The idea that buying more means living better is deeply rooted in our society. But books like “Less” by Patrick Grant and documentaries like “Affamati di rifiuti” (look for it on RaiPlay) or “Buy Now: The Shopping Conspiracy” invite us to reconsider this equation. It is time to critically examine some of the most widespread myths about consumerism that influence our daily choices.
Here are 5, that maybe society will start to seriously crack starting from this year, to build a better society in the near future. Let's start?
Shopping therapy is an illusion
“Retail therapy,” or shopping therapy, has become a common practice for managing negative emotions. It seems easier than real therapy, but science tells a different story. Studies consistently show that materialistic consumption leads to lower well-being, both individually and socially. I repeat: compulsive shopping as a reaction to depression or malaise is not good. It is bad, in fact it is worse.
The latest research suggests that a lifestyle based on less consumption can bring greater personal satisfaction, as well as obvious environmental benefits. I am particularly struck by how this contrasts with the dominant narrative of “buying to feel better”. And if you think that going against this narrative is “they want to take away our freedom”, think again. Are you free if you consume less, or if you are a slave to unbridled consumerism? Come on.
The Myth of Economic Stimulus
Some argue that buying more stimulates the economy, creates jobs and supports public services through taxes. However, the positive impact on local communities is often overestimated.
Globalized supply chains and corporate tax evasion they ensure that much of the value generated does not remain in the territory. To ensure that our spending truly supports the community, it is essential to educate ourselves on the story behind the labels and especially on the companies that we fund with our purchases.
New is not always better
Sure, some cutting-edge technologies can offer real improvements over previous versions, but I'll tell you: for most products, new isn't necessarily better. As he argues Grant in his book Less (read it, it's a disinterested advice: I don't take any commission this link!) the quality of products has declined in recent decades.
Producers favor affordable prices and practice planned obsolescence: They deliberately design products that will break after a certain number of uses to maintain the consumption cycle and meet their sales targets. Older products were often built to last, so choosing used or repairing older items (Let's demand the right!) can save us money and ensure higher quality products.
Sustainability is not necessarily expensive
It is true that some brands have used the term “sustainable” to justify premium prices, and we are all right to be skeptical and cautious. However, adopting sustainable consumption practices can often be free. or even generate extra income through the sale or donation of no longer needed items.
Instead of “buying new,” you can organize “swap parties” to exchange items like toys or clothes with friends, family, or neighbors. Decluttering your home can free up space, bring joy, and help you connect with others through the exchange of items. No more spending!
Experience doesn't always beat the object
Previous research has shown that spending money on experiences leads to more happiness primarily because these purchases are better at connecting people. But even material purchases that help connect with others, such as a board game, can bring as much joy as an experience.
As evidenced by the University of Cardiff, when we spend the key is to understand whether the purchase will help us connect with others, learn new things or help our community. It is not about choosing between material objects or experiences, but to evaluate the impact on our social life.
A gift is not always love
Marketers often promote the message that expensive financial gestures are the best way to express love and appreciation. Spreading this idea helps them sell more products. Research suggests that instead Embracing these consumerist “ideals” may actually alienate us from others.
Studies have shown that investing in things that can buy us more time and spending money on others can lead to higher levels of well-being. Combining these insights, Giving our time to others could be a great way to show care and could have a positive ripple effect.
Towards a new model of consumerism (or simply consumption)
For 2025, we might consider a New Year’s resolution that is kinder to the wallet and more careful about the planet. It is possible to resist commercial pressures to overconsume and find ways to enjoy life’s simple pleasures, many of which are free.
Offering to babysit a busy friend or family member, helping a relative with a household project, or offering your expertise to advise or teach something new or useful can be incredibly valuable to others. Low-tech? Low-glamour? Low-expensive? Even low-futuristic?
But who cares. The future is us, it is not the story of those who always, constantly want to sell us something.
