Whether it’s on social media, online shopping platforms, or physical stores, overconsumption is a trend that’s been going on for several years now, and has been exacerbated by the rise of social media, influencers, and frequent deals and marketing campaigns.
Massive shopping events such as Black Friday, which takes place tomorrow and kicks off the annual holiday shopping season, are also exacerbating the problem.
Previously a one-day event, Black Friday now includes an entire weekend with the addition of Cyber Monday. In some regions, this lasts an entire week, known as Cyber Week.
But now more anti-consumerism movements are emerging to counter Black Friday and the global spending and consumer culture. One of the most notable movements is Buy Nothing Day, which occurs on the same day as Black Friday.
What is a no-buy day?
Buy Nothing Day is an international day of protest against consumerism worldwide. To raise awareness about the negative effects of overconsumption, participants are encouraged to pledge not to buy anything for 24 hours, either online or in person.
It was started by Canadian artist Ted Dave in 1992 and further popularized by the anti-consumer magazine Adbusters.
Since its launch, the movement has spread to more than 60 countries around the world.
It also encourages people to reduce waste and consider their overall spending habits. Participants can help reduce packaging waste, as well as the carbon footprint of transportation and manufacturing.
This day also encourages us to prioritize more meaningful nonprofit work, invest in stronger communities, and reconsider the relationship between materialism and happiness. This includes spending time with pets, friends, and family, attending community events, and going for walks outdoors.
Buy Nothing Day also ties into broader issues such as social inequality and environmental impact. This prevents items from going to landfill, while raising awareness of reuse and second-hand charities that support low-income households.
Taking place on the same day as Black Friday, it has emerged as a true antidote to shopping culture around the world and has amassed a sizable following over the years, but it has also deeply divided the internet.
Some social media users subscribe to the concepts of frugality, thoughtful spending, frugal culture, and sustainable purchasing. Some people fit more into the YOLO camp or Little Treat culture. They believe that big life goals like buying a house and saving enough for retirement are out of reach for many young people, so small pleasures like splurging should not be frowned upon.
Explosion of anti-consumer movement
This year’s Black Friday sparked more controversy than previous years, with anti-consumer movements and boycott movements becoming more prominent. This includes Buy Nothing Day, “We Ain’t Buy It,” and “Make Amazon Pay Day,” which occur on or around Black Friday.
Large-scale power outages were also implemented from November 25th to December 1st, mainly affecting large companies such as Amazon, Home Depot, and Target. This is to protest worker rights violations, retail chains’ support for Donald Trump, and their withdrawal from diversity, equity, and inclusion programs.
“Amazon, Jeff Bezos, and their political allies are betting on a future of tech authoritarianism, but on Amazon Pay Day, workers around the world are saying enough is enough,” UNI Global Union Executive Director Christy Hoffman said in a press release.
“For years, Amazon has crushed workers’ rights to workplace democracy through its support of unions and authoritarian politicians. Its model deepens inequality and undermines workers’ fundamental rights to organize, bargain collectively, and demand safe and fair workplaces.”
These anti-consumerism and boycott campaigns also aim to encourage shoppers to support local, sustainable, second-hand small businesses, especially those owned by Black, immigrant, and minority-owned businesses, and businesses that have traditionally resisted Trump’s influence.