is one of the new generation buzz words in marketing and sales which has become more popular at the turn of the century. Sales and theassociated targets have become a pain rather than a joy to many people today. To ensure that organizations meet up with the increasing demand to presentprofitable dividends to shareholders or direct profits to stakeholders, manymarketing adverts today highlight the need for consumers to buy for fashionrather than for need.In Nigeria, it is not abnormal to see compounds with several state of the artcars which do not serve any profitable purpose to the owners. Many peoplebelieve in buying or owning those cars to create happiness within. People todayare also never satisfied with their complexion, they must purchase this creamor that to enhance their complexion and it is not a matter of how good theylook but how many creams they possess. This crave for materialism haspermeated the society. The question is who do you blame for this rot in needs satisfaction? Do youblame the consumer? Do you place the blame at the foot of the sales people ordo you blame the marketers? This paper looks at how marketing has created
the new craze called consumerism and how it is a shame to today’s advertising
and marketing world that needs are not satisfied to create happiness, butrather the quantity of what you possess determines happiness.