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	The False Gods of Consumerism   (November 23, 2005) In recognition of the 'official' launch of the Christmas Shopping Season tomorrow, I offer this revised version of the American flag, complete with Wal-Mart logo and the essential message of the mighty Consumer gods who currently rule the land: Always Low Prices, Always. The flag should be flown very prominently over every landfill of this great nation, for that is, we all know, where the vast majority of the "low price" goods purchased at Wal-Mart will end up: the cheap BBQ grill which rusts out in a year or so, the cheap bike which rusts and breaks in a year or less, the plastic tool which breaks on the first or second use, and on and on. But Americans, it seems, are happy to worship the gods of consumerism, never mind the horrific consequences, as long as the prices are "low, always." Never mind that an obsession with price has led to the wholesale destruction of quality manufacturing and Main Street retailing, much to the long-term detriment of the nation; price, the consumer gods demand, is everything. Never mind that Wal-Mart never rehabilitates the sagging centers of towns and cities; it leaves the core to rot and builds its enormous parking lot on the edge of town, encouraging sprawl while denying smaller retailers a chance at some overflow business. For there are never any local businesses in the Wal-Mart complex; if there are any other businesses nearby, they are the same ubiquitous chain stores available everywhere else. The transformation of small retail owners and their employees into Wal-Mart associates is largely complete except at the very high end of retailing. With the loss of small businesses, not only have communities lost a retail center, they have lost the core of civic supporters which provide the fund-raising and volunteer foundation of community. But never mind that loss, the most important thing is price: the lower the better, and hang the details of where it was made, who profited, what was lost and where it will end up. The gods of consumerism do have a sense of irony, however, which is manifested in the decline of the American auto industry. Americans, it seems, do care about quality and will pay more in one instance: their beloved car or truck. This is, of course, why the Japanese auto giants have taken away market share (i.e. customers) from American and European auto manufacturers for decades: a very high quality at a somewhat higher price. As General Motors hovers on the edge of bankruptcy, the irony is almost too painful to contemplate. Americans will pay more for quality in autos, but for very little else, dooming the American auto industry, quality manufacturers and the small-business retailers to the struggling margins. Will Americans flock to buy Chinese-made cars for $12,000, abandoning their $20,000 Honda Civics and $25,000 Toyota Camrys? Stay tuned as the epic battle between the consumer gods of irony and low cost do battle in the heavens. * * * copyright © 2005 Charles Hugh Smith. All rights reserved in all media. I would be honored if you linked this wEssay to your site, or printed a copy for your own use. * * *
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