Sarah writes*
Since WWII, consumer culture has exploded (Kerryn Higgs, 2021). With big advertising shaping societal norms, individuals now equate their identity with purchasing power. Our desires have expanded under the illusion of fitting in, feeling safe, or staying comfortable. While identity has long been tied to material representation, whether fashion or dining habits, the information age has accelerated this phenomenon. Why keep one trend for a year when you can switch four times? The eating habits of the ’90s pair well with Shein’s latest skinny jeans. Thin is in.
Markets have expanded and industries must evolve. Thus, maximization and efficiency drive production. But it’s not just our bodies that have to adapt; our environment and its inhabitants do too.
We are constantly hungry (or so we believe). Per capita meat consumption has roughly doubled in some regions (Ritchie, Rosado & Roser, 2023). Yet, we justify our extraction of resources from other species under the illusion of intellectual superiority. Speciesism—the assumption that human interests are worth more than those of other species—sustains the bio-industry, which slaughters billions annually, contributing massively to climate change and environmental destruction [related post].
Scientific advancements have repeatedly debunked myths about a lack of animal sentience and pain perception. Still, we dismiss the suffering of farmed animals, failing to acknowledge that their stress translates to our own.
You see, big advertising isn’t just about fashion or technology brands. It also pushes for meat and dairy consumption. EU-subsidized campaigns promote increased pork intake despite well-documented health, animal welfare and environmental risks (Boffey, 2020) . In the Netherlands, like many countries, children are introduced to milk at an early age, ingraining dietary habits before they can critically assess them. It is almost as if advertising erodes personal reflection. Because if corporations do the thinking for us, and if so many people trust them, what could go wrong?
Quite a lot. Despite the Netherlands producing vast amounts of meat, the majority of it is exported (CBS, 2021). Meanwhile, Dutch citizens bear the consequences. Negative externalities, especially excessive nitrogen emissions from livestock, strain their environment. And rather than implementing a gradual transition, such as scaling down animal production through subsidies, the government hesitates, as political concerns dominate sustainability. EU regulations on sustainability threatened to raise costs to farmers. In response the Dutch government offered to buy out farmers rather than making proactive reforms.
Those buyout offers created financial and emotional burdens on the frustrated and unheard farmers, who took to the streets, flying inverted flags in protest. Their demands resonated with the BBB, an opposition party that used its new popularity to partially overturn key regulations.
The result? A delayed response that exacerbates environmental degradation and inflates future costs.
So, cheers to big advertising, cognitive dissonance and politicians working for their voter base. Nothing has changed, and the crisis will only get worse.
* Please help my Real Donut Economics** students by commenting on unclear analysis, alternative perspectives, better data sources, or maybe just saying something nice 🙂
** Why “Real”? In short, because (a) Raworth’s claims to being a “21st century economist” denies that all of her ideas were presented by others in the 20th century and (b) she presents no viable mechanisms (besides “be nice”) for achieving equality and sustainability. My students are more realistic. In long? Read this.