We're Not Consumers - We're Consumed

In today's digital age, we often view ourselves as empowered consumers with endless choices. The reality, however, tells a different story. Modern capitalism doesn't just offer products for our consumption- it systematically feeds on our attention, time, and bodies. This essay examines how we've shifted from being consumers to becoming the consumed.

The Attention Harvest

Our attention has become the new gold mine of digital capitalism. Every scroll, click, and view is meticulously tracked, analyzed, and monetized. What appears "free" often comes at the cost of our mental focus and personal data.

This phenomenon is known as the "attention economy," where human attention is treated as a scarce and valuable resource. Shoshana Zuboff calls this "surveillance capitalism" a system where our experiences are converted into behavioural data that companies use to predict and influence our future actions.

When we mindlessly scroll through social media feeds, we're not just consuming content- our attention is being harvested, packaged, and sold to the highest bidder. The platforms we use daily aren't designed to serve us but to capture as much of our attention as possible, turning our mental focus into profit.

The Time Trap

Beyond our attention, capitalism consumes our time. Many people experience what researchers call "time poverty"-lacking sufficient time for personal well-being and social activities due to extended work hours and obligations.

As Marx observed, "In capitalist society, spare time is acquired for one class by converting the whole lifetime of the masses into labour-time". Digital technologies have blurred the boundaries between work and personal life, making it increasingly difficult to disconnect.

The irony is striking: we purchase time-saving devices and services, yet must work longer hours to afford them. This creates a vicious cycle where our time becomes increasingly commodified, leaving us exhausted and with little energy for meaningful activities beyond consumption.

Bodies as Resources

Perhaps most concerning is how capitalism consumes our physical bodies. From labour exploitation to the commodification of body parts, our physical existence has become another resource to extract value from.

The health and wellness industry sells products to "fix" bodies that don't match profitable ideals. Meanwhile, the digital economy demands our physical energy while we remain glued to screens. Even our biological data-from genetic information to reproductive capacities, has become what scholars term "biocapital"

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Those in marginalized positions often face greater bodily exploitation. Feminist and postcolonial theorists have highlighted how the commodification of bodies disproportionately affects women and people from lower-income countries.

Reclaiming Our Humanity

Awareness is the first step toward resistance. We can begin by setting boundaries around our digital consumption, protecting our time through deliberate choices, and respecting our bodies by rejecting their reduction to mere resources.

Small actions matter: digital detoxes, supporting ethical businesses, and prioritizing meaningful connections over endless consumption. By understanding how we're being consumed, we can work toward a more human-centred future.

At Ikaya Earth, we're transforming this relationship between people and planet. Our nature-based climate solutions don't just capture carbon- they restore communities' control over their resources and time. We believe in creating sustainable systems where people and nature are nurtured, not consumed.