Buy, throw, repeat: Social media fuels overconsumption and destroys our culture – Inklings News

Analysis of Social Media-Driven Overconsumption and its Impact on Sustainable Development Goals

Executive Summary

This report analyzes the phenomenon of rapid, social media-driven consumer trends and their direct conflict with the United Nations Sustainable Development Goals (SDGs), particularly SDG 12 (Responsible Consumption and Production). Using the recent market behavior surrounding a Starbucks promotional cup, the “Bearista,” as a case study, this analysis highlights how corporate-manufactured scarcity and influencer marketing fuel a culture of overconsumption. This cycle leads to significant negative impacts on environmental sustainability, decent work conditions (SDG 8), and individual well-being (SDG 3).

Case Study: The “Bearista” Cup and Unsustainable Consumption Patterns

The Cycle of Trend-Based Consumption

Social media platforms have become a primary driver for accelerated consumer trends, creating intense but short-lived demand for products. Items such as the “Bearista” cup, Stanley cups, and Labubu figures are marketed as “must-have” collectibles. However, this cycle directly undermines SDG 12 by promoting a linear economic model:

• Acquisition: Consumers are driven by a sense of urgency and Fear Of Missing Out (FOMO) to purchase items, often in excess.
• Obsolescence: The perceived value of these items diminishes rapidly as new trends emerge.
• Disposal: Once untrendy, the products are discarded, contributing to waste streams and ending up in landfills, which conflicts with SDG 11 (Sustainable Cities and Communities) and SDG 13 (Climate Action) due to waste management pressures and the carbon footprint of production.

Corporate Strategy and its Societal Impact

Corporate actions play a significant role in perpetuating these unsustainable cycles. In the case of the “Bearista” cup, the strategy involved creating artificial scarcity by supplying stores with minimal inventory after a significant social media hype campaign. This practice has several negative consequences related to the SDGs:

1. Violation of SDG 8 (Decent Work and Economic Growth): The high-pressure environment created by artificial scarcity led to reports of retail employees being subjected to verbal abuse and assault from customers. This undermines the goal of ensuring safe and secure working environments for all workers.
2. Erosion of SDG 12 (Responsible Consumption and Production): By intentionally limiting supply to inflate demand, the company encourages speculative and irrational purchasing behavior, including a resale market where items are listed for exorbitant prices. This is the antithesis of sustainable production and consumption patterns.
3. Detriment to SDG 3 (Good Health and Well-being): The constant marketing pressure and cultivation of FOMO contribute to an unhealthy mindset, fostering an addiction to consumption as a perceived solution to dissatisfaction. This cycle negatively impacts mental well-being and decision-making habits.

Recommendations for Aligning with Sustainable Development Goals

Promoting Responsible Consumer Behavior

To counteract these trends and advance SDG 12, a shift in consumer mindset is essential. Individuals can contribute by adopting mindful consumption practices. Before making a purchase driven by an online trend, consumers should consider the following:

• Is this item a genuine need or a want driven by social media?
• Does a similar item already exist in my possession?
• What is the long-term utility and environmental impact of this product?

By resisting impulse purchases, consumers can collectively reduce demand, which in turn can influence corporations to adopt more sustainable production models. This individual action is a critical step toward breaking the cycle of overconsumption.

Corporate Responsibility and Systemic Change

Ultimately, achieving SDG 12 requires systemic change and corporate accountability. Companies must move away from marketing strategies that rely on artificial scarcity and planned obsolescence. A sustainable approach would involve:

• Designing products for longevity and practicality rather than fleeting trends.
• Adopting transparent and ethical marketing practices that do not exploit consumer psychology.
• Transitioning towards a circular economy model, where products are reused, repaired, and recycled, minimizing landfill waste.

By aligning production and marketing with the principles of the Sustainable Development Goals, corporations can help foster a healthier, more sustainable consumer culture.

Analysis of SDGs in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 12: Responsible Consumption and Production

  This is the primary SDG addressed. The entire article is a critique of the “buy, throw, repeat” culture driven by social media trends. It discusses overconsumption of non-essential items like the Starbucks Bearista cup and Stanley cups, the marketing tactics that fuel this consumption, and the resulting waste as these items “end up in landfills after becoming untrendy.” The author’s central plea is to “break the cycle of chasing after every trend” and “reduce society’s addiction to overconsumption.”

• SDG 8: Decent Work and Economic Growth

  The article connects the issue of overconsumption to the well-being of workers. It explicitly states that due to the artificially high demand for the Bearista cup, “baristas were yelled at, assaulted and insulted.” It further criticizes Starbucks for failing its “employees that already struggle being underpaid and overworked everyday,” highlighting a failure to provide a safe and decent working environment.

2. What specific targets under those SDGs can be identified based on the article’s content?

• SDG 12: Responsible Consumption and Production

  • Target 12.5: By 2030, substantially reduce waste generation through prevention, reduction, recycling and reuse.

    The article directly advocates for this target by urging consumers to buy less. The author states, “Every product eventually has to go somewhere, and usually those places are landfills. If we buy less, companies will produce less, and we can help the world become less polluted, cleaner and more sustainable.” This is a clear call for waste prevention and reduction at the source.

  • Target 12.8: By 2030, ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature.

    The article itself serves as a tool for raising awareness. The author encourages readers to become more conscious consumers by asking themselves, “Do I want this?,” “Do I already have something similar?,” and “Can I live without it?.” This promotes the idea of an informed and aware consumer base capable of resisting unsustainable trends and marketing.

• SDG 8: Decent Work and Economic Growth

  • Target 8.8: Protect labour rights and promote safe and secure working environments for all workers.

    This target is relevant because the article describes how the hype created by the company led to unsafe working conditions. The text mentions that “baristas were yelled at, assaulted and insulted by people due to the high demand of those cups.” This points to a direct failure in ensuring a safe and secure work environment for employees.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

• For Target 12.5 (Reduce waste generation)

  • Implied Indicator: Volume of discarded trendy items.

    The article implies that an indicator of the problem is the sheer volume of once-popular items being discarded. It notes that previous “must-have” items like Stanley cups and Labubus “have filled the shelves of every Goodwill across all 50 states.” A reduction in the quantity of such items appearing in second-hand stores or landfills shortly after their trend cycle could measure progress towards waste reduction.

• For Target 12.8 (Awareness for sustainable lifestyles)

  • Implied Indicator: Shift in consumer purchasing behavior.

    Progress towards this target could be measured by observing changes in consumer habits. The article calls for people to “break the cycle of chasing after every trend” and “develop the habit of resisting.” A measurable indicator would be a decline in sales for items driven purely by social media hype, suggesting that consumers are making more conscious and sustainable choices.

• For Target 8.8 (Safe working environments)

  • Implied Indicator: Frequency of workplace incidents against service staff.

    The article explicitly mentions that “baristas were yelled at, assaulted and insulted.” An indicator to measure progress would be the number of reported incidents of verbal and physical assault against employees, particularly during high-demand product launches. A decrease in such incidents would signify a safer working environment.

SDGs, Targets, and Indicators Summary

Source: inklingsnews.com