Imaginary Life
Fragmented by choice?

The dilemma of choice

Interesting article in the Guardian about choice and marketing. And a great quote from Professor Tim Jackson, the author of Prosperity Without Growth: “We buy things we don’t need with money we haven’t got to make impressions that don’t last on people we don’t care about.”It has quickly become a well-known phrase, but in his book, he describes how the never-ending spiral of over-consumption has led us into never-ending spiral of debt and cultural decay in Western society. And moreover, how “We do not have investment structures, investment markets, investment conditions that are suitable to lay down the infrastructure to allow people to make better choices.”

Prosperity Without Growth

It’s proven that consumers who are faced with too much choice, make no choice at all. In fact, the biggest luxury of our age is to be totally relieved from the stress of choice making; stores that sell one thing, set breakfasts and tasting menus, Japanese spa style retreats where your time is scheduled for you, without internet access, and you are told what to wear. What could be a better remedy to the stresses of modern day life?

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