The Golden Arrow

Years and years ago I used to show a video in my business ethics classes called the Story of Stuff. If you haven’t seen it, it’s a (2007) 20-minute film about all of the stuff we have; where it comes from, where it goes, and why our systems of production and consumption are completely broken.

Notice I say “used” to show this video. This is not because anything in the video has been debunked or disproven. It is still exceptional. Unfortunately, every time I showed it in class it made my students upset in a variety of ways. There was sadness because they learned how bad their stuff was for the environment and didn’t know what to do about it. There was horror at hearing about all of the toxins found in newborn babies. There was anger because they loved their stuff and thought the movie was saying they were bad people for having stuff (it wasn’t). Overall it just became a really big bummer. Now I assign other videos from the collection and spread all the sadness throughout the semester. I did try and counteract the sadness by showing an interview with the filmmaker, Annie Leonard, on the Colbert Report (#thisisstuff) but it wasn’t enough of an antidote. 

The Story of Stuff makes so many interesting points, but there is one that just got lodged in my brain. Annie asks: Have you ever wondered why women’s shoe heels go from skinny one year to fat the next and then back to skinny again? I had not. It was just a thing that happened and I had both kinds of heels in my closet so I was set. But she followed her question up with this:

It is not because there is some debate about which heel structure is the most healthy for women’s feet. It’s because wearing fat heels in a skinny heel year shows everyone that you haven’t contributed to that arrow (consumption) recently so you’re not as valuable as that skinny heeled person next to you or, more likely, in some ad. It’s to keep buying new shoes.

Oof. That is some hard truth Annie. What she calls the “golden arrow of consumption” is the heart of our economic system. It is driven by us purchasing things we often don’t need in order to keep up with the trends. But, when you think about it, trends aren’t real. Trends are things companies and “influencers” create and then convince us exist but really they are a way to take money out of our pockets and put it into theirs. Trends are how and why fast fashion exploded (super lame for so many reasons). But we all (🙋‍♀️) fall for trends. Maybe we want the black Lululemon sling bag because we see everyone wearing it looking so sporty and adorable. If we are smart shoppers and unwilling to pay Lulu prices on principle, we find a dupe online for ½ the price because deals are always in style. Perhaps we splurge on a new car or whatever else we think will make us look cool because we want to signal to the world that we know what’s going on. We know we don’t actually need these things but their purchase comes with the added bonus of a little serotonin bump and that’s something in these trying times! So we follow the trends.

The reason I have been thinking about fat heels and skinny heels and trends is because I keep reading stories about how all things 1990s are back. And then I went to campus and confirmed it to be true with my eyeballs. Bucket hats are being worn unironically (acceptable only if you are Jamiroquai). Overalls are back (100% yes) but both straps must be fastened unless you are Marky Mark, in which case, say hi to your mother for me. Butterfly hair clips are showing up again too (I’m on the fence but could get there with a gentle shove). On the surface this is mostly hideous but fairly harmless. But then I started thinking about other 90s trends and the fact that the skinny heel fat heel reference goes far beyond clothing.

I would be remiss if I did not take the opportunity to pay homage to my favorite part of the 1990s (aside from my diet of pizza and beer-RIP metabolism): Britpop. I was a 20-something college student in Pittsburgh but the UK was bringing me the soundtrack of some very good times. Oasis was my low key obsession (🖤 Liam Gallagher 🖤) and you could get tickets to shows for under $30. If your favorite band didn’t come to Pittsburgh, gas to Cleveland was less than $1.50/gallon. What a time to be alive! I will not subject you to a discography of the times but if you want to know what I listened to on my discman I offer you this Spotify playlist. 

EYEBROWS: This is a deeply personal issue. You see, dear reader, I am a woman who went to college in the mid-late 90s. A time when this was our muse.

I followed her lead and the example of the waif-like stars of the times and I made my brows thin. This is a trend you simply do not come back from but we didn’t know that then! We. Did. Not. Know. And now, you will notice the amount of commercials promoting serum to grow back our eyebrows. I lay this travesty at the feet of Drew Barrymore and Gwen Stefani. Then, out of nowhere, giant furry caterpillar eyebrows were the look. This trend was a slap in the face to us 90s ladies. Please note this was not the first time around for bushy brows. They were all the rage in the 80s but came back full force around 2010. Why? What purpose do they serve Cara Delevingne? Are there secrets hidden in those brows? With the resurgence of the bold brow came an entire industry. You could have new brows tattooed on and there were a zillion tutorials on how to achieve the look complete with a new list of products you will need to make that happen. Last year (2022) it looked like the thin brows were trying to make a comeback but I think the collective scream emitted by Gen X halted its progress. 

BODIES: Heroine chic is the terrible name for a 90s look popularized by Kate Moss. Women were shockingly thin and lived on cigarettes and alcohol. Hip bones protruded, silk slip dresses were all the rage (they are back), and cases of disordered eating rose to concerning levels as women tried to attain the look. Then we shifted to a completely different aesthetic. J-Lo’s voluptuous booty was all anyone could talk about and Kim Kardashian entered the chat. Their curves were the envy of women everywhere and since they couldn’t be attained naturally; trips to the plastic surgeon surged. An entire industry dedicated to the plumping of peaches everywhere emerged. Women were spending thousands of dollars to get butt implants, and Brazilian Butt Lifts. But guess what?! The Kardashians decided that curves are so last year. The formerly voluptuous sisters are looking very different these days. Flatter butts, fewer curves and trending towards, you guessed it, heroine chic. This isn’t good. The first time the trend was around social media was not. Now hundreds of millions of women and girls following these women see the change and it is dangerous. 

FACES: The ability to augment our faces is fairly new. Or at least the ease of which you can do it at an “affordable” price point is. So, along with the curves came the plumping of other things. Women were injecting their lips and getting lip implants to get to their kissers looking just so for their selfies. They were also smoothing out wrinkles and making cheeks look more “youthful” with dermal fillers. The goal was pouty and apple cheeked but not anymore!! Keep up! Now we are dissolving the fillers and having our buccal fat removed. What’s that you ask? Allow these photos of Miss Piggy to illustrate. 

You get fat sucked out of your cheeks and you look sunken and chiseled; like Bella Hadid the model named world’s most beautiful person. 

But what happens when a new trend emerges? When Bella and the other influencers and their plastic surgeons and anyone else who makes money from these procedures decides it’s time for a new look? Do they reverse their BBL? Remove their implants? Of course! Plenty of the doctors and clinics that did the initial procedures are ready and willing to reverse them because they benefit no matter what. More filler? Money please! Remove the filler? Money please! Put the fat back into their cheeks? Nope! Buccal fat removal is nearly impossible to reverse and that is where my ethics professor senses start to *tingle.* 

Many people may be thinking that it’s silly to undergo plastic surgery in the first place but I think they are missing the point. Plastic surgery is becoming far more popular and there are many reasons why people decide to go under the knife. I am firmly on the side of women doing whatever the hell they want to with their faces and bodies and whether or not anyone else likes it is irrelevant . *TINGLE*

The consequences for “normal” people who undergo these procedures are real. There are financial impacts and health impacts (i.e. death). Some people suspend their critical thinking while trying to keep up with the Joneses (or, worse, the Kardashians) even though most of us now understand that nothing on IG is real and photos are passed through a zillion filters with insane results. Unfortunately, our brains do not finish forming until our mid-late 20s and there is research showing that IG actually changes our perception of reality. That scary combo isn’t likely on the minds of teen girls and young women while they shape shift their faces to look like their favorite influencer. *tingle*

It doesn’t take an ethics professor to see why these issues exist. Businesses exist to make money.* Plastic surgeons have student loans to pay off. Clinics have bills to keep the doors open. As a result, the customer and their well-being aren’t exactly front and center in the decision making. This is nothing new but it means we have to really think about how and where we spend our money. To do this I have started asking myself two questions before grabbing my credit card:

Is this a skinny heels/fat heels thing?

Who benefits from me spending my money this way?

I first think about if I am falling into the trend trap (ohh that’s catchy!). Let’s be honest, the #trendtrap is tricky, if not pretty darn impossible, to avoid sometimes. So let’s at least fall into it willingly. We can do this by setting limits on how much we want to spend on trendy items and then add your trendy splurge to your budget. I also think about who gets my money when I make this purchase and do they deserve it? I can choose to spend my cash at multinational conglomerate or a local, small business. Finally, I think about what I am actually getting. As in, what are the (actual/tangible) benefits to me from making this purchase. If there aren’t any maybe this is something I shouldn’t buy. I started asking these questions because where we spend our money matters and I want to shift my habits. I don’t want to be driven by trends but this shift in thinking is a process. Please know, I still buy the trendy things sometimes and I’ve been known to spend my money without a thought of where it ends up. But I am trying to do better and I think that is something. Recently, there have been far fewer deliveries from a certain online retailer. I am trying (OMG I’m trying so hard) to not buy any new clothes, and I am slowly investing more in ESG. I think if a lot more consumers started asking themselves these questions before spending we could save a lot of cash, and shift the way business operates. That idea makes my ethics professor heart *tingle.* It probably makes my face tingle too but I can’t feel it because of all of the botox. Kidding!!!**

*Not all businesses are solely focused on the bottom line. I have a lot to say about this. For more on this you can sign up for my Business & Society course, book me to speak, or buy me a coffee.

**Or am I…?!