Let it go

Barry Schwartz, in his book Paradox of Choice, talks about the confluence of freedom and choice.  He says (and you can see this in his TED talk, which I have added below) that one of the central ideologies of Western industrial society is that freedom is inherently good (well, it depends on what kind, right?), and that today this freedom is manifest in expanding choice for individuals.  Our supermarkets host hundreds of kinds of cookies and salad dressings (even though crop diversity has been on the decline), and electronics stores have every single combination of processor speed and physical memory and screen type you can hope for.  Yet, as Schwartz claims, increased choice doesn't lead to satisfaction or happiness.  Rather, we are crippled with regret or anticipated regret that we could have made another or better choice because we expect too much from our choices, and in the end we blame ourselves for our lack of satisfaction.

To be more specific, though, Schwartz's talk is broadly about how material choice relates to our happiness or satisfaction, and to extend Schwartz's thoughts, regret and anticipated regret and self-blame can make us continually buy things with the expectation and hope that we will feel better about ourselves.  This ties us into the bind of continually buying material products that are decidedly not socioecologically benign;  the new phones we buy are still made of heavy metals and rubber and plastic by people who are treated poorly.  

This is not to say that we should live non-material lives; cutting ourselves completely from this culture will do very little to change it.  We live in a material world and I hope that all of us want to do something about its socioecological destructiveness.  Finding that balance, that is, being able to participate in this culture while advocating for and acting toward change requires participation and engagement, not isolation.

Making a choice and being satisfied and/or happy with it requires letting go of the perceived benefits or costs of your choice.  Letting go is about making choices and not being affected by comparisons of what we have to what others do, and not being affected by imagining our lives had we made another choice.  Rather, we must stand by the choices we make to free our minds towards the positive, the constructive, rather than remorse, regret, and self-blame.  Letting it go opens up space to recentre and redouble our efforts on what must be done about social injustice and ecological degradation rather than tethering ourselves to choices that cause injustice and degradation.  A phone is a phone, and if my phone can't look up Wikipedia, big deal.

Choice and political consumption

As you know yourself, we are faced with a multitude of choices each time we try to change our lives in some way - Which of the 23 beds that IKEA sells would be the best bed for me? Should I get 70% cocoa chocolate, or 75%? What wine will my parents like? A late harvest Chardonnay, or a Riesling aged in stainless steel? In the end, we can get flustered with the 93 kinds of cereal available in the cereal aisle of a big grocery store. How can we ever be satisfied with the cell phone we have purchased, knowing that there were 20 other models available at the same or lower price, and that in two months, the newest, most advanced G4 phone ever will be brought into the world? Brett pointed me to The Paradox of Choice in his comment on my post Doing things because we can. He said,

"...sometimes the more choices we have, the less happy we are. "Hey," one thinks, "this is a cool [fill in the blank], but it's not as cool as my friend's. Maybe I should have gotten the other [emphasis added] one at the store; maybe I should get a new [emphasis added] one." This often creates not only an endless stream of needless consumption but also a continual lack of satisfaction due to actual and anticipated buyer's remorse." 

This lack of filling our satisfaction yet continues to fill land, water and air with waste and pollution.

There is another way we can view the issue of choice as related to consumption, and that is what Ethan, another Graham Fellow, is studying by looking into what is termed as "political consumption." Generally, consumption and choice are studied in isolation, not in relation to politics. Generally, we are not thinking politically when we buy a certain product. But about 5-10% of people consume with politics and ethics in mind - how do the choices we make reflect our values, beliefs and morals? For example, many of us choose to buy locally grown, small-scale farm organic foods because we are against the political forces driving the industrial agricultural engine. So here is a loaded question that Ethan posed as a part of his dissertation work: 

When and how does the issue of choice and consumption turn into a political matter?