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Big companies condition us to buy more than we need. But, does it really lead to happiness?
‘Tis the season to buy and waste, but this holiday season, we’re materializing new goals. Buy less. Buy better. Avoid overconsumption. Because buying more than we need isn’t making us any happier, but it is polluting the planet.
Overconsumption is driving us towards a trash pandemic. We’re making and wasting at an accelerating and unsustainable rate. Since 1970, material consumption and waste have tripled. 92 million tons. 1.3 billion tons. 68 million tons. This is how much we waste when it comes to fashion, food, and electronics annually. These numbers are not only staggering, but they’re also growing at a rate that is depleting our natural resources and polluting our environment.
So, how can we enjoy the thrill of shopping while still being mindful of our impact on the planet and be happy? It might sound like a tall champagne flute to fill, but thanks to researchers and experts, the answers are surprisingly simple- conscious shopping and mindfulness.
What Exactly is Overconsumption?
Overconsumption extends beyond simply buying a lot of things. It’s the unnecessary purchases, impulse buys, and throwing out of items (despite still being functional and in good condition) at an excessive rate. It’s having dozens of pairs of jeans in your closet, but still impulsively buying a few more pairs. It can even extend to habits such as upgrading to a new phone yearly or buying the latest trending reusable water bottle brand to ‘add to your collection’.
Part of the reason why we buy more than we need is the dopamine hit we get from shopping. It’s a quick fix that makes us feel good. However, this instant gratification is short-lived and can quickly lead to a shopping addiction when we’re constantly hunting for the next “high.”
Brands know about our psychological need to have more. It’s why ads, social media, and what society expects constantly push us to buy more. Companies use aspirational marketing to make us think their products will bring us a better life or status. This pressure, coupled with the dopamine high from shopping, creates a cycle where we constantly feel the need to acquire new things to fit in, feel successful, or simply feel good about ourselves.
Thanks to constant advertising, influencers, and other tactics personalized to get us to buy more, none of us are immune to the overconsumption culture. But there are mindfulness habits we can adopt to make more effective purchases and avoid the pervasive message to buy more, even if we don’t need it.
The Consequences of Overconsumption
The constant demand for new goods strains Earth’s natural resources- water, minerals, and energy. And the make, take, and toss model leads to vast amounts of waste filling landfills, from old electronics to discarded clothes and mountains of plastic that can take hundreds of years to decompose. Here are several quick facts about the negative impact of overconsumption:
- Of the 68 million tons of e-waste produced globally in 2022, lead was a common substance released into the environment when e-waste was recycled, dumped, or burned.
- Fast fashion’s footprint is larger than the emissions of international flights and maritime shipping combined, and the industry consumes enough water for 5 million people.
- 70% of clothing is plastic-based, which sheds into microplastics, tiny pieces of plastic that can cause inflammation in the body and release harmful chemicals.
- Globally, food waste equates to 1 billion meals wasted daily and generates 10% of global greenhouse gas emissions.
- Food waste is the largest source of methane emissions.
Facts like these are just the tip of the iceberg when it comes to the impact of overproduction and overconsumption. From sourcing to shipping, all these items create massive amounts of greenhouse gas emissions that contribute to climate change and extreme weather. Overconsumption also strips away our natural resources and pollutes the land, water, and air we breathe, which harms our ecosystems and public health.
Break Free from Overconsumption
Just because you get a dopamine rush from online shopping doesn’t mean it’ll last. Research shows that buying more stuff does not lead to lasting happiness, but rather it’s contentment with what you have (not the quest for new possessions) that creates lasting feelings of happiness. So, how can we buy less and find contentment in the things we have right now?
It begins with conscious shopping and mindfulness. These are more than buzzwords or catchphrases. They relate to habits that can help us avoid overconsumption and buying more than we need (or really want). When we stop and pause before we buy, we give our brains time to think and avoid the pitfall of mindless shopping. Practice mindfulness by giving yourself several days before you make a purchase to assess whether or not you really need it, want it, or if it’s an unnecessary impulse.
It’s also important to remove the triggers. Unfollow social media accounts that push endless products. Unsubscribe from marketing emails that tempt you to buy things you don’t need. Limiting ad exposure helps you think more clearly about the items you buy.
As a conscious shopper, giving yourself a few days before hitting ‘buy now’ will also give you time to look into brands’ environmental and ethical practices. Choosing businesses that prioritize sustainability helps support ethically-sourced supply chains, human rights in factories, fair wages, water recycling initiatives, and other sustainable and ethical production practices. Our money has power; we can use it to vote for and support responsible companies.
It’s also important to invest in fewer, higher-quality items that last longer. Durable goods mean you won’t need to replace them as often, reducing waste in the long run. These items are also meant to be repaired, mended, or fixed instead of putting them into landfills. Think of a well-made pair of boots, heritage-quality sweaters, or an investment coat you’ll own for decades.
The sharing economy is also easing us away from overconsumption by making it easy to rent or borrow items we only need for a short time. Think about tools, party supplies, or clothes for special events. Similarly, shopping at pre-owned, vintage, consignment, and thrift shops and marketplaces is another way to avoid buying new and give old items a second life.
As mentioned before, studies show that it’s contentment and gratitude that make us happier. Practice this in your own life by shifting your view of what success means. Focus on rich experiences, personal growth, and strong community ties instead of collecting possessions. Write down the experiences, people, and life lessons you’re thankful for in a journal. Studies have shown that writing thank-you notes, thanking someone mentally, counting your blessings, and keeping a gratitude journal are all ways to cultivate feelings of contentment and live a happier life.
Overconsumption means buying and using more than we need and has real costs on our well-being and the planet. This problem feels huge, but individual choices truly matter. Cutting back on what we buy isn’t about feeling deprived. Instead, it is about making smart, intentional choices that are better in the long run.
