“Hurry! Get your deals now for your summer favorites before they sell out!” To many of us, this phrase sounds familiar. Summer is on everybody’s minds, but with that also comes the need to “get prepared.” And no, this doesn’t mean stocking up on sunscreen. It means buying brand new clothes, water bottles and poolside essentials in order to feel best. But doing this every year can have serious consequences.
The phenomenon of overconsumption is so normalized that many don’t recognize what it is actually driven by. Sentient Media says, “Capitalism promotes constant growth and rewards consumerism, and that mindset leads to overconsumption, and people buying more than what they need.” The feeling of reward people receive by purchasing unnecessary products has resulted in shopping becoming a leisure activity.
In addition, the spread of technology has created a significant increase in the number of advertisements that people see every day, exposing them to new products constantly and encouraging further consumption. The internet is one of the biggest contributors, with influencers and celebrities promoting their new favorites each month and convincing the public it’s something they couldn’t live without.
While this may seem harmless, there is a significant impact on the environment. According to the Overshoot Footprint Network, if everyone in the world consumed as much as the average US citizen, it would require 5.1 Earths to generate enough resources. The high production rate of goods accompanied by the easy access to fast shipping and online orders allow mass overconsumption. But fast transportation has its costs. The UN Environment Program says that 10% of all global carbon emissions are contributed to industries like fast fashion, partly due to their high number of plane and truck shipments. In order to get new clothing on the racks to keep up with trends, the companies often send half-filled planes or trucks, resulting in higher carbon emissions.
To keep up with the demand for new clothes that are in style, fast fashion companies have developed the perfect solution. Fast manufacturing, transportation and delivery to consumers are the key points. But when replicating the newest trends, these clothes often sacrifice sustainability for style. A report from the International Union for Conservation of Nature stated that, “35% of all microplastics found in the ocean come from the laundering of synthetic textiles like polyester.”
Even with all the detrimental impacts of over-consumption, people are still creating an obscene amount of waste. Earth.org states that of the 100 billion garments produced each year, 92 million tons end up in landfills. For US consumers, this is about 81.5 pounds of garment waste per person. This waste takes up more space in landfills simply because people bought them impulsively and don’t need them anymore.
But this doesn’t need to be the reality. Ignoring ads, practicing mindful buying and setting limits can all be solutions to the ever-growing problem of overconsumption. As this summer comes around, there isn’t anything wrong with buying a new shirt. Just make sure you remember the ones you have at home, too.
