What is consumerism in marketing?

What is consumerism in marketing?

What is consumerism in marketing?



Consumerism in marketing refers to the ideology and practice of promoting and encouraging the acquisition of goods and services by consumers. It is a strategy employed by businesses to stimulate demand and drive sales. Consumerism in marketing is driven by various factors, including advertising, branding, product positioning, and consumer behavior. In this article, we will explore the concept of consumerism in marketing and its impact on society and the economy.

Understanding Consumerism in Marketing

Consumerism in marketing revolves around the idea of creating and maintaining a consumer culture that encourages individuals to constantly seek out new products and services. It is fueled by the desire for material possessions and the belief that acquiring these possessions will lead to happiness, status, and fulfillment.

One of the key elements of consumerism in marketing is advertising. Through various channels such as television, radio, print media, and the internet, companies promote their products and services to a wide audience. Advertising often creates a sense of desire and urgency, convincing consumers that they need a particular product to enhance their lives or solve a problem.

Branding is another crucial aspect of consumerism in marketing. Companies invest heavily in creating a strong brand image and identity to differentiate themselves from competitors. Effective branding not only helps companies establish a loyal customer base but also creates a perception of value and desirability associated with their products or services.

Product positioning is also a significant strategy employed in consumerism marketing. Companies strategically position their products or services to appeal to specific target markets. This involves understanding consumer preferences, needs, and aspirations and tailoring marketing messages and product features accordingly.

Consumer behavior plays a vital role in consumerism marketing. Companies analyze consumer behavior patterns to gain insights into purchasing decisions, preferences, and motivations. This information helps businesses develop marketing strategies that align with consumer desires and effectively influence their purchasing decisions.

Impact of Consumerism in Marketing

Consumerism in marketing has both positive and negative impacts on society and the economy. On the positive side, it drives economic growth by stimulating demand and creating employment opportunities. It encourages innovation and competition among businesses, leading to the development of new and improved products and services. Additionally, consumerism in marketing can enhance the overall standard of living by providing individuals with a wide range of choices and options.

However, consumerism in marketing also has negative consequences. It can contribute to overconsumption and the depletion of natural resources. The constant pursuit of new products and the disposal of old ones contribute to environmental issues such as pollution and waste generation. Moreover, consumerism in marketing can lead to excessive debt and financial stress for individuals who feel pressured to keep up with the latest trends and lifestyles.


Consumerism in marketing is a pervasive force in modern society. It shapes our desires, influences our purchasing decisions, and impacts the economy and the environment. While it drives economic growth and provides individuals with choices and opportunities, it also has negative consequences such as overconsumption and environmental degradation. As consumers, it is essential to be mindful of our purchasing decisions and consider the long-term effects of consumerism in marketing on both ourselves and the world around us.


– American Marketing Association: www.ama.org
– Investopedia: www.investopedia.com
– The Balance Small Business: www.thebalancesmb.com