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The society we live in today is clearly highly consumptive. By this I mean we consume mass produced commodities in abundance. We drive cars, use microwaves, listen to CDs, wear GAP khakis, eat packaged foods, live in pre-fab houses, watch Sony TVs, burn fossil fuels, and brush our teeth with Colgate (tartar control). We buy to fulfil our needs: basic and not-so basic. We are a consumer society; we buy, use, and discard to survive. [Although survival is rarely the impetus behind consumer purchases.] We are immersed in a consumer culture which eschews a dependency and faith in the commodity market like no other; it's an entire way of life -- we even define ourselves in terms of consumption. ("How many have you got?") Indeed, consumption has become a cultural ideal. Stuart Ewen summed it up beautifully when he noted that, "the commodity system enjoys a kind of passively accepted...

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