$100,000.00 Worth of Affluenza

Have you heard about the latest virus to hit the developed world? Called "affluenza" by British psychologist Oliver James, this epidemic-causing pathogen is explained by him as "a contagious middle-class virus causing depression, anxiety, addiction and ennui". What is being called the agony of affluenza is that getting the things like money and possessions we're constantly being told we need and should want does not alleviate the symptoms. Rather, it leads only to more wanting, since buying into this particular circus is buying into an endless round of consumerism.
I just came across a few horrible numbers today that tie directly into the new cases swelling the numbers of those afflicted by this epidemic. The first is the number two. That's the age identified by corporate advertising executives as the earliest at which they can hope to begin influencing the formation of brand loyalty.
The second is the number three. That's the age identified by those same executives as the earliest at which children can be influenced to start asking for specific products by brand-name.
The last one is the $100,000. you see in the title. That's the estimated amount of sales, spread out over a lifetime, those busy little advertising big shots feel they can expect from every child they reach by the aforementioned tender ages. Marketing targeted at this age group is therefore exploding. The U.S. figures show that TV advertising aimed at children cost an approximate $100 million in 1983. The 2004 figures show the figure had grown to $15 billion.
This whole scenario of rampant consumerism is an issue I've voiced my opinion on before. I have a hard time seeing any light at the end of this tunnel. I do not have a hard time believing those who say incredible imbalance between the "haves" and the "have-nots" of the world is part of the cause for many of the acts of terrorism perpetrated today.
Letting go of all hope, however, creates far too heavy a load of despair to be borne, so I search constantly for any candle shining in the darkness. I found one today at the "New American Dream" website. They offer hope, indeed. It comes in many forms, not the least of which is information. Forewarned is forearmed, and there's more than enough in the way of stats, resource lists and surveys to load a metaphorical shotgun. You can fire it off at those trying to expose your kids to affluenza.
You might want to start with their "Just the Facts" so you can understand what a behemoth you are up against, as a parent who wants to provide their children with alternatives to consumerism. You can download a free copy of the "Tips for Parenting in a Commercial Culture" booklet. You can join in an online community of like-minded types by registering for the New Dream Action Network, and get your kids actively involved too in the "Turn the Tide" campaign, or the "I Buy Different" youth site.
Take a minute or two, even if you don't have kids. Other people's kids will be very much a part of your future. They are your planet's future. Visit the New American Dream, even if you're not from the U.S. of A. Getting an idea or two to kickstart your own action initiative is never a waste of time. These people are all busy lighting candles against the darkness. Why don't you?