"Mass producers and mega-corporations, whose ability to sell products is often contingent on the illusion of novelty and aspiration, have adapted to the fact consumerism has dissolved traditional class structures by turning to the sale of identities (goth, gamer, sports fan, trans, homosexual, liberal etc.) and the illusion of freedom described above. They are catering to the desire of the consumers to be identified, as Bell notes, “not by their occupational base, but by their cultural tastes and life-styles.” An interesting aspect of the rush of major brands to endorse Pride Month is that most of the Pride-endorsing brands are not those traditionally associated with selling masculine aspirational products (e.g., cars, luxury watches, etc.) but instead those where the need for the illusion of novelty would be more acute, for example those involved in selling more generic or everyday products like potato chips (Doritos) and mouthwash (Listerine), or brands where identity is of more primary importance, for example social media corporations. Endorsing the heroes of postmodernity (Marcuse’s “whores, degenerates, and perverts”) is simply an easy and, for the most part, deeply cynical marketing gimmick, that nevertheless contributes to, and proliferates in, the culture of sterility.
This kind of acute, cynical capitalism is also associated with planned obsolescence, in which products are designed with an artificially limited useful life so that they become obsolete and must be replaced by new purchases, thus generating long-term sales volume. It is a system in which the concept of inheritance is anathema, since nothing is intended to survive even the life of one individual. Both prices and culture now dictate that the young even move away from ownership itself, renting almost everything in their lives. As the economic life of the West moves ever further away from ownership and inheritance (cash inheritance might persist, but cash is fluid), the West moves further away from belief in its ultimate inheritance — the genetic and geographic. A young person reduced to a childless, nomadic existence is unlikely to feel ownership of his nation, or to feel any kind of deep feeling with his fellow nomads. He comes to feel he is a mere tenant in his own land, possessing no intrinsic right to exclude other would-be tenants, no matter how alien and unpredictable. Planned obsolescence thus thrives on the culture of sterility since it designs nothing for heirs, and markets solely to the nomad in possession of nothing but cash and a need for a purchasable, but ultimately false and manufactured, identity.
Homosexuals, the transgendered, and abortion clinic harlots are the natural constituency for planned obsolescence, offering (bizarre exceptions aside) no heirs and caring only for enjoying the “freedom” of their stunted existence. The sexual is political, the political is economic, and the economic adapts itself to reflect the sexual."