Over the past year, books like Less by Patrick Grant and documentaries like Buy Now: The Shopping Conspiracy have encouraged consumers to rethink their internalized beliefs that more consumption equals better living.
As we enter a new year, it’s the perfect time to reflect on and leave behind some consumer myths that are detrimental to ourselves and to the planet.
Myth 1: Buying more is better for consumers and society
Retail therapy is a common practice for coping with negative emotions and might seem easier than actual therapy. However, research has consistently shown that materialistic consumption leads to lower individual and societal well-being. In fact, emerging studies are pointing out that low-consumption lifestyles might bring greater personal satisfaction and higher environmental benefits.
Some might argue that buying more stimulates the economy, creates jobs and supports public services through taxes. However, the positive impact on local communities is often overstated due to globalized supply chains and corporate tax avoidance.
To ensure that your spending really does support your community and does not contribute to economic inequalities, it is helpful to learn more about the story behind the labels and the businesses you support with your money.
Myth 2: New is always better
While certain cutting-edge tech may indeed offer improvements over older versions, for most items new might not always be better. As Grant argues in his book Less, product quality has declined over the past few decades as manufacturers prioritize affordability and engage in planned obsolescence practices. That is, they purposely design products that will break after a certain number of uses to keep the cycle of consumption going and hit their sales targets.
But older products were often built to last, so choosing secondhand or repairing older items can save you money and actually secure you better-quality products.
Myth 3: Being sustainable is expensive
It’s true that some brands have used the term “sustainable” to justify premium prices. However, adopting sustainable consumer practices can often be free or even bring in some extra cash if you sell or donate the things you no longer need.
Instead of “buying new,” consider swapping unused items with others by hosting a “swapping party” for things like toys or clothes with your friends, family, or neighbours. Decluttering your home could free up space, bring you some joy, and could also help you to connect with others by exchanging items.
Myth 4: Buying experiences are better than buying material things
Previous research has found that spending money on experiences brings more happiness primarily because these purchases are better at bringing people together. But material purchases that help you to connect with others, such as a board game, could bring as much joy as an experience.
When spending money, my research has shown that the key is to understand whether the purchase will help you to connect with others, learn new things or help your community. It’s not about whether we spend our money on material items or experiences.
It is also worth remembering that there are plenty of activities that can help you to achieve those goals with no spending required. So, instead of instinctively reaching to our wallets, perhaps in the new year we could think about whether a non-consumer activity like a winter hike or doing some volunteering could bring us closer to those intrinsic goals like personal growth or developing relationships. These goals have been consistently linked to better well-being.
Source : https://studyfinds.org/5-consumer-myths-to-ditch-in-2025/
