In this new RSAnimate, Professor Renata Salecl explores the paralysing anxiety and dissatisfaction surrounding limitless choice. Does the freedom to be the architects of our own lives actually hinder rather than help us? Does our preoccupation with choosing and consuming actually obstruct social change? This is an interesting analysis of modern day society examining how over the top “choice” diminshes the consumers sense of identity and leads to excessive consumption. This can lead to isolation of individuals by weakening a sense of community.