Pretty cool, pretty compelling; I was challenged by the fact that it isn't anti-growth in the way a lot of this literature is, and which has become my default hermeneutic when thinking about this issue. But Löwy does a really stellar job in justifying his perspective, and I appreciate the explication of the evils of advertising-as-tool, something that is often implied but rarely treated directly. Recommended, pretty accessible.
Yes, the pessimists will answer, but individuals are moved by infinite aspirations and desires that have to be controlled, checked, contained, and if necessary repressed, and this may call for some limitations on democracy. But ecosocialism is based on a reasonable expectation, which Marx already held: the predominance, in a society without classes and liberated of capitalist alienation, of "being" over "having," i.e., of free time for the personal accomplishment by cultural, sportive, playful, scientific, erotic, artistic, and political activities, rather than the desire for an infinite possession of products.
Compulsive acquisitiveness is induced by the commodity fetishism inherent in the capitalist system, by the dominant ideology and by advertising: nothing proves that it is part of an eternal human nature." As Ernest Mandel emphasized, "The continual accumulation of more and more goods (with declining marginal utility') is by no means a universal and even predominant feature of human behavior. The development of talents and inclinations for their own sake; the protection of health and life; care for children; the development of rich social relations... all these become major motivations once basic material needs have been satisfied."