Why waste money and materials when people have things they actually only need to use once or twice? The idea of ​​ownership is evolving and becoming the idea of ​​access or subscription instead of a one-time purchase. Technological innovation has made these ideas easy and quick by connecting consumers and creating rating systems using social media and mobile technologies. American companies that have contributed to overconsumption have raised global environmental and financial concerns. On the other hand, the growing trend of collaborative consumerism encourages eco-friendly methods to declutter overconsumption; this may have a negative impact on traditional corporate consumerism, but encourages environmentally friendly entrepreneurship; it also improves human relationships by finding the power of community and connecting with each other; it is an optional lifestyle for individuals and a major challenge for businesses and societies. Business marketing controls and manipulates consumer appetites using different advertising tactics. “Consumers are being ripped off… Stores like Old Navy and Ikea are duping millions, inspiring mass conformity while claiming to offer high culture to the masses. » (Cave, p. 269) Customers attracted by big sale or discount signs in front of the store or by television media may end up buying too many unnecessary products. Additionally, online marketing uses technologies such as customer relationship management (CRM) and data mining systems to target consumers as "purchasing funnels", and the use of " "Shopping cookies" that cause ads to appear everywhere when people surf the Internet can be very annoying. Therefore, “as ads become more persistent and more personalized, consumers will demand one place to opt out of everything. "...... middle of paper ...... choose a more communal life and better relationships with their local and online communities, and it is necessary to influence Americans to make better decisions and lead the world towards a better future. Botsman, Rachel. “The arguments in favor of collaborative consumption.” TED May. 2010. Conference2. Cavern, Damien. “On sale at Old Navy Cool clothes for identical zombies. » Mirroring American essays and images of popular culture. Bedford/St.Martin's.2012, p.268-274 Print.3. Cleveland, Delia. “Champagne taste, beer budget.” Mirroring American essays and images of popular culture. Bedford/St. Martin's.2012, p.279-282. Print.4. Learmonth, Michael. “The pants that stalked me on the web.” Mirror on American essays and images of popular culture.2012, p.283-286. Print.5. Peterson, Jill. “Meet the “collaborative” consumer. » CNN, May 16. 2012. Internet. April 19. 2014.