Why did I buy that? Do I really need it? Will I ever use it?
These are just some of the questions I ask myself after I click “confirm purchase.” Overconsumption has become the new trend. From overconsuming media and fast fashion to constantly using AI and buying things we do not necessarily need, we have reached a point where it is not only about what we purchase, but about aimlessly giving our money to corporations.
We are stuck in this expensive cycle: we feel sad, we have a bad day, and then, to relieve the stress, we splurge. We buy ourselves a little treat. It makes us feel better for a moment, and then we do it again.
Why do we keep buying?
There are many reasons why this happens. Marketing often preys on our insecurities, data tracking allows companies to create ultra-personalized advertisements and online influencers advertise almost every product one can imagine. Overconsumption is not just a norm anymore, it has become an aspiration.
The feeling of fitting in and having something new can be exciting. There was a time when that new thing could last for years. Now, it can feel like the “new” thing lasts for a week before an even better product comes along and everyone forgets about everything else.
Sustainability expert Shelby Orme says that “Many people don’t know how to function outside of consumption.” Orme explains that the adults in her family did not have hobbies, so shopping became a major activity. It becomes a hobby for a lot of people, which is why choosing not to participate in consumerism “can feel isolating.”
And maybe that is part of the problem. We are constantly encouraged to consume, but we are not always encouraged to find other things that bring us joy.
The economic hoplessness
To understand why overconsumption has become so difficult to escape, we also need to look beyond individual choices and consider the economic reality many people face.
Economic hopelessness is a profound sense of despair caused by persistent financial insecurity, high inflation and a lack of viable pathways to stable housing or career growth. This kind of economic distress can also affect our mental health and the way we make everyday decisions. This can create a cycle where buying something offers quick emotional comfort, even when we know we do not necessarily need it or when we later feel guilty about its environmental impact.
For many young people, there is also a strange problem. We are constantly encouraged to buy more, while things that would actually provide long-term security, such as buying a house, can feel completely out of reach. When major purchases and milestones become increasingly difficult, smaller purchases can become one of the few things that feel attainable. A new outfit, a coffee, a new phone or a “little treat” can provide an immediate feeling of happiness and control, even if that feeling does not last very long.
So, how do we shop less?
The first step is simply to stop and think before buying something.
Don’t wait until it’s too late. Ask yourself the questions now. Why am I buying this? Do I really like it? Do I actually need it? Is it within my budget? Will I use it more than once? Should I wait for a while before buying it?
These questions can help you determine whether you really need something or whether you are simply buying it because you are bored, sad, stressed or influenced by something you saw online. You could also find a hobby or another activity that makes you feel good without requiring you to constantly buy something. It sounds simple, but sometimes we need to remind ourselves that not everything has to be purchased.
Consumption is not only an individual problem
Individual choices are important, but overconsumption is much bigger than what one person puts in their shopping cart. Because of the growing problem of unsustainable consumption and production, the United Nations dedicated Sustainable Development Goal 12 to ensuring sustainable consumption and production patterns.
The goal focuses on using resources more efficiently and creating systems that can meet the needs of the present without compromising the ability of future generations to meet their own needs. Our planet is running out of resources while our population continues to grow. If the global population reaches 9.8 billion by 2050, we would need the equivalent of almost three planets to sustain our current lifestyles.
There are some encouraging developments. According to the United Nations, 609 policies related to sustainable consumption and production have been established across 75 countries, representing a 16% increase since 2019. At the same time, there are still major challenges. Food waste remains a critical issue, with a staggering 1.05 billion metric tons of food wasted annually, representing 19% of all food available globally, even as millions of people go hungry. Tackling this requires dedicated policies, better data and investments in technology, infrastructure, and education.
Businesses also have an important role to play. Sustainability reporting has increased significantly in recent years, showing that more companies are putting sustainability at the core of their practices. However, reducing our environmental footprint requires more than corporate promises. It requires changes in the way products are made, marketed, sold, used and eventually discarded.
So, maybe the question we should all be asking is not just “What should I buy next?” but “How much is enough?”
Because sometimes, consuming less is not about giving something up. It is about realizing that we already have enough.
Source: Media Pont