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In this age of digital technology, everything

in our society is based upon the idea that

consumption should be as easy as possible.

• We say, „Money makes the world go round“

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• Shopping has become a leisure and a way to o
pass time
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• Our homes and our lives are more than full of

things, stuff, gadgets, widgets, devices, etc.

• Our consumption also contributes to our

garbage problems, pollution and the depletion of

our natural resources

• In this trend report we are looking into the

world of consumer culture.

• Shopping has become a lifestyle.

• The power of consumption is is stopping us

from finding true and sincere happiness.

• Shopping often works as a substitute for

something that we are missing in life.

• The issue is about what we buy and what

we choose to invest in.

• „Consume“ is defined as „use up, to spend

wastefully, to destroy“ ( Gusdorf, 1978).

• The definition shows that consumption has

negative connotation.
• Behind consumption, there is production.

• Consumers keep companies alive

• It cannot be denied that consumption is

important
• Consumers are often portrayed as „victims“

expolited by greedy companies

• However, you should take note that every

person has „free will“.

• Choices are important.

• As a consumer, free will comes with

responsibility and obligation.

• Conscious consumption is about practicing

responsible buying habits.

• For many people these days, with the

younger generation as the vulnerable group,

happiness seems attached to buying

something

• Consumption has become an addiction.

• Many people have forgotten there are

things in life that can bring lasting

happiness.
• Identity is a symbolic idea. It is an image we

build for ourselves through social interaction.

• A person‘s identity is dynamic and context-

dependent
• It is improved through communication with

others and through different ways that a

person interacts within the cultural

atmosphere and social relations

 • Symbolic image of the

world

• Social relations of

power
„Identity“ as we know it now derived is mainly from the work of psychologist Erik Erikson in

the 1950s.
 A. A social category defined by membership rules,
characteristic

attributes, or

expected

behaviors.

B. Socially
distinguishing

features that an

individual takes pride in having.

 Meanwhile, studies have observed that every waking moment in a modern lifestyle has

become a cycle of „alternating time-space for work and time-space for consumption“

• Sassatelli, R, 2007, p.3

Consumer culture is a culture of consumption.

Consumer culture is the culture of market society.

Consumer culture is universal and impersonal

Consumer culture identifies freedom with private choice and life.

Consumer needs are insatiable and unlimited

Consumer culture is a privilaged medium for building personal identity and

status
• `Consumerism is one of the strongest

forces affecting modern people‘s lives.

The term consumerism does not simply mean the constant barrage and intrusion of ads

in our lives, but everything that is connected to the modern society‘s idea that to be

happier and more successful we have to buy, buy and buy.

• The pursuit of the „wants“ in our lives take

up our time, energy and the money we do

not have.

• We also tend to compare ourselves with

some other people. Social media reinforce

this tendency
It is intrusive

It is manipulative

It cannot provide many of the things that are important to us

It restricts our choices and lives

It affects our worldviews and characters

It is unsustainable
• Consumerism is intrinsically woven into the

fabric of modern society.

• Society needs a cultural shift to move away

from the culture of consumerism.

• Social change do not happen overnight,

therefore, it is best to take immediate steps

in your own life to release yourself from the

grip of consumerism.
 • Be aware of how consumerism controls your life. Try to defend yourself from unwanted external pressures.

Ignore advertising. Think for yourself. Question all information given to you and start looking for

information.

Stop and think about the influences of consumerism in your life. Then, , think about what really matters to you

and how you want to live it. . Strive to live the life you want, not how others think you ought to live. ●