Do you really need a new outfit for every dance? Do you really need a fifth Summer Fridays lip balm? Or a new pair of shoes every month? We have become a society built on instant gratification; overconsumption is one of the most popular ways to scratch this desire. Overconsumption can be defined as consuming something in excess. While it may seem harmless thinking about it at first, as you dig deeper, the underlying problems become more apparent. As social media trends seem to be dying faster and faster, there appears to be an increasing number of “must-have” items on our feeds. Because of the never-ending cycle of trends, the urge to buy increases; with this comes the urge to dispose. However, this simple act of disposal leads to an extraordinary amount of waste being produced. A good majority of the clothes we throw out because they are no longer “in season” are shipped to landfills, which furthers the current climate crisis we are facing. As we, the consumers, continue to contribute to these trends it is essential to reflect upon what the consequences will be in the future.
Due to unsuspecting influencer marketing, sponsorships across different media types, and attractive ads being plastered everywhere we go, it is no surprise that overconsumption has become commonplace. The problem of overconsumption is amplified because so many brands are able to turn production around in only a couple of weeks, helping them keep up with the rapid flow of trends perpetuated on social media. Due to this consistent flow of ads and the production of different products, consumers are encouraged to keep up their rapid spending. This cycle can only continue for so long before problems begin to arise.
It should be no surprise to hear that we are in a climate crisis. This issue has been exacerbated further because of the rapid rate of overconsumption accepted as a norm within society. Because of the high demand for these products, there is an increasing number of resources being depleted and then wastefully discarded when the next big thing comes along. This has increased the amount of deforestation currently taking place, which in turn increases carbon dioxide emissions. Trees store carbon dioxide, and when they are cut down, this harmful gas is released into the atmosphere and then contributes to global warming and worsening air quality. Another negative impact of overconsumption is what happens to the product after the consumer has had enough of it. As previously mentioned, the rapid trend cycle stimulates the number of products being thrown away, frequently even if they are still in good condition. A good majority of these products end up in landfills, which only further emit greenhouse gasses and deplete the availability of resources. Along with this, many products that end up in the trend cycle are not recyclable, and thus these materials cannot be repurposed in the future.
The blame falls in the hands of both the producer and the consumer. While the consumer plays into the system of fast fashion and product consumption, companies also need to change their marketing and production tactics to align with sustainability initiatives. While the choices we make as the consumer matter, the real power is in the hands of the companies who are urging us to buy their products in bulk and inundating us with plentiful novelty products. If companies were to adopt sustainable ways of production and commit to eco-friendly materials, the issue of leaving a gigantic carbon footprint would be minimized. While it seems silly to think about, rethinking their marketing strategies would also help in an unexpected way: instead of promoting a culture based on constant consumption, advocating for more thoughtful purchasing would be more beneficial because it would create a domino effect that would affect both the consumer and producer. Through the constant stream of sludge being placed on our feeds, advocating for more sustainable products and marketing practices seems to be the only way out is to rethink the system we are feeding into.