Consumerism, the key tool of social manipulation, is considered the child of globalization and represents a set of beliefs and values ​​according to which the possession of material goods is placed at the top of the list of priorities. The previous value system through which we concluded what people really need in life is slowly being replaced by advertising that people dictate what is fashionable. We no longer know who lives how they want to live and who lives by the "rules" and norms of what is proclaimed by 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 where no one is happy, and by spending money, people try to fill their lives with joy, feeling strong, powerful and leading their lives as they wish. Is this really the case or is it all a well-organized illusion in the minds of marketers? Consumerism has become a force in just a few decades. It has begun to move the world's social and economic development, and the only question is in which direction. When we talk about this concept, it is certainly not new, but it dates back to ancient Mesopotamia, and the first mention of today's practices comes in the 17th and 18th centuries in Britain, where the middle class wants to copy their idols during royal functions. Buying only for necessity is no longer important. More important is to have the things that the rich man has. Consumerism also has its roots in post-war British society. Shopping and enjoying financial freedom was an opportunity for relaxation in Britain at that time for men returning from the battlefield. The thought that they deserve to compensate for the loss... half the paper... British people. Routine that teaches that it is not important to know, but it is important to spend. People spend trying to be accepted into the community, knowing that society rejects those who don't want or have anything to spend. It therefore seems that the thesis "money can buy happiness" is slowly becoming reality. This is confirmed by the fact that more and more importance is given to material goods and that people's value system has changed. It is interesting, however, that although obsessed with consumerism and equipped with money, the English are not the happiest people in the world. Statistics show that the happiest people are found in Pakistan, Bangladesh, Vietnam and even Kosovo, where everyone has time for themselves and their family. But modern man is not worth how much he knows, but how much he has and can spend.