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If you’re a budding conscious consumer, then you may have heard the term “hyperconsumerism." As the name suggests, Hyperconsumerism is essentially consuming — or purchasing — for purposes of wanting a product for a non-functional purpose, rather than needing it for an essential purpose.
Particularly with the rise of social media and influencer marketing, hyperconsumerism has become one of the modern world’s most environmentally harmful human habits.
What You'll Learn
The Industrial Revolution
Prior to the Industrial Revolution, the sole purpose humans purchased things was for survival; food, clothing, and shelter. But in 1760 in Britain, the Industrial Revolution set forth a new precedent and transformed business, economics, and society as we knew it.
Pre-1760, most people lived in villages that were self-sustaining. Life had more or less been that way for hundreds of years, since the Middle Ages. Artisans and farmers existed on a small scale, and the main sources of energy used were human and animal labor, and the waterwheel innovation (remember, electricity wasn’t invented for another 120 years) (1).
The Work-Life Imbalance
The purpose of the Industrial Revolution was to essentially innovate the existing industries that were thriving to increase production and scale the economy — known as economies of scale. Widespread agriculture and increased production of products have had some incredible benefits for society as a whole, as we’ve been able to develop the world into what we know today. But at the time, it had a negative impact on the poor, on villagers, and on farmers (2).
The shared land that villages had been utilizing for their grazing animals was sold to wealthy bidders, which gave fewer economic opportunities to those living there. Though, at the time, most people rarely traveled outside of their village, with an employment downturn in rural areas, and the development of factories in urban areas, rural workers had no choice but to move to the city. By the middle of the 19th century, 50% of Britain’s rural population had relocated to the cities.
Although finding employment at a factory was what was desired by the working class, the working conditions were often dangerous and miserable. Before industrialization, families were socially and economically independent, often working together either on a farm or local store, hand-making textiles or crafts, and effectively contributing to a modest economic structure.
Industrialization left many of these skills redundant. Many men left their families in the villages to work in the cities, and factory work was so grueling that the men were often exhausted. There was literally no work-life balance.
Industrial Exploitation
Another dreadful side effect of the Industrial Revolution was the exploitation of women and children. In textile mills, for example, they used children because their fingers were smaller so they could fit better into the intricate machinery to thread the needles. They would work more than 16 hours a day in unsafe and low-paid conditions.
Regardless of how exploitative and negative the Industrial Revolution was, there were many positive things to come from it. In the 1800s, Unions were formed to protect workers that were growing tired of mistreatment and exploitation. Wealth, accessibility, and standards of living increased for many. Some products became more affordable. People were healthier, and living longer than ever before.
This affordability and accessibility of goods meant that people didn’t have to just buy the things that they needed anymore, like food, clothing, and shelter. They could also buy things that they wanted. Things that brought them joy.
Without going deeper into the Industrial Revolution (as it deserves its own article), you can start to see how the world has shifted into this consumerist lifestyle that we know today.
When Consumerism Became Hyper(consumerism)
So at what point in time did consumerism switch gears to become hyperconsumerism? One may argue that it started at the turn of the Industrial Revolution when our desire and accessibility to buy things we didn’t really need began. But experts have weighed in on the topic, and many believe that it all started after World World II.
Prior to the war, in the mid-1800s, Americans started to invest in products to improve their homes and status in society. Media advertising was increasing, and the very first advertising agency was founded in 1869 by 20-year-old Francis Ayer in Philadelphia.
By the end of WWII, technology was producing some innovative and revolutionary products. Refrigerators, vacuum cleaners, televisions, and cars were among some of the most popular post-war purchases (3).
This mid-century era was depicted in the TV series Mad Men. Although it may be a slight exaggeration of the times, it’s interesting to get a taste of what life was like during hyperconsumerism's infancy.
Back then, a splurge was on electronics and cleaning products — products that you could consider a necessity for basic comfort. Fast forward a few decades later, and we’re buying things we never in our wildest imaginations knew we needed, and hyperconsumerism has become one of the most damaging human habits in the modern world.
How We’re Contributing to Hyperconsumerism
For you to be interested in reading this article, you’re likely conscious of the products you buy. You also may not think that you’re contributing to hyperconsumerism. And you’re right — you might not be. But if you’re a human being living and existing as a “typical” member of society, regardless of all the eco-products you choose to buy, the odds are stacked against you. #SorryNotSorry.
According to a study done on advertising, people were exposed to over 500 advertisements every day back in the 1970s. Now today, half a century later, we’re seeing around 5,000 advertisements every single day. We are subconsciously being bombarded with advertisements every time we leave our home, or turn on the TV, or pick up our smartphone.
Not only that, but we are also constantly influenced to buy more stuff we don’t need from the Instagram pages we follow, our friends and peers' recommendations, and even our favorite celebrities are now jumping on the Influencer bandwagon. Many marketers suggest that influencer marketing is the future of advertising, which is why it's near impossible to not contribute to hyperconsumerism.
When we buy something that we don’t need that was recommended to us, we are succumbing to hyperconsumerism in some shape or form — even with eco-friendly and sustainable products.
Regardless of where you stand, this is not meant to make you feel guilty. We already have enough guilt thrown on us for not being more conscious, more eco-friendly, and more sustainable in our daily lives. This article is simply bringing your attention to the fact that hyperconsumerism is a very real and very active part of all of our lives.
The Pros and Cons of Consumerism
As mentioned earlier, the Industrial Revolution has had some good and not-so-good results, which have carried us into consumerism.
The pros of consumerism:
Accessibility to products
Affordability of products
Boosts the economy
Facilitates creativity and innovation
Gives entrepreneurs more opportunities to thrive
The cons of consumerism:
The environment suffers, eg. pollution and overconsumption
It breeds an immoral society
It encourages debt, which can lead to mental health and wellness issues
It is unfulfilling
It can, and has, been used as a political tool
It goes against many spiritual beliefs
It keeps the wealthy rich, and the needy poorer
The exploitation of workers in factories is rife, particularly in developing countries
These are just a handful of pros and cons, but there are many other reasons why consumerism — or hyperconsumerism — holds more of a negative impact than positive.
How You Can Contribute Less
As a conscious consumer, you may have already been implementing steps into your life to minimize the buying of unnecessary things. But this journey is no easy feat. When you’re being attacked left, right, and center by advertisers to buy their shiny new object that promises to make your life easier; or your best friend keeps telling you to get the latest lipstick by Kylie, it’s difficult.
And you work hard to afford things, and you should spoil yourself from time to time because, you know, #SelfCare and all. But instead of mindless buying — which we’re all guilty of — look at spending your money on things that make less of a negative environmental and social impact. Or spend your money on experiences, rather than stuff.
When it comes to buying an outfit for a special event, for example, buy a dress you’ll wear more than once and for many seasons. Many hands and resources went into making that dress, so don’t let those resources be wasted by only wearing the dress once, and then storing it in your wardrobe until it no longer fits you or goes out of fashion.
When you are contemplating buying a product, ask yourself these questions:
Do I already own anything that I can repurpose?
Will I use it more than once?
Where will I store it?
Is this a want or a need?
Do I need it now?
Can I find it used?
Am I only buying it because it's on sale?
If you find that you have any other viable solution, maybe you shouldn’t buy it. But only you can make that call.
It’s important not to guilt yourself out of buying something that you really want. It’s ok to want things, and it’s ok to buy things that you want. The key is to always remain mindful throughout your shopping experiences.
The Future of Consumerism
There are a number of trends that have been slowly growing in recent months and years. They're all based on the same beliefs of using what is already in circulation, minimizing needless buying, making less of an environmental impact, and being mindful of everything that you consume and use.
Four of the trends we’ll be seeing in full force in the future and beyond will be:
A Circular Economy
Refillable Stations and Products
A Minimalist Lifestyle
A Zero Waste Economy
A Circular Economy takes items that are already in circulation or items that have been discarded, to create new items. Like breathing new life into an old pair of jeans by making them into a tote bag, or using discarded coffee grounds in skincare, as UpCircle Beauty has done.
Refillable Products are also on the rise. While not as easy to implement with some products, there are a number of brands that have built their business model on this. Izzy Zero Waste Mascara is a great example of a refillable product. They offer a mascara subscription where you send your empty mascara tubes back to them. The plastic wands are crushed down and recycled, and the stainless tubes are cleaned, sterilized, and refilled at their on-site facility.
A Minimalist Lifestyle is the idea of using only what you need. While you can be as committed or lax about this lifestyle as you’d like, a hardcore Minimalist will only buy what they need to survive, much like our ancestors did prior to the Industrial Revolution.
A Zero Waste Economy is a tricky one to navigate. Many brands claim to be zero-waste simply because they use recyclable materials. But statistics show that only 9% of plastics get recycled. So, while your skincare products may be in recyclable plastic, in our opinion, a true zero-waste product is one where you do not need to dispose of — or recycle — any part of that product. When you think of it that way, it eliminates a lot of products and brands from the “zero-waste” umbrella. Look for products where you can use the packaging after the product is finished. Like Nopalera’s Moisturizing Body Bar. It comes in an aluminum tin, so once the bar is finished, you can repurpose or upcycle the tin.
Sustainable Products
Now, if you are not quite ready to become a fully-fledged minimalist or zero-waste warrior, you can simply shop more sustainably. Look for products that are made with the environment in mind, from brands that really take environmental responsibility seriously.
If there’s one thing we’ve learned while being on our sustainable journey, it’s to be realistic. Putting too much pressure on yourself to be a “better” human, and not buy those shoes you’ve wanted for so long because you already have a pair that are still usable is a recipe for self-loathing, resentment, and environmental overwhelm, which is the last thing we need.
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