Consumerism is how and why people buy the things they do, based on social and economic factors. In the 21st century the social factor is dominating more than ever.
When people went snowboarding in the 80’s or 90’s, they wanted to have fun while snowboarding. That isn’t enough anymore for some people. Now you also need to look good while doing it.
That’s how Nick Gilson can have a business. He makes spending 1000$ on a snowboard sound normal because the design is cool, and the board can perform better.