Why an abundance of choice is not the same as freedom

Summary

By the time you read this essay, no matter the hour of the day, you will likely have already made some kind of choice: coffee with skimmed milk, whole milk, cream, or black? Sugar or no sugar? Tea instead? Personalised, preference-based choice is, at present, a deeply familiar aspect of life in much of the world, though perhaps most markedly so in the United States, where I live and work. It is also something people don’t generally spend a lot of time discussing, in part because it feels so ordinary. People around the globe shop for everything from housing to vacations to, yes, caffeinated drinks. They pick what they want to read, what they want to listen to, and what they want to believe. They vote for favourite candidates for office. They select friends and lovers, fields to study, professions and jobs, places to live, even insurance plans to hedge their bets when something they cannot choose occurs. Perusing a menu of options to decide what best matches individual desires and values – which is what we generally mean today by making a choice – is a key feature of modern democratic and consumer culture alike. It is also an exalted one. People may disagree about what the possibilities should be, but rarely about the principle of maximising arenas for choice-making or the options themselves. For many of the world’s citizens, this is simply what freedom feels like. Yet, as you may have also felt at various moments, abundant choice isn’t always so straightforward. Behavioural economists point out that most people are actually pretty bad at making decisions of this kind (which explains the appeal of return departments and divorces for when things don’t go as hoped). Philosophers and political theorists say it promotes selfish individualism and discourages collective action around issues that affect us all. And sociologists add that societies that prize choice too much tend to blame those with only poor or limited options for their own misfortunes. So much for choice as ...