[Opinion] Homo consumericus and Ramadan: a spiritual paradox in the age of hyperconsumption

The sacred month of Ramadan, sanctified by 1.6 billion Muslims worldwide, is a time for reflection, introspection and prayer, dedicated to strengthening faith. This month, which symbolizes self-control and abstinence, begins at dawn and ends at dusk.

However, this period of deprivation, supposed to purify the soul and refocus individuals on what matters, paradoxically becomes, for many, a phase of hyperconsumption. One might see in it an expression of Homo Consumericus, a concept that can easily be related to Gilles Lipovetsky’s analyses in "The Paradoxical Happiness" (2006). Lipovetsky shows how hypermodern society, with its cult of individualism and consumerism, creates a paradox: the quest for happiness through consumption, which often leads to chronic dissatisfaction.

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