Enabled by consumerism

For many individuals, the term “marketing” often conveys a negative connotation, synonymous with manipulative advertising employed by savvy corporations aiming to maximize profits. However, one could argue that the philosophy underpinning consumer-led marketing has played a pivotal role in shaping the modern world.

The relatively recent concept that producers should create what people desire, as opposed to producing what they happen to make, marks a significant shift in ideology. This notion fundamentally redistributes power from institutions to individuals. Consumerism, an ideology promoting the continuous acquisition of goods and services, stands as the defining “ism” of our era. While it grants us the power of choice, it also ensnares us by perpetuating unrealistic ideals, such as those seen in the portrayal of excessively thin models.

By delving into the contradictory motivations embedded in consumerism, we may gain insights into the responses of a passionately consumerist young Indian society to a government attempting to enforce an illiberal social agenda.