Well, how much is enough for humans? Just rewind back to school days and recall the story of King Midas, in which whatever the king touched turned into the gold, including the food, water and her daughter! So what happened to moral education stories and our learnings? Well, we conveniently forget all of them – just look around news on heinous crimes and rampant corruption surrounding us. Not an iota of the learnings are left with us – the result is degrading moral and social values. This leads to another I,me,myself phenomenon of excessive consumption- driven and well supported by marketers and campaigns.
No car or house is big enough! Everything is on sale – let’s buy one more piece. The marketers have realized this hidden darkness in our mind and hence you can see sales promotions everyday/week (not limited to festivals / republic day or big billion days). Look carefully, the message is ‘refresh your wardrobes”, ‘Toys summers fest’ and many more to entice us one more buy. A relentless persuasion to buy more and more stuff! More the buying, less the satisfaction, and to compensate that – a vicious cycle of buying. The endless quest to satiation continues – a quest for ‘Fountain of youth’ …. Finding the philosopher stone – but that happens only in a fantasy world! “