This paper discusses the cultural arbitrary of consumerism by focusing on a personal realm. That is, I discuss what consumerism appeals to and how it flourishes in relation to our minds. I argue that we need to unveil reality of the mind, be aware of ourselves in relation to the perpetuation of consumerism, in order to critically intervene in the system. Specifically, I first clarify what I mean by the cultural arbitrary of consumerism and how it affects education, environment and our perception of reality. Then, I explore how our minds are manipulated for and unwittingly cooperate with the proliferation of consumerism. Lastly, I discuss an embodied reflection, a reflection with which the one who reflects is not separated from the act of reflection, as a way to unveil mental reality and as a tool for individual and collective transformation. (Contains 5 notes.)