consumerism identity
Image: Good Faces | Unsplash

Are We Branded for Life?

In our age of endless comparison, curated self-images and performativity, we willingly submit to the branding of our fickle identities.

What would you do for a $30 glass cup? The average answer probably (hopefully) wouldn’t be, “Verbally spar with my local Starbucks workers at five in the morning,” or, “Drop the price of a new pick-up truck on a predatory reseller’s eBay listing.” Alas, this is the Year of Our Lord 2025.

Micro trends have overtaken America, but consumerism is far from a new concept. Wealth, worldly comforts, and the status they convey have been valued since ancient times. Despite modern society’s apparent belief in its progress, human psychology remains essentially unchanged.

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