Ideally, an open public debate on (A) the extent to which we allow money to determine the strength of voices in a community, and that advertising is one of these voices with as much cultural and political baggage as, say, a local political party; (B) adverts are becoming increasingly effective using micro-targeting, and will only become more so; and thus (C) we need to consider more limits on where and when adverts can be shown.
Pragmatically, more restrictions on online adverts and adverts in public spaces would be a start, in terms of size, spending, and possibly developing categories of adverts depending on their source (multinational versus local business). Perhaps certain areas could be zoned to allow greater advertising, such as shopping districts, where the individuals in them likely want to see adverts. Overall, a greater ability to ‘opt-in’ to advertising should a person want to.
The counterargument that this would decrease consumption on the basis people would not know what there is to buy is probably true and a real tradeoff. Without advertising we lose the opportunity to stimulate consumer desires beyond what they would be otherwise, slowing down the market.
Intruiging question—this reminds me of the very thought-provoking essay by Sarah Constanin defending individualism. I am not entirely sure what you mean by ‘steelman consumerism’ as it could refer to defending the concept’s usefulness or defending a more object-level claim about the harmfulness of over-consumption or certain types of consumption (or it could mean something I have not thought of)? I’ll try to address the first two briefly to the best of my ability.
As a descriptive concept, ‘consumerism’ serves a useful historical function in describing a change in the way people engaged in their consumptive habits around the 18th century. I think the core essence of this change is in two parts: (I) the scale of consumption and character of the things consumed; (1I) the relationship of identity to material consumer goods. The first relates to the undeniable fact that in some parts of the world, (eg, the developed west), a large proportion of the population has been able to engage in luxury spending. That is, buying things which do not contribute to basic living functions. Afaik, scholars do not suggest this is a change in human nature, but an observation that material plenty has enabled greater spending on luxury goods. In turn, this has led to consumption taking on a greater role in the economy and in the culture of society (eg, shopping mall becoming a centre of community planning). This leads to (II). Historians also suggest that around the 18th century to ‘consume’ took on a different role. Instead of being seen primarily in a negative light (eg, to extinguish, and as a part of the deadly sins), it took on a positive connotation of productivity and creativity. It became socially acceptable—and even advantageous—for large portions of the population to pursue consumption openly (conspicuous consumption) and with no other justification than fulfilling desires. In turn, this has led to a culture where consumption is encouraged in all parts of life; there are few moral limits on what you spend your money on; and people increasingly identify themselves, and their status, with their consumptive purchases. This is substantially different from the pre-18th century environment of highly moralised and restrictive consumption. Whether you think (I) and (II) are true—and potentially interesting—will shape your view on the usefulness of ‘consumerism’ as a general concept.
In terms of the object-level criticism of ‘consumerism’, several (not necessarily compatible) arguments can be made. Note that many of these involve positing a kind of lexical ordering of goods/life-pursuits which you may disagree with, and hence will find unpersuasive.
Although ‘consuming’ is not itself bad, one should try as hard as possible to avoid relying, fixating, or focusing on material goods. This is to pursue ‘higher-order’ ends like spirituality and personal virtues which a focus on material consumption can distract from. Represented historically by stoics, buddhists, and many other varieties of religious ascetics.
A kind of secular version of the argument above suggesting that ‘the most important things in life’ (family, friendship, personal virtues, adventure, spontaneity, etc) can be (A) acheived with little—though not a total absence of—material goods; and (B) often focusing on consuming above this threshold brings tradeoffs with these lexically superior things. For example, getting stuck in a ‘lifestyle trap’ to sustain a high level of consumption (two cars, big house w/ high mortage, private school for kids), but as a result doing an evil/boring job and ‘wasting’ your life. How do we determine these important things? One example is to look at deathbed regrets—most people don’t regret seeing their kids’ birthdays instead of working overtime to fund a bigger car. This theme is repeated in a variety of movies and literature—writers seem to believe that accruing large quantities of material goods is not a satisfying narrative payout (comapred to say, love or ‘the friends we made along the way’)
Obviously there are counterarguments such as (1) Why prioritise deathbed you over current you? What gives them epistemic priority? and (2) who are you to tell me ‘I am wasting my life!’, and who chooses what is important? Further, it may be some people are genuinely fulfilled by buying large quantities of material goods.
A response could be that (I) people often regret their lives in the moment, and consumerism has a way of trapping people in irrational—at least, according perhaps to a counterfactual version of themselves living a more fulfilling life—life paths; (2) There is no satisfying theoretical response to this. Parfit raises this problem with his ‘muzak and potatoes’ argument—that no quantity of pleasure from those items could outweigh the pleasure of Mozart’s music. That said, it may be that the proportion of those trapped, according to (I), is actually quite high (either because of consciously experienced lifestyle traps or a lack of awareness/access of/to other lifestyles). The problem then of consumption culture is that it misleads people into not fulfilling some idealised rational version of themselves’s values.
A creative argument (seen from the traditional right and the far left) that consumerist culture, defined above, makes it harder to produce great art/culture. The idea is that an excessive focus on mass-consumption, and profits from this, drives artists to make content for the lowest common denominator, and thus they no longer make ‘transcendent’ or ‘great’ art. This is where the term ‘selling out’ comes from, which is inextricable tied to consumerism. Naturally it also relates to how one assesses ‘great’ art (is there such a thing? There is at least new and innovative art which consumerism might hamper).
I should also note that many of these arguments also hinge on how one consumes. The wine-taster, for example, is apparently more morally appealing than the inveterate day-drinker. Similarly, their approach to comfort and convenience is complex. The more extreme view is that both these factors are effectively unnecessary for a good life (especially common amongst religions), and in fact distracting. The more moderate view is that they are valuable, but comfort and convenience above a certain point are (I) overrated, insofar as you get stuck on a hedonic treadmill, and (II) can prevent you experiencing other, valuable states (eg, going ‘out of your comfort zone’).
These are a few arguments, I’ve tried to focus on the ones I find most persuasive. Although I would like to reduce many of these to empirically testable propositions, I fear, in fact, the crux of the debate may hinge on how ‘elitest’ you are willing to be about ways of leading a fulfilling life.
(There are also political arguments along the lines of ‘it is bad for the environment’, or ‘it prevents a worker revolution by instilling fascination for trinkets etc’, but I feel they do not get to the heart of consumerism insofar as they are defined by their consequences, rather than the intrinsic ills of consuming as a primary end.)