@JustAdamCurtis has an incredible documentary called " Century of the self " called happiness machines which I shamelessly used to explore these ideas. As welcome to understand ourselves, we realize that in our modern society, consumerism is the drive for economic growth. To keep this engine going, our desires for self-identity are used by governments and large corporations to sell us who we are. Arguments over being an iPhone vs Android person as though it represents something substantial about who someone is. The fashion industry doesn't sell us clothes to jeep us warm, but rather to get warm receptions at galas and show off our " personality ". In this video, I try to dissect how Freud's ideas about our internal subconscious being more powerful than we realise, were and are used by those that sell us the things we desire.