Quarantine and consumption withdrawal: will the coronavirus teach us how to enjoy life without being consumers?

By Charlotte Culine

There is more to life than our purchasing power. Beyond the lack of social contact, the quarantine measures set in most European countries have worried more than one about its repercussions on the economy. The coronavirus has indeed, and will, in the coming months, put the neoliberal capitalist system under pressure. One of the main reasons is that middle classes are stuck at home. It means that large part of the population in most European cities has sufficient purchasing power to sustain the capitalistic system and are, therefore, the main target for multinational companies’ advertisement strategies.

Quarantined, this cherished target-group is not able to consume as much as they usually would. In a world where overstimulating advertisements are omnipresent in the urban landscape, it has become difficult to step outside without ending up consuming anything, be it to get yet another pair of jeans, or to try the new vegan Starbucks triple caramel latte – two milks, one sugar. Continue reading “Quarantine and consumption withdrawal: will the coronavirus teach us how to enjoy life without being consumers?”