From hashtags to our interpretations.

What’s up with those hashtags? Why #deconsumption, #livenatural and #offthegrid?

They are some easy concepts to start you off on your path to consumer disobedience and activism. Remember, it's definitely not about doing everything perfectly (#perfectionnotrequired) but about slowly and comfortably adopting a new mindset.

In the lines below, we elaborate a bit more on the philosophy and backdrop of these ideas. We are motivated to direct your attention beyond the narrow paradigm that has been laid out for us all.

It is our goal to give you more focus on how you can resist some of the powers that control us, without too much effort. But you will need to believe in change and how vital even your infinitesimal influence can be. And you will need to let go of certain things that you have come to take for granted. Because we have been gravely misled.

Are we still citizens?

It all boils down to the fact that finance and economy rule the planet and we, in our role as citizens, feel powerless to oppose these forces. In our capacity as citizens all tools have been exhausted and worn down. Voting and protesting are proving ever more useless and the once eminent power of the unions has been completely undermined (in part by their own misconduct and corruption, but there are definitely strong lobbying powers that have nudged them on the way). Our citizen tools of influence have no more meaning. That is why we feel so powerless to oppose those higher forces.

Our once believed untouchable strongholds of influence have all crumbled or have been hollowed out.

Voting for any political party has become pointless, given their complete absorption by the economical markets, with preposterous scales of corruption and fraud.
Classic media are hand fed by the industries, so no actual, meaningful voice of protest can survive.
Social media, giving the impression of participation in the debate, have degraded the standards of assertion to the point that real or fake can no longer be discerned.
Protesting peacefully or disruptively has a scope of governmental reactions that range anywhere from brutal police oppression to complete neglect and disregard. It is ineffectual unless it is backed by real economical sabotage, damage of economical structures or economical boycotting. And this is where we come back to the root of our only remaining power: deconsumption.

I think we can agree that we are managed by some sort of minority. When I say managed, I mean: controlled in our activities and directed in our movements with a specific outcome in mind. I’m not saying that this minority is a hoary cabal. It may just as well be an unlucky chain of events and an unfortunate assembly of poorly empathic people that happen to call the shots on us. It doesn’t really make a difference who or what is behind it all. What matters is the effect it all has on the lives of the 99.9%

The desired outcome of all this calculated minority control is definitely not the common denominator of the fulfillment of the needs and wishes of the multitudes. The paradigm does not serve our natural ambitions of harmony, freedom, community and spiritual development. These universal, wholistic goals have been substituted by a clear drive towards individualism (personal branding and profiling), polarisation (us against them) and the pursuit of false status (hierarchical positions).

There is a high level of compliance and consumption we need to conform to, lest we want to remain part of standardised society. The fears of exclusion and marginalisation are manipulated extensively. We have been driven apart from one another, because the last thing any leading minority wants is a society of people that can actually depend on each other and extract all governance and guidance from its social interactions and grassroots community organisation. They want us looking only upwards for security and instruction.

Are our lives still natural?

We are not a decadent species by nature. But we do have a (sub)conscious psyche and hormonal biology that is more tailored to an environment (prehistoric, yes) where we needed to respond strongly to certain stimuli in order to survive. Letting these stimuli run freely in an unfit environment is not a good idea.

The best way I can illustrate this, is our nutrition. Our biology is preset to react heavily to the intake of fatty, sugary and salty food, because in a natural environment, these are not easily available. So if we did encounter them in our ancient hunter-gatherer activities, we were inclined to consume them vigorously in moments of abundance. But even these affluent moments used to represent but a small percentage of our total food intake. Mostly we were feeding on plant-based, less neuron-stimulating but healthier foods.

Industrialization of farming and cattle rearing has provided us with huge supplies of those once scarce food elements. The problem is that our biological inclinations have not waned. And our will-power is no match for the driving forces of hormones and subconscious psyche. Without the proper education and due to the highly unsavoury lobby-work from the food industry, we have gradually come to overconsume many of these foods. Up to the point that diseases of affluence represent the biggest killers in our society.

In almost every aspect of our lives, our psyche and biological impulses have been manipulated shamelessly by the industries to have us consume more of what they wanted to sell us. Whatever they want to sell us. Without educating us and even openly lying about the risks.

In the same way, much of our outlandish consumption behaviours are the result of industry strategies - in the form of manifest marketing, government or subversive campaigns - that target our psychological and biological triggers. We buy much more than we need. Plus, we accept an appallingly low product quality standard because we have become addicted to the novelty of the product, rather than the purpose of it. As intended.

We are reduced to being just consumers, and worse!

A bit of dirty word: consumer. It feels degrading to be referred to in these terms because it comes very close to being a sheer commodity (which we certainly are in the eyes of the elite). But in these troubled waters, is where we can find our biggest leverage. All industry (meaning finance, market and economy) wants is our compliant and highly recurrent consumption. That is how the model works. So all we need to do - if only it were as simple as I’m about to describe it - is to reduce our consumption to a comfortable minimum, whereas now it is mostly in the ranges of luxury and decadence. Buying less, actually gives us more power. And vice versa.

We have lost all power in our classic societal roles. We are no longer humans, we are commodities and even source materials. We are no longer citizens, we are wage & status slaves. We are still consumers, but they have amplified our output by turning us into data-sources that can be mined to increase our potential as either commodities or source materials. This means that the circle is closing fast and we are manipulated at a much faster rate and deeper level than we can ever understand. They have mapped our complete (complete, to an extent you can’t even begin to imagine) profiles out on a grid and it is crucial to them that we are left with no blind spots. No neutral zones, where we can be invisible. No areas where our choices and behaviours can’t be determined, predicted or engineered.

It is a long and intricate path, from our natural basal psychological triggers, to the manipulation of entire populations. But it is a path that nonetheless has been honed and perfected by the ruling minorities over many decades, centuries and millennia. Technologies have shifted greatly, but the underlying motivations are still quite barbaric.

What is natural for us?

To rediscover our more natural state, it is important to look at and beyond the flowing currents of discrimitation and dissociation. These sweeping rivers are flowing on riverbeds that are actually strikingly similar, wherever you look. Meaning that underneath all those layers of artificially amplified differences, humans have highly similar needs, contrary to what their leaders, industry moguls and religious icons want them to believe.

Our natural needs have not changed over the past few thousands of years: clean air & clean water; healthy, natural nutrition; comfortable shelter & continual security; a sharing, collaborative community & personal spirituality (which is an extension of community, and a near antonym of religion); meaningful purpose & intelligent direction (e.g. philosophy, untainted by cultural misinterpretation). No matter where you live or what your cultural inclinations are, chances are close to absolute that these needs will apply to you. All the rest we have come to aspire is luxury or decadence, which catastrophically unhinge the balance of nature.

So, except for the sociopaths and psychopaths that populate the controlling minority, most of us are quite simple beasts with universal basic and comfort needs. It is our right and should be the sole task of our government(s) to provide and organise these needs. But market and industry influences are steering our numerous administrations into another direction. Rediscovering the power of our natural needs and our interdependence at the lowest levels, will be the first step in breaking the cycle. We would and can be much, much happier, with way less stuff. And this very shift might reduce a lot of the hold they have over us.

Accountability as a tool

Is all of this our ‘fault’? No, it is not even our responsibility to manage these impulses better. It should be your elected government’s charge. But since they have been in bed with the industry for over a 100 years, more openly so since the Reagan years, I believe we should not hope for any more help from that side. There has been an active policy to desocialise us. To pull us apart. To divide us.

The entire point of desocialising us is to prevent us from finding our common grounds. Every linchpin and leverage is carefully engineered to put optimal emphasis on our differences. There are the obvious aspects like skin colour, territory, language, creed, … but much subtler devices are targeted, with our subconscious psyche as a blueprint. They know us well, probably better than we know ourselves. And they’ve had centuries of practice.

I often imagine what the world would look like if - for ten generations - we were to invest in something as simple (simple in theory, not in practice) as learning one unified global language. The decrease in polarisation would be staggering if we could just clearly understand what the other was saying, as if we were speaking to a fellow townsperson.

Most forms of xenophobia are fed by cultivated fear, which in turn is built on a deep foundation of misunderstanding. Cultural elements like language, customs and religion are the pinnacles of misunderstanding by misinterpretation, which makes them important levers of segregation, manipulation and control. That also extends to new cultural phenomena like ‘personal brand status’ and ‘body currency’. Even though these are packaged as freedom of expression and innocent competition, they are tools for polarisation. The ‘fear of missing out’ is a much deeper psychological disruptor and social discriminator than this harmless sounding term implies. Don’t be mistaken, this is one of the most painful and frustrating developments of the last 15 years. We have in effect come to embrace the sociopathic, narcissistic motives as a formula for success.

We need to hold our politicians more accountable for the path they are on and the industries they are championing. It is evident that no real believer in change can ever make it to the top positions and ranks in politics anymore. These seats are populated with sociopaths (or worse) that are in deep collusion with the very forces that are manufacturing all this segregation and isolation.

So, can we hold our political leaders accountable? Maybe not, but definitely keep calling them out on their transgressions. Sling a few pies in their faces if you are frustrated. We should not support violence (I’m not saying ‘never’ because there are limits and we are approaching them), but we absolutely need to instill some kind of fear in their hearts. And since these people are mostly narcissists, it would do well to humiliate them without restraint. Unless they start behaving according to the mandate that we have given them, they should have no rest. They work for us, not for the industry.

Critical mass

Our little ray of hope lies in the specific points of control we still have over our consumption. The way we consume can greatly impact industry, which in turn can impact policy to our advantage. We don’t need everyone to be perfect all the time. You are free to participate and contribute within the bounds of your comfort. We just hope to inspire you to reevaluate those limits on occasion.

Momentum for change can only be created by the sum of all our small steps, until we reach critical mass and can no longer be ignored. Some have the means and strength to go far in their commitment and delivery, others just listen to the music. It’s not a contest, it all helps.

Deconsumption is a term that we will use frequently to describe the various aspects of our behaviour as consumers, where we may exert some influence still. Deconsumption is a string of consequences that start from our own behaviour but is guided by principles such as: ecology, sustainability, fair trade, community, ...

How do we start deconsuming and inspire each other in the process?

→ buy less: this is the main directive, I guess. All the others below are just colours for this outline. Can we take pride in minimalism? Can we be creative and express our individuality without buying more shit? Can we make stuff? Repurpose it? Mend it? Share it? …

→ durable over novel: not easy, I know. We’ve been primed from an early age to want new stuff all the time. Can we select stuff that connects to our lives and activities on a deeper level? Can we not buy the stuff that will not be used frequently. Can we not feel defined by our possessions?

→ sustainable and fair over cheap: sustainable and fair production is more expensive. There is no way around it. The only reason for industries to cut ethical corners, is to reduce their costs and maximise their profits. Can we value life and ecology over stuff we don’t actually need? And can we pay more for the stuff we actually need, knowing that we are contributing to a better balance that will benefit us all?

→ quality over quantity: the sustainable and durable aspects come together in quality. Can we respect the elegant and high quality craftsmanship of artisans over the industrial production chain with inferior quality? Doesn’t your purchase feel less trivial and disposable, when you do?

→ local over international: this goes for more than just our stuff. This can be applied to your nutrition as well. There is a huge pressure on our ecosystem due to endless and quite unnecessary transports. Do we need a single item shipped from half across the world? Or can we, with a little more effort and time, find an alternative from a local producer? Do we need summer fruits in winter, if that means sourcing them from another continent? Or can we look for a seasonal alternative? Do we need clothing to be produced in far away regions (to avoid social labour legislation) if we could develop a more local production branch to cater our local needs?

→ physical over online: if you can’t find it anywhere, by all means go online. We shouldn’t ignore the advantages of the interwebz. But with a little planning we can often find that local store that already has a logistics chain set up to bring these products to you. Shopping in a real store means less transport, some expert curatorship from the shop-owner and generally a more pleasant and meaningful exchange. It is an investment in your community.

→ real value over brand identity: here’s the kicker and the essence of our story. Can we learn to let go of brands and logos (uhu, killthelogo)? Brands have become the counterpart of value. Especially if you measure value by all the above mentioned aspects: minimalistic, durable, sustainable, fair, qualitative, local and community based. Go for the stuff without the big logos. Unbrand or brand-shame the stuff you already have. Don’t throw it out to buy new stuff - repurpose it! Like in the days of punk, remember. These big brand names are nothing to be proud of when you look at how they come to life. No matter which celebrity promotes it.

What if you want to be a bit naughtier?

If being just a deconsumer is a little ‘light’ for you, you are free to extend your activities to consumer disobedience. I’m sure you can find many ways to stick it to the man.

Here’s my favourite way. You are still free to some extent to set up a trade/share economy. Without letting money change hands, you are free to do or produce things for people, in exchange for their products or services. On a local community level, there’s a lot to be done there.

It also seems like a good plan to pay cash, wherever you can. Especially when purchasing items or services from local businesses. Of course, I am not promoting any business owner to follow the example of the big industry players that don’t pay any taxes at all. If you want to be really naughty... don't get caught(y)!

What if you are so angry you need to act?

A friend of mine said it more extremely than I can openly advocate, but I want to share his sentiment anyway because it is part of this community.

“Our reluctance to resort to extreme measures is one of their (you know who) biggest allies. Definitely keep protesting and rallying. Don’t touch your social peers, neither physically nor in their businesses or properties. But we do need to put some real pressure on those at the top. A fair redistribution of their concentrated wealth and assets is what we are after. So we will need to acquire access to them by all means at our disposal. Our peaceful instruments of participation have been liquidated. Where does that leave us?”

Oversimplified

So we are oversimplifying things, for argument’s sake. Obviously, there is far greater complexity in the way our society is organised. People and lives are at the heart of it. But high at the top, something totally different is operating. Something deeply inhumane. A monster that needs our compliance and will go to great lengths to keep us occupied, confused, dependent and afraid of change.

It doesn’t matter whether it’s some Doctor Evil-like omnipotent psychopath, an alien cross-breed shadow elite or mere human individualistic ambition multiplied by opportunity. The fact is, that these mechanisms are very real, widely permeated and doing their corruptive work. Successfully!

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The original project in 2001 (.calibre) was based around unveiling the grand structures that dominate and manipulate our behaviours. It expressed our feelings of outrage and revolt.

We tried to translate the words of some far more intelligent people to a wider audience. Hoping that some or many of you would gain more insight into how these mechanisms of control are conducted. And maybe some of you have even taken some individual steps to better shield your own life against those influences in the past 20 years.

With killthelogo we definitely have a similar agenda. Translating manipulative structures - that often don’t get too much mainstream attention - into bite-sized words and concepts. If some of you want to dig deeper into the sources of these concepts, we’ll be glad to point the way to literature or documentaries that can broaden your perspective or feed you with more data.

Media access has changed enormously in two decades. It should be easier to get informed if you have a focus to do so and invest enough energy to separate the real from the fake. Following the money-trail, you’ll get a long way in revealing the biases and sordid interests. Our simple rule is to look at life and society as a holistic process. We are all interconnected and supposed to function and thrive as one large organism. Anything that divides us, can always be traced back to someone or something making money off it. Those are the things we’ll need to let go off and warn others about. Without being or ever wanting to sound religious: compassion and unity are the way.

But with killthelogo we are also skipping a few steps to inspire you with simple playful actions that can help you take some of your power back. Nothing illegal if you don’t want to, but we sure as hell will not stop you from crossing any party lines or misanthropic policies if you encounter them on your road to freedom. As long as you respect and safeguards the lives, futures and freedoms of your peers. Just remember that our opponents are never the little people of other creed, culture or colour, they are the tyrants and moguls in the shadow that never show their true face in public.

You still want to dig deeper?
Check out the experts!