English Version | Wild Goose Chase

The modern lifestyle has turned into a constant pursuit of instant gratification. But still, we are unhappy. Who pulls the strings on this merry-go-round, and how can we break out of this nauseating cycle?

As a reward for the protection of a spirit, the Greek god Dionysus offered King Midas a single wish. Enraptured by the prospect of unlimited wealth, the monarch asked for the ability to turn everything he touched into gold. At first, Midas took advantage of his gift: stones, trees, and everything he found around him became a means by which he could amass a fortune. But, as is customary in Greek mythology, the blessing soon revealed itself to be a curse. The initial euphoria was replaced by despair when the king realized that he could not enjoy life as he had in the past. Midas was now unable to feel the true pleasures of life. He could no longer embrace his loved ones, feel human warmth, or even enjoy food. The fable based on the Greek myth is easily unraveled. In a capitalist society where the buy/sell culture rules over almost every aspect of daily life, our happiness boils down to "consumer hedonism" - and little else. The omnipresent search for instant gratification is not the result of choices made at the individual level, but of the structure in which we find ourselves. The pace of modern life, the current world of work, and even the algorithms of social networks condition us to value immediate pleasure. Unlike the hedonism of the past, associated with what we call traditional ways of achieving satisfaction (sex, sleep, and other primitive tasks), the new version of hedonism is based on the act of buying/having something. The trend is more than understandable in a world that seems to be in permanent crisis. We all got off on the wrong foot in this decade, and, since 2020, the outlook for the path of our species seems particularly catastrophic. Pandemics, war, climate crisis, and all the other variables that contradict the saying "hope is the last to die" seem to be piling up day by day. Faced with a less-than-favorable outlook, the reflex to plunge our heads into our screens like sand is understandable. But is the search for instant pleasure the solution? Or is this instinct as cursed as Midas’ touch?

"The market is an authoritarian force that seeks to confine our existence to the act of working and buying." The words are those of Kate Soper, British philosopher, and professor at the University of Brighton, UK. In an interview with Vogue Portugal, the researcher explains what she calls the "hedonistic depravity of consumerism." "We have been fooled into thinking that a good life is synonymous with a constant flow of consumption." Money erodes our notions of pleasure and, seeking escape from the modern world, we take refuge in small pleasures, usually centered on the act of buying. A good meal at a restaurant, the boots we've been dreaming about, and the hours spent on social media (with the constant bombardment of ads) are the ways we find to rest from the fast pace of modern life. Soper makes a point of flagging social media platforms as perpetrators of this hedonism to which we are unconsciously attached. "There is a genre of consumption that is competitive, for status attainment. The purchase of goods for the garnering of attention and envy from others is a real driver of consumption of goods like clothes, cars, and electronic goods." The philosopher does not use the expression, but what it does describe is the so-called flex culture which, in essence, is nothing more than an " I have more money than you." This mentality, despite its absurd childishness, is part of the DNA of social media. The British researcher does not rule out their role in the misrepresentation of modern hedonism. "My feeling is that social media and influencer culture just cause mental distress, particularly to the younger generation, by promoting narcissistic values and unnecessary consumption." Soper elaborates, "There is a relentless emphasis on the body and physical appearance to the detriment of other ways of valuing ourselves."

The modern lifestyle is conducive to the incessant search for immediate pleasure. In a world where the value of each person is progressively rooted in their productive capacity, the professional component gains territory over our lives. The current work schedule is nothing new. For decades most people have worked fifty out of fifty-two weeks in a year, but recent changes in the market place the employee in a position of added stress. Stripped of the security that a contract used to mean, the worker faces the risks of the modern world without a protective net. In its absence, alternatives arise, such as hustle culture, which, to ensure the maintenance of a certain lifestyle, encourages the use of all our minutes to rake in every possible penny. It excuses the sacrifice of time in favor of accumulating money whose real application is the acquisition of goods. Material consolation marginalizes traditional methods of achieving well-being. Spending time with loved ones, reading, going for walks, hobbies (non-monetizable, let's be clear): all these activities take a back seat. Money is equated to happiness. And, although the expression "money can't buy happiness" is an adage of those who have it, what is certain is that if wealth guarantees well-being, its pursuit compromises it.

Instagram, TikTok, Facebook, Twitter: these platforms are what the philosopher calls "hedonistic treadmills." "Since everyone is just trying to keep up with everyone else's pace of consumption, no one is satisfied. We just keep running on this treadmill to stay in the same place." Additionally, these apps are infested with advertising that can be as obvious as a traditional ad or as unobtrusive as a review from our favorite influencer. "A lot of money is spent to ensure a constant flow of shoppers." These venues, which are for many a haven from "real" world conditions, are also a breeding ground for the spread of consumerist hedonism. Kate Soper clarifies that advertisers are not the problem, only a means to achieve an end. "Marketing is simply a tool to expand profits." The vilification of capitalism isn’t the purpose - the researcher acknowledges: "The capitalist structure, driven by economic growth, has improved life in society in a variety of ways." What is being discussed is what happens when the accumulation of profit overrides the well-being of the planet and its residents. The version of hedonism we discuss is fueled by this system that seduces us into making consumption synonymous with pleasure. The fact is that since the acceleration of the consumerist society, the well-being of the majority has been declining. "Despite the monopoly that consumerism has on our definition of a 'good life,' there is no shortage of evidence that it fails to deliver on the promises it makes." Depression, anxiety, increased stress levels, and even drug addiction are normalized in modern society. According to the World Health Organization, at least 322 million people in the world suffer from some kind of depressive disorder. By the year 2022 alone, rates of depression and anxiety will rise by about 25%, according to the WHO. The pursuit of instant pleasures deprives us of mental stability.

Our mental health is not the only one suffering from this moderately dystopian outlook, the planet is also feeling the consequences of human greed. As Soper puts it, "The ecological footprint of the so-called developed countries (whose lifestyles are supposed to inspire poorer countries) is unsustainable. Ten percent of the world's countries create about 50 percent of the world's carbon emissions." The problem is once again persistent hedonism. But if the dilemma is the same, so should be its solution: reducing consumption. "Renewable energy and new transportation technologies are important to overcome this crisis. But there are limits to what modern solutions can fix, we need to counter consumerism to ensure a sustainable future." Interestingly, the British philosopher points to the pursuit of a "green" lifestyle as a way to foster our well-being. According to the researcher, buying less is the radical opposition needed to combat toxic hedonism, activities such as "buying fewer products, using community resources, cycling instead of using other polluting transport..." It is on this advice that Kate Soper bases her theory on. The researcher doesn't just criticize the lifestyle that most enjoy, she uses her reflections to build an alternative to the structure she condemns. "I have developed what I call alternative hedonism as a way to create seductive options to excessive consumption, centered on slowing down the modern pace of life." What the researcher proposes is "a revolution that allows us to define what a 'good life' is without the corruption of advertisers." Soper confesses that her theory is not only a means to restore human well-being, but also to curb climate change. The philosopher, who specializes in the implications of global warming, thinks of alternative hedonism as the solution to the destruction we have inflicted on our planet. "I decided to emphasize pleasure because I believe it is more appealing to adopt responsible habits of living for what people have to gain than through instilling climate change panic."

Soper's words sound good, but they are hard to materialize. How can we abandon the insidious consumerist hedonism? "We have to do things for their intrinsic value, simply for the pleasure they give us. There is a spiritual dimension in our fun, in sex, in the conversations we have, in making music, in learning things for their pleasure." The philosopher immediately clarifies the spirituality she alludes to does not relate to religious practices. "I don't mean to say that reducing consumption has to be based on ascetic practices, but seeking spiritual pleasure above commercial transactions is beneficial." Elaborating, "It is this kind of gratification, which lasts beyond the instant, that money cannot buy. Consumerism is moreover much misused for the satisfaction of these deeper needs and, as such, tries to divert our spiritual desires to obtaining something material." Soper's so-called prophetic theories approach the utopian. Overall change is difficult to achieve. But even if these do not materialize, what the philosopher suggests we think about is valuable. Without the addiction to money, to constant comparison, what is left for us? How can we cultivate the seeds of happiness that we planted before the consumerist adulteration?

Originally translated from The Pleasure Issue, published May 2023.Full stories and credits on the print issue.