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What is sold to us as freedom is instead a cold, sophisticated system, that is further and further brought to perfection. Individuals are divided into consumer groups, They are imputed faults and flaws. Desires and needs are implanted. Their personal values and emotions are broken down into advertising claims. Attached to hollow consumer products, these attributions make all the junk appear in a green or blue or yellow light, to enhance it, make it desirable. Seduced by thousands and thousands of images and words, we embark on an endless search for the perfect version of ourselves - I buy, therefore I am. Every product we buy thus becomes a building block of our identity.
Global effects of mass consumption on the environment and human rights are accepted - rainforests and factories burnt down are just too far away. Further, too little attention is paid to the consequences for our psyche: the modern consumer world provides too many stimuli, the permanent stimuli put people under stress, growing the fear of missing out or not being able to keep up.