The Kidult Economy: How Consumer Capitalism Keeps Us in Diapers

Benjamin Barber’s theory of infantilization offers a startling lens through which to view modern society. It explores how consumer capitalism perpetuates a state of perpetual childhood among adults, leading to a societal regression characterized by a preference for convenience and instant gratification over maturity and civic responsibility.

This phenomenon sheds light on the ways modern marketing strategies and cultural narratives manipulate adult behavior, positioning individuals as passive consumers rather than engaged citizens. By blurring the lines between adulthood and childhood, consumer capitalism creates a culture where adult decision-making is undermined, fostering dependence on products designed for children and promoting superficial engagement with the world.

Enlightenment is man’s emergence from his self-incurred immaturity.

Immanuel Kant

The Concept of Infantilization

Infantilization, as articulated by Barber, involves treating adults as if they are incapable of mature decision-making, effectively dumbing down the citizenry through targeted marketing and consumption practices. This process results in adults adopting behaviors and preferences that are traditionally associated with children.