A lot of it is cultural. Capitalism continues to exploit people not just because of the machinations of a few people at the top, but also because there are many people who have so deeply internalised the logic of capitalism that they are reinforce and perpetuate their own oppression.

A phrase that I’ve found really useful in understanding this is “cultural hegemony”. This theory was originally developed in the early 1900s by the Marxist philosopher, Antonio Gramsci. It’s a pretty dense bit of political theory that I don’t feel like I understand well enough to explain well, but I’ll attempt to give the gist of it

The key thing about cultural hegemony is that it makes the dominant political ideology seem like it’s natural and inevitable. We see this when people recognise the awfulness of their working or living conditions, but then shrug it off by saying “that’s just life”. They can’t imagine any alternative. I see it a lot in my daily life when people see the crafts I make and say “wow, that’s so good, you should sell those” — people are conditioned to only see value in terms of monetary value.