Burning Man & the Rise of Conscious Capitalism

In a commercial society where we're constantly bombarded by advertising images telling us that we need to buy something to be happy,  Burning Man is unlike any other event in the world. Each year, more than 70,000 people make the pilgrimage to Black Rock City to experience an alternate society based on the 10 principles of Burning Man. Once you step onto the playa, money ceases to exist. One of the community’s 10 guiding principles is Decommodification—a shunning of transactions, consumerism, logos, sponsorship, and advertising. Ticket holders are part of a gifting economy where they bring "playa gifts" which are given away to others, with nothing expected in return. What puts Burning Man in stark contrast to other events is that all  entertainment, food, and programming is created by participants themselves. Without the enormous amount of emotional, financial, and creative investment provided by attendees, the transformational event would cease to exist.

Black Rock City, Burning Man 2014

The last 10 years in Burning Man's history have seen an influx of millionaires and billionaires who want a prepared event experience: private flights into Black Rock airport, catered meals cooked by top chefs, electric bikes, air conditioned RVs and flushing toilets. Some Burning Man "plug & play" camps charge $25,000 to $150,000 for such packaged concierge experiences and hire workers to build their camps and clean up the mess at what is supposed to be a Leave No Trace event. Due to the proliferation of media that shows only young, attractive people in elaborate outfits,  those who have never been to Burning Man mistakenly assume the event is only for the wealthy, social media influencers, and models. When my Burning Man wedding photos went viral on Reddit last year, much of the commentary was horrible- people who had never been to the event assuming that we had spent thousands on our handmade outfits, and that Burning Man was an exclusive utopian playground for rich white people.

Photo by Travel Weddings

As someone who has had their life changed by my Burning Man experiences and wants Burner culture to spread globally, I was saddened and frustrated by the perception of outsiders about Burning Man. While attending can be expensive, the Burning Man organization actively grants low income tickets and you can make the trek to Black Rock City on a budget if you spend smartly. Many attendees find the experience so impactful that they would rather skip doing any other leisure activities like eating out at restaurants or partying, and use the money they saved all year towards the expenses. What they get out of 7 days in Black Rock City is priceless.

As a way of taking back control of their reputation, the Burning Man organization has taken a firm stand against Decommodification and concierge service camps this year. I was happy to see Burning Man's efforts to stop the event from becoming another festival where people come merely to see and be seen, using Black Rock City and it's art as a backdrop for social media photos and product placement. The problem has skyrocketed in recent years as Wifi has become available on playa allowing attendees to instantly post photos on social media. Some brands have even flown in models to shoot their latest campaigns. In her latest journal article "Cultural Course Correcting: Black Rock City 2019" Marian Goodell, Burning Man ‘s CEO, has advised attendees to alert the organization about instances of commodification and concierge service camps that sell package deals. Violators who use Burning Man for self-promotion and advertising are to be reported using using the hashtag #doingitwrong.

Trash Fence Art, Burning Man 2012

Decommodification is a principle that works beautifully on playa, and should be embraced there, but the reality is that Burning Man feeds capitalism.  Although you don't spend any money while you're on playa, the amount of money you spend to get to Black Rock City  is equivalent to taking a vacation overseas. The median amount spent by Burning Man attendees each year is $1,500. Unless you plan to be a mooch and violate the principle of Self-Reliance, you're obligated to spend money buying dozens of products you will need to survive for one week in harsh desert conditions- things you will probably never use again for the rest of the year.

It's easy to preach decommodification when it doesn't inconvenience you, but drawn by the efficiency of overnight shipping and the ease of shopping for everything in one place, the majority of Burners prepare for the event by spending big bucks at corporate giants Amazon and Wal-mart. RV rental companies make a fortune each year, charging up to 4x the price for an RV rental, which can cost between $4,000-$15,000 for the week. While these high prices prohibit most attendees from renting an RV, you can't criticize others who can afford the rentals for prioritizing their comfort over waking up in a pool of sweat every morning.

Burning Man has also spawned the creation of products designed specifically to help improve the event experience: playa coats with elastic straps that allow you to carry your coat like a backpack after the sun rises and you're still dancing away in deep playa; the Buffalo Tent was designed as a response to people who wanted a comfortable living space to camp in at Burning Man.  Due to the fact that Burning Man has evolved into an entire cultural movement, there is a wide gray area regarding what counts as taking advantage of the system. It's simply too late in the growth of the event to prevent Burning Man from becoming intertwined with capitalism- it's a part of the evolution of the event. 

The problem that the Burning Man organization is facing is that they have created an event that's so magical, that people want to recreate the same experience for themselves off the playa. They want to be surrounded by the same type of people they meet at Burning Man. They want to wear beautiful costumes year round. They want to go to other parties and festivals where everyone you meet is a potential friend and is wearing something creative. Burning Man sets such a high standard for what to expect out of life, that it motivates it’s attendees to make their regular life as much like Burning Man as possible.

Burning Man 2018, Olivia Steele

Burning Man holds intellectual property rights protecting their logo and  usage of the words Black Rock City and Burning Man. Other than regional burns and other events they organize, they do not sanction any other promotional activity. However at this point, forbidding the use of the word Burner or Burning Man for marketing is like telling someone they can't use the words "hip-hop" to describe what they do. Burning Man describes an entire lifestyle-it's now a search term that links together people who share the same community values. There is no other blanket term that symbolizes the experiences you encounter at Burning Man.

Burner is now an adjective used to describe a host of things such as fashion, art, and events that take place outside of the playa. There is a whole genre of music called playa-tech; a website called Burner Lifestyle; festivals like PEX: Summerfest and Desert Hearts that were created by Burners who wanted to recreate the Burning Man experience; event companies like All Day I Dream produced by Lee Burridge who draws a crowd of 5,000 people to hear him play each year at Robot Heart; pop-up sales where Burner designers sell wearable art- the list is endless.

Mayan Warrior Fundraiser, Tulum 2019

Burner has come to mean an extension into the default world of the creativity, vibe, and community you experience on playa. There are Facebook networking groups such as Apartments for Burners and Jobs for Burners. There are entire communities in NYC and San Francisco for Burners and Burning Man camp fundraiser parties thrown year-round. If I pay money to see a DJ at an event that's marketed as a Burning Man party, I know that the other people attending will participate in the creation of the vibes, therefore contributing to the event's success and overall enjoyment for everyone.  From personal experience, if I pay to see the same DJ at a non-Burner event, I am harassed by thirsty men hoping to get laid, and the vibe of the event will be lower than what I"m used to because people aren't in the habit of expressing themselves freely. This unfortunately occurs because many events outside of the alternative or transformational scene do not promote consent or create judgement free zones.

Myself and hundreds of other small entrepreneurs make a large portion of their income thanks to Burning Man attendees who have created the demand for this lifestyle.  Each year I attended Burning Man, I learned something that helped me to become a better human, and grew stronger in my self-identity. One of the things that I learned from the Burning Man community is that when you're true to yourself, there is no separation between your work and your life. I saw that when I experienced how difficult doing Build Week was in 2015 when I camped with Disorient. Massive dust storms and intense heat had everyone feeling demoralized, yet we all persevered and volunteered our time because we were making art for something greater.

As someone who left a corporate job to create wearable art, there is no differentiation between myself and what I create. Most people unfortunately do not have the circumstantial or financial freedom to do this, but for those of us who are lucky enough to make a living doing what we love, there is no separation between our personal Burner identity and our brand- we ourselves are a product of our environment. Most entrepreneurs who belong to the Burning Man community stand true to the values associated with the 10 Principles. However the biggest problem faced and what Borg is actively trying to prevent is misappropriation of Burning Man culture by companies who are attracted by the massive cash cow that Burning Man attendees represent- companies who have no intention of contributing to the culture and inspiring positive transformation.

As expressed by Caveat Magister in his post "I Am Not a Brand, Am I?" there is a differentiation between using Burning Man as a brand identity and using it as a symbol of something greater:

People can, and do, use the Burning Man symbol for everything else they can think of … and thus are co-creating its meaning.  And what it ends up meaning in the bigger picture is what the people who use it do. That reality is what the Burning Man icon means, not what “we” try to tell you it means.  It carries possibility: so long as we are a living culture, it will be tied to reality, and always be able to mean more than we can proscribe.

It is possible to do something for profit and still be true to the Burning Man principles. Burning Man and it's culture have given birth to a new genre of entrepreneurs driven by conscious capitalism. Conscious capitalism is a philosophy based on the idea that when practiced consciously, business can elevate humanity, motivating people to lead lives infused with passion, purpose, love and creativity.  In the real world, we can't exist in a decommodified society, however both consumers and business owners have the power to make a positive impact on humanity.

While decommodification is embraced in Black Rock City, the demand for Burning Man products has inadvertently created a capitalistic industry off-playa. Borg's recent outcry against Decommodification is an attempt to prevent the bastardization of Burning Man culture by corporations and companies that aren't true to Burner values, and misrepresent what the event is about. Given the acceleration of instances of commodification on playa, going forward, everyone who belongs to the Burner community has a responsibility to preserve the level of realness and authenticity that you experience on playa.

GOING FORWARD

To BORG

Recognize the integral role that you have played in creating a commercial industry outside of the playa. How can you work towards building a culture of conscious capitalism that inspires positive transformation for all?

To Burner Business Owners and Conscious Capitalists

Consider the recent statement of Borg not to be a witch-hunt against our businesses, but a call to action. Let’s use our special talents to educate our clients about what it means to be a Burner and create something beautiful for our communities. Be the change you want to inspire. Many small business owners who make Burner products or services, would love to use imagery shot at Burning Man to sell something.  However this is in violation of the terms and conditions (Article 5) that we fail to read when purchasing a ticket. Most attendees never read these terms and conditions. Given the drama concerning the future of Burning Man, it's important that we all do this. Going forward, we can choose not to use Burning Man as a backdrop for our products. Over 35% of Burners each year are new attendees. As virgins, they are susceptible to marketing that can misrepresent the meaning of Black Rock City. Supporting the culture your business stands for should be a greater driving force than any profit.

Media Outlets:

When you post media relating to Burning Man, be conscious that you are contributing to how the culture is interpreted by non-Burners. If you publish photos of Burning Man, show the entire diversity of the population, not just the most attractive people who only account for a small percentage of Black Rock City’s population.

To All Burners

Before you prep for this year's Burn, be a conscious consumer. As consumers, we have a responsibility to decide who we give financial power to. Over the last two years, there has been an increase in sponsored ads from huge retailers that promote MOOPy clothing and products that are marketed as Burning Man ready. While everyone who attends Burning Man should try their hand at making their own costume (radical self-expression is one of the Burning Man principles), it's unrealistic to expect people with no sewing experience to sew their entire playa wardrobe. In the real world, most people simply don't have the time or knowledge.

However you can still express yourself and be a conscious consumer by curating an outfit that speaks to you. Do research on what you’re buying and how it will affect the playa’s environment. Don't just buy something because it's trendy or what you think everyone at Burning Man wears. Wear something you've never worn before, something that you might not have the courage to wear in the default world, something that speaks to your inner child and let's your ideal self shine. One of the biggest takeaways from Burning Man is that radical self-expression leads to radical self-acceptance.

Burning Man attendee in 2013

When you're stocking up on groceries and supplies for the Burn, don’t settle for the most convenient and cheapest options. Ask yourself:

• • What does the company I"m buying from symbolize?

• • Who made this product and what is my money supporting?

• • Is what I'm buying Leave No Trace?

• • Am I buying a packaged experience or am I being self-reliant?

Burning Man involves struggle which is what leads to personal growth. Expect to be too hot, too cold, and exhausting. You will be stuck in traffic for hours, and be completely covered in dust 24/7. It is not a luxury event where your experience is packaged for you. Statistics in the last Black Rock City Census show that 26% of Burners had annual personal incomes of over $100,000. As the reputation of the event grows, each year Burning Man will attract more people with higher incomes who will naturally want to pay to decrease their struggle. However any privilege should be used to contribute something to the community. For example if you can afford an RV, use a portion of your RV freezer to store ice cream or food that can be gifted to Black Rock citizens. If you run a camp where members pay thousands for dues, use some of your camp budget to gift a portion of their experience to the playa, such as offering a cooking workshop run by one of the top chefs you hire.

Practice radical-inclusion. Be accepting of everyone at Burning Man regardless of how they're dressed or how much money they make. Stop making assumptions that the models you see have been flown in for the entertainment of wealthy Burners; that "Burnerpreneurs" are taking advantage of Burning Man culture, or someone wearing an elaborate outfit is #doingitwrong. Everyone's Burn experience is different. Despite the changing nature of the event, Burning Man is still the only model that exists of a city built on principles of self-expression, personal growth, and human connection. Everyone no matter their financial status, should have the opportunity to experience this magic. I would hate for Burning Man to turn into an Us vs. Them kind of society where the have-nots judge those who have more.

The beauty of Burning Man is that you can be anonymous and create your own identity, regardless of who you are or what you do in the default world. As a temporary city, each year Burning Man is recreated. Each person who leaves Black Rock City changed for the better, has a responsibility to spread what they learned throughout the world. Together, all of our actions have an impact on what Burning Man culture becomes.