How many ads have you seen on social media prompting you to buy a new makeup product recently? Maybe you’re more into technology, so you’ve been bombarded with ads for cute keyboards. Nowadays, many brands have mastered the art of targeted advertising in hopes of hooking you onto their products. While this applies to everyone, I feel that there are many types of products that are specifically marketed in a way to intentionally appeal to women or a predominantly female consumer base.
                Brands are highly aware of the value that many individuals—especially women—place on the aesthetics of appearances. To me, it seems that they capitalise on this appreciation of beauty, warping it into an endless chase after the next new product that may potentially satisfy you. Makeup, fashion, books, and even collectibles (I’m looking at you, Popmart!) are all racing to design the most irresistibly marketable packaging to tempt you, regardless of whether you really want or need them. Why pause to figure out if you’ll actually use something if you’re afraid it’s going to sell out fast? Online shopping platforms worsen this impulse—just one click, and it arrives in a few days. So why wait?
                Unfortunately, this rise in consumerism has far-reaching effects. The increasing emphasis on using specific products or brands to curate a certain aesthetic or lifestyle has left many women and girls feeling highly pressured to buy products in order to emulate influencers or their peers. Over time, consumption has become less about meaning, enjoyment, or functionality and more about surface-level aesthetics. Even simple things like skincare have become highly commodified into an endless cycle of product pushing, as various brands overtake the simple concept of taking care of your skin for the sake of pushing sales.
                Take the culture of self care, for example. What once emphasised treating yourself well seems to have been hijacked by the notion that excess is the way to go, that you need everything shown in videos and perfect Pinterest boards to achieve the “perfect” lifestyle. The focus has shifted from genuine enjoyment, whether it be decor or makeup, into a performative display of aesthetics and ownership. This original meaning has been thoroughly diluted, watered down by companies and influencers hoping to sell women and girls a multitude of products, from bath bombs to candles and essential oils.
                The negative consequences don't just stop there. The low quality of many mass-produced products means they are destined for the landfill in a short span of time. Aside from all the harmful effects overconsumption has on us personally, it also takes a toll on the environment. Whether it’s expired makeup, plastic packaging or poorly made room decor that looks cute but doesn’t last, all these products will eventually end up polluting the environment once they take up too much space and get thrown out. These problems are exacerbated by a consumerist culture that prioritises overbuying. Women are targeted as part of this culture, and whether they intentionally or unintentionally perpetuate this way of living, it helps to keep the cycle going.
                While it may seem all doom and gloom, there are ways to take a breather from the overconsumption machine. Instead of chasing the next temporary dopamine hit, we should take a step back and re-evaluate our consumption habits. Being more mindful when buying things–such as by leaving items in your online shopping cart for a few days before coming back to see if you still actually want them–can make a world of difference. Another way to counter the desire to buy more is by sorting through your belongings to see what you already have. Perhaps organizing an old item swap could be fun–after all, one woman’s trash is another woman’s treasure.
                Shifting your priorities to experiencing new things with family or friends can also provide a new perspective. Rather than fixating on keeping up with the endless rat race of online trends, creating memories with people you love is meaningful in a way that material things can never quite replicate.
                To close off, it should be clear that consumption is not inherently bad but should be done mindfully and in moderation to avoid falling into the trap of overconsumption. If you are selective of what you buy, in the long run, your wallet, the planet, and your future self will thank you when you inevitably have to declutter your room or clean out your bathroom cabinet. Less mess, less stress!