ABSTRACT
Nearly all capitalists view economic growth as godly. If capitalism stops growing, production stagnates, investment opportunities decline, jobs are cut, and the entire system runs out of steam. A growing body of "green economists" is challenging the growth model. Among the most important are Juliet Schor, whose book Plentitude argues for a new definition of wealth and a new way of life. Karl Marx wrote about the 'fetishism of commodities' in the very first chapter of Capital. But capitalists cleverly seduce consumers and subtly program or coerce them to want things they do not need because without endless consumerism, capitalism dies on the vine. Marx would not be surprised by the popularity of the sit-com Mad Men. The advertiser's role is as the alchemist of capitalism, helping to create the mystical character of the commodity that alienates the worker from his product but also enchants and magically seduces him into endless consumerism. Unsustainable growth comes unsustainable consumerism.
