Consumerism is breaking the planet, but there is hope

Every year, between Black Friday and Christmas, the world enters a shopping frenzy that feels almost ritualistic.

Deals flood our inboxes, stores overflow with customers, and “add to cart” becomes a reflex rather than a decision. It’s a season that glorifies consumption—but at what cost?

Netflix’s Buy Now! The Shopping Conspiracy dives headfirst into this question, offering a chilling exposé on the environmental, social, and psychological impact of overconsumption.

As someone who has spent years covering tech and consumer trends, the documentary forced me to rethink my perspective. But it also gave me hope, particularly when I considered how platforms like South Africa’s Yaga are helping to turn the tide.

Breaking free from the “new is better” mindset

One of the film’s key messages is that our consumption habits are unsustainable by design. Corporations push products with short lifespans—smartphones, appliances, and fast fashion – ensuring that we keep coming back for more.

Former Apple employee Nirav Patel reveals a staggering statistic: 13 million phones are discarded daily worldwide. Many of these devices are still functional but are tossed aside in favour of newer models.

But while global brands perpetuate this cycle, local innovators like Yaga are challenging it. For those unfamiliar, Yaga is a South African platform where people buy and sell secondhand goods, from clothes to electronics and even household items and appliances.

In a culture where “new” has often been synonymous with “better,” platforms like Yaga are helping redefine value, emphasising reuse over replacement.

What I’ve found particularly inspiring is how accessible this secondhand market has become. Many people I know have used Yaga to declutter their homes, sell gently used clothing, or find affordable appliances. It’s proof that we don’t need to buy everything brand new.

The secondhand revolution

The rise of secondhand platforms isn’t just a trend – it’s a movement. Globally, the resale market is booming, driven in part by younger generations who are increasingly conscious of sustainability.

Yaga, for instance, has created a space where users can extend the lifespan of goods, reducing waste while also saving money.

This shift is especially evident in categories like fashion and household goods, but what’s exciting is how people are also using platforms like Yaga for tech and electronics. The very devices that corporations have designed to be disposable are finding new life in the hands of buyers who value function over flash.

In Buy Now!, the filmmakers emphasise the importance of keeping products in use for as long as possible. The secondhand market makes that notion possible, even appealing, offering a practical solution to a problem that can feel overwhelming.

One of the most jarring moments in the documentary is a scene filmed in Ghana, where mountains of unwanted clothing from wealthier countries clog coastlines and poison ecosystems.

This isn’t just a problem “over there.” South Africa also faces waste management challenges, and secondhand platforms are one way to alleviate the burden.

Consumerism as a psychological trap

What struck me most in the doc was how deeply consumerism has infiltrated our lives – not just as a habit but as a mindset.

Advertising convinces us that happiness is one purchase away, and this time of the year amplifies this message. Whether it’s the latest gadget or the perfect gift, we’re sold the idea that buying more will make us more.

But as the documentary points out, there’s hope in challenging this mindset. Nic Stacey, the director, believes that speaking up and changing our habits can make a difference.

This is where platforms like Yaga shine. By normalising secondhand shopping, they help dismantle the stigma often associated with used goods, showing that value isn’t tied to being brand new.

Looking for a sustainable future

The rise of the secondhand market is part of a larger cultural shift. Younger generations, especially, are embracing sustainability, whether through upcycling, repairing or buying secondhand.

But it’s not enough to rely on consumers alone. Companies must step up by designing products with longer lifespans and supporting right-to-repair policies. Governments, too, have a role to play, implementing legislation that holds corporations accountable for the waste they generate.