The pressure to purchase is an omnipresent force in our late-stage capitalistic existence. And during the holidays…oof.

Before we go any further, let’s get one thing straight: I am not against shopping—I am against overconsumption.

I am not going to tell anyone not to shop. Telling someone not to do something and lauding ethical values over them is not going to end in a productive conversation. In fact, that conversation is probably over before it even begins. However, as a sustainable fashion journalist, activist, and abolitionist, I am going to encourage alternatives to fast fashion brands and retailers that exploit people and Mother Earth.

So, let’s start there—with a shift in perspective.

Try as they may, it is no longer a secret that most companies make more garments than customers actually purchase. And this isn’t by mistake. Waste is a structure of many business models, particularly in fast fashion. In many cases it is a tactic called planned obsolescence.

Instead of looking to brands to essentially gaslight us, let’s start where we are and use what we have. We still have a choice and we can shop our values.

Sadly, if not painfully obvious by now, billionaires control too many facets of our everyday lives. We still have the power to vote with our dollars because money has the power to do so much good—and boycotts work. But our perspective shift needs to be one of community focus.

Brands and billionaires need to be held accountable, yes. However, we can influence change right now by consciously evaluating our own spending habits.

Here are a few small, actionable steps we can start with:

Shop Small/Shop Local

Small (read local) businesses, and their people, are pure magic!

Small, locally owned businesses have an extremely understated impact on their communities. According to the U.S. Small Business Administration, $48 of every $100 spent at small businesses stays in your community. Whereas when you spend $100 at a big box store, only $14 stays in your community.

Plus, small businesses create jobs in a way that big businesses do not. Since 1995, more than half of jobs in the United States were created by small businesses. According to Forbes, of the new jobs created between 1995 and 2020, small businesses accounted for 62 percent—12.7 million compared to 7.9 million created by large enterprises.

We can influence change right now by consciously evaluating our spending habits and putting our hard-earned money back into the hands of our community, where it can do the most good.

This is the dawning of the Age of Aquarius, hunny! Big corporations can get bent.

There is no more room for overconsumption, greed, and exploitation. This is the time where we put people and the planet over profit.

Now is the time to break free from our conditioning to over-consume simply because it’s convenient or habitual.

Because when you shop small and local:

You shop your values.
You support your community.
You make a direct impact with your money.
Your directly support someone’s dream.
You lead by example.  

Start with You & Shop your Values

Your dollar is your vote.

The exchange of money is the exchange of energy. And while we don’t often think of it, we all have such an impact on the people around us.

Our actions can inspire, and all we have to do is be our authentic self.

So ask yourself: What do I value?

Does where you’re spending your money align with those values?

We can influence change by consciously evaluating our spending habits and aligning with what we believe in.

This shift in perspective allows us to put our hard-earned money back into the hands of our community, where it can do the most good.

Stay Hydrated (Seriously)

Drink water, and lots of it. Proper hydration helps us think clearly.

Online shopping exists to make the shopping experience as frictionless as possible, thus reducing critical thinking time. All of this is a mind hack, and during moments of consideration, proper hydration bolsters critical thinking power.

Smash the Patriarchy

Sadly, if not painfully obvious by now, billionaires control too many facets of our everyday lives. But we still have so much power—afterall, money is currency. Quite literally.

Our perspective shift needs to be one of community focus. Money has power, the power to do so much good. Let’s be sure we are putting our currency in the right hands.

Our addiction to hyper-convenience is killing us.

Full disclosure, I used to love Black Friday. Like many, I would sit at my desk (in my corporate marketing job) mindlessly adding things to my cart. (“One for them, one for me…”) I wasn’t purchasing anything for myself out of necessity. Not really. I mean, could I justify it? Of course. But I cannot say that there was any purchase made that was absolutely needed.

And honestly, Black Friday (and the entire holiday shopping season) represents everything that is wrong with the fashion industry. And when it comes to fast fashion, that take-make-waste model is exacerbated.

Holiday sales, that last for a month-plus now, are the perfect way for brands to get rid of excessive (self-created) inventory. Black Friday has always taken markdowns of overproduction to the extreme, but the way that online shopping has evolved has compounded the issue. This thoughtless production of clothing and goods comes at the expense of the planet and the compliance of a click.

Unfortunately, but not surprisingly, workers (across the board) suffer the brunt of this overconsumption—from poverty wages and wage theft to union busting and unsafe working conditions. Let’s not get it twisted, deeply discounted sales are only made possible because of exploitation and overproduction. While massive corporations and brands rake in the profits, making their billionaire owners even more wealthy, the planet and her people suffer.

But what if there was a better way? What if we could not only redistribute this wealth by shopping locally and prioritizing vintage and pre-loved items, but demand that corporations (because, truly, they aren’t going anywhere any time soon) be held accountable for their greed and exploitation of people and planet?

It has always been comical to me that the day directly after we are supposed to gather with family and loved ones and steep deeply into gratitude for these bonds and the journey of the year, we rush out to purchase stuff! Because the things we were grateful for the day prior no longer exist and consumer mode is activated. Which, sadly, is often our factory setting. Though, in that same breath, I am not surprised given that Thanksgiving is a whitewashed holiday founded on genocide.

But a better way exists because it is already here and always has been.

In deep reverence to Native American History month (November…which also begins the holiday season) and honoring this land and the people who once called it home, I want us to consider looking at sustainability the way they do—to view everything through a multigenerational lens. I often say this in conversations on my podcast, but the Indigenous people (of all lands, not just the United States) understood what colonizers often overlook: we are not separate from the earth. We are a part of her and she deserves our respect. Our planet is not some “resource” to be plundered and exploited.

So, by paying respect to the ancestors and giving thanks to this land, we help to ensure a healthy future for coming generations. This mindset is the baseline for lasting sustainable practices as it is the antithesis of mass consumption and waste.

“We do not inherit the Earth from our ancestors–we borrow it from our children.” ~ Native American proverb

Conscious Shopping Tips we can all use this Holiday Season

Let’s start with the psychology of overconsumption:

>> Deep discounts make low-quality items seem like great deals.

>> These “deals” intentionally warp our sense of value: “If it is that cheap, it’s okay if I throw it away later.”

>> Marketing almost always features a false sense of urgency and “must-have” messaging.

>> Brands remove critical thinking time with one-click purchasing features.

>> Throwaway fashion culture is perpetuated by deep discounts.

>> By marketing their products as disposable, brands further devalue the skill and labor of garment workers

In reality, 80 percent of Black Friday purchases get thrown away and end up in landfills after minimal or no use. What’s worse, these items eventually make their way to countries that are already burdened with the Global North’s textile waste, read: the Global South.

Before making a purchase consider these questions:

>> Who made this?

>> Is It ethically and sustainably produced?

>> Does the brand value and pay their workers? Have they signed the Pakistan and Bangladesh Accord?

>> Can I find it locally?

>> Can I find it pre-loved or through a Buy Nothing group?

>> How long will it serve me?

>> What does the end of life for this product look like?

>> Do I actually need this?

>> How am I voting with my dollar?

I don’t have to tell you that money is tight! Who knew the apocalypse would be so slow and expensive…am I right?! (Que nervous laughter.)

But, for real though, it is possible to support our favorite local businesses without spending a dime:

>> Tell all your friends!

>> Engage on the socials: like, save, share, comment, and tag your friends!

>> Be exact when it comes to where you’d like gifts from. Send direct links or social media profiles. 

>> Show them love on Google and Yelp. People like reading reviews, so leave a kind one. It’ll do wonders! 

>> Make shareable content that features your favorite small businesses. Think of it as a creative way to promote what you love. 

I know this is a lot of information and it might be overwhelming. Tackling our overconsumption habit is a big boulder to push up the hill, and maybe I am just full of hope and whimsy, but I believe in us. If there is one thing I know for certain, it’s that together we can unf*ck this.

~