Chapter 3: Standard of Living Versus Quality of Life 3 Standard of Living Versus Quality of Life C H A P T E R

Learning Outcomes See the hidden cost of modern technological consumer-based living. Understand the influences that keep people in the consumer mindset. Explain how advertising has created and maintains the consumer mentality of modern living. Be able to express an American Dream that works to foster health, happiness, and well- being.

Standard of Living Versus Quality of Life Standard of living –General measure of economic attainment primarily based on income, overall monetary wealth, employment, and level of comfort and luxury one has. Quality of Life –General well-being of individuals and society as a whole.

Business as Usual Everyday thinking and how we currently act are considered normal. Prevalent in industrial societies. Consumer norms dictate what is acceptable. –People think consuming makes them happy. –Living differently means actively choosing to change.

Libertarian Political System Allowed for the modern lifestyle that people currently accept and know. About 15% of the world’s population enjoys this American Dream. The other 85% are trying to attain the worldview of consumerism.

Defining Progress Technology has improved the standard of living, but quality of life has declined. Technological improvements result in people spending more money on things, which increases ecological problems and decreases overall happiness. Standard of living is not the same as quality of life.

Integrated Decision Making Triple bottom line – The heart of sustainable thinking. (continued)

Integrated Decision Making (continued) Quad stack model – Includes culture as part of sustainable thinking.

Redefining Progress Affluence versus poverty: –Affluence is seen as having an abundance of goods and services and a result of income or credit above what is necessary for basic survival. –Poverty is based on a consumer lifestyle. Relative poverty – Lacking socially acceptable level of resources. Absolute poverty – Not attaining enough resources to meet basic needs. (continued)

Redefining Progress (continued) Economy versus environment trap: –Environmental degradation is an inevitable side effect of economic growth. –Quad stack model – Social, cultural, and environmental issues need to be integrated into economic decisions. (continued)

Redefining Progress (continued) Do we need to pollute to attain a higher standard of living? –Quad stack model focuses on quality of life and not standard of living. How can you change your lifestyle to reduce pollution and increase your quality of life? (continued)

Redefining Progress (continued) The affluence gap: –Difference between the poorest and richest nations. –Gap between the two is growing exponentially. –Poor nations are trying to close the gap. How do you think this gap might close, and what might it look like?

Consumerism An economic and social system that promotes purchasing large amounts of goods and services at great amounts It defines our current worldview It is a lifestyle promoted through advertising –$175 billion spent annually in the United States

Happiness and Advertising Advertising entices people to buy more stuff, which people think brings happiness. Advertisers create a community-based vision to sell their stuff. –They link what people dream about with the stuff they sell. –Think of one advertisement you have seen lately that fits with this very idea. (continued)

Happiness and Advertising (continued) Standard of living has increased but satisfaction and happiness have decreased. Think of a product you have recently purchased but really shouldn’t have because you didn’t need it or couldn’t afford it. Did it bring you happiness? Explain. (continued)

Happiness and Advertising (continued) Advertisers target children. –Children are taught at a young age to welcome the common worldview of consumerism. –Children are bombarded with advertising. Television Billboards School bus logos Corporate advertising in classrooms

Power of Advertising Sustainability versus consumerism advertising –Sustainability vision promotes well-being, happiness, and health. –Consumerism promotes an interaction with stuff and not people and results in decreased happiness, health, and well-being. Single economic bottom line or the quad stack? Which do you prefer? Why?

Marketing Geared toward getting the consumer to buy more stuff whether needed or not. Neuromarketing –Study of the brain’s response to marketing stimuli (functional magnetic resonance imaging) (continued)

Marketing (continued) Many Internet search engines are now designed to recognize what kinds of sites you visit so that specifically-designed pop-ups are targeted to your interests. (continued)

Marketing (continued) Subliminal messaging − Using hidden messages in communication to affect consumer preference and choice. –Research shows this tactic does not work. –Outlawed in United Kingdom and Australia.

Attitudes American Dream –Opportunity –Progress –Freedom (continued)

Attitudes (continued) Describe the American Dream in terms of these goals. Do you think modern society is meeting the actual meaning of the American Dream? Why or why not? – Relate to the term affluenza.

Esperanza What might one of the advertisements that Esperanza sees look like? How would this advertisement be different from one seen today? –Incorporate community values.