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Economics
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4 min read

Black Friday: don’t shop, try stewarding instead

We're so fallible to consumer culture. Here's how to counter it.

Rosie studies theology in Oxford and is currently training to be a vicar.

A phone screen is held up, showing a shopping page, behind a window displays a Black Friday Sale banner.
CardMapr.nl on Unsplash.

Have you noticed how many times in the last 24 hours you’ve been targeted or tempted by a Black Friday marketing campaign?  

It’s estimated that we can see anywhere from 50 to 400 adverts per day - on TV, billboards, online, and, more than ever, through social media. I’ve never felt more seen and known by the Instagram algorithm, and many of us have experienced items popping up on our feeds which we were talking about with friends only hours before. Is it possible to resist such incessant and elaborate marketing schemes? 

In the lead up to Black Friday this year, I’ve been looking out for a new vacuum cleaner (the rock-and-roll life of a thirty-something year-old). Having done all the research, I’m now poised to cash in on the discounts, regularly refreshing my Argos and Amazon tabs for the latest prices. 

But, as I’ve been comparing the relative pros and cons of cordless versus cylinder vacuums (and marvelling at the development of anti-hair wrap technology), it’s been difficult not to have my interest piqued by various other products being put under my nose by these websites, too.  

And difficult not to feel like, if I don’t act quickly, I’m going to miss out on an offer that’ll not come around again. It’s almost as if these marketing executives know how my brain is going work - even before I go online. But are we humans really as transparent as that? 

Netflix’s new documentary, Buy Now? The Shopping Conspiracy, says that we are. It profiles several ex-insiders from the world’s biggest brands, who expose the manipulative tricks used by these corporations to make us buy more, and the extent to which our desire for endless consumption has been cultivated and capitalised on by design.  

It seems that we humans, evolved and intelligent as we like to believe ourselves, are still fallible to serve the things which were designed to serve us. And the consequences are far-reaching. Online shopping may have dehumanised the consumer experience, but we remain connected to people around the world by global supply chains, and it is individuals and communities whose livelihoods are most dependent on the availability and quality of natural resources, and who live closest to the land, who reap the harmful effects of our incessant buying habits.  

Hazardous e-waste, for example (including discarded laptops, phones, and TVs), is rising by millions of tonnes annually. The UK is a particularly bad offender for illegally exporting toxic e-waste around the world, dumping it in landfills where it releases toxic substances such as mercury, zinc, and lead into local water and soil supplies. 

Back here in the UK, we can feel like such small cogs in such a huge, capitalist machine, that a lot of this seems beyond the realms of our human agency.  

There is certainly value in being savvy with our spending power as consumers. In doing the research to get the best Black Friday deals, as we tighten the purse strings and navigate what has become a protracted and painful cost of living crisis for many. It can be hard for Christmas not to feel like an unavoidably expensive time of year. 

But, perhaps there is also an opportunity to take small, subversive acts of resistance against this dehumanising consumer culture. Actions which reclaim our humanity and human agency, and which recognise our global interconnectedness. 

For example, maybe you could resist the urge to impulse buy something this weekend, by stepping away from the screen to make a cup of tea or go for a walk outside, before clicking ‘Pay Now’. 

Perhaps we could get better at comparing companies’ supply chains and ethical brand ratings, using our spending power to support those which align best with our values. 

And, when we’re making a purchase, let’s take a moment to be grateful for the things we already have, the items we’re buying, and the people who made them. 

The Christian faith invites us to reframe how we see our money and belongings through the lens of stewardship. It’s an underrated principle in today’s context. Stewardship goes beyond just thinking about how we spend our income, to the inherent responsibility we have as humans to look after the world around us, recognising that the earth’s resources are not ones we are entitled to, but are gifts which sustain life. 

The principle of stewardship makes it impossible to hide behind a screen and to ignore the impact which our spending decisions have on people and communities around the world, however far removed from our lives they seem. It invites us to use our money and resources to invest in things which will serve us - and others - well, and tells the world that it matters that we challenge systems which perpetuate economic and environmental injustice. 

And, if I happen to miss out on that vacuum cleaner while I’m out for a walk this weekend, at least it’s less than a month until the Boxing Day sales hit our screens. 

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Belief
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6 min read

How to survive a culture war

Blaise Pascal shows us what really underlies our contemporary battles.

Graham is the Director of the Centre for Cultural Witness and a former Bishop of Kensington.

Two goats lock horns.
Maxime Gilbert on Unsplash.

We often say these days that we are more polarised as a society than ever before. But we're wrong. Maybe the USA is experiencing a particularly sharp divide right now, but they have had their own, much more violent troubles in the past. And in Europe, and especially in Britain, we know a fair bit about culture wars that were literally that – wars.  

In the 17th century, we English had our own civil war where we literally killed each other over religion and politics. We even killed a king. The French did something similar and even more vicious just over 100 years later. That is real polarisation. However spiteful Twitter/X arguments may get, I don't think Charles III or even Kier Starmer is quaking in their beds expecting to be put on trial for treason.  

So maybe our history has something to teach us about how we navigate culture wars.  

The literary critic Terry Eagleton once wrote of our age:  

“the world is accordingly divided between those who believe too much and those who believe too little. While some lack all conviction, others are full of passionate intensity.” 

 We tend to think our contemporary divide between left and right, progressives and conservatives is something new. But we can find echoes of this in previous times.  

A case in point was the mid-17th century – the time of many other upheavals in Europe. Part of the febrile atmosphere of the time saw fierce arguments between rationalists and sceptics.  

There were at the time, two broad strands of thinking about the human condition. On the one had there were the ‘Dogmatists’ who were sure that they knew everything through use of reason or the application of philosophical or scientific method (like René Descartes). On the other hand, there were the ‘Sceptics’ who thought everything was random, or custom, and there is no final Truth to be found (like a figure from the century before – Michel de Montaigne). 

Of course, our own time has its fair share of people with an overwhelming confidence in the power of human knowledge, and the physical sciences in particular, to unlock the secrets of life, the universe and everything. The ‘new atheist’ project of Richard Dawkins and friends was hugely confident in reason and its capacity to tell us all we need to know, dispatching religion to the dustbin of history and instead placing an unshakable faith in the empirical methods of science. It had - and has - definite similarities with this picture of human knowledge.  

Yet on the other hand we also have, in the progressive postmodern project, those who reject any kind of underlying rationality or sacred order either above us or beneath us. For them, there is no underlying Truth to be discovered, and they delight in revealing the instability and illusory nature of any claim to truth. It sounds very much like the culture wars of our time. 

One enigmatic 17th century figure charted a way through this dilemma - Blaise Pascal. When he looked at his century’s culture war, he thought both sides had a point. There is, he observed… 

…open war between men in which everyone is obliged to take sides, either with the dogmatists or with the sceptics, because anyone who imagines he can stay neutral is a sceptic par excellence…. Who will unravel such a tangle? This is certainly beyond dogmatism and scepticism, beyond all human philosophy. Humanity transcends humanity. Let us then concede to the sceptics what they have so often proclaimed that truth lies beyond our scope and is an unattainable quarry, that it is no earthly denizen, but at home in heaven lying in the lap of God, to be known only insofar as it pleases him to reveal it. 

So far, he says, the sceptics, like Montaigne, are right. Truth is beyond our grasp, it does not reside here on earth, openly obvious and ready to be found. If it exists, it exists in some world above us, beyond our reach. How do we even know if we are asleep or awake, given that when we dream, we are as convinced that we are awake as we are when we are truly awake?  

And so, modern progressives, looking to dismantle the assumed results of previous understanding, due to its inherent colonial, patriarchal or abusive past, delight in showing how random and arbitrary is so much of what we take for granted from the past. And, Pascal would add, they have a point. Many of our legal, political and cultural assumptions are purely cultural and arbitrary, and sometimes simply serve to the advantage of the rich and powerful rather than the poor and marginalised. 

Yet on the other side, the ‘dogmatists’, like Descartes, have their strong point, which is that we cannot doubt natural principles. The acids of deconstruction can only take you so far. The most sceptical philosopher still puts the kettle on assuming that it will boil to make a cup of tea. She gets up in the morning assuming that the sun will rise and set again at the end of the day. Despite the corrosive effects of scepticism, Pascal wrote,  

“I maintain that a perfectly genuine sceptic has never existed. Nature backs up helpless reason and stops it going so wildly astray.”  

Despite all our doubt, we still live in a world with order and predictability. Scepticism keeps bumping up against reality.   

So, modern conservatives point to a deeper ‘givenness’ to things, an order within the natural world that we did not create, and yet, mysteriously, seems to be prearranged before we got here. Scientific exploration does make sense. There is a regularity to nature that we can, indeed have to, depend on. Sexual differences exist and can’t be ignored. We are not entirely free to override the natural order of things - there is a deeper rhythm to nature and its capacity for renewal that we only mess with at our peril, as climate change has taught us. As a result, the age-old battle between rationalists and sceptics, progressives and conservatives, will never find resolution, as the arguments flow back and forth.  

Christian faith includes both progressive and conservative impulses. Christians are aware of the brokenness of the world and therefore long to see it changed. The progressive impatience with the way things are, and the yearning for a better world has its roots in Christian faith.  

Yet at the same time, Christianity discerns a divinely created order to the world, a rhythm to the natural world, that cannot be broken and needs to be respected. Therefore, an inherent conservatism is part of Christian faith as well. In other words, the Christian story can explain both and offer a bigger picture than either.  

For Pascal, Christianity offers a diagnosis for this mystery of the human condition, the complex mix of grandeur and misery, infinity and nothing, sceptic and rationalist, in the simple, yet endlessly generative idea that we humans are gloriously created, deeply fallen and yet offered redemption through Jesus Christ. Our sadness is heroic and tragic. In Pascal’s suggestive image, it is “the wretchedness of a great Lord, the wretchedness of a dispossessed king.” 

“We show our greatness,” says Pascal, “not by being at one extreme, but by touching both at once and occupying all the space in between.” For him, the very existence of such culture wars points to the truth of the Christian diagnosis of the human condition. 

Pascal offers us a way between the Scylla of Progressivism and the Charybdis of Conservatism – or perhaps better, to embrace the best of both. Culture wars are tricky to navigate. Yet they might find resolution if we allow them to point us to a deeper reality - our strange mixture of greatness and sadness. And not losing sight of either side of this enduring truth.  

 

Graham Tomlin is the author of Blaise Pascal: The Man Who Made the Modern World  (Hodder) £25.  

Watch Graham explain why he is fascinated by Pascal.

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