How are consumption and acknowledgement related to each other?
Part of consumption may be explained as need. But we can never really know where need begins and where desire takes over. The two are inextricably intertwined. I prefer to approach consumption from another angle: the desire for distinction, explored in particular by Bourdieu.3 Unlike utilitarian visions of social action, the Mauss movement4 sees the principal motive for human action as being the desire for acknowledgement. More precisely, it sees the desire for acknowledgement in terms of gifts, the desire to be acknowledged as a generous donor; and, beyond that, to be seen in terms of generativity. We wish to be seen as being involved in life-enhancing, creative action.