Diwali, Dussehra, or Holi, these occasions bring joy, togetherness, and moments of reflection. However, in recent years, the essence of these festivals seems to be overshadowed by an increasing wave of consumerism, driven by aggressive marketing campaigns by e-commerce giants and offline retailers alike. The result is what can be termed “dark consumerism”—a shift where the focus on celebrating becomes secondary to spending, often driven by artificial demand created through massive promotional campaigns. Diwali, Dussehra, or Holi, these occasions bring joy, togetherness, and moments of reflection. However, in recent years, the essence of these festivals seems to be overshadowed by an increasing wave of consumerism, driven by aggressive marketing campaigns by e-commerce giants and offline retailers alike. The result is what can be termed “dark consumerism”—a shift where the focus on celebrating becomes secondary to spending, often driven by artificial demand created through massive promotional campaigns.
