2024: The Year To Escape The Media’s Forced Materialism

By: Divija Agarwal

Edited by: Fiorina Siamir

“Run, Don’t Walk”, “Tiktok Made Me Buy It”, “My Amazon Must-Haves”. If you've spent any time on social media in the last few months or years, these phrases are likely to ring a bell. As we step into 2024, should breaking free from the excessively materialistic impulses fueled by social media algorithms be on your list of New Year’s Resolutions?

Materialism, loosely defined, revolves around valuing material possessions as superior in terms of living values, often manifesting as a focus on acquiring coveted luxury goods or anything beyond what is genuinely needed.

But why the criticism around materialistic views?

When discussing materialistic traits, it's important to consider why they get such a bad rap. Some argue - rightfully so - that materialistic views shouldn’t garner criticism and that they offer people a source of motivation or lie within people who prioritise financial goals. More simply, focusing on seeking out personal wants can even be seen as a form of self-indulgence or a maintenance of status and personal appearance.

However, looking at it alternatively, reaching for all of one's materialistic desires can also be problematic - promoting competitiveness, an absence of focus on relationships, and a shallow outlook upon other personal values. While ‘retail therapy’ can be a source of happiness for many, a study by the ‘College of Management’ claims that “Consumers may obtain a short-term and transient benefit after being rewarded for their actions, a surge of pleasant effects provide compulsive purchasers with a means of modifying and improving their mood, at least for the time being.” It suggests there's a haziness surrounding what people really ‘want’ and, this article argues that social media is forcing certain ‘needs’ onto us, making these temporary desires ingenuine.

Upkeeping such a lifestyle, depending on the extent to which one takes it, isn't always affordable for many. Some people with high incomes may be able to indulge in a multitude of $100, ‘mid-level’ purchases, considering them a small cost, but this isn't the case for the majority of consumers.

Moreover, as I’m sure you’ve had drilled into you by now, overconsumption comes at a grand, irreversible cost to the earth. This is aided by fast fashion companies but also by mass purchasing of all other products, something we see furthered by the media’s fixation on material possessions.

What does social-media specific materialism look like in today's world?

Whether their frequency is noted by you or not, media sites are crawling with advertisements. TikTok users have noted that they seem to be watching ads every four videos while scrolling - undoubtedly adding to the persistent stream of promotion and list of products to buy. Over-spending has become shockingly accessible; it only takes a click onto an influencers ‘Amazon Wishlist’ to find yourself with an excess of expensive, and unsustainable products added to your shopping carts.

Ironically enough, even the ‘de-influencing’ trend boiled down to be a clever way to promote products and get them trending online. By commenting on a particular popular item’s lack of value, people then took the opportunity to suggest replacements, which thereby acted as a substitute item for people to impulsively buy. 

A key example that displays the stark relationship between the media and materialistic over-consumption is the Stanley Cup craze. Globally, but particularly in Western nations, people have been dedicating inordinate amounts of time and money towards this trend - which, apparently, started off within the last five years on Instagram. While it is a seemingly innocent obsession, a practical and good-quality water cup, fans have taken it to another level. On January 3rd, Stanley released cups in collaboration with Starbucks, to be sold at American Target stores, made in a new pink colour. This release resulted in people waiting outside Target outlets at 4 am in the middle of winter, hours before the store opened, to get their hands on one - or as many as they could fit into their arms. Videos of adults running into stores, with many literally falling to the floor in their rush, surfaced shortly after, the products selling out within minutes, which were again re-sold online for more than double their original price. Another occurrence of this trend is showcased by 40-year-old North Carolinan Mariana Conti Schwartz, who claims to have spent around $5000 USD on her Stanley’s and likes to match her outfits to her reusable cups.

What fuels this obsession with daily online products? Is it genuine love for the items or the persuasive allure of social media platforms like TikTok?

This, in a way, replaced the hydro flask craze from a few years back. However, the surge of promotion created by advertisers on widely accessible platforms like TikTok and Instagram has made these products more popular than ever. CNBC estimates Stanley made over $750m last year, compared with an average of $70m a year before 2020. People have been positioned to believe that they “need” a plethora of, putting it bluntly, futile products that’ll lose their fame within a matter of months.

Particularly, the population of young and impressionable users consuming media fuels this; young children are spending their parents’ earnings on ‘must-have’ beauty products at Sephora, well before they have reached the age of making their own money, and before they've learnt to critically think about what they're spending hundreds of dollars on. While most people do not push their spending to an outrageous extent, the link between social platforms and manic consumption is glaringly clear.

If you've been seeing a certain product all over your ‘For you Page’ and see it in stores, spend a day or two without purchasing it, and if you feel its absence or regret not having it, you may be able to make a more objective decision on its value.

When it comes to fashion purchases, in an attempt to avoid following micro-trends (those that only last for a few weeks or months), there are some questions you can ask yourself: Can you see yourself wearing the article of clothing in five years? Ten years? Are there three separate occasions or situations where you can see this piece of clothing being worn? How often have you seen it recently on your feed? 

Thinking critically about the content you view and the creators you follow is key to identifying your own compulsions. Consider who you think is a positive influence on your spending and who might be mindlessly promoting products with their own career as a focus. Remember - influencers are paid to make things look desirable and convince you that you need them, even if they don't necessarily believe that themselves.

As a young woman myself, constantly surrounded by enticing offers and fads to enrapture me with, it’s safe to say that ignoring your compulsions can seem difficult at times. But, a new year can also be prime time for progression, and for building our own values. Here’s to 2024 - the year to escape the media’s forced materialism!

How to resist materialistic urges:

Moving into 2024, you may have made yourself the goal to save money, or to be a more conscious spender. And while your time on the internet might overwhelm you with possibilities of what to splurge on next, there are definitely ways to offset any unnecessary compulsions:

In reference to more major or wants-based items, you can consider applying the 48-hour rule to your purchase. Giving yourself a short period of time to consider a specific decision and its impact on your budget, as well as its worth to you, can serve to reduce impulse consumption.