In an age of hypervisibility, where social media dictates self worth and consumerism is packaged as identity, overconsumption has become less about need and more about validation. The thrill of a new purchase—whether it’s a designer bag, the latest beauty trend or even an overpriced matcha latte—has transformed from personal enjoyment into a performative act. We don’t just buy things anymore; we showcase them through “hauls,” waiting for likes, comments and social approval to justify our spending. Consumption is no longer about utility, it’s about perception.
This starts when a trend emerges, influencers push it, and suddenly, it becomes a social requirement. Whether it’s the latest water bottles, like Stanley or Owala, the latest luxury handbag or the endless wave of micro-trends on TikTok, people feel pressured to keep up. Algorithm reward those who flaunt their purchases, reinforcing the idea that having more equates to being more. But this cycle of consumption is exhausting, not just for our wallets but for our sense of self. The validation from a new purchase is fleeting, forcing us into a never-ending loop of wanting, acquiring and seeking approval.
Dupes, or duplicates for trendy items, are built entirely on the idea that it’s not about what you love but how well you can fake status. Whether it’s fast fashion imitating designer pieces or drugstore beauty brands replicating luxury formulas, the appeal isn’t necessarily about quality or personal taste. It’s about appearing trendy, desirable and in-the-know. The accessibility of cheaper alternatives only fuels the problem, making overconsumption more rampant than ever.
Nowhere is this more apparent than in fast fashion, an industry that thrives on insecurity, rapid trend cycles, and the illusion of affordability. Platforms like SHEIN, Zara and H&M have turned fashion into a disposable commodity, churning out thousands of new styles every week to keep consumers hooked on the next big thing.
Other brands, such as Princess Polly and Edikted, market to college students, having them promote their clothes online by giving those students a discount code. If the student’s followers use their discount code on the stores’ website, they get money in return. The problem with this, however, is that these brands send students overloads of clothing, the majority of which they’re not going to wear. While it makes the student look cool because they have their very own discount code, it ultimately contributes to the problem of overconsumption.
Fast fashion is a key driver of environmental destruction, contributing to 92 million tons of textile waste annually and 20% of global wastewater pollution. The production process is highly exploitative, relying on underpaid garment workers, many of whom work in unsafe conditions for wages that barely sustain them. The speed at which these trends cycle also means that most of these garments are worn a handful of times before being discarded, often ending up in landfills or being dumped in countries like Ghana and Chile, where Western fashion waste is overwhelming local communities.
Despite the clear harm, fast fashion continues to flourish because it taps into a much deeper psychological need: the need to belong. Wearing the latest trend signals social relevance, making consumers feel like they are part of an exclusive club. The fear of missing out (FOMO) is powerful, and brands manipulate it to drive impulse purchases. When influencers constantly showcase their never-ending hauls, it reinforces the idea that buying more is not only normal but necessary.
The psychological toll of this overconsumption is undeniable. The temporary high of buying something new fades quickly, leaving behind a deeper sense of emptiness. Compulsive buying behavior has been linked to increased levels of anxiety. For instance, a study published in CNS Spectrums found a significant association between compulsive buying behavior and emotional distress, including heightened anxiety levels. Additionally, research published in Frontiers in Public Health indicates that anxiety can significantly affect online shopping addiction. The more we seek external validation through material goods, the more we disconnect from our actual needs and values.
At some point, we have to realize validation that depends on material things is always temporary, but understanding our own worth—beyond the things we own—lasts far longer than any trend ever will. Mindful consumption isn’t about deprivation, it’s about realigning our purchases with our values, rather than our insecurities.
