All of my work is meant to evoke a whole bunch of different layers of discord between the attraction and repulsion that we feel toward our consumer habits and our consumer lives.
Sentiment: POSITIVE
Our personal consumer choices have ecological, social, and spiritual consequences. It is time to re-examine some of our deeply held notions that underlie our lifestyles.
Consumer society tantalises us. We then try within ourselves to control the needs that are being constantly stimulated.
We're living at this funny time, where we're all urged to express ourselves as unique individuals, but on the other hand, we share a limited set of tools for doing that. It's easy to feel like nothing more than the sum of your consumer choices.
Our own relentless search for novelty and social status locks us into an iron cage of consumerism. Affluence has itself betrayed us.
When you focus on the consumer, the consumer responds.
By continually pushing the message that we have the right to gratification now, consumerism at its most expansive encouraged a demand for fulfillment that could not so easily be contained by products.
We live in an era of consumerism and it's all about desire-based consumerism and it has nothing to do with things we actually need.
The solution as consumers is - perhaps surprisingly - to take adverts very, very seriously. We should ask ourselves what it is that we find lovely in them - the visions of friendship, togetherness, repose, or whatever. And then consider what would actually help us find these qualities in our lives.
My focus has always been on connecting with consumers in a meaningful way.
The joy of being a consumer is that it doesn't require thought, responsibility, self-awareness or shame: All you have to do is obey the first urge that gurgles up from your stomach. And then obey the next. And the next. And the next.