Consumerism, requiring its products to be both endlessly desirable and endlessly disposable, cannot make sense of art, which is neither — not desirable, because an encounter already is, and not disposable, because an encounter exists relationally, in space and time.
At its best, literature is pure encounter: it resists consumption because it cannot be used up and it cannot expire. The bonds that are formed between readers and writers, between readers and characters, and between readers and ideas, are meaningful in a way that the bonds formed between consumers and products can never be. Literature demands curiosity, empathy, wonder, imagination, trust, the suspension of cynicism, and the eradication of prejudice; in return, it affords the reader curiosity, empathy, wonder, imagination, trust, the suspension of cynicism, and the eradication of prejudice.
For a different facet, see Susan Sontag on how the false divide between “high” and “low” culture limits us.