My not-so-secret thoughts on the world’s obsession with consumerism

Dear Shoppers,

The first “trendy” item I begged my dad to get me was an American Girl Doll. Sadly for me, he did not succumb to my pleading. To be fair, at that point, I had a growing collection of Barbie dolls and it did seem unnecessary to buy, as he put it, “a hundred-dollar plastic doll with two front teeth.” I also did not find them particularly attractive, and quite frankly when one eye glitched and couldn't properly open- American Girl Dolls scared me–but my friends had them. Alas, I stuck to circling every item I wanted for my non-existent doll in the monthly American Girl Doll catalog. I accepted my dad’s refusal to buy me a product simply because of its popularity - a lesson I am now grateful for as my dad went on to refuse to buy UGGs (“because you look at the price tag and say UGH”) and Lululemon (“why do you need a $90 zip up jacket”). So I didn’t even bother asking for Air Force Ones in seventh grade, or Vans, or a Hydro Flask, or an iPhone. Though, I was not invincible to the allure of the well-marketed popular products. When a friend gifted me a Hydro Flask in eighth grade, I could not wait to bring it to school and finally feel like I had one foot in the door to...what exactly did that door lead to?

Now, with people camping outside Target to buy a Valentine’s Day Stanley (I swear there are fifty articles out there analyzing the chokehold different water bottle designs have on today’s society), people buying The Ordinary, Drunk Elephant, Sol De Janeiro, Brazilian Bum Bum Cream, flare leggings, Ultra Mini Uggs, Ugg Tasmans, Birkenstocks, that insanely expensive Dyson Airwrap (so glad people found alternatives), Apple Airpods Max, Fridays lip balm, the question comes back again: What exactly does that door lead to?

I have found from experience that it leads to a fairyland where everything is rainbows, everyone flies around with glittery wings, and life is perfect! With all of the attention and desperation to get our hands on these products, one would think–but it almost feels that way. That is until the product is no longer “on trend” and suddenly the fairy portal door closes and you crave to enter the utopia again. Re-entering is quite easy for many. You simply hop online, see which product is being plastered everywhere, and buy it! Simple steps to stopgap satisfaction.

It’s not enjoyable to hear negatives about one’s personal habits, because no one likes to feel guilty about something they find satisfaction in. But the truth is, there are many negative aspects of overconsumption, one being the damaging effects on the environment. Bringing back the Stanleys, although reusable water bottles are usually associated with sustainable efforts, the current trend to collect all of the Stanley colors has quite the opposite effect. Furthermore, although aluminum is one of the most effectively repurposed materials, switching from one single-use material to another does not lead to sustainability gains, and the emissions from creating these products continue to harm the environment.

Apart from the environmental consequences, the obvious negative is in your bank account. I love a good self-love shopping day, but even if I felt that each trendy product was worth my money, there is a silly little economics principle called Diminishing Marginal Utility that explains why I am literally wasting money on an item. DMU states that with each new product you buy, your satisfaction from each purchase decreases incrementally until the purchase is worth less than what you spent on it. I most definitely felt this during the holiday season. When I was younger, Christmas was the time when I got the items I had dreamed of having all year round! Now that I consistently purchase my own items, Christmas gifts seem much less exciting which diminishes some of the holiday magic.

But the worst side effect of these trends is their ability to define “fitting in.” When I was in elementary and middle school, fitting in could be as simple as purchasing light-up shoes or a then trendy water bottle. This created distinct lines between those who could afford such products and those who could not. But children are relentless and if someone didn’t have a product (or God forbid purchased a dupe), it was that easy to feel left out. Without shutting down the toxic elitist mindset created at a young age, those same children go on to high school failing to be enlightened by their parents about the superficiality of their standards for friendships. Upholding these standards perpetuates the idea that wealth and a certain “look” makes or breaks your belonging and affects the self-esteem of those sensitive to this caliber.

American Girl Dolls have come and gone for us, but products defining one’s personal worth have only seemed to increase. This year, rather than picking up inspiration based on how many millions of companies poured into branding, we should prioritize discovering our own niches in fashion and self-expression. Rather than basing purchases on trendiness, we can keep ourselves accountable and spend on a few items each year to ensure that we gain the most satisfaction from each item. The most difficult hurdle is resisting the fear of missing out. But by focusing on finding a unique style based on quality items, thrifted purchases, and (my favorite) borrowed clothes from friends and family, the need to fall into the popular culture will fade as you’ll find happiness in your own authenticity.

Happy Shopping,

Natalie