by Robert Nanninga"Most of the luxuries, and many of the so-called comforts of life,
Are not only indispensable, but positive hindrances to the elevation
Of mankind."
-- Henry David Thoreau
n 1845, Thoreau left society for a two-year experiment
of living off the land on the banks of the now-famous Walden Pond in Massachusetts.
It was from there that he wrestled with the concepts of need and want, and
the reality of necessity. The man built his house, single-handedly, for
twenty-eight dollars and thirteen cents. Could I do that? Hell no!We have all heard the term "Creature Comforts."
What exactly are creature comforts? A jacuzzi, cable TV, two cars, a well-stocked
refrigerator, indoor plumbing, Malibu Barbie? What creatures on this planet
have any of these things? Certainly not the bison or beaver, the panda or
penguin. If we were to make a list of the things most species need to get
by, it would consist of three things: water, food and air to breathe. Water is vital to our existence, yet we have allowed
multinational corporations to convince us that things go better with Coke.
Plain water is no longer sufficient to quench our thirsts. Why drink water
when you can be part of the Pepsi Generation? Starbucks has just announced
plans for caffeinated water. Excuse me, but isn't that what coffee is? In
a world where water from the tap is often unfit to drink, shouldn't we be
trying to find ways of removing toxins instead of adding them? The question is, how many types of brightly colored sugar water do we
really need?In our market-based economy, we have even found ways
of selling air. My dad smoked cigarettes for the majority of his life. This
led to prolonged hospital stays. While attached to all sorts of machines,
he was given oxygen so he could breathe, and was charged for every breath
he took. Could it be that the medical industry hasn't called for the banning
of all tobacco products because there is no profit in health? Pollution
is good for the economy. I'm looking forward to the days of designer air.
"Tired of that stale urban air? Try the new and improved Sea Breeze
2000."At some time, America shifted from the nobility of simplicity
to the frustration of unending acquisition. Duane Elgin, author and Director
of Choosing Our Future, believes the shift took place after World War II
as the advertising culture succeeded in creating identity consumption. Victor
Lebow, retail analyst and promoter of this new way of thinking said, "Our
enormously productive economy demands that we make consumption our way of
life, that we convert the buying and use of goods into rituals, that we
seek our spiritual satisfaction and ego satisfaction in consumption. We
need things consumed, burned up, worn out, replaced and discarded at an
ever-increasing rate." No wonder we have been brainwashed into a society
of Stepford Shoppers, mindlessly shuffling towards the bluelight special.I am writing this on the Memorial Day weekend. Listening
to the radio, I've heard all these commercials telling people to forget
about the beach and parks because the place to be on this national holiday
was at some furniture store. No payments until July of '97. I was - and
am still - appalled. Don't get me wrong - I am not in favor of any holiday
celebrating war or the soldiers who perished to protect the hidden agenda
of free market capitalists. But the fact that consumption is now being considered
a family value is sick.What can we do to take back our communities and rescue
ourselves from the current feeding frenzy? Well, first of all unplug your
radio and television. Broadcast media has always been about selling you
things you don't need. It is important that we avoid the hype and propaganda.
When those trying to sell you a product tell you that it is "new and
improved," what they are really saying is that the packaging is new
and the marketing has been improved. Case in point is Madison Avenue trying
to convince us that Tums are a calcium supplement. Here is a novel idea:
want calcium, eat your vegetables. There I go getting all subversive again.Most Americans believe our culture is lacking. It's
as if we have this hole in the center of our being that we can't quite fill.
Some try to make up the difference with drugs and alcohol, others with religion,
and some with sex. But for the most part, we are all trying to save our
battered souls with stuff, stuff and more stuff. Lacking adventure in your
life? Every other commercial promises that a new car would do the trick.
Want adventure? I say take the time to actually get to know your family,
friends and neighbors - that's the adventure of a lifetime, without the
monthly payments.It is impossible to fulfill our emotional and spiritual
needs with material goods. While we work at paying off the debt from purchasing
the things that were supposed to make us happier, we have less time to address
our real needs: family, friends, and community. By sacrificing our emotional
needs to imaginary material ones, we enter into a cycle that promotes even
more consumption, while forcing you to spend even more time away from home
trying to support your consumptive urges.Currently, I am wrestling with my own demons. In the
past I've mentioned my addiction to CD's. This is a battle that is taking
a toll on my spirit as well as my wallet. Impulse buying is a problem, a
vice, that I continue to justify. I tell myself that I have handled other
addictive impulses and that I am making progress. Truth of the matter, I
bought another CD last night. Watch out people, this boy is backsliding.So I invite everyone to join me in the battle to save
our hearts, souls, and in the process, the environment. All this takes is
a commitment to simplify our lives by learning to do without all the stuff
we could live without until we were told we couldn't live without it.Remember: bigger is not better, quantity is not quality,
nothing is really new, and Dream Magic Barbie is just toxic waste in a stunning
cocktail dress. 
Robert Nanninga is an independent video producer, actor, vegan and
active member of the Green and environmental communities.
