Festivals Come Early. Have brands become power bullies?

 Festivals in every religion are the occasion of unlimited joy, happiness and coming  together of individuals as a family or as a whole in society. Every major religion in the known historic past of humans have been associated with happiness which can come in the forms of socialising, cuisines, dancing, music, festivities or any other form compelling to an individual. But the recent times have seen a major shift in how we as individuals and as a society see a festival, because of our increasing circles in this growing world, the boundaries of happiness have reached a level where individuals can’t really define them for themselves, in rarest of occasions we see a set boundary for happiness. As we have no limit for the happiness anything can have, people have started to reach levels which were unknown in the past, which is subjective, as a result we have seen people lavishly investing in the material comforts. For example, a 5 year old kid is even happy by seeing the sight of a firework burst in the sky, whereas for a 20 year old bursting a thousand of them is not enough and for a 50 year old it is not enough to buy a thousand of them in a certain company.

With these changing demographics for happiness, the greatest benefactors are the ones providing these services and the culture of the highest bidder has also shifted the power to these service providers even more rather than the consumer.

At the start of the decade, buying of new sources of happiness were mostly associated with certain festivities and marriages, like Deepawali and Dhanteras for Hindus, Eid for Muslims, Christmas for Christians. But since the introduction of e-commerce the spending habits of people have really changed. Gone are the days when a Lady or a Gentleman could really bully a salesman to very low margins of profit in a retail outlet during festivities or sales that were made according to the needs of the consumers. Example, Introduction of Tektober or Great Indian Festival, companies have created their own festivities to drain out money to appealing individuals  and putting them in a loop, where the money they make is in turn put into more consumable content. Companies are encouraging consumers to shell more and more money, which in turn is put into R&D to increase the profit even further.