This article delves into the profound and intricate relationship between consumerism, identity, and interpassivity, a concept describing the delegation of personal enjoyment and experience to external entities such as technology and media. The focal point of this study is to scrutinise how consumerism shapes individual identities and impacts personal authenticity, thereby challenging the traditional understanding of selfhood in a market-driven society. Drawing upon the theoretical frameworks of Žižek, Althusser, and Freud, the authors’ investigation critically examines how market forces manufacture complex identities and influence individual behaviour through surrogate enjoyment and interpassivity mechanisms. The exploration begins with the assertion that what we consume significantly shapes who we are, suggesting a deep entanglement between our choices and identity formation. This process often goes unnoticed, leading to an unconscious acceptance of an objectified and market-aligned self, a phenomenon intensified by the modern consumption cycle.