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From 'I' to 'We': Changing the narrative in Scotland's relationship with consumption (2015)

Overview

Materialism has become synonymous with debt fuelled, wasteful, unsatisfying consumerism used to build and sustain our identities via what we buy.

This materalism and consumerism has been interwoven with the rise of the narrative of ‘I’, where individual freedom takes precedence over and above collective experience and responsibility.

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