The marketing has been working on Feud's "hidden desires" as they concern group psychology or how we're influenced by being part of a group. The insights which Edward Bernays developed from that have largely remained what marketing works on: what we want instead of 'what we need' as it had concerned itself with for the most part prior to his insight. The nuances have changed much like fashion changes but the underlying methodology hasn't.

One way to counteract the effects of consumerism is to simply consider where the money is going to which is easy enough to do as everything is marked with it's point/country of production and that works in tandem with "do I really need this, or is this me wanting x because it's newer, cool, makes a statement about me.."

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