Hyperconsumption

The term “hyperconsumption” is linked with the concept of a “new modernity,” which can be defined as a “civilization of desire,” according to Lipovetsky. Its birth can be dated from the second half of the twentieth century. The features of this concept are clearly identifiable in a capitalist matrix, that is, the incessant creation of new needs, aggressive forms of marketing, and an empowerment of demand. This leads to a new age characterized by the emergence of consumer capitalism as replacement for an economy based on production. While on the one hand this process of change has brought significant benefits such as increased possibilities for consumption, a new concept of space and time, and in general more opportunities for individuals to increase their social well-being, on the other hand, the new era is characterized by new pathologies, such as a bulimic approach to consumption, uncontrollable forms of entropy, and a constant search for satisfaction that seems out of reach and elusive.