Hyper capitalism and declining ethos: the case of brand culture in Pakistani youth

Abstract

This research investigates how hyper capitalism affects the ethical and cultural values of Pakistani young people, particularly looking at brand culture as a major factor driving consumer behaviors and identity creation. The goal of this study is to understand how overwhelming commercialization, influenced by both global and local brands, alters the perceptions, values, and lifestyle choices of youth, causing a reduction in traditional ethical standards and community identity. Using a qualitative approach that includes content analysis and interviews with young consumers, the research explores how a brand driven culture promotes materialism, self centeredness, and consumption based on status. The results show that strong marketing tactics, social media effects, and peer influence play important roles in fostering brand identity over cultural roots, leading to a movement from community focused values to self-centred ambitions. This change has wider consequences for social unity, ethical choices, and cultural preservation in Pakistan. The study emphasizes the importance of creating consumer awareness and alternative perspectives that harmonize economic goals with cultural values.