Consumerism, in the literal sense of the word, implies the act of purchasing material goods and services in order to gratify one’s basic needs and to satiate the perceived appetite. In the most rudimentary forms, consumerism is rather an undeniable act to satisfy human desire and coexists with basic necessities of survival. We all consume something or the other in forms unknown and unacknowledged. But the whole notion of consumption is problematized when our consumption patterns extend from necessity to comfort, from comfort to luxury; from need to demand, from demand to desire; from subsistence to identity.
The global assertion of economic penetration in reconstructing our daily needs in the shapes of commodity has yielded in forming a compound psychic conflict in our consumerist sentimentality. We describe our existence in the elucidation of our material possessions. We buy commodities; we indulge in buying excessive and define ourselves in a striking pattern of consumption.
We look at our images through the lens provided to us by the guardians of consumerist culture. We give cent percent performance to redefine the perceived notions of elementary necessities in terms of perfection, by surrendering to more artificial tailoring of our existence. Owing to the multiethnic culture that persists in the world smarter ways are designed to inculcate a compulsive drive for consumption by alluring individuals with promises of fantasy. Attempts have been always made to bring out the sinister aspects connected to consumerist culture.