We are living in a world where people believe that the possession of material goods provides the greatest satisfaction. The consumerism we face today is not a natural human obsession but rather an artificial way of life created by the Industrial Revolution, colonialism, and materialism. In a world where freedom is flaunted, we have quietly traded our chains for shopping bags.
Globally, advertising expenditure by companies is increasing by around 2% annually and is estimated to reach $361.6 billion in 2025, proving how much effort corporations put into shaping consumer desires. Days like Black Friday, which are marketed as opportunities for savings, have become global spectacles of overconsumption. It is a cleverly designed scam by companies and brands to get people buying more than they need.
One theory about the role of the consumer in the market suggests that the consumer is the “king,” controlling the market and deciding what is best. This theory is known as “consumer sovereignty.” But what we are witnessing today, the overconsumption of goods and unnecessary items, is unprecedented. It is not sovereignty; it is slavery. The influence of social media, online shopping, and targeted marketing in the contemporary world has placed great emphasis on the urge to buy, taking away people’s ability to think about their real needs and invest in them.
For instance, Gen Z’s purchasing decisions are heavily shaped by influencer marketing, where online figures subtly promote products under the guise of lifestyle inspiration. These manipulative tools lead people to believe that not possessing certain items is an embarrassment. This trend is growing even more among the younger generations, especially Gen Z and Gen Alpha. More discussion must take place about this new form of slavery.
Materialism, which gives central importance to goods, is taking away the true goodness that nature holds for humanity. It has created a society obsessed with the material rather than the spiritual world. The moral and mental implications of this are far greater than we imagine. Many individuals work long hours in unfulfilling jobs to afford luxury brands, new technology, or lifestyle trends promoted on social media. Influencers often showcase curated, idealised lives that are in reality unattainable or economically unfeasible.
We need to reflect on the fact that we no longer own our possessions; instead, they own us
This phenomenon not only distorts the aspirational aspects of consumer behaviour but also poses serious moral and mental health concerns, as people compare their lives to impossible standards. Companies intentionally design products with short lifespans and use targeted advertising to create a constant sense of inadequacy, convincing consumers that happiness and self-worth depend on material possessions.
Every year’s iPhone launch is a great example with no innovation, no creativity, but manipulative marketing. As a result, people become enslaved to the pursuit of buying and upgrading, sacrificing time, mental health, and genuine fulfilment for the illusion of progress and status. This illusion has taken away the joy of appreciating what we already have. It is a never-ending cycle; people are never satisfied because manipulative industry strategies continually convince them that they do not have enough.
Have you ever wondered why our parents earned much less than we do today, yet still managed to build homes, acquire property, and live independently? The answer lies in how the cost of living has skyrocketed due to the growing intersection of consumerism, consumption, and materialism in our modern lives. Unlike us, our parents lived more simply; they didn’t constantly chase the newest gadgets, fashion trends, or luxury experiences. They focused on needs rather than wants, and as a result, their financial priorities led to stability and long-term security. Today, however, we often equate happiness with possessions, making it harder to achieve the same sense of independence they once had.
It has also reshaped how people perceive identity and belonging. In today’s culture, self-worth is increasingly tied to visible consumption. It has come down to the brands we wear, the technology we use, and the lifestyles we project online. Social media has turned personal expression into a competition for validation, where one’s image is built not through values or achievements but through possessions and appearances.
This has created a culture of comparison that erodes individuality and fuels constant dissatisfaction. Instead of shaping our identities from within, we allow corporations and trends to define who we are, blurring the line between authentic living and feigned lifestyle. The notion of lifestyle in itself is problematic and an adoption from the West. We are purchasing this Western notion of living at a very high and priceless cost, the experiences that we live only once.
Beyond the psychological and social impacts, the environmental consequences are undeniable. The fashion industry, for example, is the third-largest polluting industry after food and construction, emitting 10% of global greenhouse gas emissions, about 1.2 billion tonnes of carbon dioxide per year, more than the shipping and aviation industries combined. This “fast fashion” model not only exploits the environment but also the labourers who produce these goods under harsh, underpaid conditions. Companies deliberately make products that become outdated quickly, producing excessive waste and contributing to climate pollution.
The need of the hour is to break free from these cycles of persuasion and deceit. While the entrenched systems of capitalism are difficult to escape, awareness must be raised that the constant creation of products we never thought we needed is not a form of progress but a subtle form of slavery. Initiatives like “Buy Nothing Days” or “Minimalistic Fashion Days” can help spread awareness and encourage consumers to reflect on their purchasing habits. We are being unconsciously trapped and manipulated into accepting this as normal.
More research, policies, and debates must take place, especially within educational institutions, about consumer affairs and the deliberate influence of corporate strategies on people’s social, economic, and psychological lives. We need to reflect on the fact that we no longer own our possessions; instead, they own us. The question must be asked: At what point did we become the slaves of our artificial desires?