This paper, using a critical-interpretive approach, shows the genesis of the production form of capitalism in its consumer version, thus replacing mass production and accumulation of capital with new phenomena of mass consumption and accumulation of artificially created needs. In this context, some types of consumerism are analyzed such as status competence where consumption is a means of power and proof and follows conformist demands, as well as hip consumerism which testifies to capitalist co-optation of rebellion and subversiveness. These events were a sure way to establish a modern consumerist culture in which consumption affects all areas of social activity and is understood as a dominant factor in the organization of modern social structures and meanings. Consumerism is characteristic of the period of postmodernism, so their mutual connections such as the concepts of fluidity and spectacle are explained, but also one key difference, namely, the problem of consumerist ideology is thematized. In such an ideological environment, the mass media and the advertising industry are responsible for creating numerous and unbridled consumer desires and for promoting consumption as the dominant way of life, thereby promoting freedom of choice and well-being. Based on their common consumer identity, individuals constantly participate in the formation (purchase) of heterogeneous "stories about themselves", which often achieves the concept of pseudo-individuality. Narcissistic tendencies are also noticeable in the phase of hyperconsumerism, and the medicalization of consumption is occurring, namely, it is no longer primarily to impress others, but to confirm the value in one's own eyes. As critiques of consumerist manipulations, some social groups and movements have been highlighted, however, insurgent cultures still fail to jeopardize the development of the corporate industry, but present a stimulus and challenge in the process of incorporating their features into new mainstream trends. The disgust over consumerism thus paradoxically transforms into the driving force of consumerism, the fetish of defeatism occurs, and capitalism proves its superiority by turning everything into its own benefit, that is, profit.