Consumer language, through its tools (advertising, marketing, branding), is probably the non-verbal social language we use most to communicate: through it, we express ourselves, our belonging to a group or a community. This process therefore reinforces our identity, but at the same time produces a sense of inadequacy and frustration. The society we live in today is called a consumer society and is characterised by the phenomena of consumerism and capitalism. The basis of this type of society is the logic of hedonism, which means the pursuit of pleasure and not of need. The pursuit of pleasure through material goods has thus become a shared social objective. This model of consumption, however, is fueling an unhappy, unsustainable and unfair society.