Here's Your Toy: Now Play With It.

Consumerism – the word itself has a ring of alienation.  Nevertheless, Americans have grown used to thinking of their country as one of the leading consumerist nations, seeing this as an accomplishment.  The commonly held explanation for this hinges on America's wealth.  As a country we have a great economy – we can do and buy so much…  Perhaps this is true, but it is a partial truth at most.  Certainly, a booming economy is needed for such consumerism to be possible. But the true reason for this consumerist mentality transcends the monetary reality and touches the spirit of America: as a country, we have a stony heart – we love so little.

Consumerism is fueled on all levels by lack of love, emptiness and a thirst for fulfillment.  Children naturally turn to their parents for love and attention.  Many parents, caught up in their own jobs and ambitions, don't have time to give their children this love; instead, they buy them things.  "Here's your toy, now go play with it…" and the parents continue living their own life without their child.  Toys don't satisfy the hunger for love, however, so the children keep going back to their parents who, in turn, keep buying toys that are more expensive and sophisticated each time.  If Lego blocks don't work, they try Nintendo, and so on, thus stimulating consumerism.   

The same happens in the adult world.  As noncommittal "unions" take the place of mature matrimonial love, grown-ups find the same emptiness that children do.  They attempt to fill their heart by purchasing "big boy toys" – cars, CDs, computers, etc.  This frantic desire to buy until fulfillment is reached happens on a more transcendent level as well; that of religion and beliefs.  Society's heart has grown cold toward religion, and consequently, the love and peace proper to it have been lost, leaving a further void in the heart of man.  Material things cannot fill this spiritual gulf; consequently, man tries to replace religion with ideological toys such as scientific experimentation and absorption in psychology and individuality, trying to be "fully me."   This indirectly spurs consumerism through sources of major funding and investment.

In the height of this consumerist society we scream for God without knowing that it is him we call for.  How long will it be before we realize that our toys won't satisfy us?  Spending and buying is fine, but it is not enough and cannot be put first.  Consumerism will never fill the barrenness caused by lack of love.  Only when love again warms the heart of society will man find the fulfillment he craves.