24 days and I have purchased absolutely nothing new. This may seem easy to some, but for a girl that loves her “stuff”, this is definitely a monumental moment to be celebrated. How did Ido it? Well I have not been to a mall in 24 days, a Walmart in 24 days, a shopping center, drug store or any other area of temptation. My trips to the grocery store are even far and few. The funny thing is I don’t feel like I am missing out on a thing because it has forced me to be creative and resourceful. Whereas, like many I would instantly go to the store whenever I had a want or a need, I am finding myself getting clear about what my needs truly are and finding other ways to fulfill them.
For me, my shopping craze was fueled by so much more than just wanting a new shirt or needing a new pair of shoes. Many times there was always a void, or a feeling that I never took the time to acknowledge because in a society where you can “buy everything to fix anything”, atleast for the moment, it so much easier to drop by the store and buy a new outfit to make me happy than to address whatever I was allowing to get in the way of my happiness. If I am not happy with myself, then the television and magazines would inform me of all of the products that I could buy to create the image and the person that I desired to be, as opposed to me working on myself and dealing with what is within.
No wonder the group of consumers that are growing the most are teens and tweens. Going through a period of their lives, where they are searching for an identity, while seeking independence and acceptance from their peers, marketers are discovering there’s lots of money to be made. Corporations capitalize on the age-old insecurities and self-doubts of teens by making them believe that to be truly cool, you need their product. Some companies hire “cool hunters” or “cultural spies” to infiltrate the world of teens and bring back the latest trends. Trying to stay ahead of the next trend can be a tricky business however, as cultural critic Douglas Rushkoff explains. “The minute a cool trend is discovered, repackaged, and sold to kids at the mall—it’s no longer cool. So the kids turn to something else, and the whole process starts all over again.” Talk about massive consumerism and waste!!!
This thought lead to my desire to learn more about this area of consumerism and the long-term affects of exposing our children to this media frenzy. I found this alarming quote, ““Advertising has always sold anxiety, and it certainly sells anxiety to the young. It’s always telling them they’re losers unless they’re cool.”(Mark Crispin Miller, The Merchants of Cool, 2000) There is a packaged child-hood that is sold to youth through ads, advertisments, magazines, movies, video games and the internet. To have a healthy, body-image, attitude towards sexuality and view of their place in this world is almost impossible, while they are bombarded with stuff to cure their fix and a commercial with all of the answers. “Girls are mini-fashionistas who are pretty and sexy and who are obsessed with boys, friends, shopping, pop stars and celebrities; boys are independent and strong, and preoccupied with sports, video games, adventure, cars, music, and hanging out with friends”, it’s all a part of the package. No wonder I have spent so much of my life buying and spending.
At the end of the day, our problem of mass consumption not only has long-term enviornmental and financial effects, but may also involve alarming emotional and identity issues. For me “24 days of Nothing New” marks 24 days of being committed to myself and looking within and 24 days of investing in me. 341 days to go.