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‘On days like Black Friday are suffering cognitive a new deviation’

When shopping on days like Black Friday with amazing discounts magic, buy reduced to an entertaining to happen, says Tom Ysewijn of Oxfam-Wereldwinkels. “But who pays the price of all this madness?’

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[pro·duct·in·seeing·ment] (v)

A derogation whereby, especially during a shopping spree, everyone and everything that is behind the product are blurred is observed, or even not at all.

Today we celebrate with all our shopping spree bone during Black Friday. Within a few years this phenomenon has become the high mass of our consumerism. We are driven and whipped up our battle to save it. An online store defines Black Friday as the ‘national sport to the finest of deals to score’. This is a significant point.

Buy is thus reduced to an entertaining event, a competitive game where everyone seems to win. You have a deal scored and the retailer has his numbers jacked up, despite the ‘crazy’ discounts ‘ that he, the buyer allows it. Win-Win. Or not?

Not a game without losers

Because who will pay the price of all this madness? After all there is not a game without losers. We at Oxfam know there are a few that the short end of the draw. A lot of farmers, it is always Black Friday. For them, every day a koopjesdag which they can place their products at a bargain price need to sell.

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Black Friday: we can enjoy the game from the market also play differently.

Farmers you will find anywhere in the world. You look south, you can see, for example, cocoa is only of 1.15 euro per kilo yields. But also here, close to us, the farmers ‘kortingprijzen’: with barely 30 cents per litre is the milk price at a level that is seldom the production costs to cover. And feel free to look also further than those of farmers: the labor(st)ers worldwide our elektronicaspeeltjes in each other boxing or our garments flawlessly in to each other choke to toil for a pittance.

Cognitive black-out

Where the first point is that we, when we are in koopjesmodus go, forget who is behind these products lies. The countless commercials and this year they are not to ignore – activate our reptilian brain and change us into ruthless hunters. And it is difficult to look at the people who have committed themselves for the production of our bargain with eyes where the euro signs for dancing.

Ever called this the fetishism of commodities, but with such a term, you come into the 21st century not far more. Let us therefore productbijziendheid call. A derogation whereby especially during bargain-hunting everyone and everything that is behind the product are blurred is observed, or even not at all.

That productbijziendheid us on Black Friday. On days like today you are suffering with a cognitive black-out. We can argue that it’s the fault of the buyers, the distributors, the processors and in a certain sense, true that also. But somewhere we know better.

As low as possible production costs

With our conduct we confirm that we are the market fine as it currently works. We agree with an economy that focuses on the low to keep production costs and in which profits but all too often is paid for by the most vulnerable in the production process. The market is a competition, and we apparently like it. Certainly in koopjestijd.

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We want the koopjespret’t spoil, but know that the game of market else can play.

You must now feel guilty? Not immediately and not too much, we want the koopjespret finally, do not spoil. But know that the game of market else can play. Here and there occurs a movement that goes against this price war. So grow the initiatives that the right to a fair wage to underline. Playful formats, such as White Friday or Wake up Friday to put ecological and fair products in the spotlight without the “broken prices”. The ‘Rather a fair than of an error gifts-eindejaarscampagne of Oxfam-Wereldwinkels is supported by a host of celebrities.

This kind of ‘other’ koopjesinitiatieven show that we as a consumer have the power to make the rules on the market to rewrite. So it is still a nice hunt, but without that it is still the same that is in the visor.

Tom Ysewijn, policy officer at the service of Politics-South, Oxfam-Wereldwinkels

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