INTRODUCTION
Picture this: you’re scrolling through Instagram at midnight, bombarded by influencers flaunting the latest “must-haves” — a chic sweater, a flashy gadget, or yet another reusable cup that promises to “save the planet.” Before you know it, you click that “Buy Now” button into the infinite chains of consumerism, all on the back of completely invisible energy-wasting data centres humming in the background. Glitzy media culture for you, the user, is overconsumption, not draining your wallet at least but exhausting the resources available on earth into waste, pollution, or an unmanageable thirst. Behind the shiny filters and dopamine-inducing likes lies a stark reality: our endless swipes quietly reshape the world—and not for the better.
THE SOCIAL MEDIA-CONSUMERISM NEXUS
Consumerism is the incessant acquisition of goods and services, impelled by marketing and advertising, where such consumption is celebrated and encouraged. Pursuing consumerism-driven economic growth has placed unbearable pressure on the environment. There is overconsumption, excessive exploitation of resources, and waste production, which degrades basic ecological systems. This is fueled by a capitalistic, global world, where often any real difference between what’s needed and what’s created to generate income gets washed out.
Social media like Instagram, Facebook, Twitter, and TikTok have taken over communication, information, and consumer behaviour, all represented by influencers and advertisements with people sharing user-generated content to feature products so that goods themselves are translated into status symbols and lifestyles, becoming aspiration material as well. Each post, ad, and sponsored content subconsciously pushes consumers toward buying, regardless of need. In 2022 alone, spending on influencer marketing reached $16.4 billion globally, further amplifying social media’s role in driving brand engagement. Through their curation of life, influencers often sell products as symbols of success and happiness. The beauty and fashion industries capitalize on this, encouraging frequent product replacement. This perpetuates a “throwaway” culture in which new items replace old ones quickly, reinforcing rapid consumption patterns driven by aspirational lifestyles.
Social media platforms are designed to encourage compulsive behaviour, where algorithms ensure users see new products constantly. This creates a loop where impulse purchase becomes the norm. By making purchases easy to initiate with just a few clicks, these algorithms feed consumer behaviour, driving purchases that may not be necessary. This results in unsustainable consumption driven by social validation and FOMO.
ENVIRONMENTAL IMPACT OF CONSUMERISM
This growing consumerism comes at a huge environmental cost. Some of the specific impacts of the increasing consumerism are:
- Carbon Emissions: Fast fashion is a business model based on the quick production of large numbers of low-cost, trendy designs. The fashion industry accounts for 10% of all carbon emissions produced by all of humanity and is the largest consumer of water in the world. Overproduction, brought about by the demand for low-cost goods, creates more waste and damage to the environment. Research shows that 72% of carbon emissions in the world come from household consumption, so behaviour will determine whether climate goals can be met.
- Waste Generation: Fashion is not alone in its environmental impact. Electronic items have also seen a tremendous rise in demand. This is driven by the launching of products as well as continuous influencer support. E-waste, generated from the turnover of electronic appliances, has thus become a grave environmental issue and one of the fastest-growing waste streams around the world. According to a 2020 report by the International Telecommunication Union (ITU), 53.6 million metric tons of e-waste were generated in 2019, out of which only 17.4% were properly recycled. Most of these devices, when disposed of, release harmful chemicals such as mercury, lead, and cadmium into the environment, thereby harming soil and water systems.
- Consumption of Energy: Social media happens to be virtual, but what it consumes regarding the environment certainly is not a ghost. Applications like YouTube Instagram and now TikTok draw upon energy-intensive data centres containing massive amounts of content, a lot of this electricity coming directly from fossil fuel. In the 2020 context, internet consumption worldwide accounted for 3.7% of greenhouse gas emissions-this is a colossal footprint of consuming virtual energy. For example, using TikTok will emit 2.63 grams of CO₂ per minute, while streaming an hour-long video on YouTube generates about 6 kilograms of CO₂, not to mention all the ads that are generated to continue consumerism.
TOWARDS SUSTAINABLE CONSUMPTION
Amused by consumerism and social media-related challenges, there are some things that an individual and brand do to make sure sustainability endures. Some of the conscious choices consumers make include choosing environmentally friendly and ethically made products. Brands that support their cause include Patagonia, IKEA, and The Body Shop, where transparency, ethical labour, and sustainable materials are followed. Thrifting is also a very successful area where sustainability may be adopted. Buying second-hand helps consumers cut back on water and energy use, reduce the problem of waste in textiles, and minimize carbon emissions. Thrifting also increases the lifecycle of clothing and decreases the rate of fast fashion production, which is one of the major causes of waste and pollution. Social media can be a powerful force in environmental advocacy. Hashtags like #Unconsumerism, #BuyLess, and #SustainableLiving have spread widely as popular influencers endorse green products and habits that influence their followers to choose greener alternatives. Repair before replacing is an attitude that extends the life of items while avoiding waste and conserving resources. Prioritizing repairs for electronics, clothing, and household goods decreases environmental impact and saves money. This way, a sustainable culture is established, with usefulness and responsible consumption instead of futile replacement. Selective food purchasing discourages overconsumption and wastage. If consumers only consume what is available, prefer fresh products in the season, and avoid over-packaged products, it reduces their impact on the environment. Supporting sustainable brands and planning a meal would go a long way in making all the resources efficient, hence truly sustainable in approach.
CONCLUSION
Henceforth, the impact of consumerism, social media, and environmental degradation goes hand in hand. As long as social media keeps influencing people’s buying habits, the demand for commodities—and the cost to the environment—will continue to mount. However, we are effecting change with the promotion of sustainable practices via social media, in addition to the narrative being turned from a tale of extravagant consumption to responsible purchases to deal with environmental challenges that are posed by consumerism in every form. Collective action is needed through individual effort at the same time that systemic change is accomplished. Consumers can make better decisions on purchases, buying eco-friendly brands, and practicing minimalism—to reduce their impact on the environment. At the same time, social media and branding should be responsible for promoting sustainability against the proliferation of unhealthy consumerist beliefs.
Author(s) Name: Aditi Kumar (Nirma University, Ahmedabad)
