00:00:12.270 --> 00:00:14.950
The following program was
made possible by a grant

00:00:14.950 --> 00:00:17.765
from the Pew Charitable Trusts.

00:00:17.765 --> 00:00:18.741
MINIMUM MONTHLY PAYMENTS DUE:

00:00:18.765 --> 00:00:19.867
A.P.R. 22.65% FOR BEST RATE

00:00:19.891 --> 00:00:20.909
24.65% FOR STANDARD RATE.

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MINIMUM FINANCE CHARGE:
50 C>ENTS.

00:00:22.308 --> 00:00:24.076
SEE CARDHOLDER AGREEMENT
FOR >DETAILS.

00:00:24.100 --> 00:00:25.475
OFFER ENDS SUNDAY.

00:00:34.725 --> 00:00:37.201
THERE'S NOTHING
PHYSICALLY WRONG WITH YOU.

00:00:37.225 --> 00:00:38.742
THEN WHY DO I FEEL SO AWFUL?

00:00:38.766 --> 00:00:40.741
SO BLOATED
AND SLUGGISH?

00:00:40.765 --> 00:00:42.618
NOTHING GIVES ME JOY ANYMORE--

00:00:42.642 --> 00:00:46.409
NOT THE HOUSE, THE CAR,
THE CLOTHES, THE RAISE.

00:00:46.433 --> 00:00:47.284
NOTHING!

00:00:47.308 --> 00:00:51.034
DOCTOR, I'M FRIGHTENED.

00:00:51.058 --> 00:00:52.117
WELL, DO SOMETHING!

00:00:52.141 --> 00:00:53.368
CAN'T YOU GIVE ME A PILL?

00:00:53.392 --> 00:00:56.765
THERE'S NO PILL
FOR WHAT'S WRONG WITH YOU.

00:00:56.891 --> 00:01:00.076
I'M AFRAID
YOU'RE SUFFERING FROM...

00:01:00.100 --> 00:01:01.784
AFFLUENZA.

00:01:01.808 --> 00:01:03.784
OH, MY GOD!

00:01:03.808 --> 00:01:06.284
WHY ME?

00:01:06.308 --> 00:01:07.576
IS IT FATAL?

00:01:07.600 --> 00:01:08.951
IT'S CATASTROPHIC.

00:01:08.975 --> 00:01:10.741
IT'S THE NEW EPIDEMIC.

00:01:10.765 --> 00:01:13.742
WELL, THERE IS A CURE,
ISN'T THERE?

00:01:13.766 --> 00:01:16.350
POSSIBLY.

00:01:16.765 --> 00:01:20.284
AFFLUENZA IS A MAJOR DISEASE;
THERE IS NO QUESTION ABOUT IT.

00:01:20.308 --> 00:01:24.742
AND MANY PEOPLE SUFFER FROM IT,
BUT VERY FEW PEOPLE ARE AWARE

00:01:24.766 --> 00:01:28.558
THAT THAT'S WHAT
THEY'RE SUFFERING FROM.

00:01:30.765 --> 00:01:33.951
♪ GOTTA LISTEN TO ME, HONEY,
BETTER COUNT ALL YOUR MONEY ♪

00:01:33.975 --> 00:01:36.117
♪ BETTER KNOW JUST
WHERE YOU STAND ♪

00:01:36.141 --> 00:01:37.618
♪ IF YOU WANT TO BE MY DATE ♪

00:01:37.642 --> 00:01:38.741
♪ WELL, YOU BETTER
GET IT STRAIGHT ♪

00:01:38.765 --> 00:01:40.951
♪ I'M A BIG-TIME SHOPPING MAN ♪

00:01:40.975 --> 00:01:43.741
♪ YEAH, I SHOP REAL FAST,
I BUY THINGS THAT DON'T LAST ♪

00:01:43.765 --> 00:01:45.825
♪ I PAY FOR STUFF
THAT I COULD GET FOR FREE ♪

00:01:45.849 --> 00:01:48.576
♪ AND I'LL DO IT TILL I DIE,
'CAUSE I FIGURED OUT ♪

00:01:48.600 --> 00:01:50.742
♪ THAT LIFE IS JUST
ONE BIG SHOPPING SPREE ♪

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♪ BABY, COME ON, THERE'S A WHOLE
LOTTA SHOPPIN' GOIN' ON ♪

00:01:55.475 --> 00:01:57.034
♪ YEAH, LET'S GO TO THE MALL ♪

00:01:57.058 --> 00:02:00.117
♪ COME ON, THERE'S A WHOLE LOT
OF SHOPPIN' GOIN' ON ♪

00:02:00.141 --> 00:02:01.951
♪ GET THAT MONEY OUT
OF YOUR SAVINGS ACCOUNT ♪

00:02:01.975 --> 00:02:06.517
♪ COME ON, THERE'S A WHOLE
LOTTA SHOPPIN' GOIN' ON. ♪

00:02:07.765 --> 00:02:08.784
WHOO!

00:02:08.808 --> 00:02:11.159
(applause>)

00:02:11.183 --> 00:02:15.808
[Captioning sponsored
by PEW CHARITABLE TRUSTS]

00:02:21.725 --> 00:02:22.576
HI, I'M SCOTT SIMON.

00:02:22.600 --> 00:02:25.741
ARE YOU SPENDING MORE NOW
BUT ENJOYING IT LESS?

00:02:25.765 --> 00:02:28.159
MILLIONS OF AMERICANS
APPARENTLY ARE.

00:02:28.183 --> 00:02:30.368
WE'RE FILLING OUR LIVES
WITH THINGS

00:02:30.392 --> 00:02:33.867
AND THEN TELLING PUBLIC OPINION
POLLSTERS AND CLERGY

00:02:33.891 --> 00:02:37.742
AND PSYCHIATRISTS AND FRIENDS
THAT WE FEEL EMPTY INSIDE.

00:02:37.766 --> 00:02:44.409
NEVER BEFORE, IT SEEMS, HAS SO
MUCH MEANT SO LITTLE TO SO MANY.

00:02:44.433 --> 00:02:47.117
Man:
THERE'S A UNIVERSAL FEELING
IN THIS NATION

00:02:47.141 --> 00:02:50.660
THAT WE'VE BECOME
TOO MATERIALISTIC, TOO GREEDY

00:02:50.684 --> 00:02:52.368
TOO SELFISH, TOO SELF-ABSORBED

00:02:52.392 --> 00:02:55.701
AND THAT WE NEED TO BRING
BACK INTO BALANCE

00:02:55.725 --> 00:02:56.493
THE ENDURING VALUES

00:02:56.517 --> 00:03:00.642
THAT HAVE GUIDED
THIS COUNTRY OVER GENERATIONS.

00:03:00.933 --> 00:03:03.741
Simon:
SOME CALL THE AFFLICTION
"AFFLUENZA."

00:03:03.765 --> 00:03:07.642
UNTREATED, IT CAN CAUSE
PERMANENT DISCONTENT.

00:03:08.891 --> 00:03:12.076
AFFLUENZA'S COSTS
AND CONSEQUENCES FOR US

00:03:12.100 --> 00:03:14.117
FOR OUR FAMILIES AND COMMUNITIES

00:03:14.141 --> 00:03:17.576
FOR FUTURE GENERATIONS
AND THE EARTH ITSELF--

00:03:17.600 --> 00:03:19.992
ARE IMMENSE,
THOUGH OFTEN CONCEALED.

00:03:20.016 --> 00:03:22.576
WE HUMAN BEINGS,
ESPECIALLY IN THIS CENTURY

00:03:22.600 --> 00:03:24.034
HAVE BEEN PRODUCING
AND CONSUMING

00:03:24.058 --> 00:03:26.867
AT A RATE THAT FAR EXCEEDS
THE ABILITY OF THE PLANET

00:03:26.891 --> 00:03:30.618
TO EITHER ABSORB OUR POLLUTION
OR REPLENISH THE STOCK.

00:03:30.642 --> 00:03:31.741
IT'S GOING
TO HURT A BIT.

00:03:31.765 --> 00:03:34.034
Simon:
AFFLUENZA CAN BE CURED

00:03:34.058 --> 00:03:37.741
BUT THE VIRUS
IS VERY CONTAGIOUS.

00:03:37.765 --> 00:03:40.117
(growling>):
BUY NOW, PAY LATER.

00:03:40.141 --> 00:03:43.849
Simon:
AND IT'S BEEN SPREADING
FOR QUITE A WHILE.

00:03:46.183 --> 00:03:49.741
Woman:
♪ I WANT A CORVETTE ♪

00:03:49.765 --> 00:03:52.741
♪ I WANT A PONTIAC, TOO. ♪

00:03:52.765 --> 00:03:55.741
Man:
♪ LET'S GO ALL OUT
AND BUY A CADILLAC, TOO. ♪

00:03:55.765 --> 00:04:00.451
Woman:
♪ I CAN HARDLY WAIT
FOR THIS DREAM TO COME TRUE. ♪

00:04:00.475 --> 00:04:03.451
Simon:
ARE YOU OLD ENOUGH
TO REMEMBER THE '50s

00:04:03.475 --> 00:04:07.951
THAT GOLDEN AGE OF PROSPERITY
FOLLOWING THE SECOND WORLD WAR?

00:04:07.975 --> 00:04:10.992
Announcer:
IT'S A GREAT LIFE, EH, BOB?

00:04:11.016 --> 00:04:13.741
AND TOMORROW>
WILL BE EVEN BETTER

00:04:13.765 --> 00:04:17.016
FOR YOU AND FOR ALL THE PEOPLE.

00:04:23.766 --> 00:04:26.784
Simon:
WE FELT RICHER THEN
THAN WE DO NOW.

00:04:26.808 --> 00:04:32.825
A FAMOUS BOOK OF THE TIME CALLED
AMERICA "THE AFFLUENT SOCIETY."

00:04:32.849 --> 00:04:36.159
A BOOK WHOSE TITLE
WOULD BE LAUGHABLE TODAY.

00:04:36.183 --> 00:04:39.159
PEOPLE WOULD REJECT IT,
EVEN THOUGH WE HAVE

00:04:39.183 --> 00:04:43.784
ACTUALLY, IN TERMS OF GROSS
NATIONAL PRODUCT AND SO FORTH

00:04:43.808 --> 00:04:45.076
MORE THAN TWICE AS MUCH.

00:04:45.100 --> 00:04:49.242
EVERYBODY'S HOME HAS GOT
TWICE AS MUCH STUFF IN IT.

00:04:49.266 --> 00:04:50.159
Simon:
BACK IN 1958

00:04:50.183 --> 00:04:55.034
ONLY FOUR PERCENT OF
AMERICAN HOMES HAD DISHWASHERS.

00:04:55.058 --> 00:04:56.201
NOW MORE THAN HALF DO.

00:04:56.225 --> 00:04:59.284
LESS THAN ONE PERCENT
HAD COLOR TELEVISIONS.

00:04:59.308 --> 00:05:00.741
NOW IT'S 97%.

00:05:00.765 --> 00:05:05.409
AND THERE WERE NO MICROWAVES,
V.C.R.s OR PERSONAL COMPUTERS.

00:05:05.433 --> 00:05:07.159
Man:
UH... FOUR-CAR GARAGE?

00:05:07.183 --> 00:05:09.741
IT'S PROBABLY
BECAUSE OF STORAGE.

00:05:09.765 --> 00:05:11.493
YOU NEVER HAVE
ENOUGH STORAGE

00:05:11.517 --> 00:05:14.741
AND SO, YOU KNOW,
YOU NEVER HAVE ENOUGH GARAGES.

00:05:14.765 --> 00:05:16.284
Simon:
NEVER ENOUGH.

00:05:16.308 --> 00:05:18.741
SO MUCH STUFF, SO LITTLE SPACE

00:05:18.765 --> 00:05:20.909
EVEN THOUGH
THE AVERAGE NEW HOUSE

00:05:20.933 --> 00:05:22.741
HAS GROWN LARGER EVERY DECADE.

00:05:22.765 --> 00:05:25.618
NOW MANY NEW HOMES
HAVE THREE-CAR GARAGES--

00:05:25.642 --> 00:05:28.368
NEARLY 900 SQUARE FEET
OF GARAGE SPACE ALONE

00:05:28.392 --> 00:05:32.159
WHICH IS ALMOST THE SIZE OF
AN ENTIRE HOME IN THE '50s.

00:05:32.183 --> 00:05:35.618
OH, DARLING,
IT'S GOING TO BE
JUST PERFECT!

00:05:35.642 --> 00:05:37.117
Announcer:
YOU ARE ABOUT TO ENTER

00:05:37.141 --> 00:05:40.117
A BEAUTIFUL, EXCITING,>
WONDERFUL NEW WORLD--

00:05:40.141 --> 00:05:42.076
THE WORLD OF 1960...

00:05:42.100 --> 00:05:45.741
A WONDERFUL NEW WORLD OF FORDS.

00:05:45.765 --> 00:05:46.951
Simon:
IN THAT GILDED NEW WORLD

00:05:46.975 --> 00:05:49.660
HARDLY ANY NEW CARS
HAD AIR CONDITIONING.

00:05:49.684 --> 00:05:51.201
TODAY, MORE THAN 90% DO.

00:05:51.225 --> 00:05:54.284
ECONOMY CARS NOW OFFER
MORE FEATURES

00:05:54.308 --> 00:05:55.825
THAN LUXURY CARS DID THEN.

00:05:55.849 --> 00:05:57.242
Woman:
COLOR IS IMPORTANT.

00:05:57.266 --> 00:06:00.701
I DON'T WORRY TOO MUCH
ABOUT GAS MILEAGE AT ALL.

00:06:00.725 --> 00:06:03.368
IT'S NOT SOMETHING
THAT I LOOK AT.

00:06:03.392 --> 00:06:04.534
A LOT OF MONEY.

00:06:04.558 --> 00:06:05.159
YES, IT IS.

00:06:05.183 --> 00:06:08.117
Simon:
TODAY'S HOTTEST-SELLING CARS

00:06:08.141 --> 00:06:10.741
ARE EXPENSIVE, GAS-HUNGRY
SPORT UTILITY VEHICLES.

00:06:10.765 --> 00:06:13.159
FOR A LOT OF PEOPLE,
IT'S A STATUS SYMBOL.

00:06:13.183 --> 00:06:17.326
SO THEY'RE WILLING TO SPEND THE
30 TO 40-ODD THOUSAND DOLLARS

00:06:17.350 --> 00:06:19.201
TO DRIVE ONE OF THESE VEHICLES.

00:06:19.225 --> 00:06:21.618
Announcer:
YES, FUN TO SEE

00:06:21.642 --> 00:06:22.992
FUN TO DRIVE

00:06:23.016 --> 00:06:25.534
FUN TO BUY--

00:06:25.558 --> 00:06:27.825
THE NEW CHEVROLET.

00:06:27.849 --> 00:06:30.284
Simon:
JUST AS THEY DID IN THE '50s

00:06:30.308 --> 00:06:32.867
NEW CARS STILL HELP US
KEEP UP WITH THE JONESES.

00:06:32.891 --> 00:06:36.534
BUT THESE DAYS, WE FIND IT
MORE APPEALING TO FLY.

00:06:36.558 --> 00:06:40.701
WE FLY 25 TIMES
AS MUCH AS WE DID THEN.

00:06:40.725 --> 00:06:43.660
SOMETIMES WE FLY JUST TO SHOP.

00:06:43.684 --> 00:06:45.326
Woman:
DON'T JUST STAND THERE--

00:06:45.350 --> 00:06:46.242
GIVE ME YOUR CREDIT CARD!

00:06:46.266 --> 00:06:50.326
♪ WELL, THOSE EAST COAST STORES
REALLY KNOCK ME OUT ♪

00:06:50.350 --> 00:06:52.076
♪ THEY LEAVE
THE WEST BEHIND... ♪

00:06:52.100 --> 00:06:54.909
Simon:
POTOMAC MILLS ATTRACTS
MORE VISITORS

00:06:54.933 --> 00:06:56.576
THAN ANY OTHER SITE IN VIRGINIA.

00:06:56.600 --> 00:07:00.201
THIS SHOPPING MALL IS SUCH
A POPULAR TOURIST DESTINATION

00:07:00.225 --> 00:07:04.451
AIRLINES OFFER EXCURSION FLIGHTS
HERE FROM DISTANT CITIES.

00:07:04.475 --> 00:07:05.741
WHERE ARE
YOU FROM?

00:07:05.765 --> 00:07:06.534
DALLAS AREA.

00:07:06.558 --> 00:07:08.742
Simon:
POTOMAC MILLS IS
A DISCOUNT SUPERMALL

00:07:08.766 --> 00:07:13.076
DIVIDED INTO WHAT
ARE EUPHEMISTICALLY
CALLED "NEIGHBORHOODS."

00:07:13.100 --> 00:07:17.368
SHOPPING MALLS HAVE BECOME
THE CENTERS OF MANY COMMUNITIES.

00:07:17.392 --> 00:07:20.741
CHILDREN, AS WELL AS ADULTS,
SEE A SHOPPING CENTER

00:07:20.765 --> 00:07:24.742
AS JUST THE NATURAL DESTINATION
TO FILL A BORED LIFE.

00:07:24.766 --> 00:07:27.909
Simon:
70% OF US VISIT MALLS EACH WEEK

00:07:27.933 --> 00:07:30.576
MORE THAN ATTEND
CHURCHES OR SYNAGOGUES.

00:07:30.600 --> 00:07:33.284
ON AVERAGE, WE SHOP
SIX HOURS A WEEK

00:07:33.308 --> 00:07:37.284
AND SPEND ONLY 40 MINUTES
PLAYING WITH OUR CHILDREN.

00:07:37.308 --> 00:07:40.534
YOU SHOP,
YOU SPEND MONEY--
WHAT ELSE MATTERS?

00:07:40.558 --> 00:07:42.741
Announcer:
IT'S A HAPPY-GO-SPENDING WORLD

00:07:42.765 --> 00:07:46.618
REFLECTED IN THE WINDOWS OF>
THE SUBURBAN SHOPPING CENTERS

00:07:46.642 --> 00:07:48.451
WHERE THEY GO TO BUY.

00:07:48.475 --> 00:07:49.159
Simon:
BY 1987

00:07:49.183 --> 00:07:54.350
AMERICA HAD MORE SHOPPING MALLS
THAN HIGH SCHOOLS.

00:07:54.765 --> 00:07:57.326
FEW MALL SHOPPERS COME
WITH ANY INTENTION

00:07:57.350 --> 00:07:59.741
OF PURCHASING
A PARTICULAR PRODUCT.

00:07:59.765 --> 00:08:01.326
MOST BUY LARGELY ON IMPULSE.

00:08:01.350 --> 00:08:02.741
Woman:
OOH, PARTY SNACKS!

00:08:02.765 --> 00:08:06.741
Simon:
AS THIS OLD SALES TRAINING FILM
SUGGESTS, THAT'S NO ACCIDENT.

00:08:06.765 --> 00:08:11.534
Man:
AND HERE'S THAT MOST IMPORTANT
STORE DECISION OF ALL:

00:08:11.558 --> 00:08:12.825
THE IMPULSE PURCHASE.

00:08:12.849 --> 00:08:13.742
TO MAKE
PEOPLE
HUNGRY

00:08:13.766 --> 00:08:14.992
FOR AS MUCH
AS POSSIBLE--

00:08:15.016 --> 00:08:16.825
HUNGRY ENOUGH
TO BUY A LOT MORE

00:08:16.849 --> 00:08:17.742
THAN THEY
PLANNED TO.

00:08:17.766 --> 00:08:19.741
Woman:
Buy the half-price dress.

00:08:19.765 --> 00:08:21.368
The cocktail party will come.

00:08:21.392 --> 00:08:24.076
Have you been
to Potomac Mills this month?

00:08:24.100 --> 00:08:26.951
Simon:
IT WAS AN INGRATIATINGLY
CLEVER AD CAMPAIGN

00:08:26.975 --> 00:08:30.867
THAT FIRST LURED ME
TO POTOMAC MILLS MALL.

00:08:30.891 --> 00:08:31.741
Shopping is therapy.

00:08:31.765 --> 00:08:34.576
Listen to that little voice
in your head.

00:08:34.600 --> 00:08:36.784
Shop... shop... shop... shop...

00:08:36.808 --> 00:08:38.451
You can buy happiness--

00:08:38.475 --> 00:08:40.741
just don't pay retail for it.

00:08:40.765 --> 00:08:41.741
Simon:
BUT EVEN WHOLESALE

00:08:41.765 --> 00:08:45.867
THE PRICE IS HIGHER THAN MOST
OF US SEEM ABLE TO AFFORD.

00:08:45.891 --> 00:08:46.618
IN FACT

00:08:46.642 --> 00:08:50.618
THE PERCENTAGE OF AMERICANS
CALLING THEMSELVES "VERY HAPPY"

00:08:50.642 --> 00:08:52.909
REACHED ITS HIGHEST POINT
BACK IN 1957.

00:08:52.933 --> 00:08:55.741
THE PSYCHOLOGICAL REALITY
OF PEOPLE IS

00:08:55.765 --> 00:09:01.076
THAT ALMOST THEIR ENTIRE
ORIENTATION TO HOW WE ARE DOING

00:09:01.100 --> 00:09:02.701
IS BASED ON COMPARISON.

00:09:02.725 --> 00:09:05.201
THAT'S WHY
AS AN ENTIRE SOCIETY GROWS

00:09:05.225 --> 00:09:06.701
PEOPLE DON'T FEEL ANY BETTER

00:09:06.725 --> 00:09:09.992
BECAUSE THEY'RE STILL
IN THE SAME RELATIVE POSITION.

00:09:10.016 --> 00:09:14.741
THERE'S THIS SENSE OF BEING
ON AN ENDLESS TREADMILL

00:09:14.765 --> 00:09:15.909
AND OF NEVER GETTING

00:09:15.933 --> 00:09:19.284
TO WHERE YOU THOUGHT
YOU WERE GOING TO GET.

00:09:19.308 --> 00:09:22.741
Simon:
STILL, WE KEEP ON INCREASING
OUR CONSUMPTION

00:09:22.765 --> 00:09:26.225
PARTLY BY SAVING LESS
AND WORKING MORE.

00:09:28.433 --> 00:09:32.534
IN OUR RESEARCH, WE HEAR
THE SAME REFRAIN ALL THE TIME:

00:09:32.558 --> 00:09:33.368
"I HAVE NO LIFE.

00:09:33.392 --> 00:09:34.741
"I GET UP IN THE MORNING

00:09:34.765 --> 00:09:36.451
"DAY CARE, ELDER CARE...

00:09:36.475 --> 00:09:39.660
"A 20- TO 40- MINUTE
COMMUTE TO WORK.

00:09:39.684 --> 00:09:40.741
"I HAVE TO WORK LATE.

00:09:40.765 --> 00:09:41.992
"I GET HOME AT NIGHT.

00:09:42.016 --> 00:09:43.867
"THERE'S LAUNDRY, BILLS TO PAY

00:09:43.891 --> 00:09:46.576
"JAM SOMETHING
INTO THE MICROWAVE OVEN.

00:09:46.600 --> 00:09:48.741
"I'M EXHAUSTED,
GO TO SLEEP, WAKE UP

00:09:48.765 --> 00:09:51.741
AND THE ROUTINE BEGINS
THE NEXT DAY ALL OVER AGAIN."

00:09:51.765 --> 00:09:54.909
THIS IS WHAT LIFE
HAS BECOME IN AMERICA.

00:09:54.933 --> 00:09:56.741
WOULD JESUS BE
AGENDA-DRIVEN?

00:09:56.765 --> 00:09:58.242
WOULD HE CARRY
A BEEPER?

00:09:58.266 --> 00:09:59.076
CAN YOU IMAGINE HIM

00:09:59.100 --> 00:10:01.618
GETTING BEEPED OUT
OF THE LAST SUPPER?

00:10:01.642 --> 00:10:02.909
Simon:
RICHARD SWENSON, M.D.

00:10:02.933 --> 00:10:05.741
HE COULD BE CALLED
AN "AFFLUENZA EPIDEMIOLOGIST."

00:10:05.765 --> 00:10:10.201
Swenson:
IF YOU LOOK AT THE COUNTRIES
THAT HAVE THE MOST PROSPERITY

00:10:10.225 --> 00:10:13.534
THEY ARE THE SAME COUNTRIES
THAT HAVE THE MOST STRESS.

00:10:13.558 --> 00:10:14.951
Simon:
DR. SWENSON IS CONVINCED

00:10:14.975 --> 00:10:17.242
THAT MUCH OF THE PAIN
HIS PATIENTS SUFFER

00:10:17.266 --> 00:10:21.034
IS A RESULT OF WHAT HE CALLS
"POSSESSION OVERLOAD."

00:10:21.058 --> 00:10:24.242
IT COULD BE PHYSICAL SYMPTOMS:
YOU MIGHT HAVE HEADACHES

00:10:24.266 --> 00:10:27.742
LOW BACK PAIN, HYPERACIDITY,
PALPITATIONS IN THE HEART

00:10:27.766 --> 00:10:29.493
UNEXPLAINED ACHES AND PAINS.

00:10:29.517 --> 00:10:30.909
IT COULD BE EMOTIONAL PROBLEMS.

00:10:30.933 --> 00:10:32.741
I MEAN, IT COULD
BE LIKE DEPRESSION

00:10:32.765 --> 00:10:34.951
OR IT COULD BE
ANXIETY, SLEEPLESSNESS.

00:10:34.975 --> 00:10:37.660
YOU FIND THAT YOUR LIFE
IS BEING TAKEN UP

00:10:37.684 --> 00:10:41.825
BY MAINTAINING AND CARING
FOR THINGS INSTEAD OF PEOPLE:

00:10:41.849 --> 00:10:43.741
"EVERYTHING I OWN OWNS ME."

00:10:43.765 --> 00:10:45.867
WE'VE HAD A LOT
OF SICKNESS THIS YEAR--

00:10:45.891 --> 00:10:47.117
INCREDIBLE AMOUNT
OF SICKNESS.

00:10:47.141 --> 00:10:50.741
Simon:
DR. SWENSON SAYS
AMERICANS IN EPIDEMIC NUMBERS

00:10:50.765 --> 00:10:53.867
HAVE BEEN PUSHED BEYOND
THEIR EMOTIONAL, PHYSICAL

00:10:53.891 --> 00:10:57.741
AND FINANCIAL LIMITS, AS
THEY'VE CHASED A DREAM FOR MORE.

00:10:57.765 --> 00:11:01.451
THEY HAVE EXHAUSTION AND THEIR
RELATIONSHIPS ARE VAPORIZING.

00:11:01.475 --> 00:11:04.076
THEY'RE SURROUNDED
BY ALL KINDS OF FUN TOYS

00:11:04.100 --> 00:11:06.141
BUT THE MEANING HAS GONE.

00:11:10.183 --> 00:11:13.368
THE SECRET TO A GOOD>
RELATIONSHIP CAN BE FOUND

00:11:13.392 --> 00:11:15.368
IN NEW STRAWBERRY-KIWI JELL-O.

00:11:15.392 --> 00:11:17.201
NEW IMPROVED TRIDENT.

00:11:17.225 --> 00:11:18.741
♪ NEW GAME BOY! ♪

00:11:18.765 --> 00:11:19.741
GIANT SLICES.

00:11:19.765 --> 00:11:22.242
DO YOU MISS
THE FURNITURE YOU LOVE?

00:11:22.266 --> 00:11:24.741
THE STUFF DREAMS ARE MADE OF.

00:11:24.765 --> 00:11:25.784
Simon:
BY THE AGE OF 20

00:11:25.808 --> 00:11:29.992
THE AVERAGE AMERICAN HAS SEEN
A MILLION COMMERCIAL MESSAGES.

00:11:30.016 --> 00:11:31.284
A.P.R. 22.65% FOR BEST...

00:11:31.308 --> 00:11:32.741
Woman:
ADS ARE EVERYWHERE.

00:11:32.765 --> 00:11:33.576
IF YOU GET THE FEELING

00:11:33.600 --> 00:11:35.576
THAT THERE'S A LOT MORE
ADVERTISING AROUND

00:11:35.600 --> 00:11:38.992
THAN THERE WAS WHEN YOU WERE A
KID, IT'S NOT YOUR IMAGINATION.

00:11:39.016 --> 00:11:42.741
Simon:
ADVERTISING ACCOUNTS
FOR TWO-THIRDS OF THE SPACE

00:11:42.765 --> 00:11:45.701
IN OUR NEWSPAPERS,
AND 40% OF OUR MAIL.

00:11:45.725 --> 00:11:50.117
AMERICA SPENDS A BILLION DOLLARS
A YEAR ON BILLBOARDS ALONE.

00:11:50.141 --> 00:11:51.741
THE EXTREME IS THE BILLBOARD

00:11:51.765 --> 00:11:56.576
THAT WAS PROPOSED FOR OUTER
SPACE THAT WOULD PROJECT LOGOS

00:11:56.600 --> 00:11:58.825
THAT WOULD LOOK
ABOUT THE SIZE OF THE MOON

00:11:58.849 --> 00:12:01.451
VISIBLE TO PRACTICALLY
EVERYBODY ON EARTH.

00:12:01.475 --> 00:12:04.159
You've got a big future
ahead of you, kid.

00:12:04.183 --> 00:12:05.576
You'll be asked
to endorse products.

00:12:05.600 --> 00:12:09.951
Simon:
ON AVERAGE, EACH OF US WILL
SPEND ONE FULL YEAR OF OUR LIVES

00:12:09.975 --> 00:12:11.326
WATCHING TV COMMERCIALS.

00:12:11.350 --> 00:12:15.534
Mazur:
ADVERTISING ENCOURAGES US
TO MEET NONMATERIAL NEEDS

00:12:15.558 --> 00:12:17.034
THROUGH MATERIAL ENDS.

00:12:17.058 --> 00:12:20.867
IT TELLS US TO BUY THEIR PRODUCT
BECAUSE WE'LL BE LOVED

00:12:20.891 --> 00:12:23.576
WE'LL BE ACCEPTED,
AND ALSO IT TELLS US

00:12:23.600 --> 00:12:26.741
THAT WE ARE NOT LOVABLE
AND ACCEPTABLE

00:12:26.765 --> 00:12:29.076
WITHOUT BUYING THEIR PRODUCT.

00:12:29.100 --> 00:12:30.742
AND THE BOTTOM LINE IS

00:12:30.766 --> 00:12:34.741
THAT IT HELPS TURN
CITIZENS INTO CONSUMERS.

00:12:34.765 --> 00:12:37.825
Man (over speaker>):
Attention, mall shoppers:

00:12:37.849 --> 00:12:40.326
There is a clearance
at the shoe store.

00:12:40.350 --> 00:12:42.451
Simon:
THE PROCESS BEGINS IN CHILDHOOD.

00:12:42.475 --> 00:12:44.242
There is a sale
at the bookstore.

00:12:44.266 --> 00:12:47.701
THIS NEW GAME HELPS WHET
CHILDREN'S APPETITES

00:12:47.725 --> 00:12:48.409
FOR SHOPPING.

00:12:48.433 --> 00:12:50.368
There is a clearance
at the kitchen store.

00:12:50.392 --> 00:12:53.701
Simon:
THE WINNER IS THE ONE
WHO BUYS THE MOST STUFF

00:12:53.725 --> 00:12:55.742
AND GETS BACK
TO THE PARKING LOT FIRST.

00:12:55.766 --> 00:12:58.784
SAVING ISN'T PART
OF THE STRATEGY.

00:12:58.808 --> 00:13:00.284
Harwood:
60% OF ALL AMERICANS SAY

00:13:00.308 --> 00:13:03.741
THAT OUR CHILDREN ARE
NOT JUST MATERIALISTIC;

00:13:03.765 --> 00:13:05.159
THEY'REVERYMATERI>ALISTIC.

00:13:05.183 --> 00:13:08.242
Simon:
THAT'S ACTUALLY GOOD NEWS
TO SOME PEOPLE.

00:13:08.266 --> 00:13:11.825
CHILDREN ARE THE FASTEST-GROWING
SEGMENT OF THE CONSUMER MARKET.

00:13:11.849 --> 00:13:14.451
AND MANY MAJOR CORPORATIONS
ARE FINDING

00:13:14.475 --> 00:13:18.409
THAT THE CONSUMER LIFESTYLE
STARTS YOUNGER AND YOUNGER.

00:13:18.433 --> 00:13:21.741
AND IF YOU WAIT TO TALK TO
A PERSON ABOUT YOUR PRODUCT

00:13:21.765 --> 00:13:26.368
TILL THEY'RE 18 YEARS OF AGE,
YOU PROBABLY WON'T CAPTURE THEM.

00:13:26.392 --> 00:13:28.242
Simon:
OBVIOUSLY, SOMEBODY OUT THERE

00:13:28.266 --> 00:13:29.992
IS AFRAID THE YOUNGSTERS
MIGHT ESCAPE.

00:13:30.016 --> 00:13:34.368
FROM 1980 TO 1995, THE AMOUNT
TARGETED TO REACH THEM

00:13:34.392 --> 00:13:39.409
ROSE FROM $100 MILLION
TO $1 BILLION A YEAR.

00:13:39.433 --> 00:13:41.284
IT'S PAYING OFF.

00:13:41.308 --> 00:13:43.701
Simon:
SO, WHAT'D YOU GET?
MAY WE ASK?

00:13:43.725 --> 00:13:46.409
I GOT SOME
DONNA KARAN,
SOME GAP JEANS.

00:13:46.433 --> 00:13:47.534
I GOT A GAP
SWEATER.

00:13:47.558 --> 00:13:49.618
I'M ON MY WAY
TO GET A JACKET

00:13:49.642 --> 00:13:50.741
FROM AMERICAN EAGLE.

00:13:50.765 --> 00:13:52.493
I'M ABOUT TO GET SOME SHOES

00:13:52.517 --> 00:13:55.326
AND I GOT ME
THIS DONNA KARAN JACKET.

00:13:55.350 --> 00:13:56.159
I THINK THAT'S GOOD.

00:13:56.183 --> 00:13:57.576
THAT'LL GET
THE MESSAGE ACROSS.

00:13:57.600 --> 00:14:00.242
Simon:
JENNIFER GAILUS
AND OLIVIA MARTIN WORRY

00:14:00.266 --> 00:14:03.867
THAT TODAY, TEENAGERS
SEEK SELF-ESTEEM

00:14:03.891 --> 00:14:04.741
IN CLOTHES AND CARS

00:14:04.765 --> 00:14:08.576
AND ARE OFTEN LEFT WITHOUT
A GENUINE SENSE OF IDENTITY.

00:14:08.600 --> 00:14:12.159
WHILE THEY WERE HIGH SCHOOL
SENIORS IN REDMOND, WASHINGTON

00:14:12.183 --> 00:14:15.741
JENNIE AND OLIVIA WROTE A PLAY
CALLEDBARBIE GET REAL.

00:14:15.765 --> 00:14:19.451
HEY, YOU'RE WEARING
NEW EYE SHADOW AREN'T YOU?

00:14:19.475 --> 00:14:20.159
IT LOOKS GREAT.

00:14:20.183 --> 00:14:23.242
THANKS-- SO, WHAT ARE
OUR PLANS FOR TODAY?

00:14:23.266 --> 00:14:24.742
WELL, FIRST,
I THOUGHT WE COULD

00:14:24.766 --> 00:14:26.825
GO CRUISING AROUND
IN YOUR PINK CORVETTE

00:14:26.849 --> 00:14:28.742
AND THEN WE COULD
HIT THE MALL.

00:14:28.766 --> 00:14:29.534
GOOD IDEA!

00:14:29.558 --> 00:14:32.909
MATT, SAY THAT LIKE
IT'S THE BEST IDEA
YOU'VE EVER HAD.

00:14:32.933 --> 00:14:34.784
BE REALLY EXCITED--
"LET'S GO CRUISING."

00:14:34.808 --> 00:14:38.242
Simon:
JENNIE AND OLIVIA PLAY
DAZZLE AND NEON, BARBIE DOLLS

00:14:38.266 --> 00:14:42.576
WHOSE SHALLOW LIVES REVOLVE
AROUND APPEARANCES AND SHOPPING.

00:14:42.600 --> 00:14:43.576
MIDWAY THROUGH THE PLAY

00:14:43.600 --> 00:14:46.534
NEON HAS SECOND THOUGHTS
ABOUT HER LIFE.

00:14:46.558 --> 00:14:48.992
WHAT IS WRONG WITH ME?

00:14:49.016 --> 00:14:49.825
I HAVE EVERYTHING:

00:14:49.849 --> 00:14:54.741
THE RIGHT LOOK, THE RIGHT
ATTITUDE, THE RIGHT FRIENDS

00:14:54.765 --> 00:14:57.534
BUT I STILL FEEL SO... EMPTY.

00:14:57.558 --> 00:14:58.618
NEON IS FINALLY

00:14:58.642 --> 00:15:00.741
MAKING HER
TRANSFORMATION,
HER CHANGE

00:15:00.765 --> 00:15:03.618
SO DON'T LET IT
AFFECT YOUR SMILE

00:15:03.642 --> 00:15:05.576
BUT STILL SHOW
A LOT OF ANGER

00:15:05.600 --> 00:15:09.825
THAT SHE'S MADE
THIS OUTRAGEOUS
CHANGE IN HER LIFE

00:15:09.849 --> 00:15:11.409
YOU KNOW, AND
IT'S HURTING YOU.

00:15:11.433 --> 00:15:13.368
IT WAS NEVER ABOUT
HER AS A PERSON;

00:15:13.392 --> 00:15:15.741
IT WAS ABOUT IMAGE,
BEING SEEN TOGETHER.

00:15:15.765 --> 00:15:17.409
SOMETHING HAPPENED
TO ME TODAY.

00:15:17.433 --> 00:15:18.741
I'VE BEEN
FEELING SO ALONE

00:15:18.765 --> 00:15:20.159
AND I DON'T
FEEL COMFORTABLE.

00:15:20.183 --> 00:15:21.618
ISN'T THERE
A SHOE SALE NEXT WEEK?

00:15:21.642 --> 00:15:25.034
WHY ARE YOU SO AFRAID TO HAVE
A REAL CONVERSATION WITH ME?

00:15:25.058 --> 00:15:29.368
DON'T YOU WANT TO KNOW MORE
ABOUT ME AND WHO I REALLY AM?

00:15:29.392 --> 00:15:30.117
I KNOW WHO YOU ARE.

00:15:30.141 --> 00:15:32.741
YOU'RE NEON BARBIE,
THAT'S ALL I NEED TO KNOW.

00:15:32.765 --> 00:15:34.368
THERE'S MORE TO ME
THAN WHERE I GO

00:15:34.392 --> 00:15:37.742
WHO I'M WITH
AND MY ACCESSORIES.

00:15:37.766 --> 00:15:39.618
AT LEAST I WISH THERE WAS.

00:15:39.642 --> 00:15:41.326
THERE IS MORE
TO YOU THAN THAT:

00:15:41.350 --> 00:15:43.742
YOU'RE BEAUTIFUL, TOO,
YOU DRIVE A GREAT CAR

00:15:43.766 --> 00:15:45.741
YOU LIVE IN
A BEAUTIFUL DREAM HOUSE

00:15:45.765 --> 00:15:48.034
COMPLETE WITH YOUR
BARBIE BUBBLING SPA

00:15:48.058 --> 00:15:49.534
AND YOU'RE DATING ME.

00:15:49.558 --> 00:15:50.701
WHAT ELSE
IS THERE?

00:15:50.725 --> 00:15:51.741
I'M HOLLOW INSIDE!

00:15:51.765 --> 00:15:53.741
NEON, GET AHOLD
OF YOURSELF.

00:15:53.765 --> 00:15:55.076
THEREARE>PEOPLE HERE.

00:15:55.100 --> 00:15:56.992
SO, HOW WAS YOUR DATE?

00:15:57.016 --> 00:15:59.534
Simon:
OLIVIA AND JENNIE
BEGAN TO QUESTION

00:15:59.558 --> 00:16:03.618
THE AMERICAN CONSUMER WAY OF
LIFE AFTER A TRIP TO MEXICO.

00:16:03.642 --> 00:16:07.618
JUST THE WAY THEY LIVE
DOWN THERE IS SO HARSH.

00:16:07.642 --> 00:16:08.909
THEY BARELY
HAVE ENOUGH FOOD,

00:16:08.933 --> 00:16:11.242
ENOUGH CLOTHES,
BUT THEY WERE SO GIVING.

00:16:11.266 --> 00:16:14.618
AND LOVING AND HAPPY PEOPLE
DESPITE WHAT THEY HAD.

00:16:14.642 --> 00:16:17.534
YOU DON'T SEE THAT
VERY MANY PLACES IN AMERICA.

00:16:17.558 --> 00:16:21.159
THE KIDS IN OUR HIGH SCHOOL TAKE
EVERYTHING FOR GRANTED.

00:16:21.183 --> 00:16:22.742
THEY THINK THAT THEY DESERVE IT.

00:16:22.766 --> 00:16:25.660
THEY THINK THAT SOMEHOW
THEY'VE EARNED IT

00:16:25.684 --> 00:16:27.451
AND THE WORLD OWES IT TO THEM.

00:16:27.475 --> 00:16:31.242
AND THEY'LL JUST TAKE,
THEY WON'T GIVE ANYTHING BACK.

00:16:31.266 --> 00:16:36.034
OUR SOCIETY IS JUST GOING
TO CRUMBLE IF WE DON'T HAVE...

00:16:36.058 --> 00:16:37.951
PEOPLE THAT GIVE.

00:16:37.975 --> 00:16:40.451
Simon:
AFTER PERFORMINGBARBIE GET REAL

00:16:40.475 --> 00:16:43.117
JENNIE AND OLIVIA GAVE
ALL THE MONEY THEY MADE

00:16:43.141 --> 00:16:47.201
TO HABITAT FOR HUMANITY, WHICH
BUILDS HOUSING FOR THE POOR.

00:16:47.225 --> 00:16:49.451
THEY WON A NATIONAL AWARD
FOR THEIR PLAY

00:16:49.475 --> 00:16:53.784
BUT IN THE MARKETPLACE OF IDEAS,
THEY FACE STIFF COMPETITION.

00:16:53.808 --> 00:16:55.741
Man:
KIDS LOVE ADVERTISING;

00:16:55.765 --> 00:16:57.867
IT'S A GIFT,
IT'S SOMETHING THEY WANT.

00:16:57.891 --> 00:17:00.867
THERE'S SOMETHING TO BE SAID
ABOUT BEING THERE FIRST

00:17:00.891 --> 00:17:04.741
AND ABOUT BRANDING CHILDREN
AND OWNING THEM IN THAT WAY.

00:17:04.765 --> 00:17:06.741
Simon:
IT'S CALLED "KID POWER"

00:17:06.765 --> 00:17:08.576
BUT IT'S ABOUT
SELLING THINGS TO KIDS.

00:17:08.600 --> 00:17:12.159
IN BOYS' ADVERTISING, IT IS
AN AGGRESSIVE PLAY PATTERN.

00:17:12.183 --> 00:17:15.034
Simon:
AT CONFERENCES LIKE THIS,
MARKETERS DISCUSS

00:17:15.058 --> 00:17:17.618
THE LATEST STRATEGIES
FOR REACHING CHILDREN.

00:17:17.642 --> 00:17:21.741
AND ANTISOCIAL BEHAVIOR
IN PURSUIT OF A PRODUCT...

00:17:21.765 --> 00:17:22.992
IS A GOOD THING.

00:17:23.016 --> 00:17:24.741
Simon:
EXPERTS HAVE LEARNED A LITTLE

00:17:24.765 --> 00:17:26.741
SINCE THE EARLY DAYS
OF MARKETING RESEARCH.

00:17:26.765 --> 00:17:30.867
Announcer:
SOCIOLOGISTS, PSYCHOLOGISTS
AND STUDENTS OF BEHAVIORISM

00:17:30.891 --> 00:17:32.117
FIND IN TODAY'S TEENAGER

00:17:32.141 --> 00:17:34.741
A STIMULATING AND ALMOST
LIMITLESS FIELD OF STUDY

00:17:34.765 --> 00:17:38.201
BUT ONE IN WHICH THEY ARE LOST
WITHOUT EXPERT GUIDANCE.

00:17:38.225 --> 00:17:43.409
WE ARE ENDEAVORING TO EVALUATE
THE TEENAGE AMERICAN GIRL

00:17:43.433 --> 00:17:46.660
IN TERMS OF HER
LIKES AND DISLIKES.

00:17:46.684 --> 00:17:48.741
WHAT ARE
TEENAGE CLOTHES?

00:17:48.765 --> 00:17:51.326
WHAT ARE YOUR GROUP'S
SOCIAL HABITS?

00:17:51.350 --> 00:17:54.741
OVER THE COURSE
OF THE PAST TEN OR 15 YEARS

00:17:54.765 --> 00:17:56.701
THERE HAS BEEN A GREAT BOOM

00:17:56.725 --> 00:17:59.368
IN KIDS' RESEARCH
AND KIDS' MARKETING.

00:17:59.392 --> 00:18:00.741
WE'RE GOING INTO STORE AISLES

00:18:00.765 --> 00:18:03.201
AND WATCHING THEM SHOP
WITH THEIR PARENTS.

00:18:03.225 --> 00:18:05.909
WE'RE GOING INTO
THEIR HOMES AND KITCHENS

00:18:05.933 --> 00:18:07.117
SITTING IN THEIR BEDROOMS

00:18:07.141 --> 00:18:09.741
TO SEE HOW
THEY DECORATE THEIR ROOMS

00:18:09.765 --> 00:18:11.741
AND WE'RE GIVING THEM
THE OPPORTUNITY

00:18:11.765 --> 00:18:15.951
TO BE THE EXPERTS
AND TELL US HOW THEY FEEL.

00:18:15.975 --> 00:18:18.326
Announcer:
So, kids, get it right now!

00:18:18.350 --> 00:18:21.117
Ask your parents
to use their credit cards

00:18:21.141 --> 00:18:23.558
and call 1-800-BUY MORE...

00:18:24.600 --> 00:18:25.742
I LOVE YOU, DAD.

00:18:25.766 --> 00:18:27.867
CAN I HAVE
THIS TOY?

00:18:27.891 --> 00:18:29.368
NO!

00:18:29.392 --> 00:18:30.368
OH, JUST A SECOND.

00:18:30.392 --> 00:18:32.741
MOM, CAN I GET
THIS TOY I
SAW ON TV?

00:18:32.765 --> 00:18:34.284
GABE, WE CAN'T HAVE

00:18:34.308 --> 00:18:35.951
EVERYTHING WE WANT.

00:18:35.975 --> 00:18:40.368
YOU JUST DON'T WANT
ME TO BE HAPPY.

00:18:40.392 --> 00:18:43.326
(in deep voice>):
MY NAME'S MR. SMITH.

00:18:43.350 --> 00:18:46.117
THAT'S RIGHT, MR. SMITH;
IT'S 4851...

00:18:46.141 --> 00:18:49.058
(father clearing
>throat)

00:18:56.517 --> 00:18:57.741
YOU CAN'T STOP ME.

00:18:57.765 --> 00:19:00.975
THERE'S ALWAYS GRANDMA.

00:19:02.433 --> 00:19:03.741
Announcer:
Call in and win!

00:19:03.765 --> 00:19:06.242
Simon:
ADS HAVE ALWAYS ACCOMPANIED
CHILDREN'S PROGRAMS

00:19:06.266 --> 00:19:09.741
BUT TODAY'S MARKETING STRATEGIES
ARE NOT LIMITED TO TELEVISION.

00:19:09.765 --> 00:19:13.326
Man:
CHILDREN IN THIS SOCIETY ARE
A CASH CROP TO BE HARVESTED.

00:19:13.350 --> 00:19:17.741
Simon:
ALEX MOLNAR IS THE AUTHOR
OFGIVING KIDS THE BUSINESS

00:19:17.765 --> 00:19:22.034
A STUDY OF THE COMMERCIAL
PENETRATION OF AMERICAN SCHOOLS.

00:19:22.058 --> 00:19:25.159
MARKETERS ARE ATTEMPTING
TO EXPLOIT THIS MARKET

00:19:25.183 --> 00:19:27.825
VERY AGGRESSIVELY
BECAUSE SCHOOLS REPRESENT

00:19:27.849 --> 00:19:31.409
ONE OF THE FEW RELATIVELY
AD-FREE ENVIRONMENTS

00:19:31.433 --> 00:19:32.284
LEFT IN OUR CULTURE.

00:19:32.308 --> 00:19:35.867
PARENTS WOULD BE SHOCKED IF
THEY SAW SOME OF THE MATERIALS

00:19:35.891 --> 00:19:37.076
THAT ARE SENT TO SCHOOLS

00:19:37.100 --> 00:19:39.159
ALLEGEDLY TO HELP
THEIR CHILDREN LEARN.

00:19:39.183 --> 00:19:40.825
THEY ARE REALLY
CORPORATE COME-ONS.

00:19:40.849 --> 00:19:44.576
Simon:
SCHOOLCHILDREN DISCUSS
GOOD AND BAD HAIR DAYS

00:19:44.600 --> 00:19:46.242
WITH MATERIALS
PROVIDED BY REVLON.

00:19:46.266 --> 00:19:51.741
THEY STUDY GEOTHERMAL ENERGY
BY EATING GUSHERS FRUIT SNACKS.

00:19:51.765 --> 00:19:52.784
IT IS LAUGHABLE ON ITS FACE

00:19:52.808 --> 00:19:56.741
THAT CORPORATE EXECUTIVES
WHO GO AROUND THUMPING THE TUB

00:19:56.765 --> 00:19:58.741
FOR WORLD-CLASS
ACADEMIC STANDARDS

00:19:58.765 --> 00:20:01.741
SIGN OFF ON PROGRAMS
THAT WOULD SERIOUSLY PROPOSE

00:20:01.765 --> 00:20:05.618
THAT CHILDREN SHOULD LEARN
THE HISTORY OF TOOTSIE ROLLS.

00:20:05.642 --> 00:20:07.825
Reporter:
Kansas governor Bill Graves

00:20:07.849 --> 00:20:09.867
will appoint someone
to the vacancy

00:20:09.891 --> 00:20:11.201
maybe as early as next week.

00:20:11.225 --> 00:20:13.409
Simon:
IN THOUSANDS
OF AMERICAN SCHOOLS

00:20:13.433 --> 00:20:17.576
STUDENTS MUST WATCH CHANNEL 1,
A DAILY NEWS PROGRAM.

00:20:17.600 --> 00:20:20.076
And we'll have more
Channel 1 News in a minute.

00:20:20.100 --> 00:20:23.808
Simon:
ALONG WITH THE NEWS
COMES COMMERCIALS.

00:20:29.975 --> 00:20:32.618
COMPANIES PAY UP TO $200,000

00:20:32.642 --> 00:20:35.784
TO PLACE A SINGLE AD
ON CHANNEL 1

00:20:35.808 --> 00:20:36.741
BECAUSE THEY'RE PROMISED

00:20:36.765 --> 00:20:38.660
A CAPTIVE AUDIENCE
OF MILLIONS OF CHILDREN.

00:20:38.684 --> 00:20:43.117
NOW, COMMERCIALS ARE ENTERING
AMERICA'S SCHOOLS IN OTHER WAYS.

00:20:43.141 --> 00:20:44.242
Kid:
YOU'RE NOT ON OUR BUS!

00:20:44.266 --> 00:20:47.741
Simon:
AT NORTH JUNIOR HIGH SCHOOL,
THEY CALL THIS THE 7-UP BUS.

00:20:47.765 --> 00:20:50.741
IT'S ONE OF SEVERAL
IN THE CITY OF COLORADO SPRINGS

00:20:50.765 --> 00:20:54.326
WHICH HAVE ADS PAINTED
BOLDLY ON THEIR SIDES.

00:20:54.350 --> 00:20:57.159
NO ONE ELSE EVER PUT ADS
ON THEIR SCHOOL BUSES.

00:20:57.183 --> 00:20:58.368
WE'RE THE FIRST ONES TO DO IT.

00:20:58.392 --> 00:21:02.741
Simon:
COLORADO SPRINGS IS A
PROSPEROUS, RAPIDLY GROWING CITY

00:21:02.765 --> 00:21:07.117
BUT FOR YEARS, THE SCHOOLS HERE
HAVE BEEN VICTIMS OF AFFLUENZA.

00:21:07.141 --> 00:21:09.741
Burnley:
PEOPLE TEND TO SAY,
"I'LL BUY A BOAT

00:21:09.765 --> 00:21:11.867
INSTEAD OF GIVING MONEY
TO THE SCHOOLS."

00:21:11.891 --> 00:21:17.451
A SCHOOL LEVY HAS NOT PASSED
HERE FOR CAPITAL SINCE 1972

00:21:17.475 --> 00:21:19.451
AND FOR OPERATIONS SINCE 1969.

00:21:19.475 --> 00:21:23.992
Simon:
SCHOOL SUPERINTENDENT KENNETH
BURNLEY TURNED TO ADVERTISERS

00:21:24.016 --> 00:21:24.992
TO INCREASE REVENUES.

00:21:25.016 --> 00:21:28.784
AT WASSON HIGH SCHOOL, MOST OF
THE ADS ARE FOR THE SNACK FOODS

00:21:28.808 --> 00:21:33.475
THAT STUDENTS ARE WARNED AGAINST
IN THEIR HEALTH CLASSES.

00:21:37.308 --> 00:21:42.284
Man:
WE ARE ALLOWING THINGS
TO CREEP IN ONE BY ONE

00:21:42.308 --> 00:21:44.742
THAT DISTRACT FROM LEARNING.

00:21:44.766 --> 00:21:49.076
I THINK THERE IS A GREAT DEAL
MORE EMPHASIS BY STUDENTS

00:21:49.100 --> 00:21:50.201
ON MATERIALISM.

00:21:50.225 --> 00:21:52.576
I'M AFRAID THE WAY
OUR NATION IS GOING

00:21:52.600 --> 00:21:56.660
WE ARE BECOMING PREOCCUPIED
WITH MATERIAL THINGS

00:21:56.684 --> 00:21:59.326
AT THE EXPENSE OF OUR CHILDREN.

00:21:59.350 --> 00:22:00.284
Galambos:
DO YOU FEEL

00:22:00.308 --> 00:22:03.951
IF YOU'RE NOT WEARING
THE LATEST, THE BEST

00:22:03.975 --> 00:22:06.784
THAT WOULD HURT
YOUR SELF-ESTEEM?

00:22:06.808 --> 00:22:07.576
I DO.

00:22:07.600 --> 00:22:09.741
Student:
IF YOU WEAR
SOMETHING GENERIC

00:22:09.765 --> 00:22:12.159
YOU FEEL LIKE EVERYBODY'S
LOOKING AT YOU.

00:22:12.183 --> 00:22:14.741
YOU NOTICE EVERYBODY
ELSE WEARING NIKE.

00:22:14.765 --> 00:22:15.992
SO IT IS
A BIG DEAL.

00:22:16.016 --> 00:22:16.741
All:
YES!

00:22:16.765 --> 00:22:18.992
Simon:
OF COURSE MANY YOUNG AMERICANS

00:22:19.016 --> 00:22:21.741
ARE ADOPTING CONSUMERISM
AS THEIR CREDO--

00:22:21.765 --> 00:22:23.660
SO MANY OF THE ADULTS THEY SEE

00:22:23.684 --> 00:22:25.159
ARE ALREADY IN
ABOVE THEIR HEADS.

00:22:25.183 --> 00:22:29.201
Man:
THE WEDDING WAS SO GOOD;
WE ALMOST HAVE IT PAID OFF.

00:22:29.225 --> 00:22:33.159
Woman:
AND THAT'S WHERE THE WHOLE BALL
STARTED ROLLING.

00:22:33.183 --> 00:22:37.992
WE STARTED OUT THINKING
WE COULD FINANCE THE WORLD

00:22:38.016 --> 00:22:41.765
AND WE TRIED,
BUT IT DIDN'T WORK.

00:22:43.642 --> 00:22:46.618
Simon:
THE STORY OF THE ADAMS FAMILY
OF COLORADO SPRINGS

00:22:46.642 --> 00:22:50.076
IS ONE THAT'S BECOME ALL TOO
FAMILIAR THROUGHOUT AMERICA.

00:22:50.100 --> 00:22:52.534
Keaton:
18, I GOT A MERVYN'S CREDIT CARD

00:22:52.558 --> 00:22:55.284
AND WITH THAT I MANAGED
TO GET MY VISA CARD

00:22:55.308 --> 00:22:57.660
AND THEN CINDY MANAGED
TO GET HER VISA CARD

00:22:57.684 --> 00:23:00.825
AND WE ENDED UP WITH LOTS
OF VISA CARDS TO BEGIN WITH.

00:23:00.849 --> 00:23:03.534
Simon:
KEATON AND CINDY ADAMS
MARRIED IN 1990

00:23:03.558 --> 00:23:07.451
AND SOON BEGAN BUYING
LOTS OF THINGS FOR THEIR HOME

00:23:07.475 --> 00:23:08.409
ALL ON CREDIT.

00:23:08.433 --> 00:23:10.741
Cindy:
FURNITURE, COUCHES, LOVESEAT

00:23:10.765 --> 00:23:14.409
END TABLE, COFFEE TABLES,
ENTERTAINMENT CENTER.

00:23:14.433 --> 00:23:16.660
Keaton:
WHAT'S ANOTHER $25 A MONTH?

00:23:16.684 --> 00:23:17.534
THAT'S WHAT YOU THINK.

00:23:17.558 --> 00:23:21.034
THEN WE FOUND OURSELVES MAKING
MINIMUM PAYMENTS EVERYWHERE.

00:23:21.058 --> 00:23:22.534
TO THE POINT
WHERE WE COULDN'T.

00:23:22.558 --> 00:23:25.825
AND THEN WHEN WE STARTED
TO GET TWO MONTHS BEHIND

00:23:25.849 --> 00:23:27.242
THREE MONTHS BEHIND

00:23:27.266 --> 00:23:29.909
THE ARGUMENTS ENSUED,
WE STARTED FIGHTING.

00:23:29.933 --> 00:23:32.741
Simon:
THEY WERE $20,000 IN DEBT.

00:23:32.765 --> 00:23:34.741
Keaton:
WE WERE SCREAMING "DIVORCE."

00:23:34.765 --> 00:23:38.784
FINALLY WE JUST ENDED UP
REACHING A BREAKING POINT.

00:23:38.808 --> 00:23:39.951
Keaton:
IT'S THE CAR.

00:23:39.975 --> 00:23:41.534
SO WHAT DID THEY SAY?

00:23:41.558 --> 00:23:42.159
COULD BE 600.

00:23:42.183 --> 00:23:43.867
Simon:
IN 90% OF DIVORCE CASES

00:23:43.891 --> 00:23:47.034
ARGUMENTS ABOUT MONEY
PLAY A PROMINENT ROLE.

00:23:47.058 --> 00:23:48.742
KEATON AND CINDY
DIDN'T GET DIVORCED;

00:23:48.766 --> 00:23:51.951
THEY GOT HELP WHEN A DEBT
COLLECTOR REFERRED THEM

00:23:51.975 --> 00:23:53.576
TO CONSUMER CREDIT COUNSELING.

00:23:53.600 --> 00:23:57.368
SEE IF SOMETHING'S SET UP
TO REPAY THIS DEBT.

00:23:57.392 --> 00:24:00.784
THE CLIENTS HAD APPARENTLY
FINANCED SOME MEDICAL BILLS.

00:24:00.808 --> 00:24:03.909
COULD YOU HAVE HIM CALL
CONSUMER CREDIT COUNSELING?

00:24:03.933 --> 00:24:05.117
Simon:
THE PHONES ARE BUSY

00:24:05.141 --> 00:24:07.409
AT CONSUMER CREDIT
COUNSELING SERVICE

00:24:07.433 --> 00:24:08.242
AN INTERNATIONAL NETWORK

00:24:08.266 --> 00:24:11.701
WITH HUNDREDS OF OFFICES
THROUGHOUT THE UNITED STATES.

00:24:11.725 --> 00:24:15.409
Woman:
WHEN A PERSON COMES
TO CONSUMER CREDIT COUNSELING

00:24:15.433 --> 00:24:18.701
THE FIRST THING WE DO
IS CUT UP THE CREDIT CARDS.

00:24:18.725 --> 00:24:21.741
THAT WHOLE AVAILABILITY
AND EASE OF USE OF CREDIT

00:24:21.765 --> 00:24:23.242
MAKES IT REAL HARD FOR PEOPLE

00:24:23.266 --> 00:24:25.242
TO REMEMBER THEY'RE
DEALING WITH REAL MONEY.

00:24:25.266 --> 00:24:29.409
Simon:
AMERICANS POSSESS MORE
THAN A BILLION CREDIT CARDS.

00:24:29.433 --> 00:24:33.741
FEWER THAN A THIRD OF US PAY OFF
OUR BALANCES EACH MONTH.

00:24:33.765 --> 00:24:36.284
CREDIT CARD DEBT
TRIPLED IN THE 1980s.

00:24:36.308 --> 00:24:38.534
NOT INCLUDING REAL ESTATE
AND MORTGAGES

00:24:38.558 --> 00:24:41.368
WE'RE CARRYING OVER
A TRILLION DOLLARS IN DEBT.

00:24:41.392 --> 00:24:44.159
Simon:
IN 1996, MORE THAN
A MILLION AMERICANS

00:24:44.183 --> 00:24:45.741
DECLARED PERSONAL BANKRUPTCY--

00:24:45.765 --> 00:24:48.741
MORE THAN GRADUATED
FROM COLLEGE.

00:24:48.765 --> 00:24:51.701
Announcer:
DO YOU HAVE MONEY JITTERS?

00:24:51.725 --> 00:24:53.951
ASK THE OBLIGING BANK OF
AMERICA

00:24:53.975 --> 00:24:56.618
FOR A JAR OF SOOTHING
INSTANT MONEY--

00:24:56.642 --> 00:25:00.451
M-O-N-E-Y IN THE FORM OF>
A CONVENIENT PERSONAL LOAN.

00:25:00.475 --> 00:25:04.618
Simon:
WHEN THIS COMMERCIAL WAS MADE,
AMERICANS EARNED HALF AS MUCH

00:25:04.642 --> 00:25:07.076
BUT SAVED TWICE AS MUCH
AS THEY DO NOW.

00:25:07.100 --> 00:25:10.076
OUR PERSONAL SAVINGS RATE
IS NOW 4%.

00:25:10.100 --> 00:25:15.076
BY CONTRAST, THE JAPANESE
SAVE 16% OF THEIR WAGES.

00:25:15.100 --> 00:25:16.660
STILL, FOR AMERICANS

00:25:16.684 --> 00:25:20.825
THE MESSAGE TO SPEND
EVEN MORE IS INCESSANT.

00:25:20.849 --> 00:25:23.159
THE CREDIT CARD OFFERS
KEEP COMING

00:25:23.183 --> 00:25:26.326
WITH ENTICEMENTS RANGING
FROM TEMPORARY LOW RATES

00:25:26.350 --> 00:25:28.701
TO FREQUENT FLYER MILES.

00:25:28.725 --> 00:25:30.326
Woman:
AND HOW ARE YOU?

00:25:30.350 --> 00:25:31.992
Simon:
EACH MONTH, CINDY ADAMS DEPOSITS

00:25:32.016 --> 00:25:35.493
A CHECK AT CONSUMER CREDIT
COUNSELING TO PAY OFF DEBTS.

00:25:35.517 --> 00:25:36.493
SHE'S LEARNED A HARD LESSON.

00:25:36.517 --> 00:25:41.284
Cindy:
IT'S OKAY NOT TO HAVE THE NEWEST
THING, THE LATEST STYLE.

00:25:41.308 --> 00:25:44.825
OUR HOME DOESN'T HAVE TO BE
TIP-TOP '90s CONDITION.

00:25:44.849 --> 00:25:48.701
IT LETS US FOCUS ON THINGS THAT
ARE MORE IMPORTANT THAN STUFF.

00:25:48.725 --> 00:25:51.034
Simon:
BUT CINDY AND KEATON
STILL FEEL CAUGHT

00:25:51.058 --> 00:25:52.701
WHEN THEY THINK
ABOUT THEIR CHILDREN.

00:25:52.725 --> 00:25:56.741
Keaton:
EVEN BRANDON AT THREE
IS NOW GOING TO PICK OUT STUFF:

00:25:56.765 --> 00:25:58.159
"MOMMY, WHY CAN'T I HAVE IT?"

00:25:58.183 --> 00:26:00.741
AND THAT'S JUST
THE WAY THINGS ARE.

00:26:00.765 --> 00:26:04.701
Simon:
AND THAT TROUBLES GLENN STANTON
OF "FOCUS ON THE FAMILY."

00:26:04.725 --> 00:26:06.534
Stanton:
THE PRESSURE THAT MATERIALISM

00:26:06.558 --> 00:26:09.409
IS BRINGING TO BEAR
ON THE AMERICAN FAMILY TODAY

00:26:09.433 --> 00:26:14.392
IS WOEFULLY UNDERESTIMATED
BUT IT IS CRITICALLY IMPORTANT.

00:26:16.642 --> 00:26:18.825
FOCUS ON THE FAMILY,
THIS IS CATHY.

00:26:18.849 --> 00:26:19.741
MAY I HELP YOU?

00:26:19.765 --> 00:26:21.493
Simon:
FOUNDED BY DR. JAMES DOBSON

00:26:21.517 --> 00:26:23.701
WHOSE RADIO PROGRAM
REACHES MILLIONS

00:26:23.725 --> 00:26:24.618
FOCUS ON THE FAMILY

00:26:24.642 --> 00:26:27.701
IS THE LARGEST CHRISTIAN
CONSERVATIVE ORGANIZATION

00:26:27.725 --> 00:26:28.618
IN THE UNITED STATES.

00:26:28.642 --> 00:26:32.034
THE POLITICAL IDEOLOGY HERE
IS FREE-MARKET CAPITALISM

00:26:32.058 --> 00:26:33.326
THOUGH NOT WITHOUT RESERVATIONS.

00:26:33.350 --> 00:26:37.825
Stanton:
THE MARKET IN A VERY REAL SENSE
IS HOSTILE TO THE FAMILY.

00:26:37.849 --> 00:26:39.618
IT NEEDS TO EXPAND ITSELF.

00:26:39.642 --> 00:26:41.741
IT NEEDS TO BRING
IN NEW CONSUMERS.

00:26:41.765 --> 00:26:45.493
AND QUITE TRAGICALLY
IT BRINGS IN NEW CONSUMERS

00:26:45.517 --> 00:26:46.451
ALMOST AT ANY PRICE.

00:26:46.475 --> 00:26:51.784
DO WE GO OUT AFTER A SALE EVEN
PITTING CHILD AGAINST PARENT?

00:26:51.808 --> 00:26:53.742
WE WOULD CONTEND
THAT THAT IS TOO FAR.

00:26:53.766 --> 00:26:56.741
Simon:
STRONG FAMILIES
SPEND TIME TOGETHER.

00:26:56.765 --> 00:27:00.034
BUT THAT'S LESS COMMON
IN OUR CONSUMER SOCIETY

00:27:00.058 --> 00:27:01.951
EVEN WHEN PARENTS
ARE NOT WORKING.

00:27:01.975 --> 00:27:07.741
Stanton:
MOM'S UPSTAIRS WATCHING
A MOVIE ON THE V.C.R.

00:27:07.765 --> 00:27:09.201
DAD IS ON THE INTERNET.

00:27:09.225 --> 00:27:11.284
THE KIDS ARE DOWNSTAIRS
PLAYING VIDEO GAMES.

00:27:11.308 --> 00:27:14.409
EVERYBODY IS CONNECTED
TO SOMETHING OUTSIDE OF THE HOME

00:27:14.433 --> 00:27:16.326
THOUGH THEY'RE PHYSICALLY
WITHIN THE HOME.

00:27:16.350 --> 00:27:23.741
Choir:
♪ I HAVE A DESTINY
I KNOW I SHALL FULFILL ♪

00:27:23.765 --> 00:27:30.534
♪ I HAVE A DESTINY
IN THAT CITY ON A HILL ♪

00:27:30.558 --> 00:27:31.909
♪ I HAVE A DESTINY... ♪

00:27:31.933 --> 00:27:37.242
Simon:
NEW LIFE CHURCH IS LESS THAN
A MILE FROM FOCUS ON THE FAMILY.

00:27:37.266 --> 00:27:38.742
SUNDAY SERVICES HERE

00:27:38.766 --> 00:27:41.741
ATTRACT THOUSANDS
OF EVANGELICAL CHRISTIANS.

00:27:41.765 --> 00:27:43.741
Minister:
THE BIBLE DOES NOT SAY

00:27:43.765 --> 00:27:44.742
"BUY A NEW CADILLAC ANNUALLY."

00:27:44.766 --> 00:27:49.451
IT SAYS, "KEEP YOUR LIVES
FREE FROM THE LOVE OF MONEY

00:27:49.475 --> 00:27:50.701
AND BE CONTENT."

00:27:50.725 --> 00:27:55.493
NOW, THE MESSAGE OF OUR DAY
IN OUR SOCIETY RIGHT NOW

00:27:55.517 --> 00:27:57.618
IS ALWAYS, ALWAYS
BE DISCONTENT.

00:27:57.642 --> 00:28:00.076
WE HAVE TREMENDOUS PROSPERITY
IN OUR COUNTRY

00:28:00.100 --> 00:28:03.326
AND WE'VE NEVER PROBABLY
HAD SO MUCH DISCONTENT.

00:28:03.350 --> 00:28:04.451
Simon:
PASTOR TED HAGGARD

00:28:04.475 --> 00:28:06.741
LIKE HIS NEIGHBORS
AT FOCUS ON THE FAMILY

00:28:06.765 --> 00:28:08.867
IS A FREE-ENTERPRISE
CONSERVATIVE

00:28:08.891 --> 00:28:10.117
BUT HE, TOO, FEELS

00:28:10.141 --> 00:28:14.660
THAT CONSUMERISM IS BECOMING
A POOR SUBSTITUTE FOR FAMILY.

00:28:14.684 --> 00:28:17.741
THE MAJORITY OF PEOPLE ARE
RUSHING, RUSHING, RUSHING

00:28:17.765 --> 00:28:22.159
TRYING TO GET A LITTLE BIT MORE,
AND... THAT'S GOT TO STOP.

00:28:22.183 --> 00:28:22.951
OUR KIDS NEED IT.

00:28:22.975 --> 00:28:26.992
OUR WIVES, HUSBANDS,
GRANDMA AND GRANDPA NEED IT.

00:28:27.016 --> 00:28:27.909
Haggard:
YES!

00:28:27.933 --> 00:28:29.409
Haggard:
IT IS NOT WORTH

00:28:29.433 --> 00:28:31.784
HAVING ANOTHER THOUSAND
SQUARE FEET IN YOUR HOUSE

00:28:31.808 --> 00:28:33.741
IF YOU LOSE THE RELATIONSHIP
WITH YOUR WIFE

00:28:33.765 --> 00:28:38.242
OR IF YOUR CHILD TURNS 16 AND
YOU REALIZE YOU NEVER MET HIM.

00:28:38.266 --> 00:28:41.534
HEY, NO, DON'T EAT THE...
NO, DON'T EAT THE WORD.

00:28:41.558 --> 00:28:44.867
Simon:
WITH A LITTLE HELP,
PASTOR TED PREPARES A SERMON.

00:28:44.891 --> 00:28:47.909
FOR HIM, BEING CONSERVATIVE
MEANS CONSERVING.

00:28:47.933 --> 00:28:50.326
Haggard:
THE WHOLE IDEA OF US
USING A THING

00:28:50.350 --> 00:28:53.284
AND THEN THROWING IT AWAY
AND GETTING ANOTHER ONE,

00:28:53.308 --> 00:28:55.741
I THINK IS AFFECTING
ALL OF US AS PEOPLE.

00:28:55.765 --> 00:28:57.741
WE START LOOKING
AT OTHER PEOPLE AND WE SAY

00:28:57.765 --> 00:29:01.741
IF THEY DON'T GIVE US PLEASURE,
THEN THEY ARE DISPOSABLE.

00:29:01.765 --> 00:29:03.368
I THINK IT CAN'T HELP
BUT CARRY OVER

00:29:03.392 --> 00:29:07.368
INTO RELATIONSHIPS WITH PEOPLE,
THAT I'M DISSATISFIED WITH THIS;

00:29:07.392 --> 00:29:09.992
THERE'S GOT TO BE
SOMEBODY BETTER OUT THERE.

00:29:10.016 --> 00:29:11.992
Man:
I SEE THAT A LOT
IN MY PRACTICE

00:29:12.016 --> 00:29:13.825
WHERE PEOPLE WILL COME IN
AND SAY

00:29:13.849 --> 00:29:15.242
WELL, THEY MET SOMEONE AT WORK

00:29:15.266 --> 00:29:17.784
OR, YOU KNOW, "OUR RELATIONSHIP
STARTED AT WORK

00:29:17.808 --> 00:29:20.741
"AND THEN EVENTUALLY
WE DIVORCED OUR SPOUSES

00:29:20.765 --> 00:29:21.784
AND WE GOT TOGETHER."

00:29:21.808 --> 00:29:23.117
ONCE THE
WRAPPING WAS OFF

00:29:23.141 --> 00:29:26.451
THEN IT WASN'T AS NEW
AND DIFFERENT AND WONDERFUL

00:29:26.475 --> 00:29:28.034
AS IT WAS IN THE VERY BEGINNING

00:29:28.058 --> 00:29:30.867
WHEN EVERYONE WAS DRESSED UP
AND POWDERED

00:29:30.891 --> 00:29:31.825
AND LOOKED PERFECT.

00:29:31.849 --> 00:29:33.741
SO THEY GO BACK TO THE COMPANY

00:29:33.765 --> 00:29:36.242
AND FIND SOME OTHER TOY
TO PLAY WITH.

00:29:36.266 --> 00:29:37.326
(people exchanging farewells>)

00:29:37.350 --> 00:29:39.784
Simon:
OUR COMMUNITY BONDS ALSO SUFFER.

00:29:39.808 --> 00:29:42.242
THE SALVATION ARMY REPORTS
DIFFICULTY

00:29:42.266 --> 00:29:43.741
FINDING VOLUNTEER BELL RINGERS.

00:29:43.765 --> 00:29:46.741
PARTICIPATION IN CIVIC
ORGANIZATIONS AND ACTIVITIES

00:29:46.765 --> 00:29:48.701
HAS BEEN DECLINING
OVER THE PAST 20 YEARS.

00:29:48.725 --> 00:29:52.618
Stanton:
ALL OUR ATTENTION IS BEING
PULLED IN THE WRONG DIRECTION.

00:29:52.642 --> 00:29:55.741
IN TRYING TO RUN THAT RAT RACE,
WE DON'T HAVE TIME

00:29:55.765 --> 00:30:00.368
TO VOLUNTEER DOWN AT THE SOUP
KITCHEN, TO VOLUNTEER AT CHURCH

00:30:00.392 --> 00:30:01.992
TO GO VISIT THE OLD FOLKS' HOME

00:30:02.016 --> 00:30:07.933
TO PAY SOME TIME AND ATTENTION
TO PEOPLE WHO NEED US.

00:30:09.765 --> 00:30:14.076
Simon:
AFFLUENZA AFFECTS PEOPLE
ACROSS ALL INCOME BARRIERS:

00:30:14.100 --> 00:30:15.951
PEOPLE WHO HAVE A LOT
BUT WANT MORE

00:30:15.975 --> 00:30:20.409
THEN FEEL THEMSELVES ALMOST
EMPTY INSIDE ONCE THEY GET MORE

00:30:20.433 --> 00:30:22.242
AND PEOPLE WHO WANT
FOR LIFE'S BASICS

00:30:22.266 --> 00:30:24.701
BUT STILL FEEL THEMSELVES
ALMOST TAUNTED

00:30:24.725 --> 00:30:26.409
BY GLITTERING EMBELLISHMENTS.

00:30:26.433 --> 00:30:27.284
AND IN RECENT YEARS

00:30:27.308 --> 00:30:29.741
THE GAP BETWEEN THE TWO GROUPS
HAS BEEN GROWING.

00:30:29.765 --> 00:30:33.825
IN FACT, THE GAP BETWEEN RICH
AND POOR AMERICANS IS NOW

00:30:33.849 --> 00:30:36.242
THE WIDEST IN ANY
INDUSTRIAL NATION.

00:30:36.266 --> 00:30:39.368
LOW-INCOME PEOPLE SEE IT
AS AN ISSUE OF INEQUITY:

00:30:39.392 --> 00:30:42.201
HOW IS IT THAT I SEE
ALL THESE PEOPLE AROUND ME

00:30:42.225 --> 00:30:46.117
GETTING WEALTHIER AND WEALTHIER,
DOING BETTER AND BETTER

00:30:46.141 --> 00:30:47.909
GAINING MORE AND MORE
MATERIAL GOODS

00:30:47.933 --> 00:30:51.201
AT A TIME WHEN I'M FALLING
FARTHER AND FARTHER BEHIND?

00:30:51.225 --> 00:30:57.242
IF YOU LOOK CAREFULLY AT THE BIG
CONSUMER BOOM SINCE THE 1980s

00:30:57.266 --> 00:30:59.326
I THINK ONE OF THE THINGS
YOU'LL FIND

00:30:59.350 --> 00:31:01.701
IS THAT IT'S FAIRLY
HEAVILY CONCENTRATED

00:31:01.725 --> 00:31:05.517
IN THE UPPER PART
OF THE MIDDLE CLASS AND ABOVE.

00:31:05.766 --> 00:31:08.576
Simon:
FELICIA EDWARDS DIDN'T SHARE
IN THE BOOM.

00:31:08.600 --> 00:31:11.368
SHE AND HER TWO SONS LIVE
IN A TINY APARTMENT

00:31:11.392 --> 00:31:12.741
IN HARTFORD, CONNECTICUT.

00:31:12.765 --> 00:31:13.742
(sighing heavily>)

00:31:13.766 --> 00:31:16.117
Simon:
LIKE MANY LOW-INCOME AMERICANS

00:31:16.141 --> 00:31:18.368
FELICIA WORKS FULL TIME
AND THEN SOME

00:31:18.392 --> 00:31:21.201
BUT STILL STRUGGLES
TO PROVIDE FOR HER CHILDREN.

00:31:21.225 --> 00:31:27.451
Edwards:
I TRY TO TEACH THEM, YOU KNOW,
A DOLLAR IS HARD TO COME BY...

00:31:27.475 --> 00:31:28.117
WELL, TO ME IT IS.

00:31:28.141 --> 00:31:30.909
CHRISTMAS ROLLS AROUND:
"CAN YOU BUY ME THIS?"

00:31:30.933 --> 00:31:34.159
BUT WHATEVER I GIVE THEM,
THEY'RE FINE WITH IT.

00:31:34.183 --> 00:31:35.992
THEY DON'T ASK ANOTHER QUESTION.

00:31:36.016 --> 00:31:37.867
MONEY IS NOT ALL THAT IMPORTANT.

00:31:37.891 --> 00:31:43.867
I MEAN, WE CAN'T BUY CERTAIN
THINGS, BUT STILL, WE'RE HAPPY.

00:31:43.891 --> 00:31:45.242
WE'RE OKAY WITH IT.

00:31:45.266 --> 00:31:47.242
Announcer:
It'sRocko's
Modern> Life...

00:31:47.266 --> 00:31:50.909
Simon:
YET FELICIA KNOWS HER BOYS
FREQUENTLY FEEL DEPRIVED.

00:31:50.933 --> 00:31:53.034
NOT LONG AGO,
ONE OF THEM BEGGED HER

00:31:53.058 --> 00:31:55.409
FOR A PAIR
OF EXPENSIVE SNEAKERS.

00:31:55.433 --> 00:31:56.451
Edwards:
THEY WERE $90.

00:31:56.475 --> 00:32:01.159
I HAD TO EXPLAIN TO HIM FIRST
THAT I COULDN'T AFFORD THEM

00:32:01.183 --> 00:32:03.284
SO HE WASN'T GOING TO GET THEM.

00:32:03.308 --> 00:32:05.784
BUT ME AND HIS AUNT
CAME TO A DECISION

00:32:05.808 --> 00:32:10.409
THAT WE WAS GOING TO GO HALF
ON THEM AND HE GOT THE SNEAKERS.

00:32:10.433 --> 00:32:15.701
Simon:
IN OUR POOREST COMMUNITIES, THE
SENSE OF DEPRIVATION IS INTENSE.

00:32:15.725 --> 00:32:18.076
Celente:
THERE WAS A FELLOW THAT I MET

00:32:18.100 --> 00:32:18.992
AND HE WORKS WITH GANGS

00:32:19.016 --> 00:32:22.242
AND I ASKED HIM, "WHAT'S
THE ONE THING THAT YOU SEE

00:32:22.266 --> 00:32:24.368
THAT'S CAUSING A LOT
OF THESE PROBLEMS?"

00:32:24.392 --> 00:32:30.117
WITHOUT SKIPPING A BEAT, HE
SAID, "GREED AND MATERIALISM."

00:32:30.141 --> 00:32:30.741
HE SAID

00:32:30.765 --> 00:32:33.284
"THESE KIDS, THEY DON'T FEEL
LIKE THEIR LIVES

00:32:33.308 --> 00:32:37.034
"WOULD BE WORTH ANYTHING UNLESS
THEY HAD THE HOTTEST PRODUCT

00:32:37.058 --> 00:32:38.909
THAT'S BEING SOLD
IN THE MARKETPLACE."

00:32:38.933 --> 00:32:43.076
Simon:
SOON, CHILDREN THROUGHOUT
THE WORLD MAY FEEL THE SAME WAY.

00:32:43.100 --> 00:32:47.159
Man:
THE WHOLE CORPORATE SYSTEM
IN THE COURSE OF GLOBALIZATION

00:32:47.183 --> 00:32:51.284
IS INCREASINGLY GEARED UP
TO BRING EVERY COUNTRY

00:32:51.308 --> 00:32:53.117
INTO THE CONSUMER SOCIETY.

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AND THERE'S
A VERY STRONG EMPHASIS

00:32:55.266 --> 00:32:56.741
ON TRYING TO REACH CHILDREN

00:32:56.765 --> 00:32:59.825
TO RESHAPE THEIR VALUES
FROM THE VERY BEGINNING

00:32:59.849 --> 00:33:04.242
TO CONVINCE THEM THAT PROGRESS
IS DEFINED BY WHAT THEY CONSUME.

00:33:04.266 --> 00:33:07.741
Simon:
EACH DAY, TELEVISION
EXPOSES MILLIONS OF PEOPLE

00:33:07.765 --> 00:33:11.076
IN THE DEVELOPING WORLD
TO THE CONSUMER DREAM

00:33:11.100 --> 00:33:12.867
AND THEY ARE EAGER
TO BE INCLUDED.

00:33:12.891 --> 00:33:15.741
DAVID KORTEN ONCE BELIEVED
THEY COULD, AND SHOULD.

00:33:15.765 --> 00:33:18.451
HE'S WORKED IN AFRICA, ASIA
AND CENTRAL AMERICA

00:33:18.475 --> 00:33:21.741
FOR THE HARVARD BUSINESS SCHOOL,
THE FORD FOUNDATION

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AND THE AGENCY FOR
INTERNATIONAL DEVELOPMENT.

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Korten:
MY CAREER WAS FOCUSED
ON TRAINING BUSINESS EXECUTIVES

00:33:26.891 --> 00:33:32.741
TO CREATE THE EQUIVALENT OF
OUR HIGH-CONSUMPTION ECONOMIES

00:33:32.765 --> 00:33:34.741
IN COUNTRIES
THROUGHOUT THE WORLD.

00:33:34.765 --> 00:33:37.741
GRADUALLY I REALIZED
THAT THAT WASN'T WORKING

00:33:37.765 --> 00:33:38.534
AND COULDN'T WORK.

00:33:38.558 --> 00:33:41.451
MANY PEOPLE'S LIVES
WERE ACTUALLY WORSE OFF

00:33:41.475 --> 00:33:43.409
THAT WE WERE SEEING
THE ENVIRONMENT TRASHED.

00:33:43.433 --> 00:33:48.141
WE WERE SEEING THE BREAKDOWN OF
CULTURES AND THE SOCIAL FABRIC.

00:33:49.766 --> 00:33:54.284
Simon:
ONE-FIFTH OF THE WORLD'S PEOPLE
LIVE IN ABJECT POVERTY

00:33:54.308 --> 00:33:57.618
DYING SLOWLY OF HUNGER
AND DISEASE.

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MILLIONS OF OTHERS
ALSO DESPERATELY NEED

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MORE MATERIAL GOODS.

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YET WERE THEY TO CONSUME
AS MUCH AS WE DO

00:34:03.765 --> 00:34:07.741
THE RESULT COULD BE
AN ENVIRONMENTAL CRISIS.

00:34:07.765 --> 00:34:11.741
THERE IS ABSOLUTELY NO WAY
THAT EVERYONE IN THE WORLD

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CAN LIVE AT THAT STANDARD
OF AFFLUENCE

00:34:13.765 --> 00:34:17.326
BECAUSE THE EARTH'S ECOSYSTEM
SIMPLY WILL NOT STAND IT.

00:34:17.350 --> 00:34:19.992
IMAGINE IF EVERY CHINESE
HOUSEHOLD HAD TWO CARS.

00:34:20.016 --> 00:34:22.701
Simon:
AS THIS CAR SHOW
IN BEIJING REVEALS

00:34:22.725 --> 00:34:24.909
THEY'RE ALREADY ON THAT ROAD.

00:34:24.933 --> 00:34:26.992
WESTERN PRODUCTS AND ADVERTISING

00:34:27.016 --> 00:34:28.741
ARE POURING INTO
DEVELOPING COUNTRIES.

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IT IS CREATING A GROUNDWORK
FOR A GLOBAL DISASTER.

00:34:31.933 --> 00:34:34.909
Simon:
COMBINED WITH
A POPULATION EXPLOSION

00:34:34.933 --> 00:34:36.534
NOT EXPECTED TO PEAK
FOR DECADES

00:34:36.558 --> 00:34:40.825
THE CONSUMPTION BOOM THREATENS
TO DEVOUR THE WORLD'S RESERVES

00:34:40.849 --> 00:34:42.201
OF OIL AND OTHER RESOURCES

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WITHIN THE LIFETIME
OF OUR GRANDCHILDREN.

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WE'VE SET THE EXAMPLE.

00:34:46.266 --> 00:34:47.909
Film narrator:
THE AMERICAN CONSUMER.

00:34:47.933 --> 00:34:51.825
EACH YEAR YOU CONSUME FANTASTIC
AMOUNTS OF FOOD, CLOTHING

00:34:51.849 --> 00:34:56.159
HOUSING, AMUSEMENTS, APPLIANCES
AND SERVICES OF ALL KINDS...

00:34:56.183 --> 00:35:00.201
Simon:
SINCE 1950, AMERICANS ALONE
HAVE USED MORE RESOURCES

00:35:00.225 --> 00:35:03.766
THAN EVERYONE WHO EVER LIVED
BEFORE THEM.

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EACH OF US USES UP TO 20 TONS
OF BASIC RAW MATERIALS ANNUALLY.

00:35:24.600 --> 00:35:26.368
ONLY A SMALL FRACTION
GETS RECYCLED.

00:35:26.392 --> 00:35:29.784
Korten:
WE ARE RUTHLESSLY CUTTING DOWN
THE WORLD'S FORESTS

00:35:29.808 --> 00:35:33.909
DEGRADING OUR LANDS,
DESTROYING THE CLIMATIC SYSTEMS

00:35:33.933 --> 00:35:35.368
ALL IN THE QUEST FOR MONEY.

00:35:35.392 --> 00:35:38.909
Simon:
WE AMERICANS THROW AWAY
SEVEN MILLION CARS A YEAR

00:35:38.933 --> 00:35:41.076
TWO MILLION PLASTIC BOTTLES
EVERY HOUR

00:35:41.100 --> 00:35:46.534
ENOUGH ALUMINUM CANS ANNUALLY
TO MAKE 6,000 DC-10 AIRLINERS.

00:35:46.558 --> 00:35:51.201
THE TOTAL YEARLY WASTE WOULD
FILL A CONVOY OF GARBAGE TRUCKS

00:35:51.225 --> 00:35:55.183
LONG ENOUGH TO REACH
HALFWAY TO THE MOON.

00:35:56.765 --> 00:36:00.534
OUR RIVERS AND OCEANS ARE
ALREADY CLOTTED WITH POLLUTION.

00:36:00.558 --> 00:36:04.117
INCREASED EMISSIONS OF
CARBON DIOXIDE AND OTHER GASES

00:36:04.141 --> 00:36:05.909
ACCELERATE GLOBAL WARMING.

00:36:05.933 --> 00:36:09.660
Woman:
AFFLUENZA, THE DISEASE
OF CONSUMERISM

00:36:09.684 --> 00:36:11.368
IS SPREADING AROUND THE WORLD

00:36:11.392 --> 00:36:15.368
SO IT'S REALLY CRITICAL THAT
WE HERE IN NORTH AMERICA BEGIN

00:36:15.392 --> 00:36:17.451
TO ALTER OUR PATTERNS
OF CONSUMPTION

00:36:17.475 --> 00:36:20.409
AND SET A BETTER EXAMPLE
FOR THE REST OF THE WORLD

00:36:20.433 --> 00:36:21.742
OF WHAT THE GOOD LIFE REALLY IS

00:36:21.766 --> 00:36:24.742
OR NONE OF US ARE GOING TO HAVE
A GOOD LIFE.

00:36:24.766 --> 00:36:27.159
Simon:
ACCORDING TO HISTORIAN
DAVID SHI

00:36:27.183 --> 00:36:31.909
THE IDEA THAT THE GOOD LIFE IS
A SIMPLER, LESS ACQUISITIVE LIFE

00:36:31.933 --> 00:36:33.201
RUNS DEEP IN OUR HERITAGE.

00:36:33.225 --> 00:36:36.825
Shi:
SIMPLICITY IS AN ANCIENT,
EVEN A PRIMORDIAL IDEAL.

00:36:36.849 --> 00:36:39.741
THE GREEKS REFERRED TO IT
AS THE "MIDDLE WAY"--

00:36:39.765 --> 00:36:42.825
THAT MIDPOINT BETWEEN
LUXURY AND DEPRIVATION.

00:36:42.849 --> 00:36:45.867
Simon:
"GIVE ME NEITHER POVERTY
NOR RICHES"

00:36:45.891 --> 00:36:47.326
READS THE BOOK OF PROVERBS.

00:36:47.350 --> 00:36:49.784
THE NEW TESTAMENT IS FILLED
WITH WARNINGS

00:36:49.808 --> 00:36:50.992
ABOUT THE DANGERS OF WEALTH.

00:36:51.016 --> 00:36:53.867
Shi:
SO WHEN THE PURITANS ARRIVED
IN THE NEW WORLD

00:36:53.891 --> 00:36:56.951
ONE OF THEIR MAJOR PREMISES
WAS THEIR DESIRE

00:36:56.975 --> 00:36:59.867
TO TRY TO CREATE
A CHRISTIAN COMMONWEALTH

00:36:59.891 --> 00:37:01.660
THAT PRACTICED SIMPLE LIVING.

00:37:01.684 --> 00:37:05.741
Simon:
"WASTE NOT, WANT NOT,"
WROTE BENJAMIN FRANKLIN.

00:37:05.765 --> 00:37:06.741
IN COLONIAL AMERICA

00:37:06.765 --> 00:37:10.534
HABITS OF THRIFT PERSISTED
ALONGSIDE DESIRES FOR LUXURY.

00:37:10.558 --> 00:37:11.741
EVEN 19th-CENTURY AMERICANS

00:37:11.765 --> 00:37:15.576
STILL HAD MORE RESPECT FOR
THRIFT THAN FOR SPENDTHRIFTS

00:37:15.600 --> 00:37:18.701
AND THE WORD "CONSUMPTION"
MEANT SOMETHING DIFFERENT THEN.

00:37:18.725 --> 00:37:21.409
Rifkin:
IF YOU GO BACK TO SAMUEL
JOHNSON'S DICTIONARY

00:37:21.433 --> 00:37:24.451
OF THE ENGLISH LANGUAGE,
"TO CONSUME" MEANT "TO EXHAUST

00:37:24.475 --> 00:37:26.201
TO PILLAGE, TO LAY RENT,
TO DESTROY."

00:37:26.225 --> 00:37:28.368
IN FACT, EVEN IN OUR
GRANDPARENTS' GENERATION

00:37:28.392 --> 00:37:32.284
WHEN SOMEBODY HAD TUBERCULOSIS,
THEY CALLED IT "CONSUMPTION."

00:37:32.308 --> 00:37:33.576
SO, UP UNTIL THIS CENTURY

00:37:33.600 --> 00:37:36.741
TO BE A CONSUMER WAS
NOT TO BE A GOOD THING.

00:37:36.765 --> 00:37:38.284
IT WAS CONSIDERED A BAD THING.

00:37:38.308 --> 00:37:41.784
Simon:
ONE OF THE FIRST HARBINGERS
OF A CHANGE OF HEART

00:37:41.808 --> 00:37:42.741
WAS THE DEPARTMENT STORE.

00:37:42.765 --> 00:37:46.742
Woman:
URBAN DEPARTMENT STORES CAME IN
DURING THE 1880s

00:37:46.766 --> 00:37:50.242
BASICALLY TO CREATE THE SORT
OF PLACE WHERE PEOPLE WOULD GO

00:37:50.266 --> 00:37:52.784
AND KIND OF LOSE THEMSELVES
AND SPEND THEIR MONEY.

00:37:52.808 --> 00:37:56.909
Simon:
BY THE 1890s, WEALTHY AMERICANS
PROUDLY DISPLAYED

00:37:56.933 --> 00:37:59.284
THE MATERIAL SIGNS
OF THEIR SUCCESS.

00:37:59.308 --> 00:38:01.159
STILL, NOT EVERYONE
WAS IMPRESSED.

00:38:01.183 --> 00:38:05.701
Shi:
IN THE LATE 19th CENTURY,
THERE WAS ANOTHER MAJOR REVIVAL

00:38:05.725 --> 00:38:07.741
OF AMERICAN INTEREST
IN SIMPLE LIVING.

00:38:07.765 --> 00:38:10.867
THEODORE ROOSEVELT WAS ONE
OF THE FOREMOST PROPONENTS

00:38:10.891 --> 00:38:14.326
OF A SIMPLER LIFE FOR AMERICANS
DURING THIS PERIOD.

00:38:14.350 --> 00:38:16.451
ROOSEVELT WAS QUITE CANDID
IN SAYING

00:38:16.475 --> 00:38:19.701
THAT FOR ALL OF HIS SUPPORT
FOR AMERICAN CAPITALISM

00:38:19.725 --> 00:38:23.326
HE FEARED THAT IF IT WERE
ALLOWED TO DEVELOP UNLEASHED

00:38:23.350 --> 00:38:26.618
IT WOULD EVENTUALLY CREATE
A CORRUPT CIVILIZATION.

00:38:26.642 --> 00:38:31.701
Simon:
AS CONSUMER GOODS BEGAN TO ROLL
IN LARGE QUANTITIES

00:38:31.725 --> 00:38:33.660
FROM AMERICAN ASSEMBLY LINES

00:38:33.684 --> 00:38:35.741
LABOR AND RELIGIOUS
LEADERS URGED

00:38:35.765 --> 00:38:37.992
THAT PRODUCTIVE
NEW TECHNOLOGIES BE USED

00:38:38.016 --> 00:38:42.034
TO GIVE PEOPLE MORE FREE TIME
INSTEAD OF MORE POSSESSIONS.

00:38:42.058 --> 00:38:45.451
BUT BUSINESS EXECUTIVES FEARED
A LAG IN CONSUMER DEMAND

00:38:45.475 --> 00:38:47.825
MIGHT SEND THE WHOLE ECONOMY
CRASHING DOWN.

00:38:47.849 --> 00:38:50.284
THEY CLAIMED THAT HUMAN WANTS
WERE INSATIABLE

00:38:50.308 --> 00:38:53.660
AND LOOKED TO PSYCHOLOGY
TO STIMULATE SPENDING.

00:38:53.684 --> 00:38:55.159
Announcer:
WHY FEEL LOW?

00:38:55.183 --> 00:38:56.117
WHY BE A LITTLE GUY?

00:38:56.141 --> 00:38:59.409
NOW YOU CAN BE JUST AS TALL>
AS YOUR BEST GIRL.

00:38:59.433 --> 00:39:02.451
SLIP INTO A PAIR>
OF UPSY-DAISY SHOES.

00:39:02.475 --> 00:39:04.409
THEY GIVE YOU A LIFT.

00:39:04.433 --> 00:39:07.368
Simon:
AFTER THE GREAT DEPRESSION
AND WORLD WAR II

00:39:07.392 --> 00:39:10.368
A LIFT WAS JUST WHAT
AMERICANS WANTED

00:39:10.392 --> 00:39:13.493
AND BUSINESS WAS EAGER
TO PROVIDE IT--

00:39:13.517 --> 00:39:14.909
WITH SOME HELP
FROM THE GOVERNMENT.

00:39:14.933 --> 00:39:18.741
Film narrator:
NEW AUTOMOBILES STREAM
FROM THE FACTORIES.

00:39:18.765 --> 00:39:19.741
FRESH BUYING POWER

00:39:19.765 --> 00:39:22.534
FLOODS INTO ALL THE STORES
OF EVERY COMMUNITY.

00:39:22.558 --> 00:39:26.642
PROSPERITY GREATER
THAN HISTORY HAS EVER KNOWN.

00:39:26.766 --> 00:39:31.159
Simon:
LOW-INTEREST FEDERAL LOANS
AND SPENDING ON SUPERHIGHWAYS

00:39:31.183 --> 00:39:32.741
FUELED THE SUBURBAN
HOUSING BOOM.

00:39:32.765 --> 00:39:37.201
THE EXPANSION OF CREDIT MADE
LARGE CONSUMER PURCHASES EASIER

00:39:37.225 --> 00:39:39.741
AND THE GOOD LIFE BECAME
THE GOODS LIFE.

00:39:39.765 --> 00:39:42.741
Film narrator:
WE HAVE THE MONEY TO SPEND

00:39:42.765 --> 00:39:44.741
AND WE WANT ALL
THE LOVELY-SMELLING SOAPS

00:39:44.765 --> 00:39:47.741
LOTIONS AND GLAMOUR GOO
WE CAN GET WITH IT.

00:39:47.765 --> 00:39:51.368
OUR EGOS ARE BEST NOURISHED
BY A WELL-PLACED INVESTMENT

00:39:51.392 --> 00:39:52.242
IN REAL LUXURY GOODS--

00:39:52.266 --> 00:39:55.742
WHAT YOU MIGHT CALL
DISCREETLY CONSPICUOUS WASTE.

00:39:55.766 --> 00:39:57.701
Strasser:
THE IMMEDIATE POSTWAR PERIOD

00:39:57.725 --> 00:40:02.493
DOES REPRESENT A HUGE CHANGE
IN THE KINDS OF ATTITUDES

00:40:02.517 --> 00:40:05.741
THAT AMERICANS HAVE HAD
ABOUT CONSUMPTION.

00:40:05.765 --> 00:40:10.576
Simon:
CONVENIENCE WAS THE NEW IDEAL,
DISPOSABLE THE MEANS--

00:40:10.600 --> 00:40:12.534
USE IT ONCE AND THROW IT AWAY.

00:40:12.558 --> 00:40:15.741
FAMILIES WERE ENCOURAGED
TO BUY A NEW CAR EVERY YEAR.

00:40:15.765 --> 00:40:18.451
MARKETERS CALLED IT
"PLANNED OBSOLESCENCE."

00:40:18.475 --> 00:40:22.117
PRODUCTS BECAME OBSOLETE
BECAUSE THEY WERE OUT OF STYLE

00:40:22.141 --> 00:40:23.660
WHETHER THEY STILL
WORKED OR NOT.

00:40:23.684 --> 00:40:27.742
Strasser:
THEY WERE SAYING THE CAR YOU HAD
LAST YEAR WON'T DO ANYMORE

00:40:27.766 --> 00:40:30.618
BECAUSE IT DOESN'T LOOK RIGHT.

00:40:30.642 --> 00:40:31.741
THERE'S NOW A NEW CAR

00:40:31.765 --> 00:40:33.741
AND THAT'S WHAT WE WANT
TO BE DRIVING.

00:40:33.765 --> 00:40:37.825
Simon:
CONSUMER SOCIETY WAS TRIUMPHANT,
BUT NOT WITHOUT CRITICS.

00:40:37.849 --> 00:40:42.034
IN THE 1960s, A SMALL
BUT VOCAL COUNTERCULTURE

00:40:42.058 --> 00:40:43.741
CALLED FOR A SIMPLER WAY
OF LIFE.

00:40:43.765 --> 00:40:47.326
THEN IN 1974, A NATIONWIDE
OIL SHORTAGE CAUSED MANY PEOPLE

00:40:47.350 --> 00:40:50.741
TO WONDER IF WE MIGHT
RUN OUT OF RESOURCES.

00:40:50.765 --> 00:40:51.534
AND BY 1979

00:40:51.558 --> 00:40:55.451
EVEN OUR PRESIDENT WAS
QUESTIONING THE AMERICAN DREAM.

00:40:55.475 --> 00:41:00.741
TOO MANY OF US NOW TEND
TO WORSHIP SELF-INDULGENCE

00:41:00.765 --> 00:41:01.741
AND CONSUMPTION.

00:41:01.765 --> 00:41:07.242
PART OF JIMMY CARTER'S FAILURE
WAS HIS LACK OF RECOGNITION

00:41:07.266 --> 00:41:11.451
OF HOW DEEPLY SEATED THE
HIGH, WIDE AND HANDSOME NOTION

00:41:11.475 --> 00:41:15.825
OF ECONOMIC GROWTH AND
CAPITAL DEVELOPMENT HAD BECOME

00:41:15.849 --> 00:41:18.034
IN THE MODERN AMERICAN PSYCHE.

00:41:18.058 --> 00:41:19.951
Simon:
SINCE CARTER LOST BY A LANDSLIDE

00:41:19.975 --> 00:41:23.741
NO PRESIDENTIAL CANDIDATE
HAS DARED CHALLENGE THE GOAL

00:41:23.765 --> 00:41:24.742
OF INFINITE ECONOMIC GROWTH.

00:41:24.766 --> 00:41:30.368
Woman:
♪ 'TIS THE GIFT TO BE SIMPLE,
'TIS THE GIFT TO BE FREE ♪

00:41:30.392 --> 00:41:35.201
♪ 'TIS THE GIFT TO COME DOWN
WHERE YOU OUGHT TO BE... ♪

00:41:35.225 --> 00:41:39.117
Simon:
BILL CLINTON AND AL GORE
APPRECIATED THE SENTIMENTS

00:41:39.141 --> 00:41:40.951
CONTAINED IN THIS
OLD SHAKER HYMN.

00:41:40.975 --> 00:41:43.368
BUT THEY PLEDGED
TO "GROW THE ECONOMY"

00:41:43.392 --> 00:41:45.576
FASTER THAN
THEIR OPPONENTS COULD.

00:41:45.600 --> 00:41:47.618
IN BOB DOLE AND
JACK KEMP'S OPINION

00:41:47.642 --> 00:41:50.741
WE SHOULD AIM AT DOUBLING
THE AMERICAN ECONOMY

00:41:50.765 --> 00:41:51.742
IN THE NEXT 15 YEARS.

00:41:51.766 --> 00:41:54.741
Simon:
WHEN JACK KEMP OFFERED
THAT OPINION

00:41:54.765 --> 00:41:57.326
VICE-PRESIDENT GORE
NEVER QUESTIONED

00:41:57.350 --> 00:41:59.909
WHETHER IT WOULD REALLY BE
A GOOD IDEA

00:41:59.933 --> 00:42:03.765
FOR AMERICANS TO CONSUME
TWICE AS MUCH AS THEY DO.

00:42:06.141 --> 00:42:09.326
I KNOW YOU'LL SAY,
"THIS WON'T HURT," RIGHT?

00:42:09.350 --> 00:42:10.725
WRONG.

00:42:14.100 --> 00:42:15.701
OUCH, I'M CALLING MY LAWYER.

00:42:15.725 --> 00:42:17.992
SHOTS STING,
BUT THEY'RE SUPPOSED TO HELP.

00:42:18.016 --> 00:42:22.326
NOW, THERE IS NO SHOT FOR
AFFLUENZA, BUT HELP IS POSSIBLE

00:42:22.350 --> 00:42:23.409
AND IF YOU STAY WITH US

00:42:23.433 --> 00:42:26.242
WE'LL TELL YOU ABOUT IT
AFTER THIS MESSAGE.

00:42:26.266 --> 00:42:28.784
Announcer:
THE AVERAGE NORTH AMERICAN

00:42:28.808 --> 00:42:31.741
CONSUMES FIVE TIMES MORE>
THAN A MEXICAN

00:42:31.765 --> 00:42:34.201
TEN TIMES MORE>
THAN A CHINESE PERSON

00:42:34.225 --> 00:42:37.784
AND 30 TIMES MORE>
THAN A PERSON FROM INDIA.

00:42:37.808 --> 00:42:38.741
(pig belches>)

00:42:38.765 --> 00:42:42.701
WE ARE THE MOST VORACIOUS
CONSUMERS IN THE WORLD.

00:42:42.725 --> 00:42:46.076
Simon:
IF YOU'VE NEVER SEEN
THIS "UN-COMMERCIAL" BEFORE

00:42:46.100 --> 00:42:49.242
IT'S NOT FOR LACK OF EFFORT
TO GET IT ON THE AIR.

00:42:49.266 --> 00:42:52.741
ALL THE MAJOR NETWORKS
IN NORTH AMERICA HAVE REJECTED

00:42:52.765 --> 00:42:55.742
JUST ABOUT ALL OF OUR
TELEVISION UN-COMMERCIALS.

00:42:55.766 --> 00:42:58.076
Simon:
THAT HASN'T STOPPED
THESE ACTIVISTS

00:42:58.100 --> 00:43:00.951
IN VANCOUVER, BRITISH COLUMBIA,
FROM PRODUCING THEM.

00:43:00.975 --> 00:43:05.201
THEY ORGANIZE AN ANNUAL EVENT
CALLED "BUY NOTHING DAY"

00:43:05.225 --> 00:43:07.741
AS A PROTEST
AGAINST CONSUMER CULTURE.

00:43:07.765 --> 00:43:10.618
CONSUMERISM AND OVERCONSUMPTION
IS THE MOTHER

00:43:10.642 --> 00:43:12.159
OF ALL OUR
ENVIRONMENTAL PROBLEMS.

00:43:12.183 --> 00:43:15.660
Simon:
KALLE LASN,
WHO WAS A MARKET RESEARCHER

00:43:15.684 --> 00:43:17.117
UNTIL A SUDDEN CHANGE OF HEART

00:43:17.141 --> 00:43:20.159
IS THE PUBLISHER OF A MAGAZINE
CALLEDADBUSTERS.

00:43:20.183 --> 00:43:23.409
IT'S FILLED WITH SLICK PARODIES
OF REAL ADS.

00:43:23.433 --> 00:43:24.368
BUT HIS REAL DREAM IS

00:43:24.392 --> 00:43:27.741
TO GET UN-COMMERCIALS
ON COMMERCIAL TELEVISION.

00:43:27.765 --> 00:43:29.909
Announcer:
TAKE BACK YOUR CHILDREN.

00:43:29.933 --> 00:43:31.242
Lasn:
I THINK COMMERCIAL TV

00:43:31.266 --> 00:43:34.201
IS THE COMMAND CENTER
OF OUR CONSUMER CULTURE.

00:43:34.225 --> 00:43:37.368
Announcer:
WHY ARE NINE OUT OF TEN>
WOMEN DISSATISFIED

00:43:37.392 --> 00:43:39.201
WITH SOME ASPECT>
OF THEIR OWN BODIES?

00:43:39.225 --> 00:43:41.825
Simon:
MANY OF THE UN-COMMERCIALS
ARE DESIGNED

00:43:41.849 --> 00:43:44.409
BY REFUGEES
FROM THE ADVERTISING INDUSTRY

00:43:44.433 --> 00:43:47.076
CLANDESTINELY THEY COME
AND THEY HELP US

00:43:47.100 --> 00:43:49.534
TO COME UP WITH
OUR ENVIRONMENTAL

00:43:49.558 --> 00:43:51.076
AND OTHER KIND OF MESSAGES

00:43:51.100 --> 00:43:53.326
WHICH ARE TRYING
TO USE TELEVISION

00:43:53.350 --> 00:43:55.493
TO CHANGE THE WORLD
FOR THE BETTER

00:43:55.517 --> 00:43:58.326
INVADING THE COMMAND CENTER
OF CONSUMERISM

00:43:58.350 --> 00:44:00.909
WITH SOME VERY POWERFUL
ANTI-VIRUSES.

00:44:00.933 --> 00:44:02.660
Announcer:
IT'S COMING...

00:44:02.684 --> 00:44:04.891
(screeching>)

00:44:05.765 --> 00:44:09.618
THE END OF THE AGE>
OF THE AUTOMOBILE.

00:44:09.642 --> 00:44:12.660
Simon:
TELEVISION EXECUTIVES CONTINUE
TO REJECT THE ADS

00:44:12.684 --> 00:44:16.618
EVEN THOUGH THE PRODUCERS ARE
WILLING TO PAY FOR THE AIR TIME.

00:44:16.642 --> 00:44:19.992
LASN IS CHALLENGING
THE REJECTIONS IN COURT.

00:44:20.016 --> 00:44:21.076
BUT EVEN WITHOUT TELEVISION

00:44:21.100 --> 00:44:24.765
THESE ADBUSTERS FIND WAYS
TO GET THEIR MESSAGE OUT.

00:44:25.975 --> 00:44:27.117
Woman:
HEY.

00:44:27.141 --> 00:44:29.558
LET'S PUT ANOTHER ONE UP HERE.

00:44:33.350 --> 00:44:36.409
Lasn:
THIS YEAR,
"BUY NOTHING DAY" HAS EXPLODED.

00:44:36.433 --> 00:44:38.409
NOT ONLY ARE WE
IN EIGHT COUNTRIES

00:44:38.433 --> 00:44:40.534
BUT OUR PHONE IS RINGING
OFF THE HOOK

00:44:40.558 --> 00:44:44.201
AND IT'S BECOMING A TRULY
INTERNATIONAL CELEBRATION

00:44:44.225 --> 00:44:47.741
OF FRUGALITY
AND LIVING LIGHTLY ON THE PLANET

00:44:47.765 --> 00:44:49.534
AND OF VOLUNTARY SIMPLICITY.

00:44:49.558 --> 00:44:52.368
(singing to tune
of "Jingle Bells">)

00:44:52.392 --> 00:44:54.741
♪ OH, GIVE WITH CARE,
BE AWARE ♪

00:44:54.765 --> 00:44:55.741
♪ EQUALITY FOR ALL ♪

00:44:55.765 --> 00:45:00.951
♪ OUR PLANET NEEDS HUMANITY,
NOT ANOTHER MALL, OH! ♪

00:45:00.975 --> 00:45:05.493
Simon:
IN SEATTLE, THE "BUY NOTHING
DAY" CELEBRATION INCLUDED MUSIC

00:45:05.517 --> 00:45:07.368
BY A GROUP CALLED
"THE RAGING GRANNIES"

00:45:07.392 --> 00:45:11.326
AND SIGNS URGING PASSERSBY
TO CUT UP THEIR CREDIT CARDS.

00:45:11.350 --> 00:45:12.326
SEVERAL DID.

00:45:12.350 --> 00:45:13.741
Woman:
WHOO! ALL RIGHT!

00:45:13.765 --> 00:45:16.741
LOOK AT THAT CARD
GETTING CUT UP.

00:45:16.765 --> 00:45:17.992
IT FEELS SO GOOD!

00:45:18.016 --> 00:45:19.475
HERE YOU GO.

00:45:19.765 --> 00:45:22.741
Simon:
THOUGH MOST SHOPPERS
IGNORED THE PROTEST

00:45:22.765 --> 00:45:24.493
SOME FOUND IT THOUGHT-PROVOKING.

00:45:24.517 --> 00:45:26.076
Teen:
THIS COUNTRY'S LUXURIOUS.

00:45:26.100 --> 00:45:28.117
YOU DON'T
REALLY NEED
THIS STUFF.

00:45:28.141 --> 00:45:28.825
WE JUST
BUY STUFF

00:45:28.849 --> 00:45:31.326
BECAUSE WE'RE IN A
COMMERCIAL SOCIETY.

00:45:31.350 --> 00:45:32.701
I'LL PASS
SOME OF THESE OUT.

00:45:32.725 --> 00:45:35.493
Lasn:
I FEEL THAT WE ARE
AT THE EARLY STAGES

00:45:35.517 --> 00:45:36.825
OF A SECOND AMERICAN REVOLUTION

00:45:36.849 --> 00:45:40.660
TO RECONSIDER THIS CONSUMPTION
BINGE THAT WE'VE BEEN ON

00:45:40.684 --> 00:45:42.117
FOR ALMOST HALF A CENTURY NOW.

00:45:42.141 --> 00:45:44.825
IT'S GOING TO KEEP ON
GATHERING MOMENTUM

00:45:44.849 --> 00:45:46.534
AND SOMEWHERE ALONG THE LINE

00:45:46.558 --> 00:45:48.534
EVEN THE ECONOMISTS
WILL COME ON BOARD.

00:45:48.558 --> 00:45:52.493
Man:
CONSUMPTION REALLY IS AT THE
HEART OF WHAT WE'RE LOOKING AT.

00:45:52.517 --> 00:45:54.742
Simon:
TO IMPROVE OUR QUALITY OF LIFE

00:45:54.766 --> 00:45:58.618
ECONOMISTS COULD CHANGE
THE WAY THEY MEASURE PROGRESS.

00:45:58.642 --> 00:46:00.242
CRITICS SAY
THE CURRENT YARDSTICK--

00:46:00.266 --> 00:46:04.576
GROWTH OF THE GROSS DOMESTIC
PRODUCT, OR G.D.P.--

00:46:04.600 --> 00:46:06.534
IS SEVERELY FLAWED.

00:46:06.558 --> 00:46:09.576
AS THE ECONOMY THAT AMERICANS
EXPERIENCES GETS WORSE

00:46:09.600 --> 00:46:11.368
THE G.D.P. OFTEN PORTRAYS IT
AS BETTER.

00:46:11.392 --> 00:46:13.741
Simon:
TAKE A FAMILY GOING
THROUGH DIVORCE.

00:46:13.765 --> 00:46:16.368
Halstead:
FIRST THEY HAVE
COSTLY LEGAL BILLS.

00:46:16.392 --> 00:46:18.660
THEN THEY ESTABLISH
TWO HOUSEHOLDS

00:46:18.684 --> 00:46:19.741
INSTEAD OF ONE HOUSEHOLD.

00:46:19.765 --> 00:46:22.284
BUYING AND SPENDING
GOES UP CONSIDERABLY

00:46:22.308 --> 00:46:25.493
BUT MEANWHILE, WHAT YOU HAVE
IS FAMILY BREAKDOWN.

00:46:25.517 --> 00:46:28.741
Simon:
THE MORE WE PAY THE COSTS
OF AFFLUENZA

00:46:28.765 --> 00:46:30.741
THE HEALTHIER
THE G.D.P. SAYS WE ARE.

00:46:30.765 --> 00:46:35.201
Announcer:
EVERY TIME A FOREST FALLS,>
THE G.N.P. GOES UP.

00:46:35.225 --> 00:46:39.576
WITH EVERY OIL SPILL,>
THE G.N.P. GOES UP.

00:46:39.600 --> 00:46:43.242
EVERY TIME A NEW CANCER>
PATIENT IS DIAGNOSED

00:46:43.266 --> 00:46:44.117
THE G.N.P. GOES UP.

00:46:44.141 --> 00:46:46.951
Simon:
TED HALSTEAD AND HIS COLLEAGUES
HAVE DEVELOPED

00:46:46.975 --> 00:46:49.451
A DIFFERENT MEASUREMENT
OF ECONOMIC SUCCESS--

00:46:49.475 --> 00:46:53.326
THE G.P.I.,
OR GENUINE PROGRESS INDICATOR.

00:46:53.350 --> 00:46:57.493
THE G.P.I. TAKES INTO ACCOUNT
24 ASPECTS OF OUR ECONOMIC LIVES

00:46:57.517 --> 00:46:58.660
THAT THE G.D.P. IGNORES.

00:46:58.684 --> 00:46:59.951
THEY START WITH, FOR EXAMPLE

00:46:59.975 --> 00:47:02.784
THE VALUE OF HOUSEWORK
AND VOLUNTEERISM.

00:47:02.808 --> 00:47:03.741
WE ADD FOR THAT.

00:47:03.765 --> 00:47:05.741
WE SUBTRACT THINGS
LIKE THE COST OF CRIME

00:47:05.765 --> 00:47:09.660
THE COST OF CAR ACCIDENTS,
THE COST OF FAMILY BREAKDOWN.

00:47:09.684 --> 00:47:12.159
Simon:
WHILE G.D.P. CONTINUES TO RISE

00:47:12.183 --> 00:47:15.034
THE G.P.I. HAS BEEN FALLING
SINCE 1973.

00:47:15.058 --> 00:47:16.992
Halstead:
MEANING THAT BY THIS MEASURE

00:47:17.016 --> 00:47:19.741
THE OVERALL COSTS
OF INCREASED ECONOMIC ACTIVITY

00:47:19.765 --> 00:47:21.951
ARE STARTING
TO OUTWEIGH THE BENEFITS.

00:47:21.975 --> 00:47:23.576
THERE'S NOW A GNAWING SENSE

00:47:23.600 --> 00:47:27.741
THAT WE'RE PASSING ON A WORLD
OF SOCIAL, ENVIRONMENTAL

00:47:27.765 --> 00:47:29.951
AND ECONOMIC DEBT
TO OUR CHILDREN.

00:47:29.975 --> 00:47:31.034
Simon:
JOE DOMINGUEZ WOULD AGREE

00:47:31.058 --> 00:47:34.784
AND FOR MORE THAN 20 YEARS,
THIS FORMER STOCK MARKET ANALYST

00:47:34.808 --> 00:47:36.741
HAS BEEN DOING SOMETHING
ABOUT IT.

00:47:36.765 --> 00:47:38.741
Dominguez:
WHEN I WAS ON WALL STREET

00:47:38.765 --> 00:47:41.076
I SAW THAT PEOPLE
THAT HAD MORE MONEY

00:47:41.100 --> 00:47:42.741
WERE NOT NECESSARILY
ANY HAPPIER.

00:47:42.765 --> 00:47:46.326
THEY HAD JUST AS MANY PROBLEMS
AS THE FOLKS THAT LIVED

00:47:46.350 --> 00:47:48.618
IN MY GHETTO NEIGHBORHOOD
WHERE I GREW UP.

00:47:48.642 --> 00:47:52.909
SO IT BEGAN TO DAWN ON ME THAT
MONEY DIDN'T BUY HAPPINESS--

00:47:52.933 --> 00:47:54.201
A VERY SIMPLE FINDING.

00:47:54.225 --> 00:47:55.784
Simon:
SO JOE TRIED FRUGALITY.

00:47:55.808 --> 00:47:59.284
HE FOUND HE ENJOYED LIFE MORE,
AND HE SAVED SO MUCH

00:47:59.308 --> 00:48:02.201
HE WAS ABLE TO RETIRE EARLY
AND LIVE ON HIS INTEREST.

00:48:02.225 --> 00:48:05.741
THEN HE TAUGHT OTHER PEOPLE
HOW TO CUT THEIR SPENDING.

00:48:05.765 --> 00:48:06.741
VICKI ROBIN WAS ONE OF THEM.

00:48:06.765 --> 00:48:10.493
Robin:
I FOUND THAT I NEEDED
TO LEARN HOW TO FIX THINGS

00:48:10.517 --> 00:48:13.409
AND I BECAME FASCINATED
WITH LIVING LIFE DIRECTLY

00:48:13.433 --> 00:48:16.741
AND DEVELOPING MY SKILLS
AND CAPACITIES AND INGENUITY

00:48:16.765 --> 00:48:19.741
RATHER THAN JUST EARNING
MORE AND MORE MONEY

00:48:19.765 --> 00:48:21.701
AND THROWING MONEY AT PROBLEMS.

00:48:21.725 --> 00:48:22.742
Robin:
WE HAVE SO CONFUSED

00:48:22.766 --> 00:48:25.660
STANDARD OF LIVING
WITH QUALITY OF LIFE...

00:48:25.684 --> 00:48:29.076
Simon:
SOON VICKI, TOO,
WAS TEACHING WORKSHOPS

00:48:29.100 --> 00:48:30.201
ABOUT USING MONEY WISELY.

00:48:30.225 --> 00:48:34.909
IN TIME, THE WORKSHOPS LED TO
A POPULAR AUDIOCASSETTE COURSE

00:48:34.933 --> 00:48:35.951
A CHARITABLE FOUNDATION

00:48:35.975 --> 00:48:40.201
AND A BEST-SELLING BOOK CALLED
YOUR MONEY OR YOUR LIFE.

00:48:40.225 --> 00:48:41.951
IT'S NOT ABOUT MAKING A KILLING

00:48:41.975 --> 00:48:44.201
IT'S NOT ABOUT
HOW TO BUY REAL ESTATE

00:48:44.225 --> 00:48:46.742
WITH NO MONEY DOWN
OR ANYTHING OF THAT SORT.

00:48:46.766 --> 00:48:50.159
IT'S SIMPLY HOW TO HANDLE
YOUR EXISTING PAYCHECK

00:48:50.183 --> 00:48:51.741
IN A MUCH MORE INTELLIGENT WAY

00:48:51.765 --> 00:48:54.117
THAN THE WAY
THAT YOU'VE BEEN HANDLING IT.

00:48:54.141 --> 00:48:57.701
Simon:
THAT MEANS CAREFULLY
REEXAMINING SPENDING HABITS

00:48:57.725 --> 00:48:58.741
AND ASKING IF WHAT YOU BUY

00:48:58.765 --> 00:49:02.618
IS REALLY WORTH THE EXTRA
WORKING HOURS IT WILL COST YOU.

00:49:02.642 --> 00:49:04.951
IT'S THE STUFF
THAT OUR GRANDPARENTS KNEW.

00:49:04.975 --> 00:49:06.784
YOU KNOW, HER GRANDMA
READ THE BOOK

00:49:06.808 --> 00:49:09.326
BEFORE IT CAME OUT,
AND AFTER SHE READ IT

00:49:09.350 --> 00:49:11.741
THE NEXT DAY
SHE CAME IN TO US AND SAID

00:49:11.765 --> 00:49:13.741
"YOU'RE GOING
TO PUBLISH THIS?

00:49:13.765 --> 00:49:14.951
"EVERYONE KNOWS THIS.

00:49:14.975 --> 00:49:15.742
YOU'RE CRAZY."

00:49:15.766 --> 00:49:18.992
Dominguez:
"AFTER ONLY THREE MONTHS,
WE ARE OUT OF DEBT.

00:49:19.016 --> 00:49:22.784
WE HAVE BECOME MORE AT PEACE
WITH MONEY IN OUR LIFE."

00:49:22.808 --> 00:49:23.741
THIS WAS IN PORTLAND.

00:49:23.765 --> 00:49:27.951
Simon:
THOUSANDS OF READERS HAVE FOUND
THE BOOK TO BE A REVELATION.

00:49:27.975 --> 00:49:30.076
THEY FOLLOW
ITS NINE-STEP PROGRAM

00:49:30.100 --> 00:49:33.534
AND FIND THEMSELVES
LOWERING THEIR EXPENSES

00:49:33.558 --> 00:49:34.493
BY AN AVERAGE OF 25%.

00:49:34.517 --> 00:49:37.159
Robin:
THE CORRESPONDENCE
THAT WE'VE GOTTEN INDICATES

00:49:37.183 --> 00:49:40.825
THAT PEOPLE FROM EVERY INCOME
BRACKET ARE USING THIS PROGRAM.

00:49:40.849 --> 00:49:43.742
OBVIOUSLY THE STEPS
WILL BE FAR MORE FRUITFUL

00:49:43.766 --> 00:49:44.741
AND FAR MORE EFFECTIVE

00:49:44.765 --> 00:49:47.076
FOR PEOPLE
IN THE LOWER-INCOME BRACKETS

00:49:47.100 --> 00:49:48.741
SIMPLY BECAUSE THEY ARE THE ONES

00:49:48.765 --> 00:49:50.742
WHO NEED TO KNOW
HOW TO STRETCH A BUCK.

00:49:50.766 --> 00:49:53.701
Oprah Winfrey:
Oh, good, good point, Vicki

00:49:53.725 --> 00:49:54.618
good point, got that.

00:49:54.642 --> 00:49:59.409
Simon:
JOE DOMINGUEZ AND VICKI ROBIN
EACH LIVE COMFORTABLY

00:49:59.433 --> 00:50:00.368
ON $7,000 A YEAR

00:50:00.392 --> 00:50:03.451
WHILE DONATING ALL ROYALTIES
TO THEIR FOUNDATION.

00:50:03.475 --> 00:50:06.741
OTHER AMERICANS ARE FINDING
THEIR OWN WAYS

00:50:06.765 --> 00:50:08.451
TO LIVE BETTER WITH LESS.

00:50:08.475 --> 00:50:10.326
ONE SOLUTION IS CO-HOUSING.

00:50:10.350 --> 00:50:13.741
IN PORTLAND, OREGON, SEVERAL
FAMILIES HAVE COME TOGETHER

00:50:13.765 --> 00:50:15.825
TO FORM THE ONGOING
CO-HOUSING COMMUNITY.

00:50:15.849 --> 00:50:19.409
EACH FAMILY HAS ITS OWN HOME,
BUT THEY GROW FOOD TOGETHER

00:50:19.433 --> 00:50:23.975
TAKE CARE OF EACH OTHER'S
CHILDREN, AND OFTEN SHARE MEALS.

00:50:24.933 --> 00:50:26.159
THEY BUY GROCERIES IN BULK

00:50:26.183 --> 00:50:30.100
AND LOWER THEIR EXPENSES
IN VARIOUS WAYS.

00:50:30.808 --> 00:50:31.741
A RECENT STUDY FOUND

00:50:31.765 --> 00:50:34.242
THAT CO-HOUSING FAMILIES
USE HALF THE ENERGY

00:50:34.266 --> 00:50:38.159
AND PRODUCE ONLY HALF AS MUCH
WASTE AS TYPICAL HOUSEHOLDS.

00:50:38.183 --> 00:50:41.076
THE COMMUNITY MEMBERS
HAVE VOLUNTARILY DECIDED

00:50:41.100 --> 00:50:43.076
TO LIVE WITH FEWER POSSESSIONS.

00:50:43.100 --> 00:50:47.284
ACCORDING TO A 1995 POLL,
86% OF THOSE AMERICANS

00:50:47.308 --> 00:50:50.242
WHO HAVE VOLUNTARILY
CUT BACK THEIR CONSUMPTION

00:50:50.266 --> 00:50:53.660
SAY THEY ARE HAPPIER
AS A RESULT.

00:50:53.684 --> 00:50:56.284
INTEREST IN VOLUNTARY SIMPLICITY

00:50:56.308 --> 00:50:59.741
NOW EXTENDS
EVEN TO THE CORPORATE WORLD.

00:50:59.765 --> 00:51:03.076
MY NAME IS LITA AND MY LIFE
IS SIMPLY TOO COMPLICATED.

00:51:03.100 --> 00:51:04.326
MY LIFE HAS BECOME SO CHAOTIC

00:51:04.350 --> 00:51:07.368
I HAVE TROUBLE SORTING THINGS
OUT ON A DAILY BASIS

00:51:07.392 --> 00:51:09.117
AND I REALLY THOUGHT
THIS MIGHT HELP.

00:51:09.141 --> 00:51:12.741
Man:
IF YOU TAKE
THE SIMPLICITY COURSE

00:51:12.765 --> 00:51:13.825
AND YOU TAKE IT SERIOUSLY

00:51:13.849 --> 00:51:16.159
THEN YOU'LL HAVE
MORE THAN ENOUGH TIME

00:51:16.183 --> 00:51:17.867
TO DO ANYTHING
THAT'S IMPORTANT TO YOU.

00:51:17.891 --> 00:51:21.741
Simon:
WHEN DICK ROY OF THE NORTHWEST
EARTH INSTITUTE RAN A WORKSHOP

00:51:21.765 --> 00:51:24.742
ON VOLUNTARY SIMPLICITY
AT NIKE'S PORTLAND HEADQUARTERS

00:51:24.766 --> 00:51:28.368
A HUNDRED PEOPLE GAVE UP
THEIR LUNCH HOUR TO ATTEND.

00:51:28.392 --> 00:51:30.867
NEARLY ALL JOINED
LONG-TERM STUDY GROUPS

00:51:30.891 --> 00:51:32.284
HOPING TO CHANGE THEIR LIVES.

00:51:32.308 --> 00:51:37.741
Man:
STUDY CIRCLES ARE BEGINNING TO
DEVELOP, NEWSLETTERS, MAGAZINES

00:51:37.765 --> 00:51:40.784
INTERNET RESOURCES
ON THE COMPUTER AND SO ON

00:51:40.808 --> 00:51:46.034
AND THAT IS NOW BEGINNING TO
CREATE A CULTURE OF SIMPLICITY

00:51:46.058 --> 00:51:48.242
A CULTURE OF ECOLOGICAL LIVING.

00:51:48.266 --> 00:51:51.409
Simon:
IF TREND-WATCHER GERALD CELENTE
IS RIGHT

00:51:51.433 --> 00:51:53.493
IT'S A CULTURE
WITH GROWING APPEAL.

00:51:53.517 --> 00:51:57.284
Celente:
IN OUR 17 YEARS
OF TREND TRACKING

00:51:57.308 --> 00:51:59.951
NEVER BEFORE
HAVE WE SEEN AN ISSUE

00:51:59.975 --> 00:52:03.660
THAT IS GAINING
SUCH GLOBAL ACCEPTANCE

00:52:03.684 --> 00:52:05.741
AS VOLUNTARY SIMPLICITY.

00:52:05.765 --> 00:52:08.451
IN 1996, WE ESTIMATE

00:52:08.475 --> 00:52:11.909
ABOUT FIVE PERCENT
OF THE BABY-BOOM POPULATION

00:52:11.933 --> 00:52:17.326
ARE PRACTICING A VERY STRONG
FORM OF VOLUNTARY SIMPLICITY.

00:52:17.350 --> 00:52:19.242
BY THE YEAR 2000, WE ESTIMATE

00:52:19.266 --> 00:52:21.741
THAT NUMBER IS GOING
TO BE UP TO 15%.

00:52:21.765 --> 00:52:23.742
THEY'RE FINDING
A CURE FOR AFFLUENZA.

00:52:23.766 --> 00:52:25.992
THEY GET RID OF THEIR STRESS
AND THEY SAY

00:52:26.016 --> 00:52:28.867
"YOU KNOW, I LIKE LIVING
LIKE THIS A LOT BETTER.

00:52:28.891 --> 00:52:31.034
HOW DID I LIVE
LIKE THAT BEFORE?"

00:52:31.058 --> 00:52:32.284
(group singing>)

00:52:32.308 --> 00:52:34.284
Simon:
AND IT'S NOT JUST BOOMERS.

00:52:34.308 --> 00:52:35.742
CELENTE SEES GROWING EVIDENCE

00:52:35.766 --> 00:52:38.701
THAT YOUNG AMERICANS
ARE ALSO BEGINNING

00:52:38.725 --> 00:52:40.493
TO REBEL AGAINST CONSUMERISM.

00:52:40.517 --> 00:52:41.909
Celente:
TODAY'S TEENS AND PRE-TEENS

00:52:41.933 --> 00:52:44.741
ARE GOING TO BE
TOMORROW'S REVOLUTIONARIES.

00:52:44.765 --> 00:52:47.741
THEY'RE GOING TO BE
VERY ANTIMATERIALISTIC.

00:52:47.765 --> 00:52:50.825
Simon:
THESE YOUNG ACTIVISTS
HOPE HE'S RIGHT.

00:52:50.849 --> 00:52:54.368
"...YOU'RE STUPID, YOU'RE UGLY,
YOU'RE NOT POPULAR

00:52:54.392 --> 00:52:56.368
UNLESS YOU BUY THIS PRODUCT"

00:52:56.392 --> 00:52:57.409
AND IT SICKENS ME.

00:52:57.433 --> 00:53:00.741
Simon:
WHEN YOUTH FOR ENVIRONMENTAL
SANITY MEMBERS

00:53:00.765 --> 00:53:02.741
FROM AROUND THE WORLD
MET RECENTLY

00:53:02.765 --> 00:53:04.784
THEY TALKED ABOUT LIVING SIMPLY

00:53:04.808 --> 00:53:07.741
AND ASSURING A FUTURE
FOR ALL GENERATIONS TO COME.

00:53:07.765 --> 00:53:09.741
IT NEED NOT BE
A FUTURE OF DEPRIVATION.

00:53:09.765 --> 00:53:12.201
STUDIES SUGGEST
THAT THE EARTH COULD SUSTAIN

00:53:12.225 --> 00:53:15.742
A STANDARD OF LIVING
NEARLY AS COMFORTABLE AS OUR OWN

00:53:15.766 --> 00:53:17.201
FOR EVERY HUMAN BEING ON EARTH

00:53:17.225 --> 00:53:21.242
BUT THAT WOULD DEMAND SOCIAL
AS WELL AS PERSONAL CHANGE.

00:53:21.266 --> 00:53:22.326
IT WOULD MEAN INVESTING

00:53:22.350 --> 00:53:25.326
IN NONPOLLUTING,
ENERGY-EFFICIENT TECHNOLOGIES

00:53:25.350 --> 00:53:29.909
PRODUCING GOODS THAT LAST LONGER
AND REQUIRE FEWER RESOURCES

00:53:29.933 --> 00:53:31.825
CAREFULLY REUSING AND RECYCLING

00:53:31.849 --> 00:53:35.034
REWARDING FRUGALITY
WHILE PENALIZING WASTE.

00:53:35.058 --> 00:53:38.701
NARROWING THE GAP
BETWEEN RICH AND POOR

00:53:38.725 --> 00:53:41.825
COMMITTING OURSELVES
TO ECONOMIC STABILITY

00:53:41.849 --> 00:53:44.765
INSTEAD OF INFINITE EXPANSION.

00:53:45.392 --> 00:53:48.867
YOUR MOUTH FEELS CLEAN,
YOUR THROAT REFRESHED

00:53:48.891 --> 00:53:53.741
AS COOL AND AS CLEAN
AS A BREATH OF FRESH AIR.

00:53:53.765 --> 00:53:54.741
Simon:
A GENERATION AGO

00:53:54.765 --> 00:53:58.284
AMERICANS WATCHED ADS LIKE THIS
AND NOBODY LAUGHED.

00:53:58.308 --> 00:54:01.909
ATTITUDES ABOUT SMOKING
HAVE CERTAINLY CHANGED.

00:54:01.933 --> 00:54:03.284
TODAY, WITH GROWING EVIDENCE

00:54:03.308 --> 00:54:05.618
THAT OVERCONSUMPTION
MAY ALSO BE HAZARDOUS

00:54:05.642 --> 00:54:09.741
IT'S TIME, PERHAPS,
FOR ANOTHER ATTITUDE ADJUSTMENT.

00:54:09.765 --> 00:54:11.076
AND WHAT MIGHT WE GAIN?

00:54:11.100 --> 00:54:13.326
STRONGER FAMILIES
AND COMMUNITIES

00:54:13.350 --> 00:54:16.909
SHORTER WORKING HOURS
AND LESS STRESS

00:54:16.933 --> 00:54:18.867
A BETTER WAY OF LIFE.

00:54:18.891 --> 00:54:19.741
THINK ABOUT IT.

00:54:19.765 --> 00:54:23.784
THINK ABOUT ALL THE MONEY WE
SPEND TO FIGHT VARIOUS DISEASES

00:54:23.808 --> 00:54:27.742
AND THEN REMEMBER AFFLUENZA
IS ONE MALADY WE CAN CURE

00:54:27.766 --> 00:54:30.284
BY SPENDING LESS MONEY,
NOT MORE.

00:54:30.308 --> 00:54:32.076
THANKS FOR BEING WITH US.

00:54:32.100 --> 00:54:33.765
I'M SCOTT SIMON.

00:55:41.350 --> 00:55:45.975
THE PRECEDING PROGRAM WAS MADE
POSSIBLE BY A GRANT FROM: