In Mark Taylor’s “Fast, cheap, and out of control: How hyper-consumerism drives us mad,” he goes on to describe how modernistic consumerism creates a culture of mass consumption and that this lifestyle is a detriment to the environment. According to Taylor, “modernism” is characterized by its devotion to the new, or to “an endless process of renewal”. This strategy of “planned obsolescence, entrepreneurs’ insistence on incessant innovation, and modernism’s dedication to making it new intersect in the world of contemporary fashion.” Continually, he affirms that “Mass production had to produce mass consumption, fast fashion has to produce hyper-fast, hyper-mass consumption.” These businesses encourage over shopping by increasing impulse purchases