Do I need it? or Do I want it?

You may have heard of the new movement “Buy Nothing”, with people ditching shopping for anything but the necessities of life.  Whether for financial reasons or simply to feel better, the net effect is positive for the environment.  Society’s consumption patterns have been steadily increasing, with our demand on nature now exceeding Earth’s capacity to regenerate. This unsustainable level of resource consumption has contributed to significant climate change and loss of biodiversity. But the good news is that more people are taking action to change their buying behaviour.  New trends that are rapidly increasing in popularity offer hope in the belief that local actions have global impact.

A new TikTok trend called “underconsumption core” is gaining traction online. It champions minimalism and frugality, and encourages people to maximize the use of their purchases and buy only what they truly need. Instead of showcasing large hauls of clothing or over-flowing fridge shelves, users are posting videos showing thrift store purchases, modest wardrobes and well-used everyday items. This underconsumption trend is challenging the influencer culture that posts its haul videos that normalizes consumption.

Interest in responsible consumption is clearly evident in the rapid growth of the online Buy Nothing movement.  It encourages members to post their unwanted items for free, allowing other members to pick them up at no cost. Started in Washington as a single community Facebook group, it has quickly ballooned to over 80,000 communities across Facebook. More than 11 million people are part of the movement worldwide. Some people use it as a way of decluttering or acquiring new household items. Others use it as a new way of thinking about the gifting economy by giving used items instead of purchasing new. These groups foster community and promote a more circular economy, encouraging neighbours to meet to exchange goods, decrease consumption and throw less away, all while saving money. Check your social media for local groups. As the app says – Give, Ask and Share your Gratitude with your neighbours.

When was the last time you saw the bottom of your freezer or the back on your fridge?  Another trend is a Buy Nothing month campaign, designed to reduce food waste for one month. Love Food, Hate Waste, sponsored by the National Zero-Waste Council of Canada, encourages people to grocery shop only for necessities for one month and instead use up food in their freezers, fridges and pantries.  It’s a great way to challenge ourselves, save money, and reduce waste.

Putting aside U.S. tariffs and Buy Canadian sentiment, these new trends are bandwagons that I want to jump onto. The narrative is shifting to a new mantra – Do I need it? or Do want it?  We like this rethink!