Written by Koli Croy

Photography by Madeleine Brady

Modeled by Koli Croy

Set Creation by Koli Croy and Madeleine Brady

Throughout the last couple of years, I have noticed an insane amount of rhetoric about overconsumption and the right or wrong ways to navigate through consumerism. Social media is one of the biggest contributors of spreading so much contradictory information. It can be exhausting to even open your phone sometimes as there seems to be a new TikTok video, Instagram infographic, or news article telling you a different narrative every day.

Once you start scrolling too, it does not stop. Every other social media post is a video or picture promoting “the perfect leather bag that is the price of one cup of coffee” or “watch me restock my Stanley cup.”

Why does a Stanley cup have to be restocked and how many bags does one person need?

Every video now seems to have that elusive grayed out box under it that says “paid promotion.”

Influencers on TikTok have played a huge role in this era of overconsumption. By posting numerous “get ready with me” or “pack my suitcase” videos, these influencers are showing off a very perfect, pristine life, and the many items and clothes that help them promote this lifestyle.

Overconsumption is largely spread by viewers believing if they purchase the exact same item an influencer has, they are also buying that “way of life” or aesthetic. With viewers constantly comparing their lives to others, they have a desire to almost “keep up with the Joneses.” This leads most people to excessive buying and dissatisfaction. Most consumers are driven by the fact that their shiny new purchase will finally fulfill their dreams, which often is not the case. Another brand will come along and entice them, leaving some blinded by the fact that we can use an item until it no longer works

I think it can be conflicting when watching these videos because once you view them, it makes you question how much does one person need.

Around 97% of Gen-Z shoppers use social media as a way to shop and view products. These social commerce aspects, which with recent updates seems to be just about any social media platform, have taken advantage and created their own “shops” as well. You can’t go on any app and be free of ads. There is Facebook marketplace, Instagram click ads, TikTok shop, and Pinterest ads. We are constantly being influenced to buy, buy, buy! This culture of unconscious consumption can be harmful to our planet and future generations to come.

Although Gen-Z is seen as being more aspirational towards living a more sustainable life, it does not mean anything when put to the test with our love of shopping. I think even the phrase, “shopping sustainably” is an oxymoron. If you wanted to shop sustainably, technically you would not be shopping, right? Sustainable living is hard for anyone. Most sustainable products cost more than regular products, and for most Gen-Z individuals who are in college, this is not beneficial for them. This conflict of trying to save up for sustainable goods versus saving money is a true challenge for any consumer.

Many brands have started to implement recycling initiatives for their clothes. Patagonia, The NorthFace, Merrell, and Madewell all have a version of a mail-in program where customers can mail or turn their clothes in at a brick and mortar shop for discounts on future purchases or have the items properly recycled. These companies are all taking steps towards a more circular future for the textile industry and show that other brands can implement these programs as well.

As you navigate yourself through this broad sea of right and wrong, I think it is important to not feel hopeless. Gen-Z has still made great strides towards a more sustainable future. California just approved the Responsible Textile Recovery Act of 2024 which is a recycling program that is aimed at lessening the textile waste produced in the U.S. Around 42% of Gen-Z is also shopping second hand whether that be online, thrift stores, or resale shops. We know overconsumption is an issue, there is no way around it, but what we can do is be more ethical with our purchases and the longevity of them as well.

To Buy or Not To Buy: The Moral Complexities of Overconsumption