Hans Jonas, Brave New World, and Utopian Business Ethics

This essay explores ways a shift in focus from material to experiential consumption might address the criticisms of industrialization made by Hans Jonas and Aldous Huxley. Hans Jonas argued that the extent to which the market economy drives humans to manufacture material goods is causing us to produce pollution at levels that will make humans go extinct. He concluded we will need to be such cuts in material production that future generations will sacrifice much happiness. Huxley on the other hand, criticized industrialization because it focuses consumers on material goods and away from more personally enriching experiences. Yet, research in the business scholarship indicates experiences make consumers happier than material items, and that consumers will spend money for this utility. This suggests that a reduction in pollution may be obtainable without sacrifice by altering the extent to which the economy markets experiential goods in contrast to material items.