1) The document discusses affluenza, an epidemic of overconsumption and materialism in American society that leads to stress, unhappiness, and environmental degradation. 2) It proposes that wilderness experience programs could help address affluenza by reconnecting people with nature and reducing their reliance on consumption for fulfillment. 3) These programs would involve immersive experiences in wilderness areas to provide an alternative to consumer lifestyles and help people develop non-materialistic sources of well-being and identity.

1. RECONNECTING WITH NATURE 1
Reconnecting with Nature:
Using Wilderness Experience Programs to Address Affluenza in America
Jennifer Kiesewetter
Cal Poly, RPTA 313

2. RECONNECTING WITH NATURE 2
Reconnecting with Nature:
Using Wilderness Experience Programs to Address Affluenza in America
Consumerism: it’s the hamster wheel America’s trapped on, and it moves so fast that
millions of us have tripped and fallen but can’t get off. Instead, we just keep spinning, and we
can’t seem to get our footing back again. Affluenza is an epidemic that’s attacked American
society, largely during the past fifty years. The PBS Special (1997), Affluenza, describes it as
“an unhappy condition of overload, debt, anxiety, and waste resulting from the dogged pursuit of
more.”
As our desire to consume increases, our society, environment, and economy suffer. We
feel the presence of affluenza every day through symptoms of stress, unhappiness, and
exhaustion, but we suffer in silence because of the patterns to which we’ve become accustomed.
Commercials bombard us, and in Affluenza, Mazur – co-author of Marketing Madness – says that
advertising makes us feel as if we can meet nonmaterial needs with material goods.
Though the effects of consumerism are felt throughout the nation, there is something we
can do to stop the harmful trend. The field of recreation, parks, and tourism can use wilderness
experience programs to counteract the social, economic, and environmental symptoms of
affluenza. By implementing such programs, we can help to create a society in which Americans
don’t rely on consumption for fulfillment.
Branding the Future
Advertising’s psychological attack begins during childhood. Children are the fastest
growing market segment, and marketers are willing to spend millions to brand as many as
possible. As one of the last advertising frontiers, corporations raced to make their mark on
schools. Whether through product placement in books or previews before educational videos,

3. RECONNECTING WITH NATURE 3
marketing became common in student life. American youth are taught to be materialistic, and
they seek self-esteem through products and services while failing to build their own identity
(PBS, 1997).
The Pros and Cons of Innovation
Mass marketing stems from patterns of innovation and development. New products enter
the market daily, a seemingly positive sign of a healthy economy. And affluenza does in fact
produce some benefit for American society. Consumerism keeps factories open and products
flowing through the market, which in turn keeps people employed.
However, the means by which goods are produced and marketed have made for a
wasteful, greedy society. As discussed in The Story of Stuff, two ideas – planned and perceived
obsolescence – are used against consumers to accelerate affluenza’s attack. Born from corporate
and consumer greed, they make Americans need and want to replace what they buy on a regular
basis. Due to the value society puts on consumption, the documentary states that ninety-nine
percent of our purchases go in the trash after only six months. However, the media never reveals
the processes before and after consumption that lead to resource depletion, social decline, and
toxic waste, so consumers just keep on consuming (Fox & Priggen, 2007).
Impulse Buying: The Way Americans Shop
Today, this consumption is largely due to impulse buying. In Affluenza (1997),
psychologist Paul Watchel says that almost our whole idea of happiness depends on comparison.
We make purchase decisions as we shop, based on the ideals drilled into our heads by the
advertisements we were exposed to that day. Linder (1970), author of The Harried Leisure Class
wrote, “It appears to be old-fashioned to make lists of intended purchases. People shop as they

4. RECONNECTING WITH NATURE 4
wander up and down the aisles of the self-service store. They use the store as a giant catalog
which shows them what is available” (p. 68).
Impulse buying is enabled by credit cards. This economic structure provides American
consumers with “instant money” and purchasing power. What so many fail to realize, though, is
that monthly payments are real, and Affluenza indicates this leads to the over one trillion dollars
of credit card debt in America. The issue is worsened because less than one third of credit card
holders pay off their balances (PBS, 1997).
A Brief History of Consumerism in America
Put in black and white, the side effects of affluenza beg for an immediate decline in
consumerism. However, the way America’s consumer society has developed over the years
makes solving the problem a difficult task. In Ackerman’s (1997) overview essay published in
The Consumer Society, he investigated when and why consumerism began. It started with the
Industrial Revolution, which gave way to mass production and consumption. People could
purchase goods that “helped to create a common aesthetic and culture” (p. 113). The American
economy expanded, businesses grew in size and power, and from this growth emerged “new
advertising strategies” (p. 115) and a lifestyle based on consumption.
To cater to this new lifestyle, the modern department store was born. Shopping centers
were carefully designed to create a pleasant environment for shoppers to linger. Stores became
an exciting public space. Consumption was now culture, and advertising heightened to meet
growing consumer demands. As cited in The Consumer Society, Lears explained that with the
twentieth century came a shift in American culture, from “the Protestant ethic of salvation
through hard work and self-restraint to a ‘therapeutic ethos’ in which self-realization became the
goal” (p. 116). At this point, American consumers truly began identifying themselves and

5. RECONNECTING WITH NATURE 5
establishing each other’s value by what they consumed (Goodwin, Ackerman, & Kiron, 1997).
Until the 1900’s, the term “consumer” had a negative connotation associated with waste and
exhaustion. Now, it signified status and self-worth (PBS, 1997), a dangerous connection because
of the symptoms associated with affluenza.
The Symptoms and Effects of Affluenza
Regardless of the dangers, materialism is addicting. In an essay from The Consumer
Society, Kassiola (1990) wrote that “the status-seeking consumer, like the addict, requires bigger
and bigger doses to produce the same effect” (p. 160). As we are sucked into the epidemic, we
require more and more to conquer our anxiety about falling behind. Even the most wealthy and
successful feel the need for more to avoid losing status and to feel valued and worthy (Goodwin
et al., 1997). All our efforts become invested in building social capital that relies on the worth of
material goods rather than meaningful relationships, leading to a suffering social system.
With all our time and energy dedicated to consumption and maintaining social status, we
forget about our friends, families, and communities. The PBS (1997) documentary, Affluenza,
states that over the past twenty years, civic involvement has declined. The gap between rich and
poor has become increasingly wide. The poor see affluenza as an equity issue. They feel
deprived and resource-less to break out of poverty, while the rich see affluenza as a means to
maintain image and status (PBS, 1997). Affluenza divides our country, and communities
everywhere feel the sting.
Individuals and families suffer as well. Products are status symbols, and American
society is highly judgmental. We expect “the world” and cannot purchase enough to satisfy that
desire. This leaves a feeling of emptiness, and stress results from working overtime to earn more
and buy more. With an excess of goods in the home, we neglect relationships, and while

6. RECONNECTING WITH NATURE 6
families may be together physically, there’s a huge emotional disconnect when everyone is
plugged in somewhere else (PBS, 1997). Lane (1994) writes that a lack of social support and
relationships is one of the major factors of depression, a rise in which has been seen more in
industrialized than in developing countries. This strongly suggests that consumption and
affluence is related to declining societies and rising unhappiness (Goodwin et al., 1997, p. 102).
Apart from our own society, we often forget about the natural environment that suffers,
too. Current patterns of consumption drain our environment and resources and are leading to
global warming, pollution, and decreased biodiversity (PBS, 1997). Durning (1992) says that the
rate of resource consumption in America exceeds that of developing countries, although we have
a smaller population. And, because we outsource so much work, we increase the environmental
cost of consumer goods by having to import them (Goodwin et al., 1997, p. 295). The U.S. uses
resources faster than the environment can replenish them, and we take not only from our own
soil, but from others’ as well; our footprint is huge. The Story of Stuff states that Americans
produce 4.5 pounds of trash per person every day, and this certainly doesn’t disappear (Fox &
Priggen, 2007).
“The Simple Life:” An Alternative to Affluenza
Modern America is built upon materialism and over-production, but that can change.
People who are against a competitive, stressful lifestyle preach the idea of adopting what Segal
(1994) calls a “simpler, less harried form of life” (Goodwin et al., 1997, p. 346). It involves
several ideas:
• the economy’s role is to satisfy basic needs for a healthy, secure life
• the economy’s worth is judged by how successful it is in meeting actual needs and
providing for leisure

7. RECONNECTING WITH NATURE 7
• we work only to maintain an income that can meet our basic needs
• quality of life is determined by the amount of leisure time that we have and put to good
use (Goodwin et al., 1997)
An Introduction to Wilderness Experience Programs (WEPs) and Nature’s Benefits
The definition of simple living – which emphasizes the importance of leisure time –
demonstrates how crucial our field is to maintaining a healthy, productive society. One of the
ways we can fulfill our role is by providing wilderness experience programs in communities
nationwide. Engagement in such programs benefits participants and society in three ways: it
fosters a healthier social environment, it provides environmental education, and it detracts
attention from money and goods and puts focus on relationships and simplicity.
Each generation of Americans spends less time outdoors than the last, missing out on the
benefits that nature provides. Studies show that “seeing or being present within nature can
reduce stress through the automatic generation of physiological and psychological responses”
(Bratman, Hamilton, & Daily, 2012, p. 122). This means that simple exposure to a natural
environment has a calming effect and relieves us of daily stresses. Psychologists Mayer and
Frantz, who developed the “Connectedness to Nature Scale,” demonstrated that by experiencing
nature, people feel they are a part of something bigger than themselves. This feeling overrides a
negative self-image, and the sense of belonging provides people with purpose and self-worth
(Bratman et al., 2012).
WEPs take the benefits of nature a step further. They often include a social aspect and
provide an environment in which individuals come together to build self-esteem, social bonds,
and a connection to and respect for nature. The environmental aspect is key to a sustainable
response to affluenza, as increasing consumerism rapidly depletes resources and creates waste.

8. RECONNECTING WITH NATURE 8
Talbot and Kaplan (1986) found that during their experience, WEP participants gained a
greater appreciation for their surroundings. Where affluenza stems from a sense of entitlement
and results in environmental degradation, time in the wilderness leads participants to understand
the value of living in harmony with nature. Participants found that to survive, they had to
depend on the finite resources nature provided, and that awareness resulted in a sense of “awe
and wonder” (p. 185) at the natural world. A connection with nature makes us more likely to
protect it, and we realize that we cannot keep living as though nature can provide for an infinite
existence.
Wilderness survival not only teaches an appreciation for nature and its resources, but also
the joy of living simply. In Talbot and Kaplan’s study (1986), WEP participants cited enjoying
the relaxed pace and simplicity of being in the wilderness. They learned to let go of technology
and material goods, and take the opportunity to enjoy each other and nature. Exposure to and
reliance on nature through a WEP causes individuals to want to “slow down and simplify” (p.
180) their lives and become more involved in the outdoors (Talbot & Kaplan, 1986).
Apart from the environment, WEPs benefit our economy and society. Affluenza stems
from competition and a desire for social acceptance and value, and as consumers, we constantly
struggle to maintain our self-esteem. WEPs address this competitive mentality by giving people
the opportunity to develop and rebuild the valuable social bonds that affluenza has caused us to
neglect.
Surviving in the wilderness requires cooperation, team building and problem solving.
Russell, Hendee, and Cook (1998) demonstrated that WEP participants learned social and
communication skills and established a strong sense of community. Programs of this nature
require participants to work efficiently as a team by building bonds and supporting each other.

9. RECONNECTING WITH NATURE 9
These lessons and skills can then be implemented in daily life to make our society and economy
stronger and more cooperative, rather than solely about competition.
WEPs also contribute to individual growth. In analyzing the journals students kept
during a wilderness discovery program, Russell, Hendee, and Cooke (1998) identified several
themes demonstrating the individual and social skills WEPs helped the students to develop. One
was empowerment. Participants showed increases in self-confidence and self-esteem, and “a
sense of personal power to take control and responsibility in one’s life” (Russell et al., 1998, p.
33).
WEPs also combat the depression and feelings of inadequacy that result from an inability
to buy more. Wilderness exposure was shown to provide clarity and peace to program
participants. Contact with nature and the opportunity to gain individual, social, and
environmental skills gave individuals an outlet for depression and stress, and a new outlook on
life (Russell et al., 1998).
In the process of personal and social growth, WEP participants develop into mentally
and emotionally strong individuals that can resist the temptations of increased consumerism.
Self-restraint and an appreciation for simplicity can extend into participants’ lives as consumers
and result in decreased consumption, decreased debt, and a more stable economy. The feeling of
self-worth and the importance of social bonds that participants take away from a wilderness
program combine to replace the companionship of credit cards and new, short-term products.
Existing Models: The National Outdoor Leadership School and Outward Bound
Several successful WEPs exist today, two of those being the National Outdoor
Leadership School (NOLS) and Outward Bound (OB). The results of these programs were
examined by Kellert and Derr (1998), from the School of Forestry and Environmental Studies at

10. RECONNECTING WITH NATURE 10
Yale University. In their study, the evaluators found that seventy-two percent of the participants
they surveyed considered their wilderness experience to be “one of the best in their life” (p. 16).
Participants grew in a number of ways that made them environmentally conscious, cooperative,
and empowered citizens with control over their identity and actions. Seventy percent of
participants stated that the program impacted their self-reliance, maturity, independence, and
confidence. Forty percent also indicated development of strong interpersonal and leadership
skills (Kellert & Derr, 1998).
These statistics demonstrated the countless benefits that wilderness experience programs
provide for individuals and society. Affluenza has created a consumer-centered approach that
degrades our economy, environment, and society; this is difficult, but not impossible, to address.
Wilderness programs attack affluenza at its heart: America’s competitive mentality and sense of
entitlement. As a field, we won’t get rid of credit cards, corporations, or the stream of new
goods that marketers produce, but we can create a society that doesn’t rely on these factors to
live a meaningful life.
Implementing WEPs as a Sustainable Solution to Affluenza
For America to fully experience the benefits of wilderness experience programs, our field
must implement them in a way that is accessible to the entire population. Affluenza affects rich
and poor alike, and it is our responsibility to offer everyone an equal opportunity to shed the
consumerist mentality. Consumers are captured at a young age, so integrating the solution into
our public education system is one way that the majority of the population, regardless of
background or socioeconomic status, could benefit. Wilderness experience programs could be
adapted to fit the model of a kid-friendly camp that would teach outdoor skills and
environmental conservation, build friendships between students of different ages and ethnicities,

11. RECONNECTING WITH NATURE 11
and develop children’s self-esteem. These programs could be offered as part of the curriculum,
supplemented by education taxes the public already pays, plus a minimal participation fee.
The solution can be applied for adults as well. One viable way may be for private
organizations like NOLS and OB to offer a new version of a corporate “retreat.” A public
approach could be taken in conjunction with private organizations to reach a wider population.
Community centers and public welfare programs could integrate an outdoor experience into the
services they already offer.
Local parks and recreation departments could also contribute to the effort and specifically
target low-income populations with limited resources. The idea of “urban immersion” –
presented by Kardys, Fearn, Nardi, and Doyle at the 2013 NRPA Congress – has already been
embraced by the Miami-Dade County Parks, Recreation, and Open Spaces Department in
Florida. Recreation professionals created a multi-week program consisting of different field trips
with an outdoor focus that exposed students of varied backgrounds to the outdoors. By the end
of the program, they were more sociable and had gained a knowledge of and appreciation for the
natural environment.
The department not only saw the benefits firsthand, but received positive feedback from
the parents, who expressed the desire for a similar program of their own that would teach
environmental skills, foster relationships, and address healthy living (Kardys, Fearn, Nardi, &
Doyle, 2013). Again, this effort could be supplemented by taxes the public already pays, in
addition to a minimal fee. While these experiences might not be as extensive as what private
organizations offer, even a short time in the outdoors with the goals of WEPs in mind could help
build a connected, cooperative society and begin to shift our consumer attitude towards a simpler
lifestyle.

12. RECONNECTING WITH NATURE 12
Conclusion
A WEP participant summarized his experience with the following: “The program helped
me realize who I was and how I fit into the world around me. This realization affects every
decision I make in my life” (Kellert & Derr, 1998, p. 18). As recreation professionals, this is the
result we strive for. Exposure to the wilderness is a way in which our field can contribute a
sustainable solution to the problem of affluenza. Wilderness experience programs build strong
individuals that love the environment. They build self-confident, self-reliant citizens who don’t
cling to consumerism for identity. They contribute to the social bonds we lost in our search for
material satisfaction, and they help us to work together and enjoy each other’s company.
The recreation, parks, and tourism administration industry has a duty to society. That is,
we work to provide meaningful, memorable experiences for all people to learn and grow.
Wilderness experience programs give us the opportunity to do just that, and to better our world at
the same time that we “live, protect, and explore.”

13. RECONNECTING WITH NATURE 13
References
Ackerman, F. (1997). The history of consumer society. In N.R. Goodwin, F. Ackerman, & D.
Kiron (Eds.), The consumer society (pp. 109 – 117). Washington, D.C.: Island Press.
Bratman, G. N., Hamilton, J. P., & Daily, G. C. (2012). The impacts of nature experience on
human cognitive function and mental health. Annals of the New York Academy of
Science, 249 118-136. doi: 10.1111/j.1749-6632.2011.06400.x
Fox, L. (Director & Screenplay), Priggen, E. (Producer), Leonard, A. (Screenplay), &
Sachs, J. (Screenplay). (2007). The story of stuff [Documentary]. United States: Free
Range Studios.
Goodwin, N. R., Ackerman, F., & Kiron, D. (Eds.). (1997). The consumer society.
Washington, D.C.: Island Press.
Kardys, J., Fearn, M., Nardi, M., & Doyle, R. E. (2013, October 8). Parks in focus to focus on
parks. Presentation at the National Recreation and Parks Association Congress,
Houston, TX.
Kassiola, J. J. (1990). Materialism and modern political philosophy. In N.R. Goodwin, F.
Ackerman, & D. Kiron (Eds.), The consumer society (pp. 159 – 162). Washington, D.C.:
Island Press.
Kellert, S. R. & Derr, V. (1998). A national study of outdoor wilderness experience. Retrieved
from http://www.childrenandnature.org/uploads/kellert.complete.text.pdf
Lane, R. E. (1994). Friendship or commodities? The road not taken: Friendship, consumerism,
and happiness. In N.R. Goodwin, F. Ackerman, & D. Kiron (Eds.), The consumer society
(pp. 101 – 103). Washington, D.C.: Island Press.
Linder, S. B. (1970). The harried leisure class. New York: Columbia University Press.

14. RECONNECTING WITH NATURE 14
PBS. (September 1997). Escape from affluenza [Television broadcast]. Seattle, WA:
Independent Television Service.
Russell, K., Hendee, J. C., & Cooke, S. (1998). Social and economic benefits of a U.S.
wilderness experience program for youth-at-risk in the federal job corps. International
Journal of Wilderness, 4(3), 32-38.
Segal, J. M. (1994). Alternatives to mass consumption. In N.R. Goodwin, F. Ackerman, & D.
Kiron (Eds.), The consumer society (pp. 345 – 348). Washington, D.C.: Island Press.
Talbot, J. F. & Kaplan, S. (1986). Perspectives on wilderness: Re-examining the value of
extended wilderness experiences. Journal of Experimental Psychology, 6,
177-188. Retrieved from http://www.apa.org/pubs/journals/xge/