Are you, too, a victim of consumerism?
Overcoming consumerism isn’t just about spending less; it requires building an internal “immune system” that protects us from its constant pressures and manipulations.
In April 2024, the Labubu doll’s popularity soared. Now, the Blind Box craze is also trending. Pop Mart drops sell out instantly, and online communities are created to share hacks to help people get their hands on a Labubu.
Many stores sell Labubu, even if it has no relation to their product lines. For example, a restaurant in Waterloo hosts monthly giveaways for Labubu blindboxes, just to take advantage of this product’s trending reviews.
The Blind Box craze has evoked a massive response from the public. While many are joining the trend, some are confused by it. Either way, under the blindbox hype, there is a deep-rooted societal issue: overconsumption.
Guelph-Humber instructor Charlie Janthur explained that Blind Boxes offer an “instant gratification” for consumers. Jing Wan, a professor at the University of Guelph, shared similar viewpoints. Professor Wan elaborated that Labubus also led to overconsumption. Consumers are purchasing Labubus “just for the rush, but they might not even want the doll they get,” according to CBC News.
Is social media the culprit?
Instant gratification in purchases is a driving force for retail therapy and overconsumption. Social media purchasing platforms like TikTok Shop are an example of a platform that is set up to encourage instant gratification with trend-driven, convenient purchases.
As soon as customers are influenced, purchases can be made instantly, without consumers having to leave the app. On the other hand, social media platforms that don’t come with the convenience of in-app purchase are also driving forces for overconsumption.
For instance, an article from overconsumption.org, a platform that dedicates itself to addressing the issue of overconsumption, states that the influencer’s endorsement of a product can increase consumers’ willingness to purchase by up to 50 per cent.
One could also argue that influencer-driven brands encourage overconsumption. People often make purchases based on emotions, and many influencers capitalize on this by cultivating a “tight-knit” community and building trust with their audience. As a result, their followers can be easily persuaded to buy products. Younger demographics, in particular, are highly susceptible to these effects.
Examples include TikTok stars such as the D’Amelio sisters with their makeup line collaboration with Morphe, and Addison Rae’s skincare brand. While the long-term success of these brands remains uncertain, their initial launches generated massive attention, driving hype and encouraging overconsumption.
Similar to the purchases of Labubus, many consumers who claim to not want these influencers’ products still end up buying them. For instance, people often create videos online debating whether an influencer’s brand is worth its price and reputation. While these consumers may present themselves as indifferent to product trends, they are still actively participating in the culture of consumption.
Walking into a trap
Moreover, according to Kadence International, a worldwide market research agency, marketing phrases like “self-expression,” “belonging,” and other psychological tactics used by companies also drive overconsumption.
I remember in high school, I learned about fashion stores’ methods in getting customers to purchase more than they intended to. For example, fashion stores structure their product layout such that the sales sections are in the back. As a result, customers are forced to walk through enticing displays that showcase new collections as they make their way to the sale section. This is meant to encourage customers to buy full-priced merchandise, in addition to discounted products.
This does not only apply to clothing stores, but warehouses like Costco also use similar tactics. While Costco is known for their cheap rotisserie chicken, it turns out there’s more behind a good deal. Similar to the clothing stores’ sale sections being placed in the back, the rotisserie chicken is also placed at the back of the store. As customers navigate the store for the cheap chicken, they are tempted to purchase other items on their way.
Do women really consume more?
Overconsumption is arguably driven by companies’ marketing strategies, which may help explain the stereotype that women are more likely to overconsume.
Throughout history, women have been more involved in making purchasing decisions for their households. According to the Business Development Bank of Canada, Canadian women are likely to do 50 per cent more housework than men. With this in line with companies’ selling strategies, it follows that marketing schemes are targeted more towards women.
However, according to a journal article from the Oxford Journal of Consumer Research, despite the stereotype of women being the cause of overconsumption, they are also believed to be leaders in the underconsumption movement.
Since being environmentally friendly is stereotyped as a “feminine activity,” women are more likely to promote environmentally friendly purchasing habits. Like consuming cheaper, second-hand products or reusing products, which encourages considerate purchases instead of instinctive buys.
So, how do I tackle consumerism?
Regardless of our gender, economic status, or interests, overconsumption has found its way into our lives in some form. As consumers, it is our responsibility to take action to avoid falling into the trap of consumerism. Simple efforts, such as being more present in our daily lives, distinguishing between our “wants” and “needs,” and regularly organizing our space, can help us identify what we truly require. These practices can prevent impulse purchases and reduce the influence of societal and social media pressures.
