Card in hand, the opportunity cost weighs in my mind. Should I? Shant I? I really do want it but do I need it? - That is not the first time I thought about it this week. Not the first time I’ve been contemplating a spontaneous - likely superfluous - purchase. Do I? Don't I? It wouldn't be the first time I would have bought something only for it to collect dust. Have you been in my shoes? If you are currently reading this on something you have bought, it is likely you have. It is also likely that you have also purchased some items that you don't use, things you didn't need. It is possible that you are unconsciously contributing to the overconsumption crisis.
Are you a part of the ‘upgrade cycle’ or have a ‘just in case’ mentality? A vicious cycle and mindset that has led to the excess consumption of the earth's precious non-renewable resources. Author Jamie Waters, (The Guardian, 2021) recently stated that “Over-consumption is at the root of the planet's environmental crisis” and the solution may be more simple than one might think. However we are currently battling against social and psychological pressures that are forcing new products down our throats. Nevertheless, it is up to us as consumers to wake up and acknowledge the ploys of businesses that lead us to putting money in their pockets time and time again. Doing this will be vital because at the counter you may believe it is you paying, but ultimately the planet pays the price of your shopping spree.
This insurgence of overconsumption unsurprisingly aligns with the modern day phenomena that is global online shopping. Global online shopping (a product of the 4th industrial revolution) has revolutionised the way people shop, granting people accessibility to an unparalleled plethora of goods and services.The fourth industrial revolution, Pinpointed in 2011, marks the introduction of cyber physical systems into society. It was the beginning of a new era, the next step up from the 3rd industrial revolution (1969) of automation. This drastic rise of digital access has been the catalyst behind increased purchasing of dispensable goods. But is this new online shopping phenomena fueling overconsumption? It is no secret that online shopping promotes fast fashion and cheap ‘you never knew you needed’ nick·nacks. But does it run deeper than that? Many are now saying that online shopping contributes to the ‘upgrade cycle’ and the ‘ just in case’ mentality that has changed the psychology behind modern day shopping.
The ‘upgrade cycle’ is a seemingly endless cycle of repeatedly upgrading purchases, often unnecessarily. It is driven by businesses and is often a major aspect of their marketing strategy. To continuously bring about new models with new features each better than the last. Putting pressure onto consumers, making us feel like we always need the next best thing. Upgrades seasonally/ annually provides businesses with opportunities to launch new products and a promised consumer-pool that returns for the newest model. Upgrade-style marketing is extremely prevalent in technology/ electronics businesses. When I think of upgrade style marketing my mind automatically shifts to phones, particularly Apple's I-phones. It is renowned for its annual new models. Each time improving and adding features you ‘never knew you needed’. The latest Iphone’s selling point being a 48MP camera that “ will change the way you take photos “ This new selling point will likely lead consumers to believe that the latest model will fundamentally be a better phone. Consequently, making them feel behind the times if they do not choose to upgrade, is a psychological tactic that tricks people into thinking they need to upgrade unnecessarily. It is vital that we as individuals become better at evaluating our own needs and understanding that the marketing we view is purely tactical. Because it is the upgrade cycle that is not only throwing money into the pockets of large corporations, but also completely changing the way that we as consumers think.
Do you ever feel fully satisfied with what you have? Or are you always planning your next purchase, longing for the ‘next best thing’ trying to keep up with everyone else who is in the exact same boat as you. Being unable to fully appreciate what we have, but instead focusing on what we don't is an extremely toxic mindset. However one that is not uncommon among people residing in more developed countries. People who logically do have enough. It is often people with this lifestyle that get entangled in the upgrade cycle, and over time develop a ‘ just in case mindset’ A shift of priorities that leads to excess consumption.
“Over-consumption is at the root of the planet’s environmental crisis” (The Guardian, 2021)
Extensive research shows that as a planet we are consuming the resources of 1.7 earths. Our consumption is at a rate at which the earth can't keep up with, not even close. It is blatantly obvious that this is unsustainable. America has the highest total consumption rate and is a hugely consumerist society. And whilst some may view this fact as a positive, the truth is that as a nation they are consuming the resources of 5 earths. If the rest of the world acted correspondingly, it would not be long before the planet would be facing severe consequences. The undeniable fact is that overconsumption has a direct and dire impact on the environment.
By the time you got to reading this - over 100 truckloads of clothing-related waste have been either sent to landfills or incinerated. A truckload every second. Every second another garment tossed. Every second earth's pile of waste grows. Fast fashion by definition is “inexpensive clothing produced rapidly by mass-market retailers in response to the latest trends”(definition from: Oxford languages english dictionary) It is arguably a perfect expression of marketing ploys and social pressure that twist the mind of a consumer. Fast fashion’s “Mass market” refers to the mass production of goods with a large end consumer pool, a facet of fast fashion that is solely controlled by companies and large producers. The “inexpensive” aspect of fast fashion is an identifying quality as it is renowned for cheap prices and questionable quality. Mass production and poor quality often go hand in hand, and therefore it is no surprise that extensive research from earth.org shows that since the year 2000, Clothing production has doubled however garment usage lifetime has decreased. This statistic is extremely worrying as a low usage lifetime of an item, more often than not leads to increased waste over time as well as feeding into the upgrade cycle. Low item usage is a consequence of poor quality goods and overconsumption. Conscious overconsumption of low use items is a cycle of poor self control and superfluous spontaneous purchases. Consumer’s constant need for upgrade and improvement of fashion in this industry links back to the change in priorities at a physiological level. And is only supported by ‘come and go’ trends that prove as a constant barrage of social pressures.
Regardless of the cause, the simple undeniable fact is that the fast fashion industry and the vast quantities of waste it produces is having a dire effect on the environment. Further research ( Nikita Shukla, Fast Fashion Pollution and Climate Change, February 21st 2022, Earth.org ) showed that “Fast fashion generated more CO2 than aviation and shipping combined” and for that reason many view it as one of the first industries in need of reform. However this is by no means the only industry where overconsumption and wastage is prevalent, this the reality for a number of other industries such as electronics, nick-nacks etc.
The overwhelming overconsumption of this day and age is damaging not only to the environment but to the future generations to come. The remnants of our waste in the natural environment are at the very least, semi-permanent. Manifesting today as occurrences such as the great pacific garbage patch. Which, with perspective, depicts humanities flaws overflowing into the realm of nature.
It is likely that the question in your mind is how can such a cycle be prevented? Is there realistically anything I could do that would make a difference? The answer really is more simple than we may think. At the end of the day these powerful businesses are wrapped around the fingers of the people keeping them relevant and afloat. Consumers like us - we have the power.
Data selected from digital stats worldwide (Statista, 2023) shows that “as of January 2023, there were 5.16 billion internet users worldwide, which is 64.4 percent of the global population” You reading this, likely on a laptop or phone, makes you a part of this statistic. It also means that you are part of the majority with online shopping access and exposure to marketing tactics. And as a consumer, your weapon is your disposable income. The ball is in the consumer's court. We have been playing a dirty game, however the whistle has been blown. It's time to substitute out toxic shopping mindsets to one that can save the planet. It's time to put the card down, to think, to reflect, to decide to make conscious decisions to not overindulge, to not waste and above all - to not over consume. Next time we are about to swipe that card let us ask ourselves, is it need or is it greed?
References:
Ani Petrosyan, Number of internet and social media users worldwide” May 22, 2023, Statista https://www.statista.com/statistics/617136/digital-population-worldwide/
Jamie Waters, Overconsumption and the environment: should we all stop shopping?”May 30th 2021, The Guardian https://www.theguardian.com/lifeandstyle/2021/may/30
“Nikita Shukla, Fast Fashion Pollution and Climate Change, February 21st 2022, Earth.org” https://earth.org/fast-fashion-pollution-and-climate-change/
Anna Ratcliff, Confronting carbon inequality, 21st September 2020, Oxfam, https://www.oxfam.org/en/press-releases/carbon-emissions
Owen Mulhern, Essencial Fast Fashion Statistics, July 24th 2022, Earth.org https://earth.org/fast-fashion-statistics/
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