Top 5 Strategies to Avoid Consumerism in a Post-COVID World

So I’ve been seeing a Tiktok trend whereby people (largely younger people) talk about all the money they have saved on clothes and grooming during circuit breaker period, because when everyone was on a semi-lockdown mode, it was seen as unnecessary to ‘dress up’.

This got me thinking:

The truth is, in a time where the enemy is the virus, ‘looking #onfleek’ is clearly a non-essential.

Like it or not, those ‘Russian Volume Eyelash Extensions’ (regarded as an essential by some I know) are not going to protect you from the virus. That Supreme sweatshirt will not boost your immunity in any way whatsoever. Those on-trend Nike Yeezys that could be someone’s 1-month salary? Certainly not going to help you run any much faster from someone sneezing into the open.

And it shows with the slew of fashion giants that have been affected. Just consider the ones that have filed for bankruptcy in the recent months:

• 13th April 2020: True Religion filed for Chapter 11 bankruptcy protection for the second time in three years, citing increased liquidity constraints due to the coronavirus pandemic.

• 4th May 2020: J Crew under a debtor-in-possession agreement will restructure US$1.65 million of debt by converting it into equity, while securing US$400 million in financing through its existing lenders including Anchorage Capital, GSO Capital Partners, Davidson Kempner Capital Management, and others.

• 6th May 2020: Rock-n-roll menswear brand John Varvatos filed for Chapter 11 bankruptcy protection with over US$140 million of debt in court filings.

• 8th July 2020: Brooks Brothers filed for Chapter 11 bankruptcy. Its current plans are to close 51 out of 250 of its US stores while it looks for a new buyer.

• 10th July 2020: Muji filed for Chapter 11 bankruptcy protection Thursday in Delaware with listed liabilities of US$50 million to US$100 million owed to between 200 and 999 creditors. The company plans to use the process to emerge with a renewed focus on online sales.

In times when some of us could be looking at possible reduced family incomes due to salary cuts and job losses, here are the things I would consider to minimize excessive consumption of non-essential items in a world where we are bombarded with advertisements on literally every social media platfrom:

1. Really (and I mean REALLY) Question Yourself on Why You Are Spending

COVID or not, I recommend asking yourself this question whenever you are spending a dollar. There is this verse on Noah Cyrus’ ‘We are F*ked Music Video that is telling of the superficiality of consumption habits:

Wanna belong

So I go to the mall
And I buy it all

Image credit: https://www.youtube.com/watch?v=4dpjhcQr0RM

If one is buying things to fit in, or impress others, to me that is a clear sign to dig deeper to ask beyond the first Why. Sakichi Toyoda, the Japanese industrialist, inventor, and founder of Toyota Industries, developed the 5 Whys technique in the 1930s. It became popular in the 1970s, and Toyota still uses it to solve problems today.

Here’s an example of asking yourself the 5Ys when making an impulse purchase decision:

1. Why am I buying this $300 backpack from insert trendy brand? Possible answer: I saw an influencer wear it, and I need to have it.

2. Why do I need to mirror what an influencer wears? Possible answer: I want to look cool.

3. Why do I need to look cool? Possible answer: I want to impress those around me.

4. Why do I need to impress those around me? Possible answer: I want people to like me.

5. Why do I want people to like me?

At this stage, you probably get the drift. The answer is a psychological one which involves self-discovery at a deeper level.

2. Limit Exposure to Ads

Image credit: https://giphy.com/gifs/1zKRbqUmytgKKjTqtY

I know, this is difficult to do given that ads are not only on our TV screens but also on all our devices through social media channels and apps we use. However, it is still possible. Basically, this means cutting down on all sorts of screen time, and not buying fashion magazines that largely functions as a sales catalog.

“If you make a habit of buying things you do not need, you will soon be selling things you do.” —Filipino Proverb

Extreme sales and price markdowns are another thing to watch out for. Only buy the things you need, not the things you don’t need but are on an extreme discount. I recall seeing a long queue outside the Victoria Secret’s store on a weekday at 3pm, shortly after Phase 2 started, which was probably fuelled by the 50% discount. The question is: is the priority to buy discounted lingerie right after Phase 1?

Similarly, discount apps are great – but only buy what you truly need.

3. Do Not Tie Your Happiness with the Acquisition of Material Possessions

Image credit: https://gph.is/1RhydIq

We already are familiar with the fact that the high that comes from buying something new very quickly fades. Leaf Van Boven, professor of psychology at the University of Colorado, Boulder, puts it across succinctly: “The mistake we can sometimes make is believing that pursuing material possessions will gain us status and admiration while also improving our social relationships.”

Van Boven has spent over a decade studying the social benefits and costs of chasing happiness through the acquisition of life experiences such as traveling and going to concerts, compared to the purchase of material possessions like fancy cars and jewellery. Unsurprisingly, the research found that material possessions don’t provide as much enduring happiness as the pursuit of life experiences.

To take it one step further, the evidence also point to the finding that investing in material possessions make us less happy than investing in life experiences, but that it often makes us less popular among our peers as well.

4. Don’t Compare Yourself to Others on Social Media or In Real Life

But in a good way.

Image credit: http://gph.is/1tlloTy

“Enjoy your own life without comparing it with that of another.” – Marquis de Condorcet

You might have listened in to conversations from the people at next table which goes along the lines of ‘Wow this person has insert cool item, I want one too!’

In a picture perfect social media world where everyone else seems to be living their best life, consider the fact that what they are presenting is often the curated versions of themselves. Even in ads, we are shown images of people with perfect faces and bodies, wearing the trendiest outfits. What is not often seen is all the effort that goes behind the scenes to make those images so alluring.

Everyone comes from a different place, and has different financial situations. Don’t acquire items just so to be ‘on-par’, or ‘better’ than others.

5. Focus on What is Important

Image credit: http://gph.is/2vE0O4W

Once our basic psysiological needs have been met, the ‘high’ and happiness found in consumerism is fleeting at best.

Instead, find what it is that truly makes you feel joy, and do more of it. I personally find that I derive joy from simple things like movement, family, friends and contribution to things I care about. Everyone’s list will differ slightly.

Til the next post!