by EnglishArticle .info
An important issue that we first address is how consumerism has changed the economy, and subsequently, influenced public health and health care. Consumerism often describes two opposing trends – both of which have shaped public health strategies and programs. One definition of consumerism is the relentless economic pursuit of consumption, based on liberal economic theory that increasing consumption is economically beneficial. It describes the effect of the market economy, advertising, and mass media on individuals, creating a ‘consumer culture’ and ‘mass consumption.’ Companies tap into consumers’ purchasing power and consumption desires for food, drugs, and health care through global marketing, branding and distribution, direct-to-consumer drug advertising, medical tourism, and an ever-increasing mass of information to the consumer, especially with the advent of the Internet. Public health campaigns in turn often use the same mass media, social marketing techniques used by corporations to reverse corporations’ influence over people. For example, consider consumer-unhealthy products or lifestyles such as the use of tobacco or fast food – public health campaigns counteract the consumerist culture by increasing the social desirability to quit smoking, eat healthily, get vaccinations, and wear automobile seatbelts through the use of public health messages. The second definition of consumerism is the movement for greater protection of the interests of consumers. Consumer advocates seek greater protection of consumers’ interests through legislation and monitoring of products and business practices by government, regulatory, or independent agencies within a market economy model. In reaction, anticonsumerism rejects economic materialism and market economy altogether for sustainable consumption and development, often embraced by supporters of environmental protection and simple or holistic living.
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