Consumption and Proof of Existence
— How Industries Transform to Inscribe the Self

This essay is an academic analysis and does not recommend any specific companies or products.

1. The Rise of the Proof-of-Existence Economy

The nature of consumption has been changing since the turn of the 21st century.

20th-century consumption revolved mainly around "function" and "status." Cars were means of transportation, watches were for telling time. Luxury brands functioned as symbols of social standing.

However, modern consumption has added another dimension: "proof of existence."

People are not simply buying things; they are buying proof that "I was here" and "this is who I am." Consumption has become self-expression, and purchase history has become a record of life.

"We do not consume objects, but signs. And now, we are consuming our very existence."

— Adapted from Jean Baudrillard, "The Consumer Society"

The Personalization Economy

Symbolizing this change is the rise of "personalization."

Monogrammed gifts, custom orders, print-on-demand—"something just for me," once a privilege of the wealthy, has been democratized. Platforms like Etsy have created a massive market for personalized goods.

Why do people pay extra for "something just for them"? Because personalized products inscribe "my existence." A product with your name on it is not just an object—it becomes proof of existence.

2. Photography Industry — From Record to Proof of Existence

The photography industry is one of the industries most transformed by the desire for proof of existence.

The Era of Studio Portraits

From the 19th century to early 20th century, photography was a special act. Portrait photography in formal attire at a photo studio was a ritual marking life's milestones. Due to its rarity, each photograph carried weight.

The Democratization of Snapshots

After Kodak's "Brownie" camera (1900), photography was democratized. Family daily life, travel memories, children's growth—everyone became a "recorder." Photo albums became media chronicling family history.

The Smartphone and Selfie Era

The proliferation of smartphones changed the meaning of photography again. In 2013, "selfie" was selected as Oxford Dictionary's "Word of the Year."

A selfie is not merely a record of one's image. It is proof of existence: "I am here, now." Posting to social media is an act of broadcasting that proof to society.

The Revival of Photo Prints

Interestingly, in the digital age, the photo print market is reviving. Sales of Fujifilm's "Instax" instant cameras surged in the 2010s, and photobook services are also expanding.

Why? Because digital photos "can disappear." Smartphone upgrades, cloud service terminations, account deletions—digital proof of existence is fragile. Physical prints are a response to that vulnerability.

3. Jewelry Industry — Wearable Proof of Existence

Jewelry has long served the function of proof of existence. Crowns symbolized royal authority, rings were proof of bonds, and medals were records of achievement.

The modern jewelry industry has deepened this function further.

Engraved Jewelry

Jewelry engraved with names, dates, and messages has gained popularity. Tiffany's "Return to Tiffany" tags and Pandora charm bracelets both provide the value of "something just for me."

Memorial Diamonds

Services have emerged that create artificial diamonds from the ashes or hair of the deceased. The technology crystallizes carbon contained in remains under high temperature and pressure into diamonds.

This is the ultimate "proof-of-existence jewelry." A part of the deceased's body remains as a permanent gem. By wearing it, one can literally "wear" the deceased's existence.

4. Publishing Industry — Inscribing Self in Words

Publishing is one of the oldest forms of proof of existence. "Writing" is "leaving behind," transmitting the author's thoughts and existence to posterity.

The Democratization of Self-Publishing

Publishing once required passing through the gatekeeper of a publishing house. However, with Amazon Kindle Direct Publishing (KDP) and print-on-demand, an era has arrived where anyone can become an "author."

Many of these do not aim for commercial success. Leaving one's thoughts, experiences, and stories in the form of a "book"—that itself is the purpose.

Family Histories

Services for publishing "family histories" and "personal histories" are also growing. Services where editors compile based on interviews, photobook formats combining photos and text, oral history services preserving voice recordings.

These are premised on the belief that "even if you're not famous, your life is worth recording." It is the democratization of proof of existence.

5. Genetic Testing — Roots as Proof of Existence

23andMe, Ancestry.com, MyHeritage—direct-to-consumer genetic testing services have grown rapidly.

Why Do People Want to Know Their Roots?

What genetic testing provides is not just health risk information. It is an answer to the question "Who are you?"

• Ethnic composition: "You are 32% British, 28% German, 15% Scandinavian..."
• Ancestral migration: "Your ancestors moved from this region to this region 500 years ago"
• DNA relatives: "There are people genetically connected to you in our database"

This information responds to the desire to know "where I came from." It is proof of existence toward the past—confirmation that "my existence has history."

6. Real Estate & Donations — Consumption That Inscribes Names

The most direct way to "leave a name" is to inscribe it on a physical place.

Naming Rights

Stadiums, concert halls, hospital wings—the naming rights business continues to expand. For companies, it's advertising; for individuals, it's proof of existence.

"The ○○ Memorial Hall," "The ○○ Auditorium"—donors' names to universities may remain with buildings for decades or centuries.

Memorial Plaques

Park benches, zoo enclosures, museum galleries—even with small donations, names can be inscribed on plaques.

This is "democratized naming rights." Even without billion-dollar donations, with a few hundred dollars, one can leave a trace that "I was here."

7. Digital Legacy Services — Digital Existence After Death

In the digital age, the question of "what to leave behind after death" has a new dimension.

Password Management and Inheritance

Digital assets—social media accounts, email, cloud storage, cryptocurrency—who manages them and how after death? Services have emerged to address this issue.

• Google Inactive Account Manager: Notifies designated contacts after a period of inactivity
• Facebook Legacy Contact: Designates someone to manage the account after death
• Digital estate services: Organizing digital assets on behalf of bereaved families

Post-Death Message Services

Services also exist to "deliver messages to family after one's death." Video messages, letters, audio recordings—recorded while alive, delivered at designated timing after death.

This is proof of existence transcending time. The conviction that "even when I'm gone, this message will be delivered" supports the service's value.

8. TokiStorage's Position — Proof of Existence Beyond Consumption

What the above analysis shows is that the "desire for proof of existence" is transforming every industry.

How is TokiStorage positioned in this context?

Limitations of Consumption

Proof of existence through consumption has structural limitations.

• Dependency: Depends on service provider survival
• Obsolescence: Value decreases with technological and trend changes
• Loss of materiality: Digital services leave no physical traces
• Commercial context: Embedded in corporate profit structures

TokiStorage's Differentiation

TokiStorage attempts to transcend these limitations.

• Independence: Physical preservation not dependent on specific services or companies
• Time scale: 1000 years—a scale different from consumer goods
• Materiality: Physical medium of quartz glass
• Intentionality: Actively choosing what to leave behind

Consumption is the act of "buying something," but TokiStorage is the act of "leaving something." This difference is subtle but essential.

Conclusion — Consumer Society and the Future of Proof of Existence

This essay has surveyed responses to "proof of existence" across various industries.

Photography, jewelry, publishing, genetic testing, naming rights, digital legacy, the customization economy—what all these share is the desire for proof that "I was here" and "this is who I am."

Markets have sensitively detected this desire and provided goods and services. As a result, a massive market that might be called the "proof-of-existence economy" has formed.

However, proof of existence through consumption has limits. Consumption is inherently temporary and bound by market logic. What you buy becomes outdated, services end, platforms disappear.

"Consumer society makes us confirm existence through 'buying.' But a structure that requires continuous buying to confirm existence does not provide true proof of existence."

TokiStorage is one response to this limitation. Infrastructure for proof of existence designed by the logic of preservation rather than consumption. A 1000-year time scale, physical media, liberation from service dependency—these are values that consumer society cannot provide.

The desire for proof of existence will not disappear. But there are choices in how to satisfy that desire. Temporary satisfaction through consumption, or permanent inscription through preservation. That choice is left to each individual.