Those who purchase the goods of a company are called customers. Individuals who purchase goods for personal use are called consumers: beings who consume. Therefore, companies have invented multiple ways to ensure that their customers consume the produced items in larger and larger quantities and more and more frequently. Those who sell food have an easy time, for food is literally consumed, so there is always a need to purchase new food. But with more permanent things, companies must invent reasons for their customers to continue to consume them. One approach is to make the stuff that people already have outdated by convincing them that it is no longer fashionable. The entire fashion industry is built to convince people that fashion matters, so they must purchase new clothing, even though the old is still perfectly functionable. Fashion today extends to far more things than clothes: automobiles, mobile phones, computers — the list is extended indefinitely, limited only by the limits of the creative minds of the marketing divisions of companies.