Barry Schwartz went to
his local grocery store to buy a snack. It doesn’t matter
where Barry lives, for the shelves in his local grocery
store probably look much like yours and mine. He had a lot
of choices: 95 different varieties and brands of chips and
pretzels, 85 types of crackers, including 20 different kinds
of Goldfish, 285 varieties of cookies, among which were 21
options for chocolate chip. All those choices made him
thirsty, so he cruised over to the drinks aisle where he
found 13 different kinds of "sports drinks", 65 "box drinks"
for kids, 85 flavors and brands of juices, 75 iced teas and
adult drinks along with 15 "flavours" of bottled water to
choose from. Heading down another aisle, he took note of 230
soup offerings, including 29 different chicken soups, 120
pasta sauces, 75 kinds of instant gravy, and 175 salad
dressings, including 16 different "Italian" dressings. He
found he was getting a headache. In the pharmacy section
there were 80 different types of pain reliever, 90 colours
of nail polish, 116 different kinds of skin lotion and 360
types of shampoo, conditioner, gel, and mousse.
We live in a shopping mall world, local distinctiveness
having given way to a global abundance and variety that at
the same time has a disturbing sameness to it. We human
beings have become customers, called by the marketing gods
to do the work of deciding what to buy and consume from
among an overwhelming array of options.
When I was a child there was one local school and every
child attended it. There were three American networks and
two Canadian television stations to choose from. I was
really lucky to be able to study the violin. Most children
took piano lessons. Jack Benny was the only other violinist
most of my high school classmates had ever heard of.
We live in a shopping mall world. Our ideal of individual
freedom and autonomy has been realized, but at what cost?
Along with freedom has come a terrible responsibility and
burden. We human beings have been seduced into becoming
perpetual customers, overwhelmed with options and choices in
almost every facet of our lives.
How do you want to communicate with the rest of the
world? What kind of telephone do you want, and what kind of
telephone services do you want to go with that telephone?
Have you chosen your utilities provider yet? Do you want
cable or internet?
How do you and your children want to express yourselves?
Music, art, sports, clubs, classes. Ah, music you say. Will
that be vocal or instrumental? Violin, viola, cello, bass,
flute, clarinet, oboe or French horn? Classical, jazz,
blues, folk, guitar, drums, trumpet or trombone? There are
so many potential activities to choose from.
And what about your personal appearance? When I was a
child, you could get braces on your teeth. Now, cosmetic
surgery fixes noses, eyelids, faces, breasts, tummies, and
almost every other part of the human anatomy. Of cosmetic
surgery, a spokesperson for the American Society of Plastic
Surgeons says, "We think of it like getting your nails done
or going to a spa" no different "from putting a nice sweater
on, or combing your hair, doing your nails, or having a
little tan." Where once our paternalistic doctor told us not
to worry our little heads about our own medical condition,
now we are offered all the options and asked to choose our
own treatment.
A number of years ago the comic strip Doonsbury followed
the trials and tribulations of a modern young couple who
were church shopping. One congregation offers racquetball,
but another one has Tae Chi. How to choose?
In 1979, when we moved to Rochester New York, home of
Kodak, the conventional wisdom was: get a job at Kodak, and
that’s the last decision you will ever have to make in
your lifetime. They certainly had gyms and sports
teams and theatres for their employees. Perhaps they did
have a company graveyard as well. We lived there during the
ten years of Fuji Films emergence, and did that picture ever
change. Today the average 32-year-old has worked for nine
different companies.
We have achieved our goal of individual freedom and
autonomy. We have personal authority over the decisions
guiding our lives. We can choose where we live and work,
whom we love and how we love them, what we wear and how we
look, how we communicate and entertain ourselves.
Freedom gives us a feeling of control over our own lives.
It allows us to fully express our own individuality. It
keeps us engaged in life. And yet, this freedom is illusive.
It comes with a price. We are inundated with people trying
to tell us how we ought to use that freedom. We have ceased
to be human beings in this world, we have become customers
offered thousands and thousands of dazzling, mouthwatering
choices at every turn.
Last year at this time, about a month before Christmas,
Mark and I went to Yorkdale Mall after service one Sunday.
Mark wrote a column in Horizons about the experience. The
place was packed. Multi-generational families, hoards of
teenagers, couples, the elderly, not one bench was free,
sales people in perpetual motion, customers waiting four
deep at every cash register, and, at 2:30 in the afternoon,
a 15 minute wait for lunch at every restaurant in the Mall.
Yes, choice is great. Yes, freedom is wonderful. Who
wants to give up their autonomy or personal authority? But
this morning, I have a few questions to ask: What are the
trade-offs? What do we risk losing as we gain freedom and
choice? What are we really looking for? Or is it something
we are running from? And how will we find what we truly
want? How might we live fully in this shopping mall world?
Problem number one: Choosing takes time and concentrated
energy. Infinite choice means infinite research. And
infinite research can mean infinite anxiety and even
depression. How long does it take to determine which box of Goldfish Crackers
we ought to buy from among those twenty options? Multiply
that amount of time and energy by a factor of infinity and
it is not hard to realize that we could spend every second
of every day deciding what to buy. How often does your phone
ring with someone else trying to sell you something? Yes, we
live in a shopping mall world and if we are not careful, we
could easily slip into being customers all the time.
Barry Schwartz suggests that we counteract this onslaught
by becoming satisficers instead of maximizers. The real
demon is our society’s subtle message that only the best
will do. From our earliest years we are seduced into
maximizing. Only the best cola drink, only the highest
status car, only the way coolest jeans. I’m talking about
that anxiety our kids feel if they can’t have the best
sneakers and the anxiety we feel if our kids don’t attend
the best school. Maximizers drive themselves crazy trying to
pick the best Goldfish Cracker when they stroll down the
snack aisle in their local grocery store. How long do you
want to spend picking from among the 90 different nail
polish colours? How will you know when you have found the
best colour? Instead of maximizing, try satisficing. Sure,
we need to buy some things. Set your minimum standards and
go out to meet them. I need a pair of jeans. Would you like
slim fit, easy fit, relaxed fit, baggy, or extra baggy? Will
that be stonewashed, acid-washed, or distressed? Button-fly
or zipper-fly? Faded or regular? Maximizers agonize over
which to choose. Satisficers find a pair that’s good enough
to meet their standards, buy them, and get out.
Problem number two: A shopping mall world tries to
convince us that buying things will give our lives meaning
and owning things will make us more fulfilled. Marketing
emphasizes instant gratification and tries to convince us
that one Goldfish cracker variety is actually better than
another variety. And yet, self-esteem cannot be
authentically bolstered by the things we own. Is there
really one kind of Goldfish cracker that will make me feel
better about myself? Will I be a better person wearing one
particular brand of sneaker, driving one particular model of
car, using one particular kitchen gadget?
Instead of measuring value via price tag, ask yourself
"what is precious to me?" Valuable, precious: we need to
know the difference between these two words. Valuable is
measured in monetary terms. Value is interchangeable, it is
universal. Despite the diversity of 90 different colours of
nail polish and 21 different kinds of chocolate chip cookie,
there is a sameness to it all, like the sameness of one
Loonie with another. In fact, the point of value is that
each unit is identical. We want a guarantee that each
chocolate chip cookie has the same number of chocolate chips
in it, that each can of Pepsi is exactly 355 mls. When you
buy something, you know how valuable it is, because it is
exactly the same as something of equal value.
Precious, though, that is unique, particular. The word
precious uses a whole different vocabulary. It speaks from
the context of a completely different world view. This is
not the language of science, but the language of culture,
religion, and personal meaning. Your grandmother’s rocking
chair, the bookshelf your daughter made in school. Wendell
Berry writes: "It is not derived and it is not derivable
from any notion of egalitarianism. If all are equal, none
can be precious." Berry calls this the "ancient delight in
the individuality of creatures," which is not the same as
our twenty-first century notion of individualism, the kind
of individualism that turns us into free and autonomous
customers inundated with an onslaught of products in our
shopping mall world.
Problem number three: Freedom and autonomy, personal
authority and responsibility, combined with almost infinite
choice decreases shared experiences, weaken social ties and
community.
Billy has hockey, studies clarinet and swimming. He goes
to Waldorf. Sally takes ballet, harp, Tae Kwon Do and
attends the Arts School. Beth works for IBM, volunteers at
Out of the Cold, belongs to Curves and has a subscription to
the Tarragon. John works at Sick Kids, is studying for his
MBA and takes French lessons. And when will this family have
dinner together? And what will they talk to each other about
at the dinner table?
All social ties decrease freedom, autonomy and choice.
Establishing and maintaining meaningful social relations
requires a willingness to be bound or constrained by them.
Once people make commitments to others, options close. In a
shopping mall world, when we become dissatisfied with one
type of goldfish cracker, we simply choose another brand.
But, as Barry Schwartz says: "Social relations are
different. We don’t dismiss lovers, friends or communities
the way we dismiss restaurants, cereals, or vacation spots."
Or do we? I have seen this confusion here, in this
community, people bringing their shopping mall ways of
thinking and deciding into places like this community,
filling out their pledge card as if they were buying a
plethora of services, always hoping for more options in
adult programming. More options? Are we crazy? No. We’ve
just been seduced by the shopping mall way of being in this
world. Community, commitment and connection do not flourish
thus, for they live by a different set of values and ideals.
Stop being a perpetual customer. Be a satisficer, not a
maximizer. Set your minimum standard, and when you’ve found
something that meets that standard, buy it and get out.
Orient your life in terms of that which is "precious" to
you, rather than "valuable." Who do I really care about?
What is precious to me? A whole new way of being in the
universe emerges out of that one simple change in outlook.
And finally, take the time you’ve saved and invest it in
your community. Don’t exit when you are dissatisfied.
Practice working things out. Use differences as a delightful
opportunity to grow with those you love.
Yes, in so many respects we have achieved our goal of
individual freedom and autonomy. We have personal authority
over the decisions guiding our lives. We can choose where we
live and work, whom we love and how we love them, what we
wear and how we look, how we communicate and entertain
ourselves.
Freedom gives us a feeling of control over our own lives.
It allows us to fully express our own individuality. It
keeps us engaged in life. And yet, this freedom is illusive.
It comes with a price. We live in a shopping mall world,
local distinctiveness having given way to globalism. We
human beings have become customers, called by the marketing
gods to do the work of deciding what to buy and consume from
among an overwhelming array of options.
Stop listening to the shopping mall gods. Take back your
own life. And invest it in those individuals and communities
and whole worlds of being and doing that are most precious
to you and yours.
The Rev. Dr. Donna Morrison-Reed
First
Unitarian Congregation of Toronto
Sermon: November 28, 2004