Dhiraj questions if the rise of consumerism has led to pseudo-lifestyles affecting happiness, exclusively for DifferentTruths.
I saw a dog sleeping peacefully asleep on the ground, right before the entrance to a branded store. The stark contrast between the branding of the store and the simplicity of the dog’s situation offers a rich canvas for a deep reflection. The store’s bright lights, clean design, and promise of a curated, affluent lifestyle contrast sharply with the dog’s basic, natural existence. The luxury store represents consumerism, a space with objects designed to enhance one’s life, appearance, or status. In contrast, the dog represents a life stripped of material concerns, embodying a kind of serene detachment from the man-made complexities of society. I immediately captured the scene.
This picture can be seen as a commentary on the nature of contentment. The dog, though lacking the comforts and luxuries offered inside the store, appears content, and at peace with its surroundings. This suggests a critique of materialism, questioning whether the pursuit of a lifestyle — as marketed by consumer culture — truly leads to happiness, or whether contentment can be found in simplicity
and acceptance of one’s natural state. It asks whether a simple, unburdened life, like that of the dog, might offer a deeper, more authentic form of happiness, untouched by the trappings of consumerism. The dog, indifferent to the allure of the store’s offerings, embodies a wisdom that transcends the human desire for more, symbolizing the peace that can come from living in harmony with one’s true nature.
In an age when self-worth is measured increasingly by what we own, our sleepy sage asks the radical question: What if, instead of getting more and more stuff into our lives, we learn to be? And herein lies the dog’s choice to do nothing in a frenzy for consuming-more than just a rebelliousness, it is enlightenment. He knows something that the rest of us-while running on life’s hamster’s wheel-have forgotten. Happiness is not in a shopping bag; it is in the capability to lie down, relax, and be perfectly content with what you have – even if that is just a cool patch of concrete.
Perhaps this dog, in all his glory of nonchalance, is trying to teach us what lifestyle means. It is not about the things you buy, the clothes you wear, or what image you present. It is about the freedom from stress that comes from knowing you don’t need any of those things to be happy. The dog doesn’t chase fads, doesn’t agonize over his appearance, and surely doesn’t let the opinions of others bother him. He has learned the art of living in the present without all the stress and expectations set by society.
There has been a sea-change in consumerism in India over the last decade or so. All this was triggered by the onset of economic growth, increasing disposable incomes, and the temptation for an aspirational lifestyle. Where the emergence of the middle class and urbanization presented unparalleled opportunities, it also spawned a culture overly consumed by materialism and the quest for status symbols. Indian markets are flooded with international brands and services. Today, India figures as one of the world’s largest consumer markets. The proliferation of shopping malls, e-commerce giants, and high-end retail chains across urban and semi-urban areas is testimony to the growing appetite for consumer goods. Be it the latest smartphones, designer clothes, luxury cars, household gadgets or even Gold, Indians are spending more than ever. It is all in large part driven by the desire to live like those on screen and in social media. Celebrities and influencers with designer outfits, fabulous vacation spots, and mansions have successfully created the impression that the ‘good life’ equates to wealth and material possessions. And thus, the chase for material stuff has become for many the chase for happiness.
It becomes irritating to notice the growth in pseudo-lifestyles, especially on social media, which is probably one of the most disturbing characteristics of this consumerist culture. The social media explosion has amplified the need to seek self-endorsement through external appearances. Facebook, Instagram, YouTube, and other social networks are flooded with perfect lifestyles – glamorous travels, extravagant purchases, and a life of luxury and leisure. But more often than not, such portrayals are miles off from the reality.
This pressure to keep up the pace has translated into an increased number of individuals going to greater extents to create an image representative of wealth and success, even if that may not be life’s reality. It is an Insta-perfect world oozing with filters, staged photo shoots, and even hired luxurious items to create an optical illusion of affluence. The worshipping of material things and the comparison of one’s social status have far-reaching, psychological consequences. As many studies have identified, materialism is associated with lower levels of happiness and satisfaction since one can never have enough money, goods, or the right lifestyle. This trend is even more disturbing in its effect on the youth, who feel obliged to pursue it without any adequate financial means. This often puts extra pressure on a person for the need to live up to societal expectations of success. Individuals circulate in the circle of consumerism, where their self-esteem depends on external evidence of their prosperity. This has widened the scope of affecting mental health,
most specifically in younger, more vulnerable groups who are targeted by social media. It becomes a vicious circle of indebtedness, insecurity, and unhappiness as youth either work hard to live up to manufactured standards or just indulge in daydreaming.
With rising consumerism, there is a clear undermining of values. The Indian ethos, marked by simplicity, bonding with the family, and spiritual fulfillment, is replaced by materialistic pursuits. Success is increasingly being measured by what one owns rather than by what
one achieves regarding personal growth, relationships, or contribution to society. The rise of consumerism, sham lifestyles, and materialism in India reflects worldwide trends but carries certain specific cultural consequences. As a society, we must look beyond the veneer of material success and focus on what matters in life: health, happiness, and humanity!
Picture by author
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