For many of us in the West, the term “Wendigo” conjures images of a terrifying monster from Native American folklore – a creature of ice and famine, driven by an insatiable hunger for human flesh. While these stories are chilling, they carry a deeper, more profound meaning. Increasingly, Indigenous voices are using the concept of the Wendigo not just as a mythical figure, but as a potent metaphor for the very fabric of Western society, particularly its relentless consumerism and its seemingly insatiable appetite for “more.”
To understand why some Native Americans see our culture as a “Wendigo culture,” we need to delve into the traditional understanding of this being. The Wendigo, originating primarily from the Algonquian-speaking peoples of North America (such as the Ojibwe, Cree, and Algonquin), isn’t simply a monster. It’s a spirit, a manifestation of spiritual sickness born from extreme selfishness, greed, and a disconnect from the natural world. It arises when individuals prioritise their own survival and desires to the point of cannibalism – both literally and metaphorically. This cannibalism extends beyond physical flesh to consuming resources, relationships, and even the very spirit of community for personal gain.
Now, consider the hallmarks of modern Western society. We are bombarded daily with messages urging us to buy more, acquire more, be more. Advertising fuels a constant state of desire, promising happiness and fulfilment through material possessions. We see a system built on perpetual growth, where economies are judged by their ability to consume and expand, often at the expense of environmental sustainability and social equity. This, Indigenous thinkers argue, echoes the insatiable hunger of the Wendigo.
The Hungry Heart of Consumerism:
Just as the Wendigo’s hunger can never be satisfied, Western consumerism fosters a similar emptiness. We chase after the latest gadgets, fashion trends, and experiences, believing they will fill a void. Yet, the satisfaction is fleeting. The new car loses its shine, the trendy outfit becomes outdated, and the exotic vacation fades into memory. This cycle of desire and fleeting satisfaction is a core characteristic of Wendigo sickness – a hunger that grows with each feeding.
Furthermore, the Wendigo spirit is characterised by a profound lack of empathy and interconnectedness. It sees everything and everyone as resources to be exploited for its own gain. In this light, critics argue that our consumer culture often prioritises individual gain over collective well-being. We see this in industries that prioritise profit margins over ethical labour practices, in the disregard for environmental consequences in the pursuit of economic growth, and in the erosion of community bonds as individuals become increasingly isolated in their pursuit of material success.
The Cannibalistic Nature of “Progress”:
The metaphor of cannibalism is particularly poignant. Wendigo culture, from this perspective, consumes not just natural resources, but also cultural and spiritual well-being. Indigenous communities, often on the front lines of environmental destruction and cultural erosion, see firsthand how the insatiable hunger of the West devours their lands, traditions, and ways of life in the name of “progress.” This “progress,” they argue, is built on a foundation of extraction and exploitation, much like the Wendigo’s consumption of human life.
What Can We Learn?
The Wendigo metaphor, while stark, offers a powerful and crucial critique. It is not meant to demonise individuals, but to illuminate the systemic issues within our culture that perpetuate unsustainable consumption and a profound sense of spiritual disconnect. By understanding this perspective, we can begin to ask ourselves some critical questions:
Is our pursuit of “more” truly fulfilling, or is it feeding a Wendigo-like hunger that will never be satisfied? Are we chasing happiness in material possessions and external validations, neglecting deeper sources of contentment like connection to community, nature, and inner peace?
Are we consuming responsibly, or are we acting like the Wendigo, taking more than we need and disregarding the consequences for ourselves and future generations? Are we mindful of the environmental impact of our consumption habits, and are we willing to make changes to live more sustainably?
Are we fostering a culture of empathy and reciprocity, or are we perpetuating a Wendigo-like individualism that prioritises personal gain above all else? Are we building strong communities and supporting each other, or are we increasingly isolated and competitive?
The wisdom embedded within the Wendigo story is a call for balance, reciprocity, and respect. Indigenous cultures often emphasise living in harmony with nature, taking only what is needed, and prioritising community well-being over individual accumulation. These values offer a stark contrast to the tenets of Western consumer culture and provide a roadmap for change.
Shifting Towards a Life of Abundance, Not Greed:
To move away from a “Wendigo culture,” we need to consciously cultivate values that nourish the soul and sustain the planet. This requires a shift in perspective:
Moving from Quantity to Quality: Focussing less on acquiring more things and more on experiencing life richly – through meaningful relationships, creative expression, time in nature, and personal growth.
Embracing Sustainable Consumption: Making conscious choices about what we consume, prioritising durable, ethically sourced, and environmentally friendly products. Reducing waste and embracing a circular economy.
Cultivating Gratitude and Contentment: Practicing appreciation for what we already have, rather than constantly chasing what we lack. Finding joy in simple pleasures and fostering a sense of inner peace.
Strengthening Community Bonds: Investing in relationships, building supportive networks, and participating in community initiatives. Recognising our interconnectedness and working together for collective well-being.
Reconnecting with Nature: Spending time in nature, cultivating a sense of awe and respect for the natural world, and understanding our dependence on its health.
The Wendigo metaphor is a powerful and uncomfortable truth reflected back at us. It’s a challenge to examine the hungry heart of our consumer culture and to consider the consequences of our insatiable desires. By listening to the wisdom inherent in this Indigenous perspective, we can begin to dismantle the “Wendigo within” and cultivate a different kind of society – one built not on endless consumption, but on balance, respect, and a true sense of abundance that nourishes both ourselves and the world around us. It’s a journey of reawakening, a conscious effort to choose a path of sustainability, community, and spiritual well-being over the insatiable hunger of the Wendigo.
Worldwide Temple of Aurora 