While trying to impress my new neighbor Dona with my "sustainable fashion blogger" spiel, I couldn’t help but notice our overflowing trash can loomed behind her, exposing the inconvenient truth. Despite my commitment to sustainability, I had succumbed to the consumerist beast. Guilt washed over me, but it wasn't because I was a terrible person or a shopping addict. The truth was quite the opposite.
Ever wondered why we've become professional shoppers in recent years? From the latest gadgets to those oh-so-trendy outfits, we just can't resist that tempting "Add to cart" button. But here's the scoop: it's not us, the consumers, who are to blame.
Life has become a wild roller coaster, and shopping has become our coping mechanism.
In this chaotic decade, we've witnessed political dramas, global pandemic, and ever-increasing stress. Our lives are hectic, with dwindling stability, sleep, freedom, self-love, time for reflection, and joy. Our world is driven by war, money, and greed, with values taking a backseat. Targeted advertising and dark design patterns manipulate us into buying things we don’t need, making the digital realm a shopaholic's paradise. Advertisers know us better than our friends and family or even ourselves.
And when stress strikes, we seek 5 things more than ever:
1. Retail therapy
We’ve been systemically conditioned to believe that buying something new will solve our problems, boost our confidence, and bring lasting happiness. But let's face it—it's not that shiny coffee machine or stylish jacket that our souls truly long for. Deep down, we yearn for less stress, more sleep, fulfilling jobs, and unconditional love. Once we address these underlying needs in therapy or life coaching, the desire to shop diminishes.
2. Dopamine rush
Ah, that sweet pleasure hormone! When we score a great deal or find something we've coveted for ages, our brains reward us with a flood of dopamine. It's like a mini victory dance inside our heads, and we crave that feeling like a kid in a candy store.
3. Emotional escape
Living in modern day America is stressful, no doubt. When we're feeling down, stressed, or bored, retail therapy offers a temporary escape from reality. Those shiny new shoes temporarily transport us to The Matrix where our biggest problem is matching our outfit, not bills or deadlines.
4. Social validation
Social media constantly bombard us with perfectly curated trends. We yearn to fit in, be admired, and receive those double-taps. So, we shop to keep up with the digital Joneses, even if our closets could double as small boutiques.
5. Fear of Missing Out (FOMO)
Picture this: You're scrolling through your feed, and your favorite influencer rocks a limited-edition, unicorn-inspired lipstick. Suddenly, your heart races, and FOMO takes over. What if it sells out? Better add it to your cart pronto! FOMO is real, my friends.
Recognizing that we've become victims of the consumerism machine is the first step towards mindful consumption. We must release any shame or guilt tied to our purchases by sharing our shopping experiences and practicing self-empathy. Over time, we'll discover healthier ways to cope with stress and develop new habits that bring us true fulfillment beyond the world of shopping.
Stay tuned for my next post, where we'll dive into those alternatives and find our path towards a more balanced and mindful approach to consumption.
Cover art: myself + Midjourney