Is Consumerism Consuming the Consumer?

Throughout the world in which we live in, we are constantly bombarded by advertising. So much so that we are not aware. The big corporations name everything. They name the water we drink, they name the bread we eat, they name the mattress we sleep on. And the thing that annoys me the most is that people fall for it. Each day we spend our money on unnecessary crap which we don’t need, in order to define one's self. To me, this signals two things. The first being, does this signal the collapse of society? As when purchasing these random items we are building a sentiment with the brand name, a lustful relationship with the product, and what for? Is the western world going backwards, as members of its population feel the need to relate with an object rather than each other. The second being, by creating brands, is this a subtle attempt at a corporation trying to implement social control? Why is it that these corporations advertise? I shall tell you. It’s because they want to make you feel as if your life is not completely or permanently fulfilled.

Let me put it to you this way. You buy a piece of jewellery to wear when going out, and for whatever reason it breaks. The friendly salesman knew that it was going to break. It's smart business sense because you either buy a new one or you buy something else completely. The friendly salesman also knows that if the piece of jewellery does survive it will soon be out of date because of the changing fashion trends. Either way, steady profits are assured to the friendly salesman. But this is at the cost of the of the consumers psychological wellbeing as you can never be completely satisfied with what you already have in your life.

Take the drinks firm Coca-Cola for example. Coco-Cola was recently named the world’s biggest brand, being estimated to be worth a comfortable £39 billion. On its website, it states that the Coca-Cola “mission” is…

• To refresh the world - in mind, body and spirit
• To inspire moments of optimism - through our brands and actions, and
• To create value and make a difference - everywhere we engage

They Care So Much About You...And The Contents of Your Wallet

To me, this is a fairly vague set of objectives for a company which controls over 4000 brands across the world. And as it is clear to see, Coca-Cola are no longer selling a beverage, but they are selling a way of life, “The Coke Side of Life” if you will. This is just one example of how one corporation has affected your life without you even being aware. And I'm not keen on this idea.