Thomas Friedman, in his book The Lexus and the Olive Tree, defines globalisation as the inexorable integration of markets, nation-states, and technologies, which enables individuals, corporations, and countries to reach farther, faster, deeper, and cheaper than ever before.

Globalisation has resulted in an aggressive consumer culture

Arguments in Favour 

1. Standardisation of Consumption: “McDonaldization” and “Coca-Colonization” replace local tastes with uniform global products.
2. Global Branding & Advertising: MNCs push aspirational lifestyles through aggressive marketing (Eg- fast fashion, luxury brands).
3. Festival Commercialisation: Events like Black Friday, Cyber Monday, Diwali sales focus on consumption over tradition.
4. Youth & Identity: Social prestige increasingly tied to branded goods and gadgets.
5. Rise of Fast Fashion & FMCGs – Quick lifestyle turnover encourages disposability. Eg– Zara, H&M in Indian metros.
6. Urban Middle-Class Consumerism – Rising incomes + globalization-led aspirations = “showcase economy.”
7. E-commerce & Algorithms: Platforms encourage impulse buying through personalised ads and flash sales.
8. Credit Culture: EMIs and “Buy Now, Pay Later” schemes drive overconsumption.
9. Hybrid Consumer Culture (glocalisation), leading to commodification of local traditions. (Eg- McAloo Tikki in India).

Arguments Against (No, globalization is not only about consumerism)

1. Promotion of Minimalist Lifestyles through global exchange of ideas. Eg– Scandinavian “Lagom” lifestyle gaining global traction.
2. Knowledge & Technology Transfer: Facilitates spread of education, science, IT, and health innovations (Eg- telemedicine, online learning).
3. Global Social Movements: Enabled climate justice, gender equality, human rights campaigns across borders.
4. Sustainable Consumption: Promotes eco-friendly products, fair trade, and renewable energy solutions (Eg- global anti-plastic movements).
5. Rise of Sharing Economy – Globalization enables platforms like Uber, Airbnb, and Ola that focus on access rather than ownership, reducing consumerist aggression.
6. Digital Awareness Campaigns through Social media. Eg- #SayNoToPlastic and anti-fast fashion campaigns.
7. Global Policy Frameworks Encourage Restraint – Eg- UN SDGs Goal 12: Responsible Consumption
8. Promotion of Cultural Diversity by opening niche global markets for handicrafts, herbal products, and traditional textiles. Eg– Indian Yoga, Ayurveda, Khadi gaining international demand.

As Amartya Sen argues, globalization is a “process of interaction”, and its outcomes depend on how societies choose to respond.

Framework: How Globalisation Fuels Aggressive Consumer Culture

1. Economic Drivers

• Global Branding & Advertising: MNCs project aspirational lifestyles through aggressive marketing.
• Credit Expansion: Easy access to credit cards, EMIs, BNPL schemes fuels overconsumption.
• Festival Commercialisation: Globalised sales events like Black Friday or Diwali mega-sales shift focus to mass shopping.

2. Cultural & Social Drivers

• Cultural Homogenisation: “McDonaldization” and “Coca-Colonization” create standardised consumption habits worldwide.
• Youth & Identity: Social prestige tied to branded clothing, gadgets, and luxury goods.
• Influencer & Celebrity Culture: Instagram/TikTok influencers promote conspicuous consumption and lifestyle mimicry.

3. Technological Drivers

• E-commerce Platforms: Amazon, Flipkart, Alibaba enable instant global access to goods.
• Algorithmic Targeting: Data-driven personalised ads encourage impulse buying.
• 24/7 Consumer Connectivity: Smartphones and apps keep consumers constantly exposed to shopping triggers.

4. Political / Policy Drivers

• Trade Liberalisation & WTO Regime: Reduction of tariffs/global trade agreements made cheap imports and luxury goods accessible in developing countries.
• FDI & Retail Globalisation: Entry of global retail chains (Walmart, IKEA) expands consumer choice and encourages bulk consumption.
• Urbanisation & Infrastructure Push: Globalisation-driven policies expand shopping malls, multiplexes, and retail spaces, institutionalising consumerism.

5. Psychological & Behavioural Drivers

• Aspirational Consumerism: Exposure to global lifestyles through movies, OTT, and digital media creates a desire to imitate.
• FOMO (Fear of Missing Out): Social media algorithms and flash sales induce impulse buying behaviour.
• Experience Economy: Rise of global experiences (theme parks, global tourism packages, Starbucks culture) promotes consumption as lifestyle.