rant: consumerism shopping wants not needs Westfield
by ermine
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Ermine in the City – Westfield, a Cathedral to Wants, not Needs
Did some work on the Olympic Park today, while it was hot. It’s the devil’s own job to get a pass to get a vehicle on site, so we ended up carrying a load of test gear on site by hand. Now on TV it doesn’t look that big, but on the ground it’s very spread out, there’s a good 10 minutes walk from one venue to another. That probably isn’t an issue for the public, as you’ll be going to the venue for the sport that you’ve got a ticket for, and there will be a shuttle bus from the entrance direct to the venue.
But after carting a load of gear for a while, it was time for an Ermine to get some refreshment. And what indeed is that before my eyes, but Westfield, shopping centre extraordinaire. Not just any shopping centre, but Official Shopping Centre of London 2012, I’ll have you know.
Okay, so I don’t actually need a casino at the moment, but a bite to eat and a drink, perhaps, at less that £2 together?
I’m chuffed that centre is still spelled centre and not center, Westfield presumably paid good money to say it’s the official shopping centre. Just in case you’re too dumb to spot it’s right outside the Olympic Park. Addles the brain, too much shopping does.
When I got into Westfield I realised why nobody in Britain who has got a credit card has got any money left. The place was a cathedral to manufactured wants and solutions to problems that had to be created to exist.
When I ask DW if she knows what time it is, she looks at her phone. So does every other person I know. With one exception, which is me, because I don’t generally carry a mobile phone with me. So how the hell does this stall, and the many other brand-specific watch shops like Breitling and DKNY make their money?
Presumably by parting fools from it at a brisk pace. Take Breitling for a moment. Nobody in Westfield needs a chronometer to go to the Moon. We haven’t been to the Moon for 40 years. It ain’t happening any more, because the economy is shot and the fire of innovation failed under the load of too much shopping so we can’t be arsed to invent anything any more. It mattered 50 years ago, but it doesn’t now. Hey, even Neil Amstrong would probably use his iPhone if he wants to know the time now.
You don’t need a watch, shoppers of Westfield. Think about what you do if you want to know the time. And while we’re at it, DxGF who did use a watch in those pre-smartphone days had a nice dainty thing, ‘cos she was a girl, y’know, with smaller wrists than mine. So WTF is up with all these whopping great big gauche things nowadays, even for the gurls? Extravagant exhibitionism is the hallmark of ill-breeding and a lack of any sense of aesthetics, chavvery, indeed…
Onwards in the quest for the essentials of life, the needs, not the aspirational wants. Unfortunately The Firm has screwed down on T&S for its staff, and since this is on the ermine’s dime I am still looking for something to eat and drink for under £2 all in.

Meet Peppa Pig, exclusive wristband only in advance extra. Click to enlarge if you feel the need to meet Peppa the Pig
I look up, drawn by the soft London sunlight. Ah, another advertising opportunity here – apparently, should I so wish, I can meet Peppa Pig. Was it the Jesuits that said
“Give me the child till the age of seven and I will show you the man.”
well, it seems that Mammon has barged in on the action. Get ‘em into branded merchandise early, and you’ve got ‘em hooked for life.Ah, talking of branded merchandise
here’s the Apple Store, with a few of the punters basking in the reflected glory of all things Apple. Sweet, don’tcha think? Almost like a pilgrimage to The Source of All Joy and Coolness. At no other altar to Mammon did I see the cognoscenti gathered outside to pay homage like that.
So red. So gaudy. What exactly is a network of brands? WTF do they sell, anyway? Or doesn’t it matter, just cut a few tenners loose from your flexible friend and you can get an essence of brandness? And a debt you can’t pay off.

Food. Overpriced and aspirational next to overpriced and junky. I'll pass on that, thanks all the same
Of course there are plenty of eateries, to cater to all tastes, aspirational and clean-living-ish, or good honest junk.
The Ermine is beginning to suffer from anomie, now. Looks like the Massage Angels have that taped, only chillaxed shoppers in this Cathedral of Wants, please.
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God knows how much that was, indeed, there’s a theme to Westfield that hardly anyone has prices clearly on show. I was brought up with the maxim that if you need to ask the price, you probably can’t afford it, but the credit card can fix that round here.
Here in this brandfest I see happy smiling people in thrall to Consumerism. I’d be nicked if I took a wet fish and slapped a few round the chops and said hey, there’s a real world out there, can’t you see this is the road to Debt Hell. Maybe I need to invoke Mr Money Mustache over from the States to deliver some good Mustachian Punches to the Face but then he’d get nicked. And I’m still hungry and above all thirsty.
There’s the evil Starbucks, the trouble with that joint is it’s hard to get both a regular filter coffee rather than some poncy confection that has half a ton of sugar in it. And then their cup sizes are so huge. The last time I used to drink coffee by the pint was at university. And it doesn’t matter if it’s Jamaica Blue Mountain, if you serve coffee in a frickin cardboard cup it tastes of waxed cardboard first and coffee second. And you can’t get anything for under a pound in Starbucks. I guess for cost by volume it’s not so bad, but even two thirds of a pint of coffee is a bit much.
I spot a shop that sometimes sells needs, not wants, WH Smith. Look at the evil heart of darkness that stirs in the pricing structure of drinks.
Once again I see why we are all getting so fat, as the evil God of Consumerism decrees that chilled sodas are sold in Twos. Let us ignore, for the moment, the fact that nearly all of the stuff in this cabinet is basically chilled sugar water (or aspartame flavoured water) which costs about 10p to get here, and is stupendously unhealthy. The Buxton mineral water (a Coca cola franchise now ISTR) is okay, but you’re still being rushed at £1 a pop IF YOU BUY TWO. It’s the Starbucks problem again. I don’t want two. I want one, to drink now. Two would make me go looking for the toilet, and if I hang on to it the chill will go by the time I want to drink it. No wonder that we are all getting to be fat bastards, if we have to buy two sodas because the marketing is such that you buy one for £1.50 and two for £2. No. On yer bike, WH Smiths.
I consider going to the toilets at the other end of the mall and cupping my hands under the tap, but it’ll taste of chlorine. I take a gander at M&S, who are selling ginger beer (yes, I know, sugary crap but I quite like it). Once again the Starbucks doctrine holds, 90p for one and £1.50 for two. I stick with one. Then go to Waitrose and get a sausage roll for 85p. So the Ermine managed to get out of Westfield without being fleeced, but boy, did I see an awful lot of other people being fleeced.
When you boil it down to the essence, there’s nothing that you can buy in Westfield that you need. Everything is a want, and most of these wants you didn’t know you want until you got there. And there are loads of happy people running up loads of happy debt. It’s called retail therapy, making yourself feel good by buying Stuff. No wonder Damian Thompson, channelling Paul Graham, claims that addiction will be the leitmotif of the 21st Century. I have seen the addictive future in Westfield, and it ain’t a pretty sight. I got out just £2 poorer, I’d imagine most of my fellow shoppers would have been skinned for at least £200 by the looks of the shopping bags

Ermine 1, Westfield Cathedral of Wants 0
simple living: advertising consumerism David Bailey photography
by ermine
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A Close Shave with Consumerism and a Canon G12
The price of freedom is eternal vigilance, and that applies to freedom from consumerism too. I came close to being had by the old serpent of gadgetitis lately, and it was the good old 30-day rule for new purchases that saved me from an unthinking purchase suckered by marketing. I might even make the purchase after 30 days, but I’ll make it for my own reasons.
I was looking at Everyday Minimalist’s pictures from China which are quite striking. I’ve never been to China so of course it will be striking because it’s new to me, but I was struck by gadgetitis was when she said
I took each and every shot with my amazing Canon G12 camera.
I will go as far as to say it is the best camera for a tourist because of it relatively light body compared to its packed features, the easy exposure dial on the left to adjust each shot, the amazing flip screen and overall awesomeness.
BF was cursing his heavy “professional” camera the entire 5 weeks, although he loved his wide lens option. He wished he had brought his Canon G11 as well, for quick (amazing) shots like mine.
I know how he feels – I have a couple of SLRs and if you’re going to shoot pictures that will be used in print or of anything that moves then it’s the only way to go – the larger sensor and the fact that the picture gets taken when you press the shutter button rather than some random but noticeable period of time afterwards means a digital SLR is the only way to go – for A4 size and up you need the quality, which is different from pixel resolution, and to capture the decisive moment you need the speed.
But they’re a bear to cart around, and don’t go in your pocket. Plus for some types of photography like street photography you change the action with a big SLR so you need something smaller, like EM’s Canon G12. Or in my case, my Canon Ixus 950
Pocket digicams don’t last forever with me, whereas my SLRs are still going, even my film ones, ‘cos they are in a bag when not actively used. I don’t know how people manage to keep their digicams in the sort of condition where they can sell them, perhaps they don’t take them out with them. I can see how girls have a chance keeping them in a handbag, but as a guy I stick the damn thing in a pocket. The trouble is that if you stick a pocket camera in you pocket, it gets to look like this. After a while, dust works its way into the lens mechanism and you get the dreaded E18 lens error. I’ve already had to dismantle this, taking out a bazillion tiny screws to get dust out of the lens mechanism. The only way I could do this was with compressed air, after which some of the dust lodged in the sensor cell so I get dark spots in the sky on bright days.
I use this one if I expect low light and the aperture wide open, and a secondhand Nikon coolpix 4500 for daytime digicam shots. And in general, the photos I took with those a couple of years ago, or their predecessors five years ago, are better than what I shoot now.
It’s not the camera that takes the picture, it’s you
I’ve read a fair few photography magazines in my time, and the spiel is always the same in both editorial and the ads, if you want to take great pictures, get a better camera. Well, they would say that, wouldn’t they? This advertising was imbibed over many years, all B.F. (before frugality). It still lies there in a corner of my mind, and rises like a snake-charmer’s cobra when I think of wanting to take better pictures.
It’s utter bollocks. The message is always something like:
Psst – wanna take pictures like David Bailey? Use the same camera as he does and you’re away!
For most consumer products, it’s true, because they are consumed passively – if you want to get the same features on your phone as David Bailey then use the same phone as him. If you want to look like Kate Middleton then wearing the same dress as her gets you some of the way there if you’re young enough and of her general physique. Unfortunately if you want to take the same sort of pictures as David Bailey then you really do need to be him. You need to go where he goes, have his contacts, and his vision. Even if I use the very same Olympus Trip as he did, his photos will be better than mine.
At least there is something noble about aspiring to be like a well-known photographer if you want to take pictures, even if it isn’t your camera that will make your pictures great. I detect the strong whiff of decadence in Nikon’s adoption of a well-known generic celebrity to market their current camera line. I had to look him up, because my first reaction was who the heck is Ashton Kutcher, I’d never heard of him? As soon as I saw a picture of him I knew he wasn’t a photographer. Real photographers usually look grizzled and weatherbeaten, rather than some Hollywood pretty boy. Let’s just say that when you Google Ashton Kutcher photography you get a load of pictures of him rather than by him.
I’ve got nothing against the guy, and good luck to him for earning a few more dollars. It’s more the social science of it. Either the ad company was lazy, and generalized the usual ‘if you want to get her look, wear her dress’ ad campaign. I hope so, because otherwise we’re all getting simple, and merely aspire to be minor celebrities by using the same Stuff.
So why are my pictures getting worse then?
It’s not that my camera is knackered. It’s what’s behind the viewfinder that is at fault. I am jaded, I am not living my values. Saving money means I haven’t been anywhere different on vacation for a while, apart from the odd work trip. What you put in front of your camera is half the work of making decent photographs, however, I live in a beautiful county of England and occasionally travel to London for work.

Most cities ramp building height to downtown gradually, but London and LA have planning regs that give this toytown juxtaposition of the old and the gargantuan new. My work mobile did a serviceable job here
Let’s face it, tourists from other countries come to the UK for its sights and history, so it would be rude to use that as an excuse. And I’ve taken enough magazine features even in the last couple of years, so 40 years of experience is still working for me, I can get the light right and depth of field and all that jazz, and basic composition.
So I thought I’d go out into the pleasant Suffolk countryside and shoot some pictures with my old Nikon Coolpix (it was bright enough the Ixus will have spots in the sky from the dust).
I ran into this red-spotted moth, it’s a workmanlike record shot of what is probably a five-spot burnet. Or maybe a six. Something bored me about this so I figured I could try a bit better, the bugger’s trying to get out of the frame so it was time to see if I could nail him in context.
It’s better. It’s not a great picture, but it’s a step in the right direction, the moth should be pointing up a bit and shame about the moth antenna in line with the thistle spike. I wasn’t able to see subtleties like that on the screen in daylight.
Further on the light interplayed with the water-starved grain which is a sort of greeny-yellow compared to what I think it usually looks like.
All-in-all the trip served me well. it reminded me that it’s not my camera I need to fix, it’s me. That’s not to say I won’t get the G12, but it’ll be for the right reasons. Not because it will make my pictures better, because only I can do that. But because I’m tired of spotting the dust specks out of the sky with the Ixus in Photoshop, and because the flip out screen will enable me to shoot from lower down or higher up than the usual eye level. Perspective is another key aspect of getting better pictures, and eye level isn’t always the best vantage point for a lot of things – like the moth for instance.
Or I might wait, because the greatest weakness in my image taking system is my own inspiration, which is unlikely to be fixed for a year and a bit. I’m not David Bailey, the fire of photographic creativity doesn’t blaze from my very pores, it burns low at the moment. That’s the trouble with anything in the artistic line, it’s moody, and sometimes creativity just goes AWOL. And I learned the memes of advertising sleep for a long time just below consciousness. That is scary…
reflections: CFL consumerism defining myth energy saving growth limits to growth
by ermine
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The Defining Myth of Our Culture
Many people view the word myth as almost synonymous with ‘story’ or ‘fairy-tale’. This sells myth appallingly short, for it is much more that that, a trope that can give meaning and context to a whole culture.
Myths can define a culture, giving a people a shared world-view, a common set of assumptions from which to experience the world. We may sneer and say the myths were wrong, for instance the view that the Earth is at the centre of the universe, requiring byzantine wheels within wheels to explain the movement of the planets in the sky. And yet even such a world-view is good enough to farm successfully, it was good enough for Ptolemy to be able to predict planetary motion reasonably well.
Religion is often a defining myth, indeed Christianity has probably been the defining myth of the West for much of its written history.
We believe, of course, that we are more sophisticated. We don’t need a myth. But we have one
Our myth is continual growth
Like Ptolemy’s geocentricity, it needs to be true enough to explain many observations. From where I’m standing it explains most things. I grew up in a world of coal fires, frost on the inside of windows in winter and pipes that froze up in the cold and vacuum tubes in the radio.
We now have central heating, iPods and a bewildering choice of all sorts of things. That’s growth for you, and pretty much continual growth at that. I’m not complaining, but I don’t think I’ll see another 30 years of it at the same rate.
So the myth of continual growth is a good myth for our times. Our economic system appears to be predicated on it, and until now it has worked pretty well. However, most natural systems have limits, beyond which they won’t go. Draw too much water from a well, and you don’t have any any more.
It is this part of our myth that I think is breaking down. Humanity is continually adding to its numbers, we are consuming more and more energy and we are using more and more mineral resources. At some time this has got to stop increasing. The Club of Rome looked at this in the 1970s, and produced a seminal work, Limits To Growth. People hated it, because it challenged the defining myth of the Western world. Few people that panned it had actually read it, the title pretty much said it all and they wanted none of it.
I borrowed an updated copy from the library recently. It wasn’t as incendiary as I had been led to believe. It said that there were natural limits to growth, in several areas, energy and food growing capability being two of the main ones. It proposed husbanding resources and managing the transition to a steady-state society, with a stable human population growing food in a sustainable way.
The way we grow food at the moment is not sustainable, requiring prodigious amounts of fossil fuel for machinery and fertiliser. It knackers the soil as well, which will seriously spoil our day if we need to farm without the help of oil-derived products. We are just as likely to find out we are running short of oil in terms of price spikes at Tesco’s supermarket as we are to find out at empty petrol pumps.
The updated versions of Limits to Growth make the tart observation that we have collectively failed to take the steps recommended in the 1970s, even though there was a wake-up call in the oil price shock early in that decade.
I think this myth is beginning to fail us. Oil production is flatlining, despite there being over a billion new middle-class aspirants in China and India ready and willing to take up the slack where the economically moribund West is rolling back.
All sorts of other indicators are suspicious, too.
Take university education, for example. When I went to university, only 7% of school-leavers went to university, and many applicants failed. I applied to Cambridge, and though I managed okay on the subject exams (Cambridge tested entrants itself in those days, I don’t know if it is still allowed to do that) I didn’t even understand half the questions on the general studies papers. It was fair enough. I failed because I wasn’t bright enough, though at least I got into Imperial as a second choice.
I have no idea what makes Labour choose the nutty target of 50% of school-leavers going to university. Why, FFS? University starts to look more like a parking bay for school leavers to hide the fact that the economy isn’t providing useful work for them. The parking fees are outrageous, too, so as a by-product it is damning them to debt so they become pliable debt-slaves.
That is such a rude thing to do as a society to our young people. We pick on them when they are starry-eyed, and sell them an empty dream that costs them over a year’s median wage, and 4% of their allotted time on earth upfront. If we can’t help them because the myth of our culture is failing and our economy is so damaged that it does not have enough middle-class jobs requiring a university degree, then we should let them make their own decision, not sell them this expensive pup at the beginning of their working lives, when they can least afford it.
We should cut those university places by 80% and make the exams discriminate between the bright and the not so bright. Then support those that do get in to university, that means grants, not debts, assuming that we do have a requirement for trained engineers, scientists, historians, medics, etc. We’ll get our cash back in taxes.
The 90% of school-leavers that don’t get in will still get a strategic benefit. Though their precious self-esteem may take a hammering, they won’t be clocking up debts chasing the will’o'the wisp of a graduate career, and it will also put paid to piss-taking employers demanding a degree to work in a call centre or wait on tables. You don’t need a degree to do that. In the past those not going to uni were sometimes supported via employers with vocational qualifications like HNC/Ds, practical apprenticeships or they simply did without and got on with the serious business of earning a living. All these alternatives have been flattened into the one-size-fits-all notion of pay-as-you-go university.
The curious futility of higher education is one indicator of the economy running out of steam. There are others – the bizarre level of house prices in the UK is another. At some point since the 1970s, we had the choice, to work more hours and make more money to buy more Stuff, or to take longer holidays. We went for the more Stuff, and no, I don’t recall being asked which I’d prefer either. Then crazily we went and instead of buying more stuff we decided to all make houses more expensive and tie up most of our national wealth (or tolerate the inflation that appeared to be wealth) in the numbers printed in estate agents. It’s not that we got any richer for it all – the vast majority of British “homeowners” live in houses owned by a bank or building society. So the banks end up making a packet from the interest.
Another example of things going wrong is in the sheer level of consumer crap that abounds. Take this delightful article, for instance, on best toothbrush holders. If that isn’t a sign that we have collectively lost the plot, I don’t know what is. Even the ghastly quality of the industrial design indicates an existential decadence.
So what will the world look like, if the myth of our time turns out not to be true?
In some ways I am living one alternative. As part of my escape plan, I stopped buying nearly all consumer crap. I’ve still got everything I had before, I simply haven’t added to it. What I do spend money on is tools, so I can make things I need cheaper. With that I include safety equipment, because that is investing in my health. I bought a bike, for a safer riding position commuting to work, this is an investment in reducing travel costs that will be recovered by Christmas. I replaced a fridge freezer, becuase I measured the old one as consuming so much power the new one would pay for itself in a year.
And I do celebrate the odd birthday going out for a meal with DGF and we spend a bit too much on wine. I don’t have cable, or Sky, or a mobile phone, or an iPod. I don’t need these – because I don’t watch much TV, work supplies me with a perfectly serviceable mobile and if I want to listen to music I want to hear it properly on my hi-fi, and if I’m on my bike I want to be able to hear the cars about to overtake me, not to mention the birds singing.
That’s not a criticism of any of those things per se. For someone with a boring commute an iPhone can be a godsend, and if sport is your thing you probably have to suck it up and pay the Digger his due. But they’re expensive to run. And they’re part of the myth of our culture; we didn’t need any of them 20 years ago, they are the result of continuous growth.
My story, of course, is a benign alternative to the myth of our time, a simple stasis at current levels. It applies to capital assets, things like buildings and land. It doesn’t apply to continuous inputs, like energy, though I have attacked that with some success. I have reduced my electricity consumption to < 4KWh per day which is less than half the average UK household usage of 3300kWh p.a = 9kWh per day.
This is still deadly unsustainable. One British Standard Horse is good for 746W, so if I get two horses and run them in the living room for two hours, which I think is the longest time you can run a horse flat out, I would be okay, conversion efficiencies notwithstanding. There isn’t enough room in the garden to grow the hay, so I am SOL for sustainable energy *. Half of this goes to running my (A-class efficiency) fridge freezer, so next time you take a look at your fridge-freezer think of that sweat-streaked equine pounding away for two hours each day to keep your milk and frozen peas in good condition if oil runs out. And make sure you close the door properly – get that wrong and you’ll probably kill the poor beast.
Believers in the magical properties of CFL light bulbs should note that I mainly use incandescent bulbs and a LED reading light. A household with adults only does not need to use CFLs, other than in hallways. Energy-efficiency is about hitting the measurable power hogs first. Never underestimate the energy-saving capabilities of the humble light switch set to the off position.
* I know I haven’t taken into account the energy for transportation, heating, the energy to grow food etc etc. There’s only so much apocalyptic exuberance a guy can handle in one day
I hope that the defining myth of our culture continues to explain how the world plays out, despite the increasing world population and apparently limiting oil production. I’m not omniscient, and it is perfectly possible that I am pumping the hazards up out of all proportion. The bearish argument always sounds smarter.
The more likely alternative, IMO, which greenies call Contraction and Convergence will result in a very serious loss of living standards in the developed world which has built much of its living standards on the basis of easily obtainable energy. If and when that energy returns to a little bit above what it was before the Industrial Revolution, the amount of energy per head will be a lot less, because there are so many more of us (about twice as many as since Queen Victoria died in 1901) in the UK than there were before the Industrial Revolution. Technology may help us, at least with electricity to some extent, but a lot of technology depends on cheap energy to mine and refine specialised raw materials. C&C is a hard sell for politicians, it fails the “what’s in it for me?” test. What’s in it for you? How about “Well, a damn sight less than you have got already, chum”.
It is always possible for some people in society to live a more energy-rich lifestyle. In Victorian times it was done with servants and child labour. In the American South, it was done with slaves. What isn’t possible, however, is for everybody to live an energy-rich lifestyle, unless there is an abundant and cheap source of energy like oil.
So here’s a toast to the myth of our age,
continuous growth
May it live long and prosper, and may humanity have the wisdom to know when it is time to get a new myth. We may be smart enough to do anything, but we are probably not powerful enough to do everything.













