The categorical imperative in the consumer society

The categorical imperative in the consumer society

If we look at our consumer-driven society, we quickly realize that it is not in line with Kant's moral concepts. This would only be possible in two ways. Either if we only consumed as much as we needed and no more - because if everyone consumed exactly as much as they needed, this would be given by Kant's categorical imperative. Or we would have to ensure that people somewhere in the world do not have to take the rap for our consumer behavior and that the environment is used in a sustainable way.

For our part, we would prefer the second of these options. Not because we can't control our insatiable appetite for consumption, but because the second option would mean that we would have fair and just, or in other words, moral working conditions around the world. In addition, the first variant would mean that everyone could only consume exactly as much as they really need. However, the definition of need is very flexible here and varies greatly from person to person. 

Every day, social media shows us what we need, whether it's a new rucksack, new T-shirts, cosmetic products or other goods that capitalism produces in huge quantities. There is also the problem of "greenwashing". Virtually every product today is not only advertised with positive emotions such as joy, euphoria or freedom, but usually also with numerous benefits for the planet and producers. This is not a bad thing in and of itself. After all, I have just said that it is desirable for our consumer behavior to create moral working conditions. The problem with greenwashing, however, is that usually little or nothing is done for people and the environment. 

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Definition of greenwashing: 

Refers to the attempt by organizations to achieve a "green image" through communication, marketing and individual measures without having systematically anchored corresponding measures in their operational business. While the term originally referred to suggested environmental friendliness, it is now also used for suggested corporate responsibility. - Prof. Dr. Nick Lin-Hi

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To put it more simply or more generally, greenwashing is fraud. To come back to Kant, it is more than obvious that fraud is not intended to become a universal law. After all, this would not be possible in and of itself. If we assumed that fraud was the norm, we would no longer trust anyone. Without trust, however, it would be impossible to cheat someone, because trust is one of the prerequisites for cheating.

However, it is not only the greenwashing or the covering up of ecological damage that is reprehensible, but also the exploitation of people. I am sure that by now everyone has seen the shocking pictures of the cobalt mines in the Democratic Republic of Congo. Images in which every trace of humanity is lost. In Europe or in the Global North, we advertise electric cars and the benefits they bring for the environment and therefore for humanity. We do not see that one of the main raw materials for batteries is mined far away from human rights and has few benefits for local people. We don't want to suggest here that fossil fuels are extracted without bloodshed and are better, but the above example clearly illustrates the problem.

Either way, it is therefore up to us either to consume less so that our consumption does not have immoral consequences for people and the environment or to organize the production of consumer goods in such a way that not a single person in the production chain is exploited or mistreated. According to Kant, every maxim must be applied to every single person. There are no exceptions. Either everyone has the same right or there is no question of morality.