V36

By Xavier Lim

Preface

Capitalism, in some form or another, has been regarded as the de facto option for the default state of any nation’s economy since the end of the cold war, which saw the dissolution of the only major command economy that disappeared with the fall of the USSR. In the modern age, any nation that wishes to reap the unequivocal benefits of globalisation enabled by the exchange of markets across sovereign states inevitably embraces some form of the capitalist economy. Given the deep permeation of late-stage capitalist influences into daily socio-cultural environments that coincides with the decline of traditional means of identity crafting, it is unsurprising that the modern phenomenon of identity consumerism has seen a rise in ubiquity.

Capitalist pressures in modern life

The extreme sophistication of the modern interconnected economy has ushered criticisms of the current capitalist world order, wherein similarities were drawn between the global capitalist model and the concept of ‘late-stage capitalism’ first coined in 1925 by Werner Sombart and later expanded to describe an imperialist global system ruled by multinational corporations. Nowadays, various consumer markets have settled into an equilibrated state of oligarchies that have all subscribed to the common consensus of prioritising profits over the good of the people.

The pressures of the global capitalist model are a double-edged sword. On one hand, corporations, regardless of size and/or complexity, are under an inherent pressure to engage in a continued competition against their rivals in pursuit of gaining an economic upper hand that would facilitate the transfer of market shares from one firm to another. Failure to compete effectively would thus result in the rapid exit of the corporation from the market due to the inability to effectively compete owing to the diminishing of profit. At the same time, firms are generally prevented from colluding due to enforced legislation initiated by governments seeking to protect the welfare of the people, and who view the formation of cartels between firms as economically exploitative and politically dangerous, hence trapping firms in a continuous cycle of competition and rivalry that occasionally sees the exits of major firms.

On the other hand, pressure is also exerted on the consumer to consume the goods produced by firms in an economic exchange that would benefit the firm due to the flow of currency from the consumer to the firm, therefore resulting in a growth of capitalist revenue that is repurposed for a plethora of corporate purposes. Whether the consumer genuinely benefits from the purchase of the goods is highly debatable and largely subjective, but the primary concern of firms is not the welfare of the consumer that consumes produced goods, but the demands exhibited by the collective consumer base such that demand is sufficient. Henceforth, corporations, via means including extensive advertisement, place an indirect pressure on consumers to increase demand for consumer goods and simply ‘buy more stuff’.

The decline of traditional forms of identity

The adoption of a liberal world order following the ushering of an American hegemon has resulted in the proliferation of individualistic existentialism that prescribed the individual as unique, worthy and above the collective good. Just as individuals embark on the emphasis on one’s own uniqueness comes the task of expressing the concept of the individual through subjective lenses. The individual, unlike simply identifying as part of a larger entity as one tended to do in the past, now had access to information, education, ideation and free will on a scale unprecedented in human history.

It is henceforth unsurprising that there has been a decline in the engagement with traditional pillars of identity formation owing to increased emphasis on the individual over the masses, a philosophy that is interpreted as one seeking the emancipation of the self from the ‘chains’ of communal assimilation. From religious membership to the active practicing of ethnic culture, former aspects of personal identity have seen a decline with many of the younger generations navigating a globalised world that encompasses the assimilation of language, philosophy and information.

The global community is no community. The growing homogenisation of the people, especially those in globally integrated societies, has resulted in a loss of old communal exclusivity that was formerly bestowed onto individuals as per their acceptance into society as part of who they were and where they came from. The modern individual, by contrast, often senses a deep disconnect with what supposedly entails his identity based on cultural roots, and what is claimed by the subject to allegedly form the basis of individualistic identity. Left with no concrete pillars of cultural support, this ‘identity’ floats between lived experiences and interpersonal associations, leaving one to struggle upon being tasked to articulate the composition of who one truly is.

I buy, therefore I am

Amidst the identity drought, large corporations have long spotted an opportunity to generate yet another wave of revenue via the exploitation of the individualistic self vis-à-vis the globalized world order. This was executed via the simple persuasion of the consumer towards the affiliation between differentiated goods and personal identity.

Many of today’s modern consumer brands specialise into various niches and aesthetic themes as part of corporate branding, wherein distinct goods are then targeted towards buyers with varying preferences. With the assistance of modern advertisement convincing the buyer of one’s agency when choosing products to consume, many brands have opted for the subtle persuasion of highlighting one’s ability to choose, and thus choose them.

Henceforth, corporate branding has enabled individuals to construct the personal brand, with individuals eager to express their individuality via an outward presentation, choosing to consume products not on necessity but often based on the desire to display one’s own crafted image. Aided by social media, individuals feel more compelled than ever to purchase, wear and style items that match the outward aesthetic theme for which the individual wishes to convey. 

The modern phenomenon of personal branding is best represented by recent cultural waves, most poignant of which included the ‘old money’ trend that reached its zenith in 2023 which saw social media users attempting to mimic the dressing of individuals associated with the inheritance of large sums of wealth, i.e. people of generational wealth. Insomuch as some viewed the theme as worthy of adoption owing to its elegance and stylish outfits, part of the desire came from the wish to be associated with a higher social status. Individuals, in an ironic bid to express their individuality, purchased knock-offs of expensive-looking clothing, accessories and items to become anointed with the elegance of wealth and legacy, despite not possessing said wealth. However, the goal was never the impossible task of abruptly acquiring generational wealth, but for individuals, in a bid to demonstrate uniqueness and a heightened social standing, to mimic the associations of how the upper classes were imagined by the lower classes.

The onus hence lies with individuals sculpting their identity via consumption, and more specifically, through the purchase of goods associated with the identity that individuals wish to craft. One who perceives oneself as sporty is likely to frequent stores offering athletic wear for sale, just as one who wishes for a sense of belonging might find solace via the participation in a consumer trend that would bestow the social capital for claiming to be part of the ‘in’ thing. Much of identity consumerism has been ingrained into daily life such that it is difficult to distinguish between acts of identity consumerism and pragmatic consumption in accordance with social norms. For instance, does a masculine individual refrain from the purchase of tight pink clothing due to social obligations that define male clothing, or because he wishes to express his masculinity via the wearing of clothes associated with masculine attributes? Or both?

Conclusion

Modern consumerism and its association with identity is not necessarily evil. With the reduction of conventional identity construction, it is natural that human beings, as social creatures, seek external means of integration into a larger community, even if such community is a sparse and loosely connected categorization of individuals across various territories that never physically interact. As individuals flock to means of belonging, it is natural that the abundance of corporate advertisement and consumer goods facilitates the social endorsement of connecting one’s choice of consumer purchases with the creation of an identity, one that is almost entirely malleable by virtue of presentation. However, despite the trend of capitalist influences on personal identity, it is up to the consumer to decide the extent for which identity is to be purchased.

Disclaimer: All views and opinions expressed belong solely to the author and do not necessarily reflect the views of any other organization, agency or institution that the author may be affiliated with. Any content by the author are opinions and are not intended to malign any religion, ethnic group, organization or individual that may have been mentioned.