Consumerism: Happier with less
Consuming is a lifestyle change that is gaining traction. There are even people who make it a challenge to not buy anything for an entire year. Food is often still bought, but in very extreme cases, people want to not buy that either and especially grow their own. Conserving has multiple benefits, for yourself and for your environment.
In this article, I discuss the benefits of consuming and give you tips on how to begin to at least, consciously consume yourself.
Actually, consumerism is a very logical step in the world we live in today. In the past, everything seemed to be built for eternity and, as a result, you would often see furniture standing in people's homes that were totally out of date, but sturdy.
Then came the trend of stuff that can be discarded and replaced over time. After all, manufacturers must also earn from returning customers, especially now that population growth in Western countries is no longer substantial.
Unfortunately, this has a major impact on the environment, which is why recycling has also come under tremendous scrutiny at some point.
Reducing consumption is a result of this. Over time, the idea has taken hold that buying things can also make you happier. This is also the cause of many shopping addictions, because that moment when you’ve bought the perfect guitar is indescribable. But that feeling fades so quickly.
Buying and happiness: the numbers
Aristotle already described the feeling of always wanting more with the word pleonexia, but why do we (apparently for decades) want more? And what is "the good life" anyway?
There are many theories that suggest buying more improves our well-being, but then why are there still wealthy people who suffer from depression?
So why do you have a closet full of clothes and "nothing to wear"?
In doing so, figures show that consumption in the Western world has increased over the last 30 years, but the sense of well-being has remained the same all these years. So if you think stuff makes you sustainably happy you may be in for a surprise when you hit the jackpot.
In fact, there are three times as many people with depression in the U.S., and suicide rates have also risen significantly in the last 30 years. This does not necessarily correlate with consuming more, but it does show that consuming more does not automatically mean becoming happier.
The strange thing is that in 1998, people in the poorest countries, such as Bangladesh and Nigeria were among the happiest people in the world. This in itself is very strange, but may explain why consumerism is becoming increasingly popular ( 1).
In doing so, I recently saw on a television program how Chris Zegers visited a Mexican region where the people had a very different view of a successful life. For them, the "good" life was achieved if you could live with as little as possible. As a result, there are entire families living in caves instead of houses.
When they did have a "house," it was more akin to a log cabin than what you and I call a house. So the "good life" is really just a social construct as well. In Western culture, you have achieved the "good life" when you have more than enough money, a house, can shop when you feel like it, and you go on vacation a few times a year.
In that region of Mexico, people therefore have a very different view of the “good life.” As a result, your beliefs about the good life often determine much of your behavior when it comes to consumption.
Shopping and your identity
If we’re not shopping for happiness, then what are we shopping for? There are theories about that, too. Your identity can also be a reason for certain purchases. What you buy says something about you, and that can make you feel a certain way. It can also give you a certain place in society. If that’s important to you, it can have a major influence on the purchases you make.
It does depend on how valuable you think it is to be viewed as someone who is young and successful. For example, if you find it more important to be seen as someone who is good for the environment, you may already be making very different purchases, such as a Toyota Prius.
"Sometimes I test myself. We have an ancient, battered Peugeot, and I drive it for a week. It rarely breaks, and it gets great mileage. But when I pull up next to a beautiful woman, I am still the geek with the glasses. Then I get back into the Porsche. It roars and it tugs to get moving. It accelerates even going uphill at 80 ... It makes me feel like a tomcat on the prowl ... with the girls I shall never see again pulling up next to me, giving the car a once-over, and looking at me as if I were a cool guy, not a worried, overextended, 40-year-old schnook writer."
- Stein, B. 1985. The machine makes this man. WallStreet Journal, June 13, 30.
In addition to shopping, there are other ways to look at your identity . With hypnotherapy, for example, you can learn new techniques to hang your identity on yourself instead of your possessions.
In fact, research shows that people who identify with their stuff are often less happy than those who identify with what they do( 2).
By reducing consumption, you’re also forced to look at your identity in a different way. This can completely change your beliefs about success and, as a result, make you happier.
Benefit of consuming
By consuming less, you automatically start looking for ways to fill your time other than shopping. As a result, you find out that doing something fun, such as taking a course, ultimately creates more happiness than buying new things all the time.
Experiences are memories that stay fun forever.
You get used to the new tablet and car.
In the process, some activities just don't cost money. Instead of shopping with friends or girlfriends, taking a walk or bike ride every Saturday saves money while bonding with each other.
You can also use the time you would normally spend spending money to do volunteer work. Helping others often brings more happiness than buying new possessions.
In the process, you also put less of a burden on the environment when you buy less. After all, fewer products need to be produced and transported( 3).
Consumerism tips
Now if you are thinking that you indeed want to consume less and be happier too, I have some tips to make consuming easier.
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First, cross 1 thing off your consumer list.
Stopping buying stuff all at once can be very difficult. That's why you can take it one step at a time. What thing in your life do you spend the most money on when it is not really necessary? If it's jewelry, for example, you can start by buying less of that first. If it is clothing you can choose an item of clothing that will not be replaced for at least the next year. For example, pants are garments that if you have 3 of them that are already enough.
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Join a 30-day challenge.
Do you buy something every day that you don't really need? A magazine, a book, an app? Then try not buying any of those items for 30 days. By doing something different than normal for 30 days, you can make it a habit.
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Practice mindfulness when shopping.
If you see something in a store window or on an advertisement that you suddenly "must have." Then take a breath. Check your body and the emotions you have and ask yourself, do you even need the product? By making all purchases very consciously you also make sure that you only buy what you really need.
In doing so, you may wonder why you get the need to buy the product. The deeper meaning in buying can lead to surprising insights.
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Replace buying moments with doing moments.
Do you have a set ritual of going shopping every weekend? Replace that ritual with something else fun. An afternoon of high tea with friends is also a lot of fun and often cheaper. Plus, it strengthens your bond, because no one can get jealous of what the others are buying.
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Save everything you don't spend.
Especially if buying from you is a truly daily or weekly ritual, this tip can be incredibly fun. By saving up everything you normally spend, you can use it again in the future for a vacation or other getaway.
Plus, having a well-stocked savings account is very reassuring. It makes it easier to cope with unexpected setbacks, which can also significantly reduce stress.
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Pay for everything in cash.
By paying for everything, whenever possible, in cash, you feel the expense much more than if you pin everything. As a result, spending becomes much more conscious. This also works very well for living more frugally.
Would you like to learn more about mental techniques to help yourself or others? Then check out the courses offered by the Hypnosis Institute of the Netherlands or come to a seminar.
Sources:
http://onlinelibrary.wiley.com/doi/10.1162/1088198054084734/abstract