Why do we have a society that overconsumes?

We’re all becoming more aware of the impact that overconsumption of fast fashion has on the planet and other people, but it can still be difficult to buy less and buy carefully. Any step towards sustainability is a valuable one – our society values consumption so going against the ‘more is better’ mentality is commendable. But how did our society get this obsession with overconsumption in the first place?

INDUSTRIAL AND TECHNOLOGICAL ADVANCEMENTS

The UK was the driving force behind the industrial revolution, where arguably our society’s toxic relationship with consumption began. One crucial invention: the sewing machine. This meant that garment workers, who worked in criminally dangerous conditions (not much has changed there!), were expected to mass-produce more items to increase the factory owner’s profits. This approach has only continued to grow.

Technology also helped fashion and trends to be more desirable – TV and cinema meant everyone could see Hollywood movie stars looking glamorous. Their glamour, fame, and fashion were all hugely appealing, so people wanted to be like them, therefore buying things to relate to their idols. This aspiration to be like a celebrity hasn’t gone away - they are often driving forces behind trends and can contribute to a brand’s popularity by endorsing their products.

NEW WAYS TO SHOP Buying has never been easier than it is today. Online shopping means never having to go outside to buy things – something that many of us took advantage of during lockdown. We can order almost anything online, and often take advantage of the delivery to buy a little bit more because we don’t have to carry it back from the shops ourselves. Rewards points and membership discounts are among the many strategies used to encourage us to buy more than we need – whilst we think we are saving money, we’re actually giving more money to companies that shamelessly pollute our planet.

Advertising departments are clever – it is their job to grab our attention and trick us into buying more than we need. However, this tactic isn’t new. Back in the early 1900s, the first department stores in the UK used exciting displays to entice consumers and make them buy more than they needed by making everything seem desirable and affordable. Whether in-store or online, the strategy hasn’t changed in decades.

BECAUSE WE CAN

Even when we do go to the shops rather than consuming online, contactless cards mean just a tap is needed to spend money and buy something. The ease at which we can buy things now is a huge driver of overconsumption – we buy it because it’s easy to do so. We also buy because we can. After World War 2, rationing was enforced, and what people were allowed to buy was extremely limited. When rationing ended in the mid-50s, people suddenly had economic freedom. Over decades, this has led to our modern society consuming as much as we can because we can.

So, our society’s problem with overconsumption isn’t a new one. It’s not our fault that we are kept in the dark about the issues our purchases contribute to, but now is the time to reject dangerous overconsumption, by instead thinking about who our money is benefitting and who our clothes are harming. It doesn’t mean that we can’t ever buy anything again, it just means we need to think a little more carefully before adding things to our basket. If we make little changes, like asking ourselves if we really need that item, loving what’s already in our wardrobe, and buying the essentials from sustainable sources, we can collectively have a huge impact.

- Tegan