The Future of Consumerism: From Excessive Consumption to Self-Achievement

As we delve into the realm of sustainable development, one question looms large: what will replace rampant and unsustainable consumerism? The answer lies in understanding the deep-rooted issues with our current consumerist society and envisioning a transformative transition that values the intrinsic fulfillment of giving over the shallow satisfactions of consumption.

Understanding the Inherent Unsustainability of Consumerism

Consumerism, as we know it, is unsustainable primarily because it is built on a false promise of fulfillment. Each purchase, each new pleasure, only temporarily alleviates the emptiness within us, leading to an even deeper void. We chase after material possessions and experiences, but this pursuit never satiates true human desires. The Book ofrozprava by Yehuda Ashlag, The Kabbalah of the Ten Sephirot, describes this cycle vividly: we are left with only half our desires fulfilled, symbolically represented by the phrase 'he who has a single portion wants a double portion.'

Our insatiable appetite for more is never quenched. Modern technology and convenience have only made it easier for us to indulge in these fleeting pleasures, creating a paradox that intensifies our dissatisfaction. The cost of pleasure has plummeted, making it harder to find things that truly fulfill us. The quest for happiness through consumerism has become a treadmill, leading to a state of existential crisis—a deep-seated emptiness that prompts us to seek alternatives.

Transitioning from Excessive Consumption to Altruistic Fulfillment

The inevitability of such a crisis is clear. The relentless pursuit of consumerism will reach a point where the cycle of consumption cannot be sustained. What will follow is not a return to the past but a fundamental shift in how we find fulfillment. This transition is conceivable because it aligns with the fundamental human desire to enjoy—only this time, the enjoyment will come from giving rather than receiving.

The wisdom of Kabbalah, as interpreted by Yehuda Ashlag, offers a framework for this transformation. The concept of "bestowal in order to receive" represents a step beyond the purely egoistic pursuit of self-centered pleasures. It suggests that our desire to enjoy can be redirected towards serving others, creating a more fulfilled and meaningful existence.

According to Ashlag, societies are already witnessing the natural altruism inherent in some individuals. These people and groups exemplify the potential for this transition. They find true satisfaction in what they give to others, demonstrating a model for a new way of living. As we see this shift, the prevailing social influences—advertising, media, and even our daily rewards—must reflect and support this change.

In the writing of the Last Generation, Ashlag envisions a world where altruism is celebrated, and self-centered consumption is denigrated. This shift would be marked by medals and recognition given to those who selflessly help others, fostering a culture where giving is valued over individual gain.

Ultimately, the path to such fulfillment is an evolutionary one. As our societies become more complex, the desire to consume grows exponentially. Yet, we are beginning to recognize the futility of this pursuit. The idea of altruistic consumption is starting to gain traction as a viable alternative. In this new paradigm, people will seek to contribute positively to society out of a sense of necessity, not just desire.

Transitioning from excessive consumption to self-achievement will bring us closer to nature's own principles of giving and love. It is a step towards a society that is not only sustainable but deeply fulfilled, driven by a mutual understanding of our interconnectedness and the capacity to serve each other.

Embracing this change will require a fundamental reevaluation of how we measure success and fulfillment. But the benefits are clear: greater happiness, confidence, and satisfaction. By aligning our actions with the intrinsic nature of giving, we can build a more resilient and fulfilling future for ourselves and for the planet.