The fashion industry is responsible for 10% of global carbon emissions more than international flights and maritime shipping combined, according to the United Nations.

Furthermore, the majority of garment workers are women, often working in exploitative conditions for meager wages. The rise of fast fashion exacerbates both environmental degradation and social inequities, making it a lose-lose situation for the planet and its people.

Why the sudden surge in interest?

The 140% surge in Google Trends searches for overconsumption and fast fashion suggests a growing awareness of these issues. Several factors could be driving this increased interest:

1. Documentaries and media coverage: Films like The True Cost and investigative reports on fast fashion’s impact have brought these issues to mainstream attention.

2. Environmental consciousness: With climate change becoming a pressing global concern, more people are questioning how their consumption habits contribute to environmental harm.

3. Economic factors: Rising inflation and economic uncertainty may be prompting individuals to reevaluate their spending habits and seek ways to live more sustainably.

4. Social media backlash: Ironically, the same platforms that promote overconsumption are now home to movements advocating for minimalism, slow fashion, and sustainability. Hashtags like #BuyLess and #SustainableLiving are a gain.

While the culture of overconsumption is deeply ingrained, there are steps we can take to break the cycle.

Steps towards a sustainable future

Buy less, choose well: Invest in quality items that last longer instead of buying cheap, disposable products.
Embrace slow fashion: Support brands that prioritise ethical practices and sustainable materials.
Unfollow overconsumption: Curate your social media feed by unfollowing accounts that promote excessive consumerism and following those that inspire mindful living.
Shop secondhand: Thrift stores and online resale platforms offer great alternatives to buying new. The 140% surge in interest around overconsumption and fast fashion is a wake-up call.

It reflects a growing awareness of the unsustainable habits that define modern consumer culture. While social media and fast fashion have contributed to the problem, they also hold the potential to be part of the solution by amplifying voices that advocate for change.

As consumers, we hold the power to shift the narrative. After all, trends come and go, but the health of our planet is forever. What is Overconsumption?

Overconsumption, which refers to the excessive purchase and use of goods and services, is a feature of modern societies, especially in developed countries.

This phenomenon, often fuelled by advertising and consumer culture, has significant consequences for the environment, economy, and society. Indeed, people consume 400% more clothing today than they did twenty years ago.

This excessive consumption tends to contribute to human rights inequities like gender inequality since most garment workers are women. It also contributes to the climate crisis due to the manufacturing of chemicals and landfilled textile waste, according to the Telfer Business Journal.

We live in a world today that is largely shaped by "trends". Platforms such as TikTok and Instagram, each boasting millions of users, play a significant role in fostering this trend-driven culture. And you know what the latest trend is? It's overconsumption, baby!

According to the "Yorkshire Post", The United Nations estimates that global resource consumption has tripled since 1970, with per capita resource use increasing by 70% in the last 50 years.

The Global Web Index states that "Social media and advertising are key drivers, normalising consumerism as a measure of success. Platforms like Instagram and TikTok promote trends and fuel FOMO (fear of missing out), prompting individuals to buy more than they need."

An example of this is the Stanley Cup. To begin with, they were originally designed as durable, reusable water bottles. But as they surged in popularity, TikTok influencers began to showcase collections of multiple cups in different colours.

This trend encourages over-purchasing, with some buyers amassing dozens to match outfits and even nail polish!

Another example of this is the plethora of never-ending "aesthetics"- the mob wife, the clean girl, the soft girl, the old money aesthetic, and so on.

These aesthetics often encourage followers to curate their lives around specific styles or themes, promoting the idea that one must constantly update their wardrobe and lifestyle choices to align with the latest trends.

Each aesthetic comes with its own set of must-have items to "complete the look", leading to a cycle of constant consumption.