Marketing is a significant driver of hyper-consumption. It creates and perpetuates a culture of constantly wanting more. 

Through advertising, companies promote the idea that consumers need the latest and greatest products to be happy or successful, leading people to buy more and more things that they may not necessarily need.

Marketing also creates a sense of urgency or FOMO (fear of missing out) that drives people to consume more quickly and frequently. 

For example, limited-time offers, flash sales and other marketing tactics all create a sense of urgency and encourage people to make impulsive purchases.

In addition, marketing creates a sense of identity and belonging around specific products or brands. Consumers may feel like they are part of a certain group or community by owning a particular product or shopping at a specific store. This further drives hyper-consumption, as people may feel the need to constantly buy new products to maintain their sense of identity or belonging.

Marketing makes people buy things that they don’t need. 

As a marketer, we are taught to exaggerate things to make them sound better, but is there another way to navigate this complex field ? Can one be an ethical marketer ? 

Let’s talk about it

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Peace !