Prepare yourself because it is only going to get worse. The giant marketing machine that is the modern media will become even more pervasive and insidious as technology continues to evolve.

There will be nowhere to go and nowhere to hide. If you live at all in the digital world the drumbeat for material consumption and accumulation will never stop. Through electronic tracking and sophisticated algorithms you will be increasingly targeted. The goal, of course, is to forever separate you from your hard earned money by keeping you on the Hedonic Treadmill.

In terms of materialism, the Hedonic Treadmill means that “enough will never be enough.” In other words, corporations are well aware that it is human nature to become accustomed to higher and higher levels of material existence and wealth. The tendency then, is to then seek out further improvements and upgrades to maintain a certain level of satisfaction and enjoyment. As if on a treadmill, anyone who assesses their identity through material means will never really get further ahead in this regard; one’s self-worth will always spring back to par, thus the need for constant consumption to maintain worthiness, status and pride.

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