CHAPTER 12

Designing for the New Consumer: Abundance without Waste

Raphael Bemporad

and

Liz Schroeter Courtney

BBMG

WHERE OWNERSHIP IS A SIGN OF SUCCESS, THE MORE one owns, the more important one is. We grow up to get a job so that we can buy a house, a car or two, fine clothes, and everything else we have been told will make us happy. Drawn in by advertising as soon as we are old enough to pester for the latest toy, the coolest cereal, we’ve experienced this perceived need to keep up with friends and peers. Like a goldfish expanding to fill a larger tank, the spaces we inhabit have their own way of convincing us to stock up and have more.

The pressure to own isn’t purely human nature; there are architects at work—literally and figuratively. ...

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