[INFORMATIVE] What is hyperconsumerism?

What is hyperconsumerism?

By: Ramisa Sharif

Consumerism, as defined by Investopedia, is the idea that “a person’s well-being and happiness depend fundamentally on obtaining consumer goods and material possessions.” (1). In a society where marketing has become a norm, it has become impossible to even open up social media without feeling the need to purchase something new that we probably don't need.



Consumerism isn't something that is brand new in modern times, however, with its roots stemming from Western Europe in the 1700s. It wasn't, however, until the Industrial Revolution in 1900s America that consumerism started to evolve into a newer, more prevalent form - also known as hyperconsumerism.

As the name suggests, hyperconsumerism is a more aggressive form of consumerism, in which customers buy more than necessary when shopping– sometimes more than they can afford. Especially with the increase of disposable income, or income that you can use towards things other than survival, hyperconsumerism has become the dominant way of flaunting economic status in the world. With the invention of credit cards and down payments, what is the big deal with hyper-consumerism?

According to the American Psychological Association, America's trend of rising debt stems from "new ways of advertising, paired with cultural shifts toward consumerism." (2). Lack of acknowledgment of advertising systems and hyperconsumerism leads to a decrease in self-control, which makes us especially susceptible to buying products without much consideration. In turn, many Americans find themselves consuming goods despite not actually being able to afford them, particularly in the name of social status.

Not only does hyperconsumerism create a huge void in our wallets, but it also creates a huge void in the environment. As a result of hyperconsumerism, many natural resources are depleted to create products that people buy as an impulse shop– a phenomenon where consumers buy items on a whim, as opposed to thinking out what they need to buy in their next shop. While you may purchase these items, believing them to be something that you need, many of these products end up in landfills after not having been used for so long.

Alongside the major resource depletion caused by hyperconsumerism, manufacturers are also releasing billions of tons of greenhouse gases into the atmosphere to produce these items.

Hyperconsumerism doesn’t seem like a problem when you casually buy that dress that you thought looked cute, but rather when you buy that cute dress every time you go out, despite having what seems like hundreds of dresses at homes waiting to be worn.

Recognizing the harmful impacts of hyperconsumerism, it is also important that we learn to combat it, which is a lot easier than you think!

Learn to budget your money properly, such as by using the 50-30-20 method and distinguishing your needs, wants, and savings.

Before you make a purchase that isn’t a need, wait a couple of days to a week to see if it is something that you truly want. This reduces the likelihood that you will buy an item on impulse.

Try buying second-hand if possible. Many thrift stores and second-hand stores offer great prices for items that are moderately used– and even for items that are brand new.

Look through the stuff you already have to make sure that you don’t end up buying the same item again. This is also a great opportunity to declutter and give your things to people to use second-hand!

Invest in reusable products so you don’t feel the need to constantly buy the same products over and over again.

Remember that it is okay to buy things that you want! To stop hyperconsumerism isn’t to stop buying altogether, but to stop buying what we don’t need.

Learning about hyperconsumerism is one big leap to lessen its impact on our society. Every small step you take towards a better earth is bigger than you think. Happy saving!

Sources
Hayes, Adam. “Consumerism Explained: Definition, Economic Impact, Pros & Cons.” Investopedia, Investopedia, www.investopedia.com/terms/c/consumerism.asp. Accessed 26 Apr. 2024.

Novotney, Amy. “What’$ behind American Con$umeri$m?” Monitor on Psychology, American Psychological Association, www.apa.org/monitor/2008/07-08/consumerism. Accessed 26 Apr. 2024.