Reducing Consumption: A fair ask?

I was in Milan recently - the fashion capital of the world. Christmas preparations were underway, lending a festive spirit as well to the air. Walking by the high streets around Duomo, I could see happy faces and branded bags all around me! There were thousands of people, exploring products from hundreds of branded stores in the area. Everything ranging from clothes to purses to shoes to pyjamas were on display, hogging for attention. I began to ask myself:

1. Am I a frog in the well, living in the disillusionment that time for ‘reducing’ consumption has come?

2. Will reducing consumption ever become a populist agenda?

3. Is it fair to expect people to reduce consumption? They all seemed so happy having purchased items of their choice! Is it fair to expect them to let go of such happy moments?

I began to look closer! At the people. Not all expressions were ‘yayy! I am so happy!’ Others ranged from ‘Get aside! I am on a mission!’, ‘I am tired’, ‘I am confused’to ‘I am running out of time’! I could relate them to my own shopping experiences till sometime back. Shopping is not always fun. Sometimes it’s because it’s a habit or peer pressure or just because it’s that time of the year. More than spending money to shop, what bothers is the uncertainty about whether the purchase is needed and will be used or will it be a waste of money!

Slowly I could see the answer my third question emerging. Reducing consumption is not a harsh ask! The ask is not to eliminate consumption/ shopping; rather to ‘reduce’ it to what is necessary. Definition of ‘necessity’ will vary from person to person and that is ok. There is need for each one of us to self inspect and bring our consumptions down but still at a level which keeps life exciting. It will not deprive people of opportunities to be happy. Infact when we purchase less, happiness per purchase occasion is so much higher! Isn’t it?!

I chuckled at that thought while happily putting my newly purchased wallet into my bag and walking away! :)