Whoever worships other than Allah, in fact worships Shaytaan. Regardless of what they may claim, this is the reality.
“…وَإِن يَدْعُونَ إِلاَّ شَيْطَـناً مَّرِيد..”
“….بَلْ كَانُواْ يَعْبُدُونَ الْجِنَّ أَكْـثَرُهُم بِهِم مُّؤْمِنُونَ…”
Our concepts about ourselves are determined by what we have been told about humanity by the One we worship.
“…إِنَّ أَكْرَمَكُمْ عَندَ اللَّهِ أَتْقَـكُمْ….”
The way the Kuffar feel about themselves is determined by what Shaytaan has told them about humanity.
“… قَالَ أَنَاْ خَيْرٌ مِّنْهُ خَلَقْتَنِى مِن نَّارٍ وَخَلَقْتَهُ مِن طِينٍ…”
Iblees believes we are inferior, empty creatures with no internal source of value or worth.
His entire evaluation of us is based upon material, superficial appearances. He does not understand the concept of attaining worth through obedience and worship, doesn’t comprehend the value of taqwa.
This attitude has shaped the understanding of the Kuffar about human beings, about our lives and purpose. This is why they promote materialism, accumulation, and greed, and why they emphasize physical appearances more than character; style more than substance. Because Iblees has taught them that this is all they are; bodies devoid of any inherent value.
As I have mentioned before, this is precisely the attitude about human beings taught by the advertising industry, by the culture of consumerism, and by the religion of capitalism itself: you can not have value unless you purchase valuable things.