Reflections on consumption, fashion and happiness

We have detected the collective nature of the feeling of well-being related to the belonging required by our current consumption model. The moment an individual becomes a subject within a certain group of belonging, they also become absent from others, letting everyone know which group or groups they are or are not a part of. With this feeling elevated to a general context, we can see that when an individual doesn’t belong to any group, the boundaries between all the other groups are no longer recognized, creating a collective malaise and generating a feeling of maladjustment in that individual, leading them to seek happiness, as Freire Filho (2010) mentions, in a compulsive and compulsory way.