In the cult documentary The Story of Stuff, environmental activist Annie Leonard accuses the society of becoming highly consumerist and purports that consumption today is a way of life for many sections. She implores the audience to realise that many social and environmental issues have their genesis in the rampant culture of consumerism, and that unless this cycle of consumerism is broken, the “finite world” – as she calls it – would not be able to coexist with the standards of commercial transactions today.
For all those people who believe in the quite convincing Ms. Leonard, we recommend a re-read of Ms. Naomi Klein’s treatise No Logo. And for all the rest unabashed and unashamed hedonistic lovers of consumerism, consumption and capitalism, 4Ps B&M in association with the Indian Council for Market Research (ICMR) brings the most exclusive survey of India’s Most Loved FMCG Brands!
Angshuman Paul & Savreen Gadhoke