You open Instagram to look at a friend’s photo. A few minutes later, you’ve watched several adverts, received tips on ‘must-haves’, been offered a discount and perhaps even added something to your basket. And this is far from a random coincidence.
A new report from the Swedish Society for Nature Conservation shows how fashion companies use social media to get us to buy more. Advertising is mixed in with entertainment, influencers and content from friends. One click is all it takes to go from inspiration to purchase. It’s simple, and that’s precisely the point.
We buy more than we need
Digital platforms are designed to retain our attention and make the path to purchase as short as possible. Discounts, countdowns, ‘only a few left’ messages, personalised recommendations and constant notifications mean we easily end up shopping impulsively rather than consciously.
A few years ago, advertising was often clearly separated. Today, they are mixed in with videos, posts from friends and content from influencers. As the line between entertainment and advertising becomes blurred, it becomes more difficult to spot when we are actually being affected.
The result is that people buy more clothes, wear them for a shorter time and replace them more quickly.
Small tricks that affect big decisions
The report outlines several common strategies used to persuade us to buy. Here are a few examples:
Time pressure: “This offer is valid today only.”
When we feel that time is running out, we make decisions more quickly and don’t have as much time to reflect.
Shortage: ‘Only two left in stock.’
We don’t want to miss out on anything that looks like it’s about to run out, even if we hadn’t planned to buy it in the first place.
Popularity: ‘In a 20-person shopping basket.’
If many other people are doing it, we often see it as a good pick.m ett bra val.
Inspiration: ‘You might also like.’
Constant exposure to more products might make us start to wish for them without having thought about them initially.
Each trick by itself may seem minor. But combined, they make it harder to make well-considered decisions.
Young people are particularly vulnerable
Young people are particularly vulnerable because their brains and judgement are not yet fully developed. Furthermore, another study shows that young people are confronted with shopping triggers on their mobile phones from morning to night. Every day, they are exposed to a constant stream of content that stimulates the desire to buy, creates new needs and encourages consumption.
Every garment has its origins in nature
It’s easy to think that a garment is just fabric. But every jumper, jacket or dress has a story that begins well before it ends up in the shop.
Cotton is grown on farmland. Viscose is made from wood in the forest. Wool comes from grazing animals. Polyester is made from fossil oil.
As demand for new clothes increases, more raw materials need to be extracted. This has an impact on forests, farmland, water and the species that live there. Overconsumption is therefore not just a matter of climate change or waste; it also affects biodiversity.
The path to more informed choices
We can’t always choose which ads we come across. But we can learn to recognise them.
Next time you feel the urge to buy something, ask yourself:
- Do I need this – or was I just persuaded?
- Will I use it for a long time?
- Do I already have something similar?
- Could I borrow, repair or buy second-hand instead?
Taking a few seconds to pause can be the difference between an impulse buy and a well-considered choice. The greatest safeguard against compulsive buying is not to never shop at all. It is to choose consciously.
Sources
Naturskyddsföreningen – This is why you buy more clothes than you need. 
Naturskyddsföreningen – Survey: The monster in the mobile phone
