Many missiologists are pointing towards the spiritual nature of consumerism. While we tend to think of consumerism as being devoid of spirituality, in reality it is not. Advertisers do not sell products--they now sell purpose, meaning, and identity through their products, seeking to fill the spiritual void in American consumers' lives.
One recent study showed that people who are more anxious are drawn towards certain name brands, such as the Gap. "This research points out an interesting but counterintuitive finding: brand personality can be most useful for forging consumer-brand connections with consumers who tend to enjoy such deep connections in the interpersonal context," the authors conclude.
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Do you think that people seek to find their purpose and identity through clothes, homes, cars, or other material things? How do we break out of this?
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