Rory Sutherland Rory Sutherland

Things we’ll really all be better off without

Venetia Thompson and Rory Sutherland list the pointless luxuries and trends that will, quite rightly, be culled by the recession. Here are 13 reasons to be cheerful this Christmas

issue 13 December 2008

Most journalists have spoken of the financial crisis as evidence of a failure of capitalism. But is it? Or is this kind of reversal in fact necessary if capitalism is to work at all? After all, a free-market economy doesn’t do a perfect job of rewarding success. It may pick better winners than, say, governments, but it is still largely arbitrary. Even relatively worthy successes such as Google’s or Microsoft’s may be as much the result of lucky timing as anything else.

Instead, capitalism is at its indisputable best not when picking but when picking off. In unerringly killing off the bad: the inefficient, the redundant, the outdated or the needlessly complex.

Along with great increases in wealth and industry, the last 15 years of growth have seen a steady accumulation of pointless and unproductive forms of human activity: witless expenditure, insane trends and bizarre herd behaviours. Their disappearance will be welcome — not only to people who were forced to watch them, but even more to those many people who felt driven to participate. Already, there are signs some people are quietly welcoming the slackening off as the recession provides them with a welcome excuse to live less intensely.

1. The Organic Movement

Vegetables, fruit, meat and fish simply weren’t expensive enough as they were. They had to become ‘organic’, produced without the use of certain pesticides and antibiotics, using the power of love alone to fend off whitefly and foot rot and in turn separate the classes: the poor eat the drug-pumped battery-farmed thighs and the rich feast on the organic, massaged-before-bedtime fillets. The reality is that most organic produce tastes the same, if not decidedly worse than the evil GM variety.

2. Property porn

The unquestioned assumption, widely propagated in countless television programmes, that home improvement is the highest form of self improvement.

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