Our world is always changing; technological advancements and modern developments have led us to a lifestyle very different from that of our ancestors.
Maslow’s hierarchy of needs - a concept proposed by American psychologist Abraham Maslow in his 1943 paper “A theory of Human Motivation” - is based on the idea that certain needs must be met before individuals can progress up the hierarchy to more complex needs.
Maslow’s Pyramid of Needs describes 5 levels, with the lower levels addressing the basic physiological needs and safety needs (air, food, water, shelter, sleep, clothing, reproduction), the next two addressing social and esteem needs — referred to as psychological needs (personal security, employment, resources, health, family, sense of belonging), and the top two levels addressing Self-actualization needs (respect, self-esteem, freedom).
The rise of consumerism arrived with our climb higher on Maslow’s Pyramid of Needs - local farming, local products, expanding to factory manufacturing encompassing international brands and mass products on a larger and cheaper scale. So that we weren’t simply surviving anymore, we were (apparently) ‘thriving’ with an excess of products selling us the things we need, and also convincing us we needed the things we didn’t. This 20th century brought with it advancements in technologies that have allowed us to do more, buy more, have more, and everything much, much faster than it was before.
But something was amiss. This excess had a downside. Local companies struggled to keep up with large scale competitors, impacting our in-country-value. Moreover, the implications of over consumerism on our planet were becoming increasingly evident.
So we shifted our mindset to something more mindful.
From Oman’s plans to derive at least 30 percent of renewables by 2030, to the rise of SMEs, and the efforts to reduce our single-use plastic bags, it seems, we are in the next stage of our Maslow’s Pyramid of Needs, another step to add onto the peak of this Pyramid - and that is of Sustainability. To mindfully consider the world outside of us and work together towards establishing a sustainable foundation in our actions, our lifestyles, our societies and our systems.
From renewable energy sources to using sustainable products, buying local, and implementing slow fashion into our lifestyles; our collective efforts are helping us shape a more sustainable future. Today, we witness the rise of sustainable consumerism, and move forward with an eye on our net zero targets and our decarbonization efforts alongside emphasizing the eco-friendly, the recycled, the plastic-free, the minimalist approach. We go for local products; understanding the benefits it provides to both our economy and our planet, and make the right choices in our steps towards an increasingly sustainable and greener lifestyle.
Najah al Riyami
The author is a Media and Communication Master’s graduate skilled in diverse writing formats, specialising in storytelling, branding, and in-depth journalism
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