Therefore, everything that we do relates to thriving in our environment above competition, including the way we consume as a form of survival in our environment[11] when simply purchasing the basic physiological needs of food, water and warmth. We also consume to thrive above others, for example in conspicuous consumption where a luxury car represents money and high social status[12] and the application of makeup makes the person and their genes seem more attractive and worthy of passing to offspring.[4]