How can I ensure that I am mindful of the products I purchase and the experiences I take up? What if what I think about purchasing next is entirely determined by my Instagram feed? What if my next vacation is motivated by skillful geotagging by other consumers? Sure, it is me who does the further reading and the research of the brand and their purpose and the product reviews, but the fact that my initial exposure to the brand is motivated entirely by online ads plotted into my feed by others is kind of disturbing.
Last week I spent nearly $25 on natural personal care products motivated by a Goop product review that I saw on Instagram. I still have a lot of the items I purchased at home. All of this is while I am on a shopping ban and only days after writing about waiting to finish the product I already own before purchasing more.
It is so easy to want to try new products especially when you’re purchasing organic, non-GMO, good-for-you stuff based on an online review by a trusted expert. This is especially true when each item costs only $10 or so and are the items you use daily. But small purchases add up and if this is the kind of consumer behaviour we engage in weekly, they do so quite quickly.
If what I see in the images and words of others motivates how I consume, surely my own online presence might have a similar effect on others. This makes me want to create content that does not contribute to mindless consumerism.
On the other hand, if it is so easy to motivate consumer behaviour of others by what we post online, perhaps it is also possible to create content that has the opposite effect? Could we encourage people to love the stuff they already own, to save and preserve it, and to consume less? Some examples of this that come to mind are Patagonia’s Don’t Buy This Jacket campaign and Kait Flanders’ disclaimer about purchasing the books from her suggested list only if you’re really going to read them.
Could the new trendy and sexy be the jacket you’ve had for many years? Could you learn to feel good about yourself in the item you already own, that is quality made, and that you take good care of? Could we learn to substitute shopping for a day of mindful browsing through our own closet, coming up with new combinations of outfits, and mending the items to extend their lifespan?
