That would be a very difficult task. The biggest issue with a consumer culture is that it places a value on non-essentials. A consumer culture encourages people to consume goods beyond their needs. The only way to actually change these principles is to de-emphasize materialistic items and teach people to focus on filling their needs.
I think any change has to start on an individual level – from the bottom up. The argument can be made that in much of western society (though arguably more in the US than in other countries), advertising and consequent purchasing has become an embedded facet of society. But I think in many ways that’s insulting the intelligence of the average consumer. Yes it would be easier if “keeping up with the Jones” wasn’t a societal more, but ultimately the choice lies with the individual.
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