You don’t like fashion, you just fell into a consumerism trap
- Nadia Michalik
- Oct 27
- 4 min read
Feels too personal? In recent years, we have observed skyrocketing numbers of people ordering things they do not even need. Every day, we encounter influencers presenting their shopping hauls. Tempted by eye-catching packaging as well as the wonderful benefits of the products, these almost instantly appear in our carts. Why do we do that? There are many factors that cause this never-ending cycle. Let’s look through them and see how it can be prevented.
Nowadays, we are flooded with 'brand-new' items which we allegedly cannot live without. Take the TikTok trend: don't walk, run to buy..., influencers love this phrase when presenting advertised products. It gives the recipient the sensation of needing to buy it due to its solemn yet imperative tone. Research has shown that people are more likely to follow purchasing decisions if they perceive them as endorsed by authoritative figures or if they see others doing the same (Cialdini & B., 1984). A study revealed that 70% of consumers are inclined to buy a product recommended by an influencer they trust, illustrating the power of social proof. (U.S. Shoppers Are Under the Influence: 74% of Consumers Have Purchased a Product Because an Influencer Recommended It, 2024, Jessica S.) Another example is projecting new insecurities on followers on the Internet just to sell absolutely useless gadgets which they will get rid of them. Whereas in the long run, it appears to be the next scam.
Microtrends need to have an honorable mention. It is a short-term fad that gains its recognition quickly as well as falls by the wayside soon after. They are substantially popular on social media platforms, such as TikTok. Not only do they take consumers by storm, but they also fuel fast fashion, damaging the environment. Everyone has certainly seen polka dot patterns as well as ribbons everywhere. Of course, they are a cute piece complementing an outfit, but buying these just because everyone does is not right. Bold of me to say that they might be even overhyped by society. Such trends tend to disappear as rapidly as they become a new one, which is why they are so dangerous to fall for.
I am absolutely sure that everyone has had a situation in which they thought they lacked clothes despite their closet bursting at the seams. This may lead to a feeling of being overwhelmed. As a matter of fact, it might have actually been caused by purchasing clothes that fit into a trend, not into one’s style or wardrobe. All these examples are oddly reminiscent of the majority of society. Everyone has witnessed at least one of them. Nevertheless, we succumb to consumerism, constituting a huge part of our lives.
It all seems to be so obvious, right? Then why are we constantly giving ourselves into overconsumption mechanisms?
The answer is complex. There are many factors that influence this pattern. The reason may be, for instance, low self-esteem, which manifests through seeking validation in others by purchasing items, just to feel that you belong somewhere. To fill the void. The void that weighs on your soul, that eats you alive. And buying products can fill this emptiness as if it were a drug that brings joy temporarily. It might also be revealed through FOMO (Fear Of Missing Out) that forces us to obtain goods so as not to ‘miss out’ on some experience, or simply to belong to the group, as I have mentioned. Moreover, overconsumption can be triggered by perfect-looking advertising that persuades us to purchase their products. Advertising companies use psychological tactics, such as exploiting one’s emotions, to affect customers’ behaviour. Another one is reckless buying. It is when you purchase something without properly thinking about it. This can manifest through buying a product for its price, not its real value for us. These factors can be described as coping mechanisms that help a person go through tough times in their life. To release the dopamine and feel euphoria, even temporarily. To feel happiness that is not present, to feel something.
How to break the cycle?
Before stopping the endless cycle of overconsumption, it is crucial to discover the true reason why it happens. By getting to the bottom of the problem, it is so much easier to change this toxic pattern as well as implement a healthy one into the routine. Before buying goods, think carefully whether it is something you absolutely need and is worth investing in or not. In this way, you can avoid impulsive purchases as well as become a more aware customer. You can also practice mindfulness to achieve it. Buying things secondhand may help with the constant need to gather new clothes. Besides, it is not as harmful to the environment as shopping in malls since you get a piece that was used by someone previously. Selling goods you no longer utilize can help others with the same problem. There are many sites where people post their clothes to give them a ‘new life’ in someone else’s hands.
Breaking free from overconsumption is a tough journey, but each conscious choice brings us closer to a more intentional and sustainable way of living.
Page design: Lena Limberger
Bibliography
Cialdini, Robert B. Influence: The Psychology of Persuasion. New York, Collins, 1 Feb. 2007.
Shein, Jessica. “U.S. Shoppers Are under the Influence: 74% of Consumers Have Purchased a Product Because an Influencer Recommended It.” Www.businesswire.com, 20 Mar. 2024, www.businesswire.com/news/home/20240320786326/en/U.S.-Shoppers-Are-Under-the-Influence-74-of-Consumers-Have-Purchased-a-Product-Because-an-Influencer-Recommended-It. Accessed 10 Oct. 2025.
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