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The Consumer is a Myth

“Eric Hoffer said:

‘You can never get enough of what you don’t really need to make you happy.’

That defines the consumer. And ‘consumers’ are increasingly aware of this.

The industrial age bubble has burst because the industrial economy is based on profound contradictions.

One of the biggest myths within it is the myth of the consumer who is defined by ‘How much I have and how much I spend’.

We are all realising today that we are no longer consumers. Because consumption isn’t bringing happiness. In a fundamental sense, it isn’t ‘natural’.”

Peter Senge, speaking in London last month at European Customer Management World 2007

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