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The Price We Pay


by Kristina Tolordava

Have you ever thought about the price we pay every day? The price we pay for drinks, for food, for clothing or for having TV? etc. The list seems never ending although it may greatly vary from individual to individual, and/or from more consumerist society to less consumerist ones.

The aim of this column is to raise your awareness about the complex issues brought by Tax avoidance and how consumerist society is sustaining this unjust system contributing creation of a greater inequality worldwide.

Of course, I acknowledge that I will not be able to cover such an extensive and complex issues as Tax avoidance or Consumerism in a single paper; instead, I will break it down to several columns and update you accordingly. Thus, if you are interested in social/economic justice or simply believe that equality and the respect of every individual are above and must be above making profits, then I suppose you will find interesting to read these series of blogs about Tax avoidance and Consumerism. Certainly, on the way to look at these complex issues, I will also touch some other concepts such as Capitalism, Transnational Corporations, and Conspiracy Theories etc.

It is interesting to think about the prices we all pay in different levels and in different circumstances. How do we start thinking what to purchase and when and why, most importantly, where? Do we try a new brand? Alternatively, we decide to trust an old established brand. Do we take suggestions and advice from friends and acquaintances? Of course, some of us does all of it or some of it. Possibly, there are such individuals who do not enjoy the process of shopping and usually are helped by family members including me. Do we feel sometimes ‘victims’ of brands and/or ‘victims’ of a very good marketing?

In fact, before we buy the product there are four different influences that directly affects our choices: cultural, social, personal and psychological. All these factors are well studied and followed by our marketing people and ‘sincere’ thanks to them for being and/or turning us into such a committed consumers as largely we are these days. How far the marketing can go or how much we can purchase and consume? Perhaps, it is time to scale down the speed of it.

Whenever we touch the topic of consumerism as such and its impact on us and sadly, not only on us but also on our mother earth, we should not forget another issue which may not seem to you in a direct correlation with taxes, but trust me, it is and I will try to explain the connection throughout this and other blogs. Without questioning our socio-economic model, I hardly see the ways to deal with such a complex and unjust system that is purely based on economic growth. Next question asks: how far the economic may grow? Does it fully or partly or to some extent depend on how much we consume? Do we really need that what we consume?

P.S. Do not shop till you drop