The story of why we consume so much begins not in stores, but in our imagination and fantasies. Shopping is often driven by the dream of what a new item will do for us and the wonderful life we believe we would have if only we possessed that product. This is why people often buy new, beautiful quality items that they never even wear—the satisfaction lies primarily in the acquisition and the fantasy it represents, rather than the use.
Consumption as an Expression of Identity
What we consume is a powerful expression of our identity. Our identity has multiple facets:
The actual self (who we are most of the time).
The social self (who we want to be at any given moment).
We buy clothes and products that help us express this desired social self or to take on a specific character. Marketers are skilled at speaking directly to the parasympathetic nervous system, creating feelings of excitement and a rush of adrenaline when we make a purchase.
This link between possessions and self-identity is a relatively modern phenomenon. Before the 16th and 17th centuries, many cultures viewed things as separate from the self or soul. The modern period, however, saw a cultural shift where things began to be seen as central to our identity.
The Paradox of Dissatisfaction
Despite the excitement of buying something new, excessive consumption is proven to make us feel bad, or at least, dissatisfied. Recent research suggests that having too many things can lead to a constant state of discontent.
Consumption also takes a significant amount of time: time spent looking at websites, checking carts, purchasing, and returning items. Furthermore, we spend a lot of time trying to figure out how to get rid of the stuff we already own.
Rationally, we know we should stop buying so much stuff, but this realization often leads to a retreat back into our imaginations and fantasies, beginning the cycle of desire and acquisition all over again.
Generational Shifts in Shopping
While individuals often shop to express their unique identity, consumption patterns across generations show a similar underlying desire to be different:
Grandmother's Generation (Post-War Era): Emphasis was placed on frugality.
Mother's Generation: They sought to be modern and embraced new technologies like microwaves and freezers.
Daughter's Generation: They rejected the consumerism of their mothers, instead embracing experimental and ethnic foods, organic produce, and ethical products.
Although their shopping choices and the values they espoused were distinct, all three generations used the way they shopped and bought stuff as a means of differentiating themselves.
Today, there is a growing movement toward mindful shopping due to concerns about climate change and the impact of industries like fast fashion. This involves making conscious rules, such as committing to buying a certain percentage of clothing from vintage or second-hand stores, as an attempt to slow down the rapid pace of consumption.
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