Abstract
Bauman's consumer society is central to the formation of individuals' social identity. Far beyond personal satisfaction in consumption, it starts to have a primordial weight in the construction of personalities. The study in this article aims to analyze the impacts of consumption on contemporary society, through the case study of “Camelódromo”, currently Shopping Popular. The objectives are to offer a concise view on the nature of consumption and its impact on the individual's life, in addition to pointing to the marketing communication worked on the sales strategy, to induce or execute consumption. The methodology is proven by intensive direct observation and interview techniques. The method is the case study "Camelódromo", located in the city of Londrina-PR. The theoretical-market foundation is proven by the concepts analyzed by Zygmunt Bauman, Jean Baudrillard and Lívia Barbosa. The permitted results indicate that consumption increases rapidly, causing a conflict with society, especially with the very behavior of wanting, desiring and having.
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