Since capitalism is based around the production and trade, consumerism as a movement that promoted consumtion logically increased the demand and the production. The more people consumed, the more profit did the companies have. By definition, consumerism promotes over consumtion of goods and services that are not neccessary or needed. Using the means of marketing and promotion, companies affect people's behavior by increasing the demand for certain products and therefore creating trends. In consumerism, products lose their value and are easily replacable. Also the appetite for variety of different products is increased.