Five ways to buy less
The chances are that readers of this blog will consider themselves pretty well-informed about the environmental damage that comes with overconsumption. So why is it that so many people – even those who know all the facts about fast fashion, planned obsolescence and exporting our waste abroad – struggle to just buy less?
I watched new Netflix documentary Buy Now! The Shopping Conspiracy with a few friends, most of who would describe themselves as “aspiring minimalists”. We all felt shocked and sad by the end of it, but everyone also admitted that it can be difficult not to over consume. Were hardwired to shop for entertainment, to celebrate, to console ourselves….One friend who watched the documentary said that not buying what she wants “makes her feel twitchy,” while another said that she started to call herself a “minimalist” because she hoped that by associating with this lifestyle, she would stand a better chance of emulating it. “It has helped a bit,” she said, before sheepishly confessing that describing herself as minimalist has not helped her cut down her consumption as much as she had hoped.
How to buy less
So, what strategies really work if you want to buy less and feel okay about your decision? And what helps support this habit over time? These five strategies have been demonstrated to works:
1.Dopamine detox. When something becomes a habit, we can feel powerless to stop. Endorphins (natural hormones released in the brain that, amongst other things, reduce stress, improve mood and enhance your sense of wellbeing) and dopamine (another hormone, that when released gives a feeling of pleasure, satisfaction and boosts motivation) spurt out when we make a purchase. This acts to provide an instant reward that you want to repeat. A dopamine detox – which involved going cold turkey on spending (or whatever activity it is you want to stop) – for a set time. I did this for a month. I felt calmer and more able to make intelligent choices. The downside is that, depending on the nature of the habit and how long it has persisted, you could need to detox for several months.
2.Avoiding triggers. Avoiding your triggers, such as browsing websites, is part of a typical dopamine detox. But it can also be effective when committed to as a standalone act. Unsubscribe from tempting emails, avoid going to places where you typically consume in a way that is mindless or impulse-driven and reduce time on social media. Don’t “double screen” and don’t be fooled into thinking that scrolling related content (e.g. fashion content if you’re trying to curb shopping) will support you to change your behaviour. Do take time to assess what your unique triggers are and form a plan manage them.
3.Accountability. Tell people about your goal to consume less. You might find that they want to do the same thing, and you could hold each other to account and lend each other support. If you do not have a trusted ally or feel that you need some added support, use a financial coach to help you work through the difficult patches and to stay on track.
4.Focus on what you have. Shift your mindset and focus away from FOMO. By focusing on what you lack, you will always want for more. Instead, if you focus on what you have, then you stand a far greater chance of feeling as though you have enough already and do not need anything more.
5.Track your progress. This is a James Clear tactic, and you can read about it in his book, Atomic Habits. In short, keep a daily tab of progress towards your goal. It does not matter if every day is not a success. Moving in the right direction is what counts and keeping track will show you if you are moving in the right direction. After my dopamine detox earlier this year, which I did because I wanted to reduce my consumption of takeaway food, I used a daily meal planner to map out what I’d eat for each meal. I did this every single day, and I still do. I also wrote down the days that I intended to cook and at the end of each day I added a tick or a cross next to each meal, depending on whether id avoided eating out or ordering a takeaway online. Even if I had an “off” day, my daily tally showed that I was still moving in the right direction, and this motivated me to continue.