Deconsumption is a relatively new trend sweeping through the consumerist world, but it is as old as time. For those who did not grow up in a capitalist, consumption-driven society, it is simply a regular way of life.
So what is deconsumption? Here is a detailed scientific definition: “Deconsumption is manifested as voluntary abandonment of behaviours aimed at satisfying the desires created by marketers in favour of conscious, rational and ethical choices to meet one’s needs. This consumer trend essentially involves voluntary discontinuation of egocentric consumption behaviour that may result both from the motivation of an egocentric individual focused on the good and from concern for the welfare of social groups, future generations and the natural environment, or may ensue from purely altruistic motivation.”
We don’t need five pairs of jeans, ten dresses, or five pairs of shoes, and we don’t need to buy books. My sins are simple: I promise not to buy anything then I walk into a shop, see a top I like and I buy it. The same applies to books as I love traditional book shops and I always hope I will curve out more time for reading than is possible. Almost a year ago, I started a deconsumption trial with a promise not to buy any new clothes, shoes, or books for a year. I almost succeeded. My intentions are much more selfish than being altruistic or caring about the natural environment, I just want to save money!
I decided to continue for another year. One year was not enough to use up my stored goods — tonnes of t-shirts, blouses, jackets, and shoes. I feel like it will take me another two to three years to wear down most of my clothing that hasn’t even been touched in the past year. I simply have too much.
The same applies to the books I’ve been purchasing with the intention of reading them “later.” Of course, that “later” has never come, so now I have piles of books gathering dust, unlikely to be read anytime soon.
So, here’s another promise to myself: one more year of no purchases of clothing, shoes, or books. I’ll check back in September 2025.
Wish me luck!
#deconsumption