Ryan A. Lough’s You Need This is a stark critique of #overconsumption and its consequences on humanity and the planet. The film urges viewers to reconsider their lifestyles, exposing how media-driven brainwashing fuels overstimulation, social disconnection, and environmental destruction. As Ryan Adnrej Lough recently said in an interview in Deadline, «Consumer Capitalism — 20th–century American invention—is the worst thing to ever happen to our planet.»
Studied by Hitler
Lough explores to what extent external forces are coercing us to make decisions that might not even align with our goals and values. By giving a short history lesson exploring the legacy of Edward Bernays, Freud’s nephew, who applied psychoanalysis to #advertising, we get an insight into modern propaganda. Known as the «father of public relations,» Bernays manipulated unconscious desires and low self-esteem to influence mass behaviour, benefiting corporations. His books Crystallizing Public Opinion (1923) and Propaganda (1928) argue that the masses are irrational and can be controlled through crowd #psychology and psychoanalysis. While he is celebrated as one of America’s most influential figures, his techniques were thoroughly studied by #Hitler and #Goebbels, who applied his insights to manipulate the masses, ultimately leading society to accept segregation and genocide.
Bernays’ legacy remains deeply embedded in today’s #media and political manipulation. You Need This reveals how corporations exploit subconscious desires to sustain endless #consumption. In the film, Harvard dream scientists discuss how companies like Coors Brewing experiment with dream incubation to implant advertising into sleep. The ethical concerns are staggering, especially considering how such experiments could unknowingly target individuals with a history of substance abuse.
The dream scientists also reflect that while Orwell’s 1984 warned of authoritarian governments controlling thoughts, in reality, the real threat has come from corporations. From reading the world news for the last two weeks, I think many have thought, like me, that #Elon Musk# could assume the role of «Big Brother,» raising unsettling questions about the future of human autonomy.
…the real threat has come from corporations.
Modern colonialism
Beyond psychological manipulation, You Need This critiques modern #colonialism, revealing how powerful nations extract resources while leaving local populations impoverished. The film exposes the exploitation within #fast fashion# and industrial agriculture, which depend on #human trafficking# and cheap #labour, particularly women and children. The documentary presents unsettling footage of sweatshop workers and farmers battling against corporate monopolies, illustrating how economic disparity is perpetuated through systemic exploitation.
Despite growing awareness, our addiction to consumption sustains environmental and social injustices. Lough argues this cycle is deliberately designed to uphold economic structures that benefit only a few at the expense of the many. While consumers in wealthier nations chase trends and convenience, the people producing these goods endure extreme poverty.
The depletion of natural resources
You Need This also highlights the environmental devastation caused by unchecked consumerism. Industrial farming, #deforestation, and resource depletion accelerate at alarming rates, yet politicians emphasise economic growth while ignoring the escalating depletion of natural resources. Meanwhile, our planet is suffocating under the weight of discarded waste.
Staggering satellite images show shrinking rainforests, polluted rivers, and mountains of electronic waste dumped in developing nations. These scenes force viewers to confront the hidden cost of mass consumption and the destruction it causes.
A visually arresting but didactic approach
Visually, You Need This is stunning, using conceptualised shots and dynamic editing to contrast nature’s beauty with artificial, consumer-driven environments. However, halfway through the film, the direct, didactic tone leaves little room for personal interpretation and sometimes resembles an educational lecture more than an immersive experience.
This contrasts with Godfrey Reggio’s Koyaanisqatsi (1982), which conveyed similar themes through rhythmic montage, slow motion, and time-lapse imagery set to Philip Glass’s haunting score. Without narration, Koyaanisqatsi lets viewers absorb its message organically. It illustrates how humans have transformed landscapes into machines and trapped themselves within their own systems, suggesting that the human race may one day become extinct. The Hopi word Koyaanisqatsi means «life out of balance,» a notion that resonates with both films.
Unlike Koyaanisqatsi, You Need This explicitly spells out its arguments, making them more accessible but sacrificing the contemplative space that allows viewers to reach their own realisations. An interesting note is that in 1982, Koyaanisqatsi was a portrait of American consumer society. Today, these images are applicable to the rest of the world. Overconsumption has spread like cancer all over the globe, and it is about to strangle us.
Creativity as the only antidote to consumerism
One of the most compelling ideas in You Need This is that creativity is the only way to escape the consumerist trap. The film suggests that corporations fear creativity because it is unpredictable and disrupts marketing strategies. Engaging in creative expression allows individuals to define themselves beyond material possessions, breaking free from the consumption cycle.
In an age dominated by digital distractions, the loss of quiet moments and the disappearance of boredom prevent people from reflecting on their own desires. Creativity, by contrast, fosters genuine happiness and fulfilment—something no amount of consumption can provide. However, in order to be creative, one must devote time to oneself. It turns out that time is the most precious commodity we own.
You Need This also raises concerns about the increasing colonisation of our time. In an era where screens dictate attention, people spend more time watching life unfold on their devices than actually living it. Social media, rather than fostering true connection, fuels isolation. The film prompts a critical question: Are we truly in control of our time, or are we simply feeding into a system designed to keep us perpetually engaged with consumer-driven content?
It turns out that time is the most precious commodity we own.
The road to change
Despite its heavy subject matter, You Need This ultimately offers hope. It argues that true happiness is not found in consumption but in relationships, creativity, and a slower, more intentional way of living. The solution is simple: slow down, consume less, and prioritise meaningful human connections.
Though at times heavy-handed, you need this; it is a necessary wake-up call. Its message is urgent, especially for younger generations. If widely distributed, the film has the potential to spark critical conversations about the future of consumption, #capitalism, and environmental responsibility. In a world where distraction is the norm, You Need This demands attention and is well worth giving it.
