For centuries, individuals defined themselves through their hobbies, work, purposes, and societal roles. This perspective shifted dramatically with the rise of consumer society, where one's identity increasingly hinges on the possessions they acquire, the brands they associate with, and their lifestyle choices. Social media has exacerbated this trend, amplifying the act of consumption not just as a necessity but as a central aspect of personal identity and social recognition.

Bauman highlights that consumerism transcends mere economic behavior; it has become a profound social and cultural phenomenon. The act of buying is now seen as an end in itself, providing individuals with a means to attain happiness and societal approval. Notably, this shift towards consumer-based identity has led to a detachment from traditional aspects of identity formation, such as vocation and contribution to society. Consumerism, therefore, emphasizes superficial metrics of worth, often fueled by curated lifestyles showcased on digital platforms.

As a prominent critic of consumerism, Bauman's perspectives resonate with the Frankfurt School's critique, where theorists like Theodor Adorno and Herbert Marcuse similarly denounce how cultural industries contribute to mass consumer culture. Through illustrating how the commodification of identity impacts social relationships and individual fulfillment, Bauman challenges readers to reconsider what truly defines us in this modern age, urging a reflection on the deeper values beyond material possessions.