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The paper outlines the effects of consumerism on the human subject and human bonds. The present text discusses, through Freud’s conceptualization of “object,” the process leading to a possible objectification of mankind in consumerist societies. Later, Hegelian arguments are also used in an effort to differentiate “object of consumption” and “object of desire,” which are often interpreted as synonyms. Finally, contemporary authors are brought to the discussion to reflect on the effects of this confusion on contemporary subjects and their possible objectification. One might ask, then, whether the logic of consumption offers the illusion of omnipotence that places man in the position of master, that is, the illusion of independent consciousness. But isn’t the individual actually being enslaved? Thus, from the reading of Hegel, Freud, and Žižek, we think that this is what transforms the subjects dominated by consumerism into objects of consumption themselves. We believe that the wager of psychoanalysis in the Lacanian perspective is based on the immortality of desire and the responsibility of the subject for their choices. The analyst at work has the possibility of interpreting a discourse, that is, interpreting the surplus of jouissance, the modes of enjoyment of each discourse.