American consumerism is among the highest in the world, but the urge to overspend in the country has been a mystery for many years. One imperative question remains– why is the demand to overspend in our country so high?

Materialistic Values

America’s shift to materialism plays a major role in overconsumption and society today—but what is materialism? To put it simply, materialism is the idea that material goods are suggestive of a better quality lifestyle. Studies suggest that societies that are more economically well off have a greater need for materialism—which may contribute to the American shift in values (1). In fact, consumerism builds off these materialistic values. As people become engrossed in material goods, their satisfaction decreases as well and causes a cycle of buying due to their own dissatisfaction. 

But what exactly caused this rapid shift towards vanity? After World War II, the U.S. economy boomed, and advertising industries began promoting the idea that happiness comes from owning more.“Wartime production had helped pull America’s economy out of depression, and from the late 1940s on, young adults saw a remarkable rise in their spending power. Jobs were plentiful, wages were higher, and because of the lack of consumer goods during the war, Americans were eager to spend” (4). After World War II, America’s growing wealth and new industries started a culture of materialism, where buying more became a sign of success.

Social Media Influence 

As our world becomes more and more industrialized, social media has become a common attraction for all.   Social media affects how people perceive the world around them and influences their habits and actions—including how they spend their money. “Social media influencers have emerged as powerful figures, using their platforms to endorse products and lifestyles that create desirability and urgency. Influencers often showcase an idealized version of life, leading followers to aspire to similar consumption patterns. According to a study published in Journal of Marketing, endorsements from influencers can increase consumer willingness to buy products by up to 50%.” (2) Influencers know the power they have over their audience, making it easy for them to leverage this into making consumers buy the products they want. 

Consumers buy into this for one key reason—the urge to fit in. According to Henri Tajfel and John Turner’s Social Identity Theory, people’s self-conception is shaped not only by our personal identity but also by our social identity — the sense of who we are based on our membership in groups (3). People follow group trends not just to fit in, but because being part of a group makes them feel valued and confident. 

This influence has been seen through countless trends, from labubus to lululemon to drunk elephants. Social media glorifies these items through influencer “haul” videos and aesthetic trends, convincing people they need multiples of the same thing to fit in. In reality, most of these purchases serve no real purpose beyond appearance and validation, fueling a cycle of waste and overconsumption.

The Issue with Overconsumption

Many ask–whats wrong with spending my money on trending items? Overconsumption has serious consequences that go far beyond cluttered closets or crowded landfills. It fuels environmental destruction, as the constant demand for new products leads to excessive use of natural resources, rising carbon emissions, and massive amounts of waste that pollute land and water. Companies over-produce these products to keep up with the demand; however, in the process, many of the excess items end up being tossed in landfills, which is incredibly detrimental to the environment. 

The fashion, beauty, and technology industries promote this idea of buying and discarding products, where items are designed to be replaced rather than repaired. Just think about Apple. Every year they come out with a new iPhonewith minor changes and people rush to replace their perfectly functioning phone, simply for the luxury. Overconsumption traps people in a cycle of spending and debt. Advertising and social media convince consumers that happiness depends on owning more. On top of this, overconsumption also creates anxiety, comparison, and dissatisfaction, because material possessions offer only temporary satisfaction. Overall, overconsumption is a culture driven by indulgence rather than sustainability, leaving lasting damage on both individuals and the planet.

References

1] McLeod, S. (2023, October 5). Social Identity Theory In Psychology (Tajfel & Turner, 1979). Simply Psychology. Retrieved October 10, 2025, from https://www.simplypsychology.org/social-identity-theory.html

2] Overconsumption.org. (2024, October 12). The Role of Social Media in Promoting Overconsumption. Overconsumption.org. Retrieved October 10, 2025, from https://overconsumption.org/blogs/news/the-role-of-social-media-in-promoting-overconsumption

3] Inglehart R. Globalization and postmodern values. Washington Quarterly. 2000;23:215–228. doi: 10.1162/016366000560665.

4] The Rise of American Consumerism | American Experience. (n.d.). PBS. Retrieved October 10, 2025, from https://www.pbs.org/wgbh/americanexperience/features/tupperware-consumer/