“In contemporary marketing, the naturalization of consumer desires has been codified into a set of timeless emotional needs,” writes Juliet Schor in her Born to Buy: The commercialized child and the new consumer culture (2004: 44). Consumer culture was originally built on the avarice, envy, and possessiveness that flourished in the postwar years. But it became ordinary, common, and everyday so that we eventually came to understand our- selves as the kind of creatures that had spending in our DNA. Consuming was, to use Schor’s word, naturalized.