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Pathways to Spectacle | Consumerism as “Activism”
Wrong Kind of Green
February 7, 2016
by Jay Taber
“We’ve been talking in a broader way about the future of consumer activism, of organizing people not as citizens but as consumers.” — Jeremy Heimans, Purpose, 2011
“Tesla’s Model S is powering our US-based Save Our Swirled Tour, aimed at bringing climate action – and free ice cream! – to people’s doors all across the country in partnership with Avaaz.” — Ben & Jerry’s Website, May 27, 2015
Bottom Illustration: “To Change Everything, We Need Everyone” illustration. Source: Ben & Jerry’s website.
Ben & Jerry’s (Unilever) is in partnership with United Nations, 350.org, Avaaz and BICEP (a coalition of more than 20 leading consumer brand corporations created by divestment campaign partner Ceres). Campaigns include Save Our Swirled campaign and the recent Pathway to Paris campaign. Ben & Jerry’s is also a client of the Avaaz sister organization, Purpose Inc. – the for-profit marketing firm.
Pathways to Spectacle
“Purpose also has roots in Avaaz.org a global movement boasting 25 million subscribers worldwide, which Jeremy co-founded. We work with partners with a social mission, ranging from the ACLU to Ben & Jerry’s, to inspire mass participation and build movements for social change.” — Forging Ahead with the Food Revolution, September 26, 2013
The cult of consumerism, through which 350, Avaaz and Purpose adherents identify with their brand, is similar to religion, in that becoming a follower is an act of faith. By unquestioningly accepting the propaganda as truth, they form beliefs that comprise the doctrine supporting this ideology of false hope.
It is not unlike hierarchical religion, in that it is patronizing of the believers, who desire to remain infantile in their psychological and financial dependencies. Political illiteracy reinforces this relationship.
It is, to say the least, unhealthy.
“As the lead developer, you will be joining a startup team of hyper-committed food-interested people evangelizing a better food system through an exceptionally beautiful user experience.” — Purpose job posting for a Lead Developer for “The Food Movement” – a Purpose Start-up/ Incubation
Social engineering in the digital age is amazingly simple for those who have the money and media at their disposal. Wall Street’s Mad Men can easily herd millions of progressives via social media to support catastrophic environmental policy, war, and crimes against humanity. Sold as conservation, “humanitarian intervention”, or development, globalization can then be marketed as a progressive choice, albeit leading to totalitarian corporate control of all life.
The driving force behind privatization through social engineering is the non-profit industrial complex, funded by Wall Street derivatives, and disbursed through tax-exempt foundation grants. Hundreds of millions have been invested by these foundations in the last decade to convince progressives that war is peace, conformity is unity, and capitulation is resistance.
Slogans like “350”, “New Economy”, and “Sustainable Capitalism” are promoted by Mad Men via foundation-funded front groups, and echoed by media, thus generating enough noise to overwhelm critical judgement. Symbols that appeal to progressives’ emotional vulnerabilities, like rising sun logos used to symbolize hope and change, are recycled to mean “This Changes Everything”, thus creating the impression that neoliberal reform is socialist revolution.
Coming soon: YouTopia: A Documentary About Social Engineering in the Digital Age
- Unconscious Milieu
- Literacy and Logic
- Wag the Dog: Campaigns of Purpose
- POSTER SERIES: WANTED FOR DESTROYING OUR FUTURE: AVAAZ
- Greenwashing Wall Street: CERES, Tides and 350
- New World Order—Same Old Crimes
- THE PURPOSE OF AVAAZ: CRIMES AGAINST HUMANITY
- THE REIGN OF THE INTERNET
- UN Dishonest Broker
[Jay Thomas Taber is an associate scholar of the Center for World Indigenous Studies, a correspondent to Forum for Global Exchange, and a contributing editor of Fourth World Journal. Since 1994, he has served as communications director at Public Good Project, a volunteer network of researchers, analysts and journalists engaged in defending democracy. As a consultant, he has assisted indigenous peoples in the European Court of Human Rights and at the United Nations. Email: tbarj [at] yahoo.com Website:www.jaytaber.com]