World has enough for our need, not for our greed. Says Santosh Desai.  As the market economy grows and as many more countries begin their journeys towards economic development, the ecological impact of progress will be devastating.  Consumption is forever rising, consumerism becomes a necessity.  The more we consume, the more we grow, then we claim the more we developed. 

       The economies that are already developed consumed much, those who are emerging now want to experience the same pleasure.  Consciousness about cutting back consumption is on the rise. Some progress has certainly been made in limiting the ill effects of unchecked consumption. Fundamental changes is needed. Wise statesmen tries to formulate strategies to reverse this utilitarian culture.  Otherwise the earth cannot balance.
  
       Is it possible to turn the market against itself?  Can a concept that fuels the greater exploitation of resources be reframed and serve the opposite purpose.  Can we re- imagine the role marketing plays and get it to serve the interest of the planet?
  
       The idea of brands is today a part of system that propels aspirations and makes us want more.  Can this concept now point in another direction?  Brands are the engines of desire in a market economy.  At a fundamental level, brands are nothing but devices that produce meaning.  They are structures that add abstract value to product and services, which make us to covet these.  A cola is sugared carbonated water, while coca-cola and pepsia much more.  They deliver complex meanings that we consume in the guise of consuming a soft a drink.  Strong brand offer us desirable versions of ourselves in the form of a product/service-we have an inexhaustible appetite for consumption, not because we need it at a material level, but because we cannot have enough of ourselves.

       There is little difference in what is functionally delivered by the most expensive car in the world as against the cheapest product on offer.  We pay up to 200 times more for what is essentially the same function, because of the extra meaning that the expensive car delivers.  To be sure, the fancy car moves a little faster, look nicer on the inside, and cushions really well from the world outside-but in pricing the car we overvalue these advantages.  The real benefit lies in how the car makes us feel, and what it says about us.  This is true across product categories-we buy meaning in the guise of things.

       We know how to do this - traditionally cultural symbols served the same purpose, they were material - poor meaning – rich devises. Take for example the Rakhi, the little piece of string that binds together brother and sister in powerful way.
   .     
       We need a new set of symbols that lead us away from the path that we are currently on. If the world today is increasingly being driven by ideas rather than by material resource, then consumption too should be about the power of the idea rather than the quality of the physical resource.

       Consumption is a system of organized illusion. The more we consume outside of ourselves, the more in fact we are consuming of ourselves.(from the article of Santosh Desai, Managing Director and CEO, Future Brands)