The Tower of Consumerism
The Consumerism Tower is a symbolic representation of the economic and social structures that underpin modern consumerism.
This design highlights the vertical stratification of society, with individuals in different socio-economic classes occupying different levels of the tower.
Project By: Students of National Institute of Design, Bengaluru
Amandeep Singh, Gagarina Nath, Komal Kaur, Mohnish Landge, Oshal Urade and Sachin Arya
RSD Symposium - Systemic Design Association.
The GigaMap has been presented as a part of
RSD’s Mapping Monday Series.
In our presentation, we delved into consumerism in India, examining its socio-economic and environmental impacts. Through the GigaMap, we identified and highlighted potential solutions using Donella Meadows’ leverage points framework, emphasizing personal values, minimalism, and the Doughnut economic model for equitable resource access and environmental preservation.
View the below listed video for our presentation of this gigamap.
Gigamap:
Consumerism Tower Explanation:
The Consumerism Tower is a symbolic representation of the economic and social structures that underpin modern consumerism. The tower is divided into four sections, each representing a different segment of society, from the destitute poor at the bottom to the rich and powerful at the top.
The bottom section represents the poorest and most vulnerable members of society who bear the brunt of the negative impacts of consumerism. They live in cramped and unsanitary conditions, surrounded by waste that is generated by the other sections of the tower. These workers are often exposed to hazardous chemicals and pollutants that harm their health and the environment.
The middle section represents the aspirers and working class who work in the industries and supply chains that produce the goods and services demanded by the upper sections of the tower. They often work in unsafe and unhealthy conditions for low wages, and their living conditions are inadequate. Despite these challenges, they continue to strive for upward social mobility and a better life for themselves and their families.
The upper middle section represents the middle class who are the primary consumers and drivers of the hedonic cycle. They buy products and services to satisfy their desires and aspirations for a better life, creating jobs and stimulating economic growth. However, their consumption patterns also lead to overconsumption, waste, and environmental degradation.
The top section represents the rich who are at the top of the social hierarchy and have the most power and influence. They have the highest carbon footprint and generate the most waste and pollution. They often ignore the negative consequences of their consumption and prioritize their own interests over the well-being of the environment and society.
It the stark social and economic inequalities that exist in modern society and the negative impacts of unbridled consumerism on people and the environment. By recognizing and addressing these issues, we can build a more equitable and sustainable society that benefits everyone.
The start of the problem
Posters:
Consumerism Tower Illustrations by : Gagarina Nath, Komal Kaur
A systems design/thinking project which explores:
Consumerism and its impact on
Socioeconomic Growth and
Environmental Sustainability in India
Presentation:
Systems Map:
Simplified Version
Full Version
Linking the Consumerism Tower to the Systems Map:
The Consumerism Tower is linked to the Systems Map through the 12 leverage points as suggested by Donella Meadows. The leverage points allow to identify places where one can intervene in a system. We have attempted to portray illustrative descriptions of these leverage points in the consumerism tower and joined them through coloured lines to our systems map.
Contact: mohnish_l@nid.edu
gagarina_n@nid.edu
gagarina_n@nid.edu