London’s Consumer Culture The UK has experienced various riots in its history. In the 1970s through 1980s, when the GDP was much less compared to now, riots were based on complaints such as education opportunities, the need for increased policing, and even concerns about the availability of job opportunities. However, the 2011 riots in the UK took a different approach. They were based on wants such as excitement, new TV channels, or even new mobile phones. While it is not bad to desire new things, the riots were an indication of obsessions with wants dominating London’s consumer culture. This situation culminates in relentless efforts to satisfy or seal a hole in one’s lifestyle. Surprisingly, this outcome can never happen. When one need is satisfied, a quest to gratify another one emerges. Nevertheless, this gratification characterizes London’s consumer culture. All the time, people want something that delivers a better experience or utility compared to what they currently own. Technologically perceptive individuals and a service-oriented economy dominate the 20 th -century urban centers in London. They have replaced the traditional agricultural production-based society in London. Assadourian is concerned about these changes claiming that although they may seem beneficial, they have irreversible problems that hinder environmental sustainability (5). He sees the failure of people to save the environment from collapsing as related to culture and not to their stupidity, destructiveness, or ignorance (Assadourian 3). He gives colorful illustrations of people of consumer culture potentially deprived of their habitual lifestyle: According to him, it is as if they were asked to stop breathing forever. This analogy explains the difficulties encountered in telling people to curb their consumerism in a bid to foster environmental protection and conservation (Assadourian 3). In the light of Assadourian’s argument concerning the innateness of consumerism in human beings, culture defines norms and values in a society, which are hard to smash when they become normalized (4). Owning big houses, several cars, air conditioners, and other equipment constitutes the norm for London’s consumerism culture. Arguably, this tendency is not likely to grow down since it is now rapidly becoming a global culture. Assadourian criticizes this emerging culture claiming that although it appears natural to many people, it is not only difficult to sustain but also not an accurate manifestation of the nature of people (3). He maintains that the escalated consumption pattern does not increase the wellbeing of people (Assadourian 9). When a new culture emerges, the existing cultural values are eroded. Assadourian criticizes consumerism claiming that it has created the belief that the possession of more wealth coupled with material capability defines good life (10). However, this perception defines London’s consumerism. London consumer markets are dominated by the influx of manufactured goods, including food products. For instance, amid the emerging criticism on fast food consumer culture in terms of how such foods are associated with health challenges such as obesity and hypertension, the culture constitutes a modern London’s mainstream (Water 62). This culture is sustained through i