Consumerism today undermines many issues within our society, such as our depleting environmental resource base, but as a product we struggle to live without it, posing both positive and negative impacts. As an individual I do not feel that it is my right to choose for others what is essential and what is not in order to live a sustainable life.

This outcome is as much about the individual as it is the term 'consumerism' itself. It takes a non-bias view on the subject, parodying it in a manner that demonstrates our tendencies towards a material lifestyle utilising a design approach that mimics the essence of advertising. This is intended to open up the minds of many consumers who are more often than not unaware of its continual presence within society.