In the past, we were conditioned to buy, acquire, and use goods in order to address our needs. However, repairing old clothes or renovating used items is no longer popular, and instead, new products that are widely advertised are filling up our stores, screens, mailboxes, and almost every part of our daily existence.
In today’s digital era, recent generations have become the main focus of consumerist culture, with our lives revolving around seeking imperfections in our possessions and purchasing the latest items. Our world is thus being destroyed, highlighting the harmful impact of these consumption patterns.
The constant pursuit of consumption and shopping is what embodies consumerism. Examples include going on shopping sprees, particularly ones that draw a big crowd, like Black Friday deals.
Back in the day, the average individual had at least nine outfits in their wardrobe, constantly re-wearing and restyling them. However, today, a person owns at least 30 clothing items, representing one for each day of the month. A significant amount of this apparel is stored excessively.
According to the Daily Mail, women in the UK purchase clothing that weighs half of their body weight annually, and on average, they keep 22 unworn items in their wardrobes. While individuals who have the privilege to shop excessively may experience short-term happiness, the repercussions are faced by young people and children who are exposed to harmful chemicals in the factories producing these items.
The yearly release of newer mobile phone models is another illustration of consumerism. Even though a mobile device that is a few years old may still be fully functional and sufficient, consumerism forces consumers to often replace their devices with newer models.
Another example is consumption that is visible. People purchase items in order to project a certain image or flaunt their status.
The troubling societal issues that our world is facing have caused us great concern, and it is essential that we urgently raise awareness among ourselves. So why do we buy things, often more than what we need?
Present-day consumer society has been primarily driven by the increasing inequality and the presence of unequal social structures, as well as the role of consumption in determining individuals’ positions within that unequal social hierarchy. For numerous individuals, consumption is intricately linked to their social status, as they strive to maintain their position in society.
The aesthetics of ‘clean girl,’ ‘mob wife,’ or ‘old money,’ which have infiltrated our digital landscapes and cluttered TikTok, YouTube, and Instagram, also drive purchases, not just out of simple preference but also out of a deeper need to distinguish a relationship with a social class.
People don’t always perceive it in this manner; instead, they experience it more as identity or innate desire. However, I believe that our social and cultural environment normalises this desire. The idea of ‘belonging’ or ‘fitting in’ is a deeply rooted notion we are grown up with which can be toxic and harmful, even when it comes to overconsumption.
If we desire to reduce waste and fix the inequalities and unfairness that we believe need to be dealt with, let’s collectively shed our identities as consumers and replace them with the identities of refusers and re-users.
PHOTOS © ROSANNE TACKABERRY/ALAMY, AARON WEISS PHOTOGRAPHY, GREGG SEGAL/THE EVIDENCE PROJECT, HUMANS & LAND