Neoliberalism & “Saving the Planet”

In today’s Psych-o-logical, we look at three forces that help explain why people continue to accept systems that harm them: System Justification, Pakikisama, and Cultural Hegemony.

• System Justification Theory describes our psychological tendency to defend and view existing social, economic, and political structures as rational and fair, even when they work against our best interests.

• Pakikisama, a core value in Filipino Psychology, emphasizes cooperation and conformity for the sake of social harmony. As Lynch (1973) describes it, it often appears as “going along with the group or the majority decision.”

• Cultural Hegemony refers to how the ideas, values, and norms of the ruling class become the dominant and accepted “common sense” within a society, shaping how people think and behave, often without realizing it.

Today, the cultural and psychological dynamics of Filipinos can be considered one of the factors contributing to the persistence of systemic problems. System Justification leads people to accept inequality and ineffective governance in the name of stability. This, in turn, shifts the responsibility for climate action onto individuals rather than the corporations and policies driving environmental destruction. On the other hand, Pakikisama is a double-edged sword. While it encourages social cohesion, it can also prevent us from confronting harmful practices, especially if our community views them as part of development. As a result, we conform for the sake of harmony, avoiding challenges to local authorities and large corporations. Lastly, Cultural Hegemony reinforce what is accepted as “common sense.” In the age of globalization and the growing influence of social media, capitalist advertisements promoting their products as "eco-friendly" are potent. Wooden toothbrushes, paper straws, “eco-initiatives", these represent only a small fraction compared to corporate-driven environmental destruction. It becomes our common sense that these individual choices alone are sufficient, and that it's part of societal development, diverting our attention to the large-scale contributors to environmental crises.

Understanding these forces reminds us that real change starts with psych-o-logical awareness. When we recognize how our beliefs, habits, and cultural norms are shaped by those who hold power, we begin to see that acceptance is not neutral but learned. By questioning the systems we take for granted, we uncover the deeper social and economic structures that shape environmental problems. Let’s look beyond surface-level “save-the-planet” solutions that put the burden on individuals, examine how these patterns maintain inequality, and let’s have a Psych-o-logical reflection on the bigger forces driving environmental destruction.