This post is a summary/transcription of a talk that I presented at a Think & Drink event at Cypress & Grove Brewing Co. as part of Zero Waste Week 2025.
Consumption isn’t just what we buy, it’s how we live.
Consumption shapes the world.
Pre the industrial era, people generally only bought what they needed, then repaired, reused, and passed down those items. People owned fewer things, but those things were built to last. Post the World War II boom, mass production has led to more marketing, so that demand can keep up with supply (notice how backward that is?). Things are made to be replaced, with the goal of keeping consumers consuming and producers producing – and profiting. We’re in a culture of disposability and convenience above all.
That culture has only gotten stronger, as today, we’re constantly bombarded with new products we “need,” and big-box stores, fast fashion, and rapidly changing trends are the new normal. Manufacturers tend to prioritize profit over quality and sustainability, and the public is footing the cost that big corporations refuse to pay.
The average American today owns more stuff than any other generation in history. While we used to buy things because we needed them, now we buy because someone told us to, it was on sale, just because we can, or for no reason at all. Our houses have almost tripled in size since the 1950s, but we’re still running out of space.
Modern self-storage facilities did not appear until the late 1960s, but we’ve already amassed such a demand for them that they now outnumber fast food restaurants in the US. One in ten US households rents a self-storage unit to keep their extra stuff in.
That begs the question:
If buying more made us happier, wouldn’t we be the happiest we’ve ever been?
But we’re not. We’re more stressed, in more debt, and more disconnected than ever.
The real cost of MORE isn’t just financial. MORE means more clutter, more stress, and more debt. The average American household has over 300,000 things and is $6,000 in credit card debt. Psychological studies have shown that household clutter increases stress and reduces wellbeing. And, of course, the manufacture and disposal of STUFF drives pollution and waste at an unprecedented scale.
So we end up stuck in an endless loop: we shop, which adds to the clutter, debt, and stress, which makes us feel out of control, so we shop some more to feel excited about new stuff. Because that’s what everyone keeps saying: you NEED this new thing, it’ll make you so happy/beautiful/wealthy/liked/fulfilled/cool. We’re kept in this cycle on purpose, through planned obsolescence, obsessive marketing, and the illusion of choice – even though the same players profit, no matter which brand we choose.
But who actually benefits from this cycle? Not us!
Corporations and billionaires end up profiting off of our confusion and struggle. The world’s richest 1% own more wealth than the bottom 50% combined.
You can opt out of this system.
What if we consumed in a way that actually made life easier, cheaper, and more fulfilling?
How? First, use what you have. “Shop” in your own home, repair broken items, and repurpose things that can’t do their job anymore. When you must get something new, try to borrow it or get it secondhand. Utilize resources like your local library or a Buy Nothing group, and shop small businesses whenever you can. In general, we’re trying to ditch the single-use mindset and buy things that were built to last, not consume mindless items that will become waste.
Break up with mega corporations, too. It’s a toxic relationship that does nothing but drain you. Audit your spending to see what’s actually getting your attention, time, and resources that could be going into things that align with your values. Opt out of advertising by unfollowing people that do nothing but brand deals, hauls, and sponsorships, and install an ad-blocker to take back control over your devices. Pay with cash when you can, so your money stays where you spend it instead of going to billionaires. Reduce your impulse buy triggers wherever you can. When you suddenly get the urge to buy something, stop and take a second to recall the last time you felt that way and how that last purchase made you feel, and how you’d be doing now if you had never gotten that thing. Think about if you would still need that thing if you hadn’t just seen an ad for it, or if it wasn’t on sale, or if you hadn’t had a stressful day at work.
Redefine your values, and stick to them. What does another reusable water bottle contribute to your personal growth? What about that trendy top will strengthen your relationships or give back to your community? Do you really want to look back at your life and see material things, or are experiences more important?
Look for businesses that are doing it right, with sustainable packaging, certifications to back up the ethicality of their practices, and a transparent discussion about the impact they have on the environment.
So, how can you apply this right here in Gainesville?
Focus on experiences over stuff – there are tons of events happening in Gainesville every single weekend! Getting involved in your community might just lessen your stress more than buying new things ever did. Eat local at our weekly farmer’s markets or participate in a CSA to get local produce. This will increase the quality of your food and reduce the emissions associated with getting it to you, so your meals are better for you and for the planet. Learn a new skill, like gardening or ceramics, to give yourself something to do and a community to be a part of. Remember that consuming less isn’t about deprivation, it’s about being intentional and gaining back control.
Sustainable living is a journey, and everyone’s journey is different. Focus on progress, not perfection, and you’ll find that every step is taking you closer to the world you want to live in. And your small steps are often more impactful than you may realize, because when others see how you consume intentionally and stick to your values, they’ll follow your example. It’s all part of the journey to a world where everyone is more fulfilled without damaging the planet. And we believe that goal is entirely within our reach.
