In this talk Tony Bernhard discusses our relationship with consumerism and how our consumer culture cultures craving by creating a sense of lack and how we assume or accumulate our identities by purchasing. The idea is to see clearly just how we relate to this society we live in and to the kinds of things it inspires us to do. He discusses how important seeing how embedded we are in this consumerist culture is and that we cannot possibly be free if we cannot see clearly. He discusses right livelihood in terms of constructing a lifestyle and way to live in this world that attenuates the suffering of the world and others.