"Freedom" and "individuality" are meaningless concepts, when used in pure abstraction. Freedom from what? Freedom to do what? Individuality in what context? These qualifiers are not ever considered by modern-day, anarchist rabble because "freedom" and "individuality" are mere filler words to designate the arbitrary whims of the thoughtless rabble. Those you decry as consumerists are exercising "freedom" from thought and responsibility. After all, modern day humanist "freedom" is nothing more than license to pursue their base desires. "Individuality" is mere sophistry for subverting any and all sociocultural standards and reference. The idiot muck that cue for the newest useless bauble, wasting their useless lives in virtual relationship and fantasy, are direct consequence of a society without standards or values, other than mob popularity and meaningless slogans.