by making us feel strong. But mostly it ends up making us appear either mean or stupid.

Here’s another illustration. I called into a coffee shop, asked for a coffee. It cost £1.75. (Pay attention now) I offered the girl a fiver but she’d no change. So I pieced together £1.75 in bits and bobs, including coppers, from the corners of all my pockets, and gave it to her. She kept my fiver and gave me change (which I’d thought she was short of). I’ve no idea how much change she gave me, exactly, but it seemed a lot. I was now very confused and queried the fact she’d kept my fiver, even though I’d just given her the £1.75, and what was all this change, and was that right, and could she explain it to me?

She looked a little nonplussed, and gave me my fiver back. This didn’t feel right either, but I was also feeling self conscious and stupid for not getting it by now , so I walked away with my fiver, plus the change. As I went I made a rough assessment of the change, and it amounted to well over £5.00, but some of this was mine to begin with, so whatever the nature of the misunderstanding here, I felt sure I was considerably in profit.

I returned to the till to say I felt there was still a mistake, and could we start again? At this point however, the Maitre D became involved and, from the sourness of her expression I guessed she thought I was attempting to take advantage of the girl. I did the best I could, returned all the change that was in my hand – hers plus whatever unknown quantity was my own, but kept my fiver. I’ve still no idea if I actually paid for that coffee, and if I did, how much I’d paid for it, but I had the feeling throughout my drinking of it that I’d overpaid, and yet, paradoxically, that my custom wasn’t welcome any more because I’d tried to pull a fast one.

The girl had been a little slow, and so had I, neither of us with bad intentions, but the assumption of maleficence on the Maitre D’s part, or at least my imagining of it turned a quiet coffee into an embarrassing ordeal and a resentment of the Maitre D’s ugly cats-arse mouth which even now I’m struggling to expunge from memory. I was polite throughout, Ego wouldn’t let me get away without feeling a fool, and without making me promise (to myself) I would never frequent that establishment again – actually the coffee wasn’t that great – gave me indigestion – and the Maitre D was a real sour-puss, so this won’t be a problem at all.

But we can see how quickly the tension mounts as soon as we feel vulnerable and lose our basic trust in the good intent of others. To live well and happy lives we have to assume the other person is like us, wanting to do the right thing, wanting to help when needed, and maybe spread a little happiness along the way. Nor must we feel threatened by our own shortcomings. (I never was any good with money)And we have to assume that if we’re struggling, and we ask for help, others will be big hearted enough to help without strings or questions.

You might say, however, approaching each day with a naive trust in everyone’s best wishes makes us vulnerable to the con-merchant. But if someone cheats me, even though it’s obviously my loss, it’s not really my problem. My problem is how not lose touch with myself, or lose balance when things start to fall apart and my abilities are tested.

This isn’t easy of course when every day our email inboxes are infested with suspicious junk that wants us to “click here”, when scammers ring us up at home claiming to be from our bank in order to steal our money, or when the car insurance renewal notice arrives and you query it because it seems expensive, and they instantly knock off the two hundred quid they were trying to cheat you out of anyway. It’s not easy when even the State takes your children and saddles them with a lifetime of eye-watering debt because they wanted to get a university education. So, yes, I admit, it’s even more tempting than ever to capitulate and retreat to a defensive position, crouch behind the barricades, simmering with anger or quivering in fear.

Except,…

How can we live like that?

If at least in our every day interaction with the people we meet, we try to assume good intent, if we assume that should we struggle, others will help, and for no other reason than it’s the human thing to do, then we’re each pushing back the tide that sometimes feels as if it’s going to overwhelm us, swallow us down and wash us up as yet more zombified pawns, blind and amoral instruments of the machine.

So,..

Starting with the checkout tonight. Pick up that first item really slow, bag it like there’s all the time in the world, and see what happens.

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booksI’m reading a lot at the moment, enjoying working through a pile of novels I’ve been acquiring, and promising myself I’d get around to one day. Well now I have. I should add I rarely buy novels from the bookstore now, or Amazon. Sorry about that Mr Publisher, but the economy’s still broken. I know, it’s my fault things are refusing to pick up because I’m not spending enough of my relatively piddling salary on consumer goods, but I really don’t feel like it. Since we’re all in it together, as our politicians are fond of reminding us, austerity remains my watchword! Alas, while indeed we are all in it together, to shamefully misquote from a particularly famous novel, some of us are clearly more in it than others. Thus the high streets of our little market towns continue their decline, and the busiest shops of all are the charity shops.

And since austerity, in my book, means doing for a couple of quid what any fool can do for a tenner, I’m a great fan of charity shops now. On Saturdays I’m often to be found in either the British Heart Foundation, or Age Concern mooching about in their entertainment section. My spending on pleasure has plummeted as a result, but paradoxically, the pleasure I’m getting has increased ten-fold. They provide an eclectic and at times a delightfully serendipitous experience. I’m told by the more stuck up of my acquaintances that charity shops smell, and I seem to remember they do – kind of mushroomy – but since I’ve no sense of smell, I really don’t care about that.

A while back, I took a chance on a novel by John Banville – The Untouchable. It’s one of his older works, and I’ve enjoyed it immensely. It cost me £2.00. That same trip I came away with a DVD copy of V for Vendetta (£2.00) and a Stevie Nicks’ 1981 album, Bella Donna, (£2.00). That’s a lot of bang for my bucks. Of course when you go into a charity shop it’s not a question of expecting them to have what you want – more a question of wanting what they have. And often I find that I do.

By contrast this weekend, I paid full whack for a novel which I won’t name because there’s nothing nice I can say about it. I got it from the supermarket, on impulse, because I liked the cover and it had glowing reviews from big newspapers, and the blurb sold it to me really well. But when I began to read the book, I realised what the blurb hadn’t told me was it was quite an old story, written about the same time as that John Banville novel, actually, except it had been flogged to me in a shiny new cover as brand new and the next big thing.

I didn’t enjoy the story. It was an interesting premise, but the telling of it didn’t sit well with me at all, and I abandoned it half way through. I have read more engaging tales I got for free from Feedbooks, and I am not being cynical when I say I could not imagine presenting such a manuscript to an agent nowadays in the expectation it would ever be published. Yet clearly it was. Twice. At intervals ten years apart.

The John Banville story was returned to the charity shop this weekend with a lot of other books I’ve enjoyed in recent months so others might enjoy them, and so the pounds in their pockets will go to worthy causes, causes other than attempting feeble CPR on a financial system that is in any case irredeemably broken, and would perhaps be better replaced by something else. The other one, the one I felt was a cleverly packaged deceit and which therefore so aptly represents the system that has led to these dire financial straits, went in the bin.

It was a weak and futile gesture I know, but I felt cheated by it, and it was the only way I could give it the Agincourt salute it so sorely deserved, except also to say I am even less likely now to be tempted back to the glossy rows of newly published titles in the bookshops and supermarkets. I would also like to urge you all to visit your charity shop, as they are often the only bookshops still open in our little market towns these days, fortunately also among the more eclectic and interesting, provided you have no idea what you’re looking for in the first place.

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dunlinThey were dunlins I think,
A great cloud,
Like a ponderous comet,
Come to graze the marsh,
Far beyond the reach of men.

There seemed a million birds at once,
All wheeling in the pale blue
Of a spring morning.
Slow, sinuous waves,
Curling.
Waves within waves,
Black as smoke,
Then peeling to silver,
As they traced the contours,
Of the hidden world.

Each was the pixel part,
Of a greater being.
Each pair of eyes,
Shared host to a second sight.
And as I watched I felt a yearning,
Haunting and formless,
As if for a lost love,
Whose name I could not recall.

Meanwhile, behind me roared the road,
As the day warmed,
And the shops opened,
And the empty fast food cartons,
Scraped their drunken paths,
Along the promenade.

I bought new jeans and a hat,
And entering my code into the machine,
Became one pixel part,
Of another kind of being,
Also greater than myself,
But void of insight,
And a mere shadow,
Of the dunlins’ finer dance.

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green goddessWisdom sometimes comes from the most unlikely places. I had a neighbour – a man of little education, and long retired when I met him, a man of simple tastes, fond of his garden, not well off, but perfectly content in the bosom of his family. I forget how our conversation got on to the topic of consumerism, but he said his motto was that if you needed something, and you’d the money, then you should get it, but if you merely wanted a thing, then you shouldn’t get it, even if you’d the money.

Like it or loathe it, consumerism has changed the face of the western world, and it’s changed us. Prior to 1900, it was believed people were motivated by logical responses to available data: give them the relevant information and they’d make a rational choice based upon personal need. But the work of psychoanalysts like Freud,  showed how we in fact respond to things in ways that are far from logical, that we are also driven by unconscious desires of a purely emotional and entirely irrational nature.

The advertising of goods used to focus on practical issues like how reliable the goods were, or what they did that was bigger/better/faster than all the other similar stuff out there. But it was found you could sell more goods if you could also sell the myth that a thing would make a person feel better about themselves in ways beyond the mere function of the thing itself. From then on manufactured goods were no longer practical necessities, they became lifestyle choices. We bought things because we desired them, because we wanted a piece of the mythical lifestyle that came with owning that product. It also meant that if our desires could be sated in this way, we were less likely to satisfy them in other ways, ways that might be socially or politically undesirable – things like taking to the streets in protest for example?

All of this sounds bizarre now, but a look back at the history of psychoanalysis and its links with advertising shows how our unconscious urges have been analysed, categorised and manipulated in order to maximise the sale of goods. Psychoanalysis has many critics, but we are all the living proof of how its theories have been put to devastatingly practical use, including, some might say, the control of large populations – you simply feed us a diet of “stuff”, and weave around it a fantasy of desire, and we become docile, endlessly chasing the myth of the ideal reality, instead of focussing on reality itself.

The history of the western world up to the middle of the twentieth century is one of upheaval and public revolt. But if we look at those same democracies in the early part of the twenty first century, democracies now steeped in a tradition of consumerism, our history is one of apathy. The mob no longer cares what’s going on in halls of power, so long as the postman turns up on time with our stuff from Amazon. Short of a postal strike, I can’t imagine us getting really upset about anything.

Is that necessarily a bad thing? I don’t know. I wouldn’t like to see another pan-European war, but neither am I happy with the thought of a population so lost to the myth of stuff they’ve  no longer the will to change society if they feel it needs changing, nor even the vision to see what needs changing in the first place.

So next time you’re in town, and you see some “thing” and you think to yourself if only I had that thing I’d feel a lot better about myself, remind yourself it won’t make more than five minutes difference to the way you feel at all. Feeling better about yourself comes from somewhere else, and there, I’m afraid, we’re on our own. So try to cut back a little more to the centre of yourself, try to clear the line between necessity and desire, and ask yourself: apart from all this stuff that I apparently want, who the hell am I, and what do I really, really need most in my life right now?

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