Overconsumption – Does It Matter?

Overconsumption and its ripple effect…   

Overconsumption can be ascribed to consuming more resources than we need. Study found that, 80% of the world’s natural resources are used by only 20% of the world’s population. Today we use around 50% more natural resources than 30 years ago. Excessive consumption requires massive use of goods and services (e.g., energy, land, water or materials) which can have detrimental effects on the environment. In the last decade, numerous industries have contributed to the disastrous effects of producing more, like fashion industry, agriculture, manufacturing and automobile.

In our daily life, sometimes we indulge in overconsumption without realizing it. For instance, we buy too many dresses, because we want to wear fashionable clothes. We buy many accessories and pairs of shoes, to match the color of our outfits. We buy many pots and dishes, perhaps because we get some quantity discounts. Even, we waste too many foods during the free break-fast that comes with the hotel booking package. When we go for buffet lunch or iftar, we waste food because we want to utilize our money that we paid for. But we are hardly aware that, in this way we are over utilizing the natural resources.

It is one of the root causes of the planet’s environmental crisis. This is because, to meet the excess demand, companies need to produce more goods and services which prevents the natural renewal of resources due to the speed of consumption. In turn, overproduction creates high levels of pollution, worsens climate breakdown and toxic gases that contribute to global warming. Indeed, as we continue to produce and consume more than we need, the gap between the haves and the have-nots grows larger. Besides, materialistic life may take a toll on the mental health since it does not provide life satisfaction all the time. In fact, it induces feelings of inadequacy, envy and encourages culture of overworking to earn more to pay more.

The root causes…

There are numerous reasons that can be highlighted as the reason for overconsumption. Some of it are as follows: 

Consumerism and Hedonic motive

The concept of ‘consumerism’ was originated to support consumer protection related issues. However, it did not confine within the consumer right protection, along the way it also motivated consumers to be individualistic, self-centered and seeking ways to please themselves. The consumerist lifestyle feeds itself through spiralling desire from need gratification. Often such motives are fueled by our hedonic values provoke us to consume more to satisfy our own self – which often goes beyond satisfying the basic needs.

Materialistic view

The traditional way of perceiving a successful life is to possess more materialistic goods. Materialistic individuals put a great emphasis on their need fulfilment gratification which may go against the notion of sustainable consumption. It is based on the notion of Dominant Social Paradigm that, most of the people in the society perceives acquiring possession as the means to gain greater satisfaction.

Overpopulation

Larger population demands more resources of all kinds – it requires more food, water, and energy which overburden the earth’s ability to replace used resources. Reducing consumption across the world can help in the short term, but the long-term problem remains the rate of population growth.

Alluring marketing activities 

Consumers tend to be more fascinated by the higher meaning assigned to the goods by the advertising which gave fuel to the excess consumption.

Such limitless consumption has adverse effects on the environment and sustainability in the long run.

Ways to reduce it…

When people buy less stuff, there is immediate drops in emission, resource consumption and pollution. The overconsumption plague needs to be reduced by focusing on the benefits of a lifestyle of moderation and self-restraint.

Behavioral change

Bringing a behavioral change is a daunting task, however, a serious effort from individuals may make it possible. For instance, creating a culture of adopting 3R principle – re-use, reduce and recycle can help manage overconsumption issue. One example is Japan’s minimalistic lifestyle concept and embracing the wabi-sabi (imperfect aesthetics) like patched-up pockets or chipped ceramics. Quality of life should be the priority over quantifying satisfaction by material gain.

Efforts from social marketers

Companies can attempt to produce fewer but better-quality products and can avoid planned obsolescence (the practice of producing items to only function for a certain period of time). Apart from reducing excessive consumption, marketers also can think how less damage can be caused to the environment in the whole production chain. 

Awareness development and continuous discussions

It is important to create a greater awareness among the greater production. The more the people will be aware about this issue, the more they will take own responsibility to control excessive consumption. In order to build awareness, such discussions can be incorporated in the school textbooks and can be part of the academic curricular.  

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