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I Buy, Therefore I Am

The article explores how capitalism, social media influencers, and FOMO fuel modern consumerism, turning everyday products into symbols of status and identity. It questions whether we buy things out of genuine need or a manufactured desire to fit in.

Published:October 19, 2026 at 06:12 PM3 min read
I Buy, Therefore I Am
By Arnavi Gupta

René Descartes famously wrote, “I think, therefore I am.” Modern consumer culture seems to offer a different argument: “I buy, therefore I am.”
Capitalism and modern consumerism are two systems that feed upon each other. Capitalism is an economic system where businesses are privately owned and the main goal is to earn profit. Consumerism, on the other hand, is a culture in which buying and owning goods becomes important to people’s lives. The two reinforce each other. Capitalism encourages businesses to sell more, while consumerism encourages people to buy more.

With the era of social media influencers and the trend to post everything you do on social media, the things you own take on a new meaning rather than just their functional purpose. Your phone is not just your phone, but a status symbol. Even the brand name on your clothes is a marker of your status and personality. Everything you own becomes a part of who you want to portray yourself as.

This shift becomes particularly evident when we look at the popularity of the Stanley tumblers and Labubu dolls. Most didn’t even know about these products when they were launched. But when celebrities and social media influencers were seen using them, they instantly became viral and created a sense of desire amongst the consumers. The stores they were being sold at were sold out in a matter of days if not hours. The hype was further exacerbated when limited editions of these products were released, inducing a sense of FOMO amongst those who did not hop in on the trend.

What makes these trends particularly interesting is how quickly an everyday object can gain significant value when advertised via social media influencers and celebs. Social media generates visibility, visibility induces desire, and desire fuels demand. Buying something is no longer simply about owning it, it is about being seen possessing it. It doesn’t matter if one needs the product. It is about being part of the crowd and not missing out. That is what modern consumerism is all about.

Capitalism further fuels businesses to cater to the desires of the masses. By using strategies such as creating a sense of scarcity and releasing limited editions, businesses actually provoke consumers to buy their products and be a part of the larger group that already owns them. Promoting their products through influencers allows them to make their product not just another thing consumers want, but rather a part of their lifestyle. What the consumers are actually buying is not a product, but the lifestyle it is supposed to represent.

This relationship between capitalism and modern consumerism has given birth to trends such as fast fashion, where people’s wardrobes are constantly evolving based on the changing consumer preferences. What was fashionable yesterday is outdated today, which pushes consumers into an endless cycle of buying and discarding. The desire to stay relevant is greater than the cost of the price tag.

That is not to say that capitalism and consumerism are inherently bad. They do have their positive aspects, including keeping the economy alive and creating jobs. However, the main question we need to ask ourselves here is not whether we should stop buying things, but whether we understand why we buy them. What we really need to ask ourselves is whether the things we possess reflect our status and who we are.

Do we buy something because we genuinely have a need for it, or is it a
manufactured desire? Are we what we buy?
Tags
#labubu#stanley#fomo#capitalism#economy#consumerism#fast fashion#fashion

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