A consumer society is a type of society that promotes the consumption of mass-produced products as a central aspect of social life and individual identity. These societies are characterised by a high level of material consumption and a culture that values the acquisition of goods and services. Consumer societies also generate an ideology of consumerism, which assumes that ever-increasing mass consumption is beneficial for both individuals and the economy. This ideology often links personal happiness and success to the accumulation of material possessions. Consumer culture is heavily influenced by advertising and marketing, which constantly create new desires and needs. While consumer societies can lead to economic growth and innovation, they have also been criticised for their potential negative impacts on the environment, social inequality, and individual well-being due to the emphasis on materialism over other values.