WATCHED - Buy Now - The Shopping Conspiracy

If any documentary could be a wake up call to us all, then this ought to be one. Explaining with stark simplicity how online marketing keeps us spending. Hiding the true environmental cost of our conspicuous consumption from us. Making us believe that these companys are leaders of environmental change, when they really are not. These false gods and charlatans infecting both our economy and politics.

We are increasingly witness to the 'greenwashing' going on. I certainly wasn't that aware quite how literally poisonous to our perceptions of what an online business it is. We have a knee jerk distrust of politics, the media and religions, but apparently not online business. These companies are the gift that keeps on benevolently giving, without ever falling into abberant sinfulness. I spend therefore I am.

As a business model they looked to the fast fashion industry to find an operational set up they could apply more widely. When once fashion used to have two design seasons a year, it now turns over pretty much monthly. Thousands upon thousands of clothes get worn but a few times and then thoughtfully recycled. But no one quite realised that recycling just meant dumping them on the coastline of a country like Ghana. Ditto the majority of things we very dutifully recycle. Recycling is being reduced to as a means of cleansing our guilt over buying so much useless stuff.

Apple employs this production model to all its electronic gadgetry. Every year your present ground breaking phone model being made obsolete by the latest one. Have you ever thought about what happens to the left over old models? Well, they are literally dumped in Thailand, where the toxicity of their internal contents can be blithely ignored.

The only true solution to our over consumption and addiction, to the planned obsolescence, would be to stop buying things we don't truly need. Perpetuating this endless desire to shop and have new things. Even if we believe we're are being conscientious consumers, we are still contributing to a whole mountain of unrecyclable rubbish that pollutes our own and other people's lands and seas.

But faced with the sly pernicious nature of these business models, I think the moment of peak consumer disillusionment feels like its still a long way off. Its still 'keep shopping for tomorrow we die.' There is something built into us that needs this 'consumerist' self view. It's like an addiction, a drug that is literally self consuming. What would people be if they were not a consumer? Would an existential void opening up, into which we might all psychologically collapse?  That and civilisation with it.

CARROT REVIEW  - 7/8

Available to stream on Netflix