It comes as no surprise in this internet obsessed world we live in that social media affects the way we think, act and present ourselves; both online and offline. The media is constantly advertising the next viral product or trend you must participate in to keep up with the times, leading to a continual rise in consumerism. Normalising unessential, trendy items because of the internet’s collective agreement is an unnatural, ongoing expectation destroying our individuality.
The clue is in the name; consumerism consumes our daily lives and desires. Defined as a societal preoccupation with material items, it’s become almost second nature, for younger generations especially, to rely on trends and products advertised through social media to form their identical interests and opinions. Consumerism lures us into buying the ‘next best thing’ you ‘have to’ have. We adopt this act of mimicking one another to remain popular and culturally relevant, relying on the media to dictate our every move.
There’s a rising, cultural fear of individualism taking over society, as it’s become increasingly difficult to break away from the urge to consume what the majority deem ‘trendy’. Social media has become the communication and connection we use to validate our interests. It’s as if everyone has a fear of missing out on the cultural trends forced on us by the media if they dare to follow their own opinions. The rise and fall of trends have been around for decades, and whilst marketable products and catchphrases must be popular for a reason, hopping on trends to remain socially up-to-date shapes us into the robotic consumer.
As internet influencers continue to promote viral, yet unnecessary, items, trends become damaging to our sense of self (as well as our bank accounts). Recognising the rapid growth of influencers promoting consumerism, Sprout Social’s statistics state ‘The U.K. social media advertising market is projected to reach £9.95 billion in revenue by 2025’, with a yearly growth rate of 13%. This increase represents how we succumb to the popularisation of products and trends due to social media’s cultural impact.
I’m sure you’ve heard of these viral trends taking the internet by storm: matcha, labubus, Stanley cups, Crumbl cookies- the list goes on. Whilst these may appeal to some people, they are ultimately consumerist additions to our lives. Today, there is always the exhausting challenge to keep up with the latest cultural craze, which is heightened for younger generations who were raised alongside social media. This is erasing the innocence and creativity that defines childhood individuality.
Our instinct to consume each new trend will continue to influence the digital world we live in. This toxic ideology impacts our self-worth and identity, increasing the pressure to become a follower to avoid being outcasted. Change, however, starts within ourselves; by not giving into purchasing the latest enticing product that pops up on our screen and finding our own interests and opinions outside of social media. Consumerism will undoubtedly continue to grow, but not at the expense of our individual identities.
| [donate]
| Help keep news FREE for our readersSupporting your local community newspaper/online news outlet is crucial now more than ever. If you believe in independent journalism,then consider making a valuable contribution by making a one-time or monthly donation. We operate in rural areas where providing unbiased news can be challenging. |
