The people in the advertising industry know very well that in order to sell things that people don't really need, they must convince them that those things will add something to how they see themselves or are seen by others; in other words, add something to their sense of self. They do this, for example, by telling you that you will stand out from the crowd by using this product and so by implication be more fully yourself. Or they may create an
association in your mind between the product and a famous person, or a youthful, attractive, or happylooking person. Even pictures of old or deceased celebrities in their prime work well for that purpose. The unspoken
assumption is that by buying this product, through some magical act of appropriation, you become like them, or rather the surface image of them.And so in many cases you are not buying a product but an "identity enhancer." Designer labels are primarily collective identities that you buy into. They are expensive and therefore "exclusive." If everybody could buy them, they would lose their psychological value and all you would be left with would be their material value, which likely amounts to a fraction of what you paid.
What kind of things you identify with will vary from person to person according to age, gender, income, social class, fashion, the surrounding culture, and so on. What you identify with is all to do with content; whereas, the unconscious compulsion to identify is structural. It is one of the most basic ways in which the egoic mind operates.
Paradoxically, what keeps the socalled consumer society going is the fact that trying to find yourself through things doesn't work: The ego satisfaction is shortlived and so you keep looking for more, keep buying,
Of course, in this physical dimension that our surface selves inhabit, things are a necessary and inescapable part of our lives. We need housing, clothes, furniture, tools, transportation. There may also be things in our lives that we value because of their beauty or inherent quality. We need to honor the world of things, not despise it. Each thing has Beingness, is a temporary form that has its origin within the formless one Life, the source of all things,
all bodies, all forms. In most ancient cultures, people believed that everything, even so called inanimate objects, had an indwelling spirit, and in this respect they were closer to the truth than we are today. When you live in
a world deadened by mental abstraction, you don't sense the aliveness of the universe anymore. Most people don't inhabit a living reality, but a conceptualized one.
But we cannot really honor things if we use them as a means to self enhancement, that is to say, if we try to find ourselves through them. This is exactly what the ego does. Egoidentification with things creates attachment
to things, obsession with things, which in turn creates our consumer society and economic structures where the only measure of progress is always more.
The unchecked striving for more, for endless growth, is a dysfunction and a disease. It is the same dysfunction the cancerous cell manifests, whose only goal is to multiply itself, unaware that it is bringing about its own destruction
by destroying the organism of which it is a part. Some economists are so attached to the notion of growth that they can't let go of that word, so they refer to recession as a time of "negative growth."
A large part of many people's lives is consumed by an obsessive preoccupation with things. This is why one of the ills of our times is object proliferation. When you can no feel the life that you are, you are likely to fill up your life with things. As a spiritual practice, I suggest that you investigate your relationship with the world of things through self observation, and in particular, things that are designated with the word "my." You need to be alert and honest to find out, for example, whether your sense of selfworth is bound up with things you possess. Do certain things induce a subtle feeling of importance or superiority? Does the lack of them make you feel inferior to others who have more than you? Do you casually mention things you own or show them off to increase your sense of worth in someone else's eyes and through them in your own? Do you feel resentful or angry and somehow diminished in your sense of self when someone else has more than you or when you lose a prized possession?