Now that all the Christmas celebrations are over and we are waiting for all the bills to come in for the gifts, this is perhaps a good time to reflect on the idea of "voluntary simplicity". It is an antidote to being consumed by our consumption.

Duane Elgin, based in the United States, two decades ago wrote a book that continues to stimulate much debate: "Voluntary Simplicity". Elgin, with a background in business and economics and who has served on various US government advisory bodies, has been a voice of sanity in an era when consumerism is king.

Since World War II, according to Elgin, the US has seen the largest experiment that has ever been undertaken in programming the psyche of a civilization. And it has worked. Advertising is creating a lethal addiction. The average American watches 25,000 commercials per year. The advertising culture has succeeded in creating a culture of consumerism - so that our sense of identity and meaning in life depend upon the significance of what we consume. Thus, we are what we buy or have others buy for us.

Therefore, we have difficulty in separating our sense of spiritual identity from our consumer identity. Indeed, there is a conscious blending of the two by advertisers to make it seem as though our spiritual significance is manifest in our consumption.

As part of his campaign, Duane Elgin has started to call on television to help move people towards a more humane and sustainable planet. "Let's put the vision in television". He wants television networks to see him as more than just a consumer who wants to be entertained - he is also a citizen who needs to be informed. More than 95 per cent of prime-time hours on American television are devoted to entertainment.

Among some of his suggestions are:

* A global news broadcast that nightly explores the major events and trends affecting the whole world.

* A "good news" broadcast that shows examples, large and small, of families, communities and countries working to help one another.

* A weekly show that explores alternative images of the future and what would it be like to live in those futures.

* Regular, national "electronic meetings" - like the "town meetings" in parts of the US - where citizens debate and build a renewed consensus around critical issues.

* A programme that shows families and communities coping successfully with hard times.

* "Viewer feedback forums" that let us talk back to the television networks and tell them how we feel about the current menu of programmes.

* A weekly programme that explores alternatives to violence both at home and overseas.

* Finally, there could also be Earth Commercials. These would balance the onslaught of the consumer commercials by having commercials for appeals for children, future generations and animals. They could be done with humour, creativity, playfulness and intelligence to awaken our awareness of the web of life and the needs of future generations.

To conclude, Duane Elgin has given us a major challenge. About two-thirds of the economic activity in the US is based on consumer purchases. Even a small shift in consumer activities could therefore create a tidal wave to send major changes through the economy.

BROADCAST ON FRIDAY 4TH JANUARY 2002 ON RADIO 2GB'S "BRIAN WILSHIRE PROGRAMME" AT 9 PM, AND ON 6TH JANUARY 2002 ON "SUNDAY NIGHT LIVE" AT 10.30 PM