Aryanee Nair
Fast fashion and fast food. The alliterative pair serves as a sonic anchor, suggesting urgency and immediacy which are central to both industries. The fluidity and catchiness emphasises the nature of modern consumer behaviour, where speed takes precedence over deliberation and ethics. Both of which are emblematic of a capitalist system that prioritises consumerism over moral considerations. The fast-food industry is not just a business but a microcosm of the larger trends in global capitalism. These trends include: labour exploitation, commodification, overconsumption, and the persistent push for profit maximisation at the expense of both workers and consumers. Despite this, the successful blueprint that the fast-food industry has created for fashion and every other good that can be mass produced, needs to be acknowledged. Following the framework of supply and demand, acknowledgement is the first step consumers need to take in order for change to take place in regards to the negative externalities of global capitalism. As consumers are the main characters in a world full of markets, by adjusting their preferences, consumers can shift market equilibrium, encouraging businesses to internalise external costs and move towards more sustainable and ethical practices.
With the help of social media, news spreads like wildfire, raising awareness of the controversies surrounding major players in both fast fashion and fast food. Brands like Shein and Zara have faced criticism for labor exploitation, particularly involving child labour, while McDonald’s has been criticised for underpaying employees and contributing to unhealthy diets. Yet, consumer behavior remains largely unchanged. Consumers are assumed to be rational beings that make rational decisions. Yet, this rationality primarily serves to minimise their own discomfort rather than ensure ethical choices. As capitalism encourages efficiency, consumers become increasingly accustomed to the convenience that technology continues to enhance. Hence, despite allegations – whether substantiated or not – consumers prioritise convenience over morality. Moreover, with the lack of information and transparency regarding the process of production, consumers are so distant – both physically and psychologically – from the products they purchase, making it easier for them to ignore or justify ethical concerns. The beauty of cognitive dissonance is demonstrated here as individuals reconcile their actions with their values, even when those actions conflict their ethical beliefs. From the production side, brands rely on this cognitive dissonance and consumer manipulation to cultivate a sense of urgency, imbuing their need for goods in order for there to be a persistent cycle of demand. Fast food companies target children with advertisements, creating brand loyalty from a young age. Ronald McDonald, McDonald’s mascot, helped to market the company as a safe space for families, personifying the brand. Similarly, fast fashion fosters a perpetual urge among consumers to constantly update their wardrobes. Social media influencers and collaborations with celebrities amplifies an insatiable appetite for the latest trends, fueling an unrelenting desire for immediate access to new styles. Both industries thrive on instant gratification to boost their sales and maximise profits, as capitalism encourages.
The large trends of global capitalism are less trends and are more systematic problems of the capitalist system we live in. Apart from efficiency, capitalism commodifies anything and everything. So long as there is a demand, a market can be created. The ethical issues behind this is already a pressing issue, but what is really concerning is the alienation and as such dehumanisation that occurs. Workers are reduced to their jobs, making them more of a resource rather than an actual person and hence, in the eyes of their employers, are easily disposable. The exploitation of labour also means that workers risk getting underpaid and being placed in bad working conditions. Following this idea of reduction in value, commodification is another systematic issue brought about by capitalism. Commodification strips away the complexities and richness of people, ideas, objects, reducing them to mere transactions or consumer goods. Once again, focused on marketability and profitability. Lastly, overconsumption leads to the overuse of natural resources and even the production of environmental waste, placing our earth in danger. Unfortunately, these are all detrimental and systemic issues that need to be addressed, it is hard to get rid of them. Though, there are many reasons, the main one would be capitalism’s self-reinforcing system where economic, political and social realms are all built around profit-maximising. Attempts to alter this are often met with resistance from powerful economic stakeholders. The inertia of capitalism is an unwavering strength that cannot be stopped.
However, this systemic change must be implemented incrementally, relying on more conscious consumers and more aware citizens to drive the shift and establish policies that dismantle these ingrained issues. As already seen in many countries, the strengthening of labour laws is crucial in setting a boundary. Additionally, this article also advocates for boycotting products linked to child labour, both to protect children and empower consumers to make informed decisions. Moreover, increased transparency for supply chains and corporate accountability is something that is slowly being implemented. There can also be labeling standards set in place for ethical consumptions to help consumers in their decision making process. Lastly, governments have the capability and means to incentivise ethical business practices through the means of subsidies and recognition. Nonetheless, what is most important is that consumers gain more awareness but also feel the depth of their responsibility as players in the game of supply and demand, driven by global capitalism.
By drawing the parallels between fast food and fast fashion, we can better understand the broader systems of global capitalism that shape not only what we eat and wear, but also how we work, consume, and engage with the world around us. As both consumers and producers within this system, we are all interlinked in a cycle that drives labour exploitation, commodification and overconsumption. By recognising these patterns, we are able to critically examine and challenge the system that governs our daily life, empowering us to make more informed decisions. Ultimately, contribute to a more ethical and sustainable future.
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