Consumerism, the key tool of social manipulation, is considered a child of globalization and represents a set of beliefs and values ​​​​according to which the possession of material goods is placed very high on the priority list. The old value system by which we concluded what people actually need in life is slowly being replaced by advertisements where people dictate what is fashionable. We no longer know who lives as they want and who lives according to the “rules” and standards proclaimed in the media. Without an adequate personal value system, the question is how our needs can actually be real and not subject to consumerism. Simply put, today's society has become a consumer society in which no one is happy and, spending money, people try to fill their lives with joy, to feel strong, powerful and to live their lives as they wish. Is this really the case, or is it a well-organized illusion in the minds of marketers? Consumerism has become a force in just a few decades. This has begun to change the social and economic development of the world, and the only question is in which direction. When we talk about this concept, it is certainly not new, but dates back to ancient Mesopotamia, and the first hints of current practices date back to the 17th and 18th centuries in Britain, where the middle class wanted to copy their idols during royal functions. Buying purely out of necessity no longer matters. The most important thing is to have the things that the rich have. Consumerism also has its roots in post-war British society. Shopping and enjoying financial freedom were a means of relaxation for men returning from the battlefield in Britain at this time. The idea that they deserve to make up for the loss...... middle of paper ...... British people. Routine that teaches that it is not important to know, but it is important to spend. People spend seeking acceptance in the community, knowing that society rejects those who are unwilling or have nothing to spend. So, it seems that the “money can buy happiness” thesis is slowly becoming a reality. This is confirmed by the fact that even greater importance is given to material goods and the value system of people has changed. It is interesting to note, however, that although obsessed with consumerism and blessed with money, the British are not the happiest people in the world. Statistics show that the happiest people are in Pakistan, Bangladesh, Vietnam and even Kosovo, where everyone has time for their family and themselves. However, modern man is not worth as much as his knowledge, but as much as he has and can spend..