A generation working against its own interest

It’s been 7 years since I entered the world of advertising. It’s been longer than that with the attempt to understand world and power – by reading Chomsky, Ambedkar, Amartya Sen and so on. As you can imagine (if you have read these people that is), there was a certain heaviness of heart with which I worked in my early years in advertising. How to reconcile with the utopia of a non-consumerist worldview where humanity is undivided and equal, with the reality of consumerist culture that not only perpetuates but glorifies inequality? Working in advertising meant perpetuating this reality, against  the utopia that I must work for. I am working against my interest!

And I see around and see so many people doing the same. They can’t articulate it, but they know it deep down. That unease, that momentary recklessness.. We all feel that discomfort but we can’t name it. Here’s you name for it – its the pain of severing ties with the world that nurtures you – your family, your community, your ecology. It’s the pain of severance for an imposed injunction to enjoy. We are working against our future to make our present a little more comfortable.

How did the ‘powers that be’ convinced us to live and work against our own interest?

We rationalise it in the interest of certainty of today’s livelihood. We rationalise it in the face of apparent overwhelming global consensus – ‘YOLO’, spend your way to happiness; “only today matters, for tomorrow may never come”. This philosophy  is convenient for the global capitalist power. Since this philosophy has no conception for tomorrow.

It is the commercialized version of ‘American dream’. It is ‘Id’s dream, imposed on the ‘superego’. It is an empty dream of excess. It is a childish dream of narcissistic joys, now! It has no conception of a realistic tomorrow – of where we are going and where we should be going. That is what the capitalist ‘system‘ (not particular people, but particular interests of power webs) wants us to believe. “Fuck the planet, fuck your family, fuck your community, fuck everyone else. enjoy NOW. for those empty pursuits fund our ego massages.”

The globalised world  creates a sense of an opportunity, an opportunity to escape from the mess one creates. Global mobility is your passport to the dream of remorseless enjoyment… of an eternal escape to ‘better places’ with impunity. Hence the profusion of travel pics on facebook. It creates a distance between one’s acts and its effect. Oops! I did it again. and i hope it will be taken care of by the time I come back. Or not. We have nostalgia in its place anyways. which is even better. it is like reality, but better.

How did I get here?

By not fighting against the flow. You just go with the flow – school, college, MBA, corporate ladder, increments, cars, loans etc. and if you have no clear conception of an alternative, you just go with the flow. The media and education system doesn’t exactly prepare us to ask the right questions, to work together in formulating and working towards a utopia. You just do what is seemingly working for others.

So what now?

Like every good plan, mine looks ahead with a sound (i hope) appreciation of reality of today; a realistic vision of utopia you want to work towards while earning honestly in service of the future. This blog and this one is an attempt to articulate that utopia, to plant / support that meme of the utopia we need. I plan to do more in ways of content and engagements in service of a tomorrow built with cognizance of reality seen from a compassionate perspective.

The second part is about survival today. I hope to do that by honestly helping businesses grow through my skills in strategic choice making, in the present tense. There is a time to fight the system and a time to work with the system. Earn within the system to fight the system, essentially.

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2 thoughts on “Fight for your tomorrow

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