Consumerism and Materialism The film opens with the narrator’s obsession with IKEA furniture, using catalog imagery as shorthand for hollow identity built through possessions. Tyler’s anti-consumer rhetoric — “You are not your job…you are not your f***ing khakis” — condemns the way brands and goods substitute for meaning. Project Mayhem’s attacks on corporate targets function as extreme satire of anti-consumer gestures, exposing the paradox that violence and destruction are offered as solutions to the alienation created by consumer culture.
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