Commodification is the transformation of goods, services, ideas and people into commodities, or objects of trade.
A commodity at its most basic, according to Arjun Appadurai, is “any thing intended for exchange,” or any object of economic value.
Urbanisation is creating an opportunity to commodify fresh air.
A Canadian start-up company bottling fresh air from the Rocky Mountains has seen sales to China soar because of rising pollution levels. Vitality Air was founded last year in the western Canadian city of Edmonton but began selling in China less than two months ago. (Telegraph)
Vitality Air sells bottled fresh air and oxygen across North America, to India and the Middle East. But China remains its biggest overseas market. (Telegraph)
China’s polluted air is a known fact. Selling air to Chinese people who cannot breathe as a result of mass manufacturing is pretty much like selling pricey organic food.
“In China fresh air is a luxury, something so precious,” says Mr Wang. (Telegraph)
If the fresh air, which is naturally our right as human beings, has been turning into a luxury, then Huston we have a huge problem!