Aug 05, 2020

Juice and the affluent society

On Monday, The Wall Street Journal ran a story about the increased consumption of organic fruit and vegetable juice. In fact, the article stated that many people have begun substituting a fruit and veggie concoction for a full meal. 

In a nation fraught with seemingly pandemic obesity rates, it’s refreshing (pun intended) to know that Americans are embracing healthy choices.

In the midst of all this uplifting information, the author writes that this juice craziness can be attributed to the status symbol associated with health juices.

Sounds absurd, right? C’mon, maybe people just really like the crisp sweetness of pomegranates, carrots and kale pressed together.

Obviously, if the products didn’t have some redeeming qualities — great taste, energy inducing vitamins and minerals — people would not be spending between $5 and $10 a bottle.

As silly as it sounds, the new role of juices as status symbols seems totally plausible.

People in our affluent society want to feel unique, with a personality and lifestyle that are impossible to replicate.

No longer do we have to concern ourselves with getting enough calories to sustain our day-to-day activities. No longer do we have to concern ourselves with having enough clean water to dispose of sewage, cook dinner and bathe.

No doubt, these are good things. Yet, as members of an affluent society we must remember to use prudence when deciding how to spend our winnings.

Do we consume products because we legitimately need them? Do we even enjoy the products? Or, does it simply give us an effect of deeply aesthetic pseudo-culture?

No one can stop you from partaking, but for posterity’s sake; maybe we should double-check our reasons for buying, watching, reading and consuming.

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