What is "Over Consumption?"

In this new age of easily accessible online marketplaces, the demand for retail products has risen tremendously. Popular e-commerce websites such as Amazon, eBay, and AliExpress have expanded their capabilities, allowing virtually anyone to buy and sell from their sites. In addition, online shopping has been pushed by big tech companies and content creators through sponsored advertisements. Product promotions now appear on most websites and search engines, prompting an everlasting need to buy more.

As online retail markets began to flourish, some social media websites have created their own mini-shops to reap funds. The popular social media website Facebook launched its rendition, Facebook Marketplace, in 2016. Users of the site could buy and sell products locally through posted advertisements. Any range of items, from shoes to fully-built homes could be found for sale, making the website a staple when looking for grand deals.

More recently, the short video-sharing platform, TikTok, released its e-commerce section in 2023, where its popularity quickly blew up. With a similar setup and concept to the previous pop-up retailers Wish and Temu, ‘TikTok Shop’ captivated users with its lowpriced items, flash sales, and lifestyle products. The shop’s popularity mainly benefited from platform users, who linked purchased products for their followers to find easily. It didn’t take long for TikTok to reward this advertising. Those who share items from the shop are said to be given a commission for their sponsored posts, however, the rate of money earned is indefinite. Sales, advertising, and instant gratification have become the new norm, leading to yet another problem in our world.

Over-consumption is a trending term going around on social media. It is meant to describe the vast amount of products being produced and bought by consumers. It’s most commonly used under posts documenting the amount of items a person has or is planning to purchase without a specific need. The addition of phones with high-resolution cameras and in-app editing software has allowed the average person to create content. While an outlet to express creativity is good, apps and websites that offer paid sponsorships often urge users to create frequent, engaging, and satisfying content. Depending on the type of content being created, more products may be purchased when they’re not needed.

One side of TikTok, referred to as #CleanTok, is a subcategory of videos dedicated to the topic of cleaning. This type of content fits in neatly with the satisfying and engaging tags, and while you can say that things need to be cleaned often, there is room for excessive use. Some #CleanTok accounts have begun to post ASMR videos, featuring an excessive use of cleaning products. This use could quickly turn hazardous for the person’s home as well as the water supply in their area. Popular brands of products are usually combined together and have a high risk of chemical interference. When taking in the possibility of respiratory illness and the hundreds of dollars gone down the drain, it’s clear that #CleanTok videos can become overdone.

In addition to #CleanTok, other online trends that encourage overconsumption. Home tours, hauls, and ‘get ready with me’ videos have gained a large following over the years, sparking comparison amongst people. Videos that share the most items, or display a stereotypical image of wealth tend to go viral, playing a role in the spread of overconsumption. People begin to buy more products to achieve the look of wealth while companies push out more products to satisfy consumer demands. Fashion trends are the heart of this issue, with many retailers creating products that look trendy but lack significant quality. Cheaply made products go through a few uses before they’re thrown out, if they’re even sold at all.

Although mainly seen in a negative light, overconsumption can bring forth positive change. A recent trend going around social media is the tag #NoBuy2025. Users participating in this trend make plans to only buy new items under strict limits, opting for more economically-friendly options. Thrift stores, repurpose shops, and discount stores have grown with the amount of unsold products around the world. While some products still go to waste due to storage issues and manufacturing errors, these stores give products multiple lives at a better cost, ensuring everyone has access to the things they need.