Advertising helps fund Big Issue’s mission to end poverty
Get 8 issues for only £9.99 - delivered to your door
SUBSCRIBE
Opinion

Elvis set the world on fire – now we need to turn the heat down and address the climate crisis

Consumerism is the big dog we will have to force into the kennel for the sake of our future, says John Bird, even if it did give us Elvis.

elvis

The biopic showed his evolution from poor Mississippi-born boy to international music and movie star. Photo: ©2022 WarnerBros Entertainment

What is the relationship between the career of Elvis Presley and the 40C heat we hit recently

What? Is that a serious question, or some kind of ridiculous riddle that should not be posed? How could you compare a pop star to a few days of heat never experienced in our climes before? 

It reminds me of the delicious madness that Monty Python posed in the 1970s when they asked if Magna Carta was the charter that began the slow development of parliamentary democracy, or was it a piece of chewing gum on a bed in Dorset? 

On the night of the Great Heat I went to a chilly cinema to see the new Elvis Presley biopic Elvis. It jumped about a bit and even I, who knows Elvis’s musical and family evolution pretty well, occasionally got lost. But overall it did a pretty good job of showing his evolution from poor Mississippi-born boy to international music and movie star. The beguiling beauty of the man, his ability to bring rhythm and sensuality into music through his keen observations of the black music and fashion culture he was surrounded by; all of this was captured. And then, once at the apex, the steady decline into drug use to keep him awake and able to take the punishing regime his manager drove him into. 

Colonel Parker, no more a colonel than Colonel Sanders of KFC fame, was relentless both in driving Elvis’s career towards greater wealth and in his profligate gambling away of the proceeds. A dishonesty a mile wide drives the perfectly enunciated Colonel – Tom Hanks – towards ever greater exploitation of his charge. Austin Butler is at times so Elvis-like that it feels almost like a documentary. Only the odd bits of contemporary film footage allow you to see the difference between the real and the reimagined. The brashness of the tragedy of Elvis Presley is caught well by the Australian director Baz Luhrmann. 

Yes, Elvis’s cruel life was a tragedy waiting to be played out. Crushed by money and fame, unable to fathom his way because of his poor nurturing and the poverty his parents came through. Dead at 42, rudderless and riddled with pharmacological poisons, it was a Shakespearean act to watch. The rise and fall of a hero who was finally killed by the greed of others. But the new film does not bathe you only in pathos and pain, for it is dazzling in a way that many tragedies are not. 

Advertising helps fund Big Issue’s mission to end poverty
Advertising helps fund Big Issue’s mission to end poverty

Now back to the riddle: the link between Elvis and the recent Great Heat is not simply that I went to see the film on that hot night. It’s because the whole of Elvis’s career could be seen as a massive explosion of consumerism, the door which western society passed through that had been hinted at a generation earlier with Frank Sinatra. A door that sparked in a young generation the desire to hitch their future to a mass expansion of goods and services. 

Elvis comes in almost at the moment when business, and the desire of mainly working-class people to ‘be themselves’, turns into a consumerism where any balance there may have been between us and nature was ripped away. Was steamrollered over. 

The Americanisation of the world comes in at that moment. A world of indulgences never seen before among working people. And a growth in industries that fed the massive increase in appetites needing to be sated. 

Wages and disposable income increased markedly. And with them a plethora of things to buy. 

The London of 1956, when I was 10 and Elvis exploded into our consciousness, also saw the arrival of commercial TV. There we soaked up US crime and comedy programmes – Highway Patrol and I Love Lucy – and begged for more. 

Everything seemed to change when Elvis shone his consumerist light on us. And with it came the deluge of goods and services that expanded industries and wealth as the power of the consumer took over, and changed the subsequent health of the planet. 

Consumerism is the big dog we are going to have to struggle to get back into the kennel. Three billion people were on the planet in 1956; 66 years later we have nearly eight billion. Most of those are poor and not living the consumer revolution of the west. But still there are huge decisions to be made. And huge contradictions to be faced. 

The biggest is, how do we stop the fires and the fuels – literal and metaphorical – that feed them. 

It’s time to ease off on the consumer tap. And end the pollution of mind, body and environment that consumerism has brought us. However well-intended it might have been. 

John Bird is the founder and Editor in Chief of The Big Issue

This article is taken from The Big Issue magazine, which exists to give homeless, long-term unemployed and marginalised people the opportunity to earn an income.

To support our work buy a copy! If you cannot reach your local vendor, you can still click HERE to subscribe to The Big Issue today or give a gift subscription to a friend or family member. You can also purchase one-off issues from The Big Issue Shop or The Big Issue app, available now from the App Store or Google Play.

Advertising helps fund Big Issue’s mission to end poverty

Never miss an issue

Take advantage of our special subscription offer. Subscribe from just £9.99 and never miss an issue.

Recommended for you

View all
Being diagnosed with a brain tumour was the best day of my life. Here’s how it let me help others
Timothy Samples, pictured with wife Michelle, suffered seizures, a brain injury and a brain tumour
Timothy Samples

Being diagnosed with a brain tumour was the best day of my life. Here’s how it let me help others

Adolescence shows how toxic online cultures radicalise. But the propaganda is difficult to spot
A still from the Netflix series Adolescence
Dr Sophie James & James Cronin

Adolescence shows how toxic online cultures radicalise. But the propaganda is difficult to spot

We must allow ourselves to feel joy wherever we can. Just ask Rod Stewart
Paul McNamee

We must allow ourselves to feel joy wherever we can. Just ask Rod Stewart

DWP figures show two in five single parents are living in poverty: 'It's a terrible situation'
mother holding a baby
Ruth Talbot

DWP figures show two in five single parents are living in poverty: 'It's a terrible situation'

Most Popular

Read All
Renters pay their landlords' buy-to-let mortgages, so they should get a share of the profits
Renters: A mortgage lender's window advertising buy-to-let products
1.

Renters pay their landlords' buy-to-let mortgages, so they should get a share of the profits

Exclusive: Disabled people are 'set up to fail' by the DWP in target-driven disability benefits system, whistleblowers reveal
Pound coins on a piece of paper with disability living allowancve
2.

Exclusive: Disabled people are 'set up to fail' by the DWP in target-driven disability benefits system, whistleblowers reveal

Cost of living payment 2024: Where to get help now the scheme is over
next dwp cost of living payment 2023
3.

Cost of living payment 2024: Where to get help now the scheme is over

Strike dates 2023: From train drivers to NHS doctors, here are the dates to know
4.

Strike dates 2023: From train drivers to NHS doctors, here are the dates to know

Support our vendors with a subscription

For each subscription to the magazine, we’ll provide a vendor with a reusable water bottle, making it easier for them to access cold water on hot days.