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Pulls back the curtain on the world’s top brands, exposing the hidden tactics and covert strategies used to keep all of us locked in an endless cycle of buying, no matter the cost.
Even though documentaries such as this bemoan the evil of fast fashion, in a way, it’s like the fast fashion of documentary?? Let me explain how it’s so in three ways.
First, the extremely inane graphics, which eclipse any important messages that they wish to convey. Do all Americans have ADHD with extremely short attention span? Why do you have to cut to sensory-overload visuals every few seconds?! Let the commentaries sink in a little. For example, when you throw things away, there’s no such a place as an “away.” Let that sink in, with gravitas, because while it’s common sense, that realization hasn’t drilled into many people’s consciousness. Give it some gravity, instead of desperately trying to entertain the audience at every corner. These are uncomfortable, inconvenient truths, they’re supposed to make us uncomfortable! And visuals don’t have to serve no purpose or distracting or, worse, makes things less understandable. For example, instead of showing images of garbage flooding some cities in a cheap AI manner, why not translate millions of tons into something easier to comprehend – for example, how much that weight is compared to, say, an elephant? How heavy is the packaging compared to the actual food that we consume, or maybe more importantly, how much energy it takes to produce the food compared to that required to produce and break down the packaging?
And the insanely bad computer-generated narrator? Give me an effing break. So cliché and this isn’t even an AI-gone-bad documentary.
The second problem is, while the documentary correctly points out that one of the greenwashing methods is to make you believe that consumers are the problem and consumers alone can save the world, some of its concluding messages are contradictory: telling consumers, yes you should have the right to fix your phone, use this paper lid instead of a plastic one, hey look at this totally recyclable shoe, yada yada. Those are important, but unless there’s a seismic change in how corporations work and the governments regulate, how we should move away from fossil fuel asap, and how we should consume LESS, of anything, period, things might not move in a way significant enough to prevent a total climate change catastrophe. Maybe, better still, reevaluate our relationships with things, and how much better if that sweet relationship is applied to other human beings instead.
The last problem, as alluded to earlier, is the lack of gravity. Despite the grave challenges suggested in the documentary, there’s still an attempt to paint unicorns over things. While we shouldn’t be nihilistic, and it’s ok to end on an optimistic note, there should be moments in the doc where you really, really emphasize how BIG of a problem this obsession with buying and selling is. Otherwise, the takeaway for some will just be like “oh, will just try a little harder next time, no big deal.” It. Is. A. Big. Deal.
