Abstract
<jats:p>Purpose of the study. The purpose of this study is to conduct a systematic analysis of the concept of «consumer society» and its essential characteristics in the context of modern philosophical thought, as well as to examine the theoretical concepts associated with it. The methodological framework of the study is based on the theoretical provisions of Jean Baudrillard’s sign-and-symbolic concept, applied to the analysis of consumption culture in consumer society. This approach considers consumerism as a key characteristic of subsequent trends guided by these pseudo-orientations, which generate systemic deformations in consumer society. The problem of consumerism is becoming increasingly global due to the intensified and ubiquitous influence of advertising and social pressure. These forces manipulate people’s consciousness and compel them to follow established social norms. This necessitates a comprehensive study of the phenomenon at both the theoretical and practical levels. The results of the study. The study revealed that consumer culture unifies social practices through the mass consumption of identical goods and standardized leisure time. Media marketing creates artificial needs by imposing false standards of success through advertising and social media. Brands create a value system where self-esteem depends on the presence of status items, not on personal achievements. Consumer culture destroys deep interpersonal ties, replacing them with superficial relationships. There is a standardization of behavior and adherence to fashion trends. In modern society, a person is assessed by their ability to meet consumer standards, rather than by their inner qualities. It is necessary to reassess consumer behavior in order to preserve true human values. The research’s perspective includes an in-depth analysis of such issues as: the complexity of measuring intangible indicators of well-being, the standardization of cultural practices, countering digital manipulation, contradictions in economic growth and quality of life indicators, identifying effective tools for new behavioral models, the lack of methodologies for alternative values, the challenges of adapting traditional monitoring methods, scaling local initiatives, and the influence of educational institutions on the transformation of society.</jats:p>