The cost of overconsumption

Overconsumption has become the norm, especially with all sorts of promotions and festive sales like Black Friday. Natash E.L Madsen discusses how that’s taking a toll on the environment.

Photographs: Unsplash

Text: Natalia E.L. Madsen

November is here once again, and with it comes the usual tidal wave of Black Friday promotions. Originally an American post-Thanksgiving sales event, Black Friday has now grown into a global phenomenon. I fully understand that the allure of discounts is hard to resist, but Black Friday has come to symbolise something deeper and troubling for me, throwing our relationship with consumption, the environment and our sense of self-worth into sharp relief.

The environmental toll of overconsumption

From a sustainability perspective, the environmental impact of overconsumption is immense. Electronics, fast fashion and cheap, plastic-heavy products, often the stars of Black Friday sales, are particularly problematic with their short life cycles and large environmental footprints.

Consider the fashion industry, responsible for about eight percent of global greenhouse gas emissions and the second-biggest consumer of water, according to the United Nations Environment Programme. Yet, during Black Friday, clothing is among the most heavily discounted and impulsively purchased items. Similarly, the electronics industry relies on rare earth minerals, intensive energy use, and complex global supply chains, all of which contribute to environmental degradation and pollution.

The issue isn’t just what we buy, but how much we buy and how quickly we discard. Landfills are overflowing with products that were once “must-haves,” with e-waste growing at an alarming rate.

And let’s not forget - overconsumption is not just an ecological crisis. Global supply chains for both fast fashion and electronics are known to be plagued by human rights violations, including forced labour, child labour, unsafe working conditions and excessive working hours.

Capitalism and the illusion of worth

At the heart of Black Friday lies a deeper cultural narrative: that our value as individuals is tied to what we own. Capitalism thrives on this idea, encouraging us to measure success, happiness, and even identity through material possessions and by comparison to those around us. Ads don’t just sell products - they sell lifestyles, aspirations and a sense of belonging.

This mindset is deeply ingrained in most of us, whether we know it or not. We are conditioned to believe that more is better, that new is superior, and that consumption is the path to fulfilment. But research tells a different story: beyond a certain point, material wealth does not correlate with increased happiness. In fact, the constant pursuit of “more” can lead to stress, anxiety, and a persistent feeling of inadequacy.

Gratitude, sufficiency, and “the good life”

So, what’s the alternative? It begins with a shift in mindset, from the false perception of scarcity that companies keep trying to sell us, to the idea of sufficiency. In other words, shifting your goal from acquisition to appreciation.

Gratitude is a powerful antidote to overconsumption. When we actively take time to reflect on what we already have, we begin to see abundance rather than shortage. Gratitude fosters contentment, reducing our urge to compare and improving our mental wellbeing. It reminds us that joy doesn’t come from having more, but from valuing what we already have.

Gratitude helps us embrace the idea of sufficiency; the belief that there is such a thing as “enough.” In the sustainability arena, the concept of sufficiency challenges the dominant narrative that drives the pursuit of endless growth. It asks: how much do we really need to live well? At what point does abundance turn into excess?

Living a good life doesn’t require constant consumption. It requires meeting our basic needs - food, shelter, safety - and nurturing our deeper wants - connection, purpose, and peace of mind. When we embrace sufficiency, we free ourselves from the pressure to keep up, and we open space for more meaningful experiences and deeper connections.

A call to pause and reflect

This Black Friday, instead of asking “What should I buy?”, perhaps you can ask “What do I truly need?” and “What am I grateful for?”. Remember that Black Friday promises joy through acquisition, but it often delivers the opposite. The dopamine hit of a good deal fades quickly, leaving behind clutter and a sense of emptiness, maybe even regret.

By choosing to consume consciously, we not only reduce our environmental impact, but we can also reclaim our agency, redefine our values, and move toward a more sustainable and fulfilling way of life.