Last night, I rewatched the powerful film Buy Now. It brilliantly lays bare the manipulation at the heart of our overconsumption crisis, revealing how big businesses employ sophisticated tactics to ensure we keep buying more – at enormous costs to people and our planet. If you haven’t seen it yet, it’s a must-watch for anyone curious about the hidden mechanisms driving our consumption habits.
It was a real insight. I remember when I first began learning about the root causes of climate change, about five years ago, I was shocked, saddened, and cross – I mean really cross. I immediately deleted my Amazon account, committed to not flying again, and became vegan.
Extreme? For some people it may seem so. For me, it was the first time I looked myself in the mirror and asked: “you knew, what did you do?” Once armed with the knowledge, I just had to take action.
As Maren Costa, a courageous former Amazon employee featured in the film, said:
“Outrage will create action, and action creates hope.”
These words resonate deeply in a world where we’re inundated with messages designed to compel us to buy more, more, and still more. But how exactly do corporations sustain this cycle of overconsumption, and what can we do to resist it?
The Tools of Manipulation
1. Planned Obsolescence
Many of the products we purchase are designed to fail or become obsolete within a short time. Whether it’s a smartphone that slows down after a couple of years or fashion trends that shift with each season, big businesses ensure we’re constantly in the market for the “next big thing.” According to a 2023 report by the Ellen MacArthur Foundation, 85% of textiles end up in landfills each year, driven by the fast fashion industry.
2. Emotional Advertising
Brands craft narratives that tap into our desires for status, happiness, and belonging. The emotional pull of advertising can override rational decision-making, encouraging us to buy products we don’t need.
3. Artificial Scarcity
“Limited-time offers” and “out-of-stock” alerts exploit our fear of missing out (FOMO). These tactics push us to act impulsively, often leading to unnecessary purchases.
4. Cultural Normalisation of Overconsumption
From Black Friday sales to influencer-driven hauls, consumer culture normalises overconsumption as a marker of success. This has profound social and environmental consequences. For example, the UN Environment Programme highlights that if global consumption continues at its current rate, we would need 1.75 Earths to sustain our lifestyle.
The Costs We Can’t Ignore
Overconsumption doesn’t just strain our wallets; it’s wreaking havoc on our planet and communities:
- Environmental Impact: The extraction of raw materials for consumer goods contributes to deforestation, water pollution, and greenhouse gas emissions. The IPCC attributes some two-thirds of greenhouse gas emissions to consumption.
- Social Inequity: Many products are manufactured under exploitative conditions. A 2022 report by the Clean Clothes Campaign found that garment workers in low-income countries earn less than half the living wage.
- Mental Health: The relentless push to consume leaves many feeling unfulfilled, perpetuating a cycle of dissatisfaction and consumption. Research links materialism to higher levels of anxiety and depression.
A Call to Action
Buy Now reminds us that we have the power to break this cycle. As Costa’s words inspire outrage, let that outrage fuel meaningful action. Here are three ways you can start shaping a better world today:
- Buy Less, Choose Better: Adopt a minimalist mindset. Before purchasing, ask yourself if the item adds true value to your life. Costa recommends placing the item you think you need in your online basket, and returning after a month to see whether or not you still need it.
- Support Responsible Businesses: Seek out companies committed to ethical practices, such as certified B Corps. Businesses like Tony’s Chocolonely, Elvis & Kresse, and Y.O.U Underwear demonstrate that profitability can go hand in hand with positive impact.
- Advocate for Change: Use your voice to demand greater accountability from corporations and policymakers. Join movements that promote sustainable consumption, like Fashion Revolution or Break Free From Plastic.
Hope Through Action
As we reflect on the powerful insights of Buy Now, let us remember: outrage must lead to action. And through action, we can create hope – not just for ourselves, but for future generations.
Together, we can build a world where business serves people and the planet, not the other way around.
So, what will you do next? Will you continue to be a cog in the machine, or will you take a stand for change?