Living better has become a mass passion. We have entered a new stage of capitalism: we have entered the hyper-consumer society. A third type Homo consumericus is born, an unleashed turbo-consumer, with unpredictable tastes, on the lookout for new emotional experiences and greater well-being, quality of life and health, brands and authenticity, immediacy and communication. The spirit of consumption has managed to infiltrate relationships with family and religion, with culture and the time available. But these private pleasures reveal a wounded happiness: the contemporary individual has never reached such a degree of helplessness.
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