From Necessity to Obsession: The Evolution and Impact of Desire-Driven Societies and Consumerism

Abstract

Consumption has evolved into the foundation for survival and sucess within the framework of our captalistic society. Understanding its profound significancies is imperative due to its pervasive influence in our lives. This research explores why society drives towards consumption, examining the push towards material possessions by investigating human behavior, societal structures, self-alienation, and the evolution of consumer culture. Firstly it introduces the history of consumerism delving into philosophical underpinnings from Aristotle and ancient Stoics, followed by an examination of economist Victor Lebow's ideology, wherein consumption becomes vital for economic growth. Furthermore, a significant focus is dedicated to Jean Baudrillard's theories, particularly his concept of "the code", where consumer behavior represents social status, alongside concepts like "the simulation", hyper-consumerism, and the production of desires. It also analyses how hyper-consumerism shapes identity formation, discussing the social coding of desires and consumption as a surrogate for fullfillment. Karl Marx's perspective on consumption as a distraction from labor-induced alienation is explored, highlighting how people seek solace in consumption rather than confronting thier disconnected realities. Ultimatly, the research examines how the fleeting satisfaction from material possessions perpetuates a cycle of discontentment, exarberating alienation and reliance on goods. It concludes that the urge to consume derives from the combinations of various factors engraved in modern society, particularly those molded by the persistent sense of alienation and societal pressures, where the quest for self-fullfillment interwines with social influences, fostering an addictive cycle of pursuing fleeting happiness through material possessions.