Just came back from a public lecture on the evolutionary psychology of conspicuous consumption and thought I'd quickly try and tap out what I remember from it before I head to bed. As part of the
Evolution Festival celebrating the 200th anniversary of the birth Darwin – tomorrow – they've had a series of lectures over the past three days (I only found out about it yesterday night, and am annoyed as you are in not being able to go to any of the other ones). Although we stayed for the last lecture; on
Music, Society and Evolution, didn't really present well (and the slide quality was annoying) and wasn't the point of the outing so we'll leave it at that.
Arrived late, so we missed the first few moments of the talk, but the speaker, Geoffrey Miller, who has previously written about sexual selection through mate choice, did offer a fresh perspective on the tired left/right arguments on consumer capitalism. I get quite excited when evolution as an ism (and if not evolution, then cold hard capital S Science) trounces the two stale ideologies that seem to have degenerated into irreconcilable bickering. To be fair, the data can always be viewed behind whatever prism one wants, but let's not go there, it's a boring retort. He showed two slides regarding their model of consumer capitalism, which I can't remember now, but they were sharp as hell. The third model, which I happened to take a photo of just in time, was as follows:
Human instincts for trying unconsciously to display certain desirable traits
+ Current social norms for displaying those traits
+ Current technological abilities and constraints
+ Social intitutions and ideologies
+ Historical accident and cultural inertia
= 21st century consumerist capitalism
Now, I could spend some time going over this, translating and remembering what he said, but I think it's easier if I just quote the abstract of the talk and hope we can all put two and two together:
The global economic and environmental crises show that conspicuous consumption is a key problem in the 21st century. The new science of evolutionary psychology offers some unique insights into the origins and nature of runaway consumerism. In this talk I'll explore how conspicuous consumption arises from human instincts for showing off our intelligence, personality traits, and moral virtues to family, friends, and mates. Consumerism is not a matter of 'materialism', but of runaway signalling, status display, and socially validated narcissism. This new perspective explains some otherwise baffling aspects of consumer behaviour, product design, branding, and marketing, such as why economic growth does not much increase human happiness. It also suggests some practical policy changes that could reduce consumerism's personal and ecological costs, and that could increase its social and cultural benefits.
Annoyingly, he didn't really craft the talk to discuss the more interesting aspects of this, and flew through what appeared to be the more interesting slides. I would have loved for him in retrospect to discuss branding and design in relation to evolutionary traits and psychology; fortunately he has a new book coming out which I hope deals with these issues in depth and might be worth picking up a copy when it does. Spent: Sex, Evolution and Consumer Behaviour seems to have a simple catchy title (yes, I stole it for the title here, as well as the cover image; sue me) which would lead one to presume that it's aimed at the lay-person. Not to sound like a prude, but I hope that there isn't much sex in there and deals more with the links between evolutionary psychology and consumer behaviour. I just looked at his bio page and they seem to have titled his book Flaunting fitness: How evolution shaped us as conspicuous consumers, so there's hope.
While we're on the topic of the cover image, it reminded me of this great Banksy that I'd seen at
Sign Language some time back (thanks Sean).