As the Black Friday narrative of “Consume More!” comes and goes again, it predictably ignites the counterpoint argument in many of us concerned about the pace of human consumption.
Reading articles along this theme, I am mixed with emotions of encouragement — that we are dealing with the problems of over consumption, and concern that we use the same tired story of guilt, bad big business and systematic failure. Its not that these arguments are wrong, its just they are not part of the consumer’s experience. The real failing is that the consumer experience is an incomplete story. And until the story has an emotional ending, this is not going to change.