The Illusion of Choice

by Laura Vilaça

Two years ago, the Occupy Movement made a stand with the slogan “We are the 99%”. They were referring to, as Wikipedia puts it, “the concentration of income and wealth among the top earning 1%, which reflected an opinion that the “99%” are paying the price for the mistakes of a tiny minority within the upper class”. Though this was an American movement, their protest expanded around the world, with Europeans feeling this inequality as well.

The world is run by a few – that we all start to realize. But how few are they? And how do they become so big? Well, dear reader, not only but also, because of you. We are part of the oil that makes these giant, transnational corporations run smoothly, earn market power and, consequently, political influence. An example: Breakfast. You have a Nescafe coffee. Then a shower, using L’Oréal to wash your hair and Garnier to cleanse your face. Moving on, you moisturize your body with products from The Body Shop, put on your Diesel jeans and grab a KitKat for the way. In a simple, standard morning routine, all things used are owned by Nestlé.

William True - "Nestlé's Milk Project" (1901)

William True – “Nestlé’s Milk Project” (1901)

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