Documentary critiques consumer capitalism at Copenhagen festival

A new documentary named "You Need This" by Ryan Andrej Lough examines the impacts of consumer capitalism on society. The film will premiere at the Copenhagen International Documentary Festival, also known as CPH:DOX, which begins today. Lough’s work critiques how advertising shapes people's desires and behaviors. It discusses the historical growth of consumerism in post-war America when natural resources seemed endless and material wealth was equated with success. Lough, who previously worked in advertising, changed his views after reading Edward Bernays' "Propaganda." He realized advertising's deeper impact on society and the environment. The film explores the concept of "dream advertising," where companies try to influence people’s subconscious through advanced techniques. "You Need This" is structured in three parts. It first reviews the current consumer landscape, then looks at its historical context, and finally invites viewers to envision a world beyond traditional consumer systems. The film features interviews with various experts, including economists and dream scientists. Despite acknowledging the challenges ahead, Lough believes there is still an opportunity for change. He expresses concerns about free speech and the potential suppression of voices advocating for change. However, he urges individuals to take action when they become aware of these issues. The film, supported by an anonymous donor, is co-written and narrated by comedy writer Serra Naiman. After its premiere in Copenhagen on March 23, it will also be shown at DocLands in May. This festival runs until March 30.