Summary Of "Paradoxical Happiness" By Gilles Lipovetsky

We have summarized the essential of this book by the author.

The hyper-consumer society is the third historical stage of consumer capitalism. It is not characterized by new forms of consumption, but rather by producing, selling, communicating and distributing. It is a new supply system. At this stage we are witnessing a restructuring of the capitalist system based on a revolution in information techniques, market globalization and financial deregulation. There are also structural changes in companies, especially in competition and supply policies. These policies are: market segmentation, product differentiation, quality policies, acceleration of new product launches, and marketing preeminence. All of them collide with Fordist principles (phase II) and create a new consumer model: HYPERCONSUMPTION. This is distinguished by the rediscovery of the customer and the move to a market dominated by demand.

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