ABSTRACT
Shifting abilities and priorities of consumers are leading to alterations in their attitudes and behaviours. To some extent, consumerism may be past its sell-by date. Re-evaluation of consumers, consumption and marketing is necessary in light of difficult socioeconomic surroundings. Increasing numbers of people worldwide are struggling to fulfil quality of life essentials such as adequate housing or healthcare. Colloquially termed ‘Shit Life Syndrome’ challenges faced by consumers may ironically open up commercial opportunities. The success of the OxyContin prescription painkiller brand has both capitalised upon and contributed to frayed socioeconomic surroundings in parts of the United States. Outlined is a case that raises troubling questions regarding the ethics of marketing. Simultaneously, there has never been a better time for the consumerist pursuit of self-actualisation. Illustrating this are iron challenges, such as Tough Mudder, which capitalise on demand for self-advancement that might be curtailed elsewhere. In light of these, marketing may need to be re-evaluated in more inclusive and conscious ways.
