The 140% surge in interest surrounding overconsumption and fast fashion marks a critical wake-up call, reflecting a growing awareness of the unsustainable habits rampant in modern consumer culture.
Image: Alexandra Maria / Pexels
In today’s fast-paced digital world, trends emerge, dominate, and fade faster than ever before. But recently, one trend has taken everyone by surprise not because of its appeal, but because of its alarming reality.
Overconsumption and fast fashion have seen a 140% surge in Google Trends searches, sparking a global conversation.
So, what’s driving this sudden interest? Why should we care? Let’s delve into the heart of this issue, unpack its causes, and reflect on its implications for our planet and society.
Overconsumption refers to the excessive purchase and use of goods, often beyond necessity. It’s a hallmark of modern consumer societies, especially in developed nations.
According to the "Telfer Business Journal", people today consume 400% more clothing than they did two decades ago. This staggering figure highlights how deeply embedded consumption is in our daily routines.
But what’s fuelling this behaviour? The answer lies in a culture shaped by convenience, social media, and a constant hunger for novelty.
Platforms like TikTok and Instagram have created a world where trends have a shelf life of weeks, sometimes even days. And every trend comes with its shopping list, encouraging users to buy more, often at the expense of quality or necessity.
Social media platforms are at the epicentre of this surge. With millions of users scrolling through aspirational content every day, these platforms have become breeding grounds for overconsumption.
According to the Global Web Index, social media and advertising normalise consumerism as a marker of success.
By promoting trends and creating a fear of missing out (FOMO), platforms like Instagram and TikTok nudge users toward impulsive purchases.
Take the case of Stanley Cups. Originally designed as durable, reusable water bottles, these cups gained massive popularity after TikTok influencers began showcasing collections in various colours.
What started as a practical purchase quickly turned into a trend, with users buying dozens of cups to match their outfits or nail polish. This phenomenon epitomises how social media transforms simple items into must-have collectables, driving overconsumption.
Another example is the rise of “aesthetics”. Whether it's the “clean girl” look, “soft girl” vibe, or “old money aesthetic,” these trends encourage followers to curate their lifestyles around specific themes.
From wardrobe updates to home decor changes, each aesthetic comes with its own set of “essentials”, creating an endless cycle of buying to stay relevant.
Social media influencers play a significant role in amplifying overconsumption. With millions of followers, influencers are modern-day trendsetters who endorse products and lifestyles that spark desires and, ultimately, purchases.
According to a study published in the "Journal of Marketing", influencer endorsements can increase consumer willingness to buy products by up to 50%. Influencers often present an idealised version of life that many aspire to emulate.
Their curated posts, featuring new outfits, accessories, and gadgets, create a sense of urgency to keep up. This taps into psychological principles like FOMO and social proof.
When users see others acquiring trendy items, they feel compelled to do the same to fit in or elevate their social status. What was once called “keeping up with the Joneses” has now evolved into “keeping up with the influencers”.
Fast fashion is another major contributor to the overconsumption crisis.
Brands like Shein, Temu, Zara and H&M churn out new collections weekly, offering trendy, low-cost clothing that aligns perfectly with the fast-paced trend cycles of social media.
The accessibility and affordability of these items make it easy for consumers to buy in bulk, often without considering the environmental or ethical costs. But the hidden costs of fast fashion are staggering.
The fashion industry is responsible for 10% of global carbon emissions more than international flights and maritime shipping combined, according to the United Nations.
Furthermore, the majority of garment workers are women, often working in exploitative conditions for meager wages. The rise of fast fashion exacerbates both environmental degradation and social inequities, making it a lose-lose situation for the planet and its people.
The 140% surge in Google Trends searches for overconsumption and fast fashion suggests a growing awareness of these issues. Several factors could be driving this increased interest:
1. Documentaries and media coverage: Films like The True Cost and investigative reports on fast fashion’s impact have brought these issues to mainstream attention.
2. Environmental consciousness: With climate change becoming a pressing global concern, more people are questioning how their consumption habits contribute to environmental harm.
3. Economic factors: Rising inflation and economic uncertainty may be prompting individuals to reevaluate their spending habits and seek ways to live more sustainably.
4. Social media backlash: Ironically, the same platforms that promote overconsumption are now home to movements advocating for minimalism, slow fashion, and sustainability. Hashtags like #BuyLess and #SustainableLiving are a gain.
While the culture of overconsumption is deeply ingrained, there are steps we can take to break the cycle.
It reflects a growing awareness of the unsustainable habits that define modern consumer culture. While social media and fast fashion have contributed to the problem, they also hold the potential to be part of the solution by amplifying voices that advocate for change.
As consumers, we hold the power to shift the narrative. After all, trends come and go, but the health of our planet is forever. What is Overconsumption?
Overconsumption, which refers to the excessive purchase and use of goods and services, is a feature of modern societies, especially in developed countries.
This phenomenon, often fuelled by advertising and consumer culture, has significant consequences for the environment, economy, and society. Indeed, people consume 400% more clothing today than they did twenty years ago.
This excessive consumption tends to contribute to human rights inequities like gender inequality since most garment workers are women. It also contributes to the climate crisis due to the manufacturing of chemicals and landfilled textile waste, according to the Telfer Business Journal.
We live in a world today that is largely shaped by "trends". Platforms such as TikTok and Instagram, each boasting millions of users, play a significant role in fostering this trend-driven culture. And you know what the latest trend is? It's overconsumption, baby!
According to the "Yorkshire Post", The United Nations estimates that global resource consumption has tripled since 1970, with per capita resource use increasing by 70% in the last 50 years.
The Global Web Index states that "Social media and advertising are key drivers, normalising consumerism as a measure of success. Platforms like Instagram and TikTok promote trends and fuel FOMO (fear of missing out), prompting individuals to buy more than they need."
An example of this is the Stanley Cup. To begin with, they were originally designed as durable, reusable water bottles. But as they surged in popularity, TikTok influencers began to showcase collections of multiple cups in different colours.
This trend encourages over-purchasing, with some buyers amassing dozens to match outfits and even nail polish!
Another example of this is the plethora of never-ending "aesthetics"- the mob wife, the clean girl, the soft girl, the old money aesthetic, and so on.
These aesthetics often encourage followers to curate their lives around specific styles or themes, promoting the idea that one must constantly update their wardrobe and lifestyle choices to align with the latest trends.
Each aesthetic comes with its own set of must-have items to "complete the look", leading to a cycle of constant consumption.
The rise of “aesthetics” has introduced various trends be it the “clean girl” look, “soft girl” vibe, or “old money aesthetic” that encourage followers to curate their lifestyles around specific themes
Image: Valeria Boltneva/pexels
Social media influencers have emerged as powerful figures, using their platforms to endorse products and lifestyles that create desirability and urgency. Influencers often showcase an idealized version of life, leading followers to aspire to similar consumption patterns.
According to a study published in the Journal of Marketing, endorsements from influencers can increase consumer willingness to buy products by up to 50%.
Social media taps into psychological principles like FOMO (Fear of Missing Out) and social proof. When users see friends or influencers acquiring new products, they feel compelled to join in, fit in, or elevate their status.
The concept of "keeping up with the Joneses" is digitally transformed into "keeping up with the influencers." This social pressure accelerates overconsumption.
