Let’s talk about consumerism.

Don’t worry, this isn’t a lecture, it’s not even a full case study (though if you want to read an interesting article about its history, here you go).

I’m talking about our constant want for more. There’s something in our conditioning that tells us “Hey, if you don’t get this, you’re missing out.”

Advertisers use a wide range of psychological techniques to get us to spend, that much is clear.

There’s an element of justification to it. If it’s a pair of jeans or a top, it’s an “essential.” If it’s something from Starbucks or Twisted Sugar, it’s “food money.” A new lotion or hair product is “self-care.” If it’s something important (which all of them are), that hardly constitutes as spending money. And so the cycle of wanting and buying continues when in reality, I don’t need anything I’m purchasing.

It’s possible I just suck at budgeting. But when I look at the spending of people around me, I think chronic Target runs are somewhat of a universal experience. My friends and I talk all the time about what new products are being sold and when we can pick them up. I mean, why else do malls exist if not to centralize our shopping and make the experience easier?

We live in a society that glamorizes excess. I was intrigued to find out this didn’t, in fact, start with us or our parents in the 80s, but back when World War II ended. The economy was booming, families were expanding and spending was almost patriotic— a way to contribute to America’s success. Technological advances made things like dishwashers and vacuum cleaners a step toward a bright future.

If we jump forward to the present day and look at TikTok, or all social media for that matter, it feels like new crazes, commonly referred to as “micro trends” are popping up every week. Short-form content is made to be mass-produced for more views and, you guessed it, more money. From dances to clothing to phrases to water bottles, society is being fast-tracked. Why can’t we be happy with what we already have? Studies have even shown the more influencers someone follows, the more often they buy clothing.

Okay, so we’re spending money, helping the economy and staying on trend. What’s the big deal?

Well if you’ve seen influencers promoting brands, I could probably bet you’ve heard the term “fast fashion,” too. Brands like Shein, Brandy Melville and Temu, some popular names on a list of dozens of unethical and unsustainable companies, tout their low prices for fashionable products.

By partnering with influencers, these brands have made themselves seem more desirable. And it’s a win-win for them; content creators garner more popularity and money; and brands build their customer base and profits.

It’s not a win for us, though, even if it seems like it is. Think about it– we’re spending more money on more things that put more waste into the environment just so we can feel like we’re more than we are now.

10% of global carbon emissions are a result of fashion production. And it’s certainly not a win for the thousands of underpaid workers with wages as low as 33 cents per hour as of 2022. It’s convenient, but it’s heartless.

And it’s such a layered problem because it doesn’t just affect America or social media or a handful of brands. It’s not just fast fashion, it’s a mindset that pushes us to constantly fight against missing out on such a large scale it’s no wonder we all feel a disconnect.

From a societal perspective, it’s something that tells us we’ll never be enough, that we have to drain ourselves and our bank accounts to be a part of this week’s trend. And from an environmental perspective? Frankly, it’s horrifying that we know we’re destroying the world in the name of trendy, unethical products.

This massive part of our culture can’t be avoided, and I’m not shaming anyone for participating in what’s become day-to-day life. I’ve fed into everything too– the deals, the fast fashion, the feeling that “more” is what I need. But what we can do is be mindful about our spending not just for the sake of our wallets, but the sake of the world.