Nothing New November: reflections on consumerism and constructions of identity

By Evie Snedden 

This month at Sustainable Style, we’re embracing Nothing New November and challenging you to buy nothing new. Think of it not, however, as a challenge, but rather an opportunity to reflect on the impacts of our individual consumption.

Currently, the fashion industry produces 10% of global carbon emissions. Since 2000, clothing production has doubled, and the average consumer has increased their purchases by 70%, all spelling out huge harm for our planet and its people, from poor pay and unjust conditions for workers to forced child labour (the post below contains further information).

But how did we get here? Where did these unsustainable patterns of consumption come from? And how do they relate to our identities, to how we understand, feel about, and present ourselves?

Current consumerist societies arrived alongside the industrialisation of the economy and the creation of larger markets which were key to sustaining high employment. Consumption was linked to individual freedom and status as emphasised in extensive advertising. Some consumption is important to our physical wellbeing, but beyond this, its effects can become devastating.

Today, these ideas can be seen clearly in the constant consumption of clothing as an attempt to redefine our images of ourselves, as perpetuated by social media. These may be images of the style, confidence, and status that we wish we had, but they create an unhealthy and unsustainable cycle. A move towards more conscious ways of consuming feeds into our everyday practices, interactions, and ultimately how we feel about ourselves and our interactions with others.

It is precisely because these habits are so linked to our sense of self that they can be so hard to change, but also why these changes can become so positive. I know that I feel a need for new clothing when my confidence is low and have found that one of the best ways to deal with that instinct is to either get creative or connect. You can try attending a clothes swap, sharing with friends, learning how to alter your clothes, or simply trying on new combinations within your existing wardrobe (my personal favourite, preferably in the company of an excellent playlist).

If we think about consumption as power, a moral choice, and style as a reflection of our values, we can shape the kind of society we want to live in, moving away from an economy based on over-consumption firstly by increasing our own consciousness about the necessity of our everyday purchases, as well as by supporting creatives who can breathe new lives into our clothes through upcycling or alteration, or by buying from charity shops and sustainable companies. In terms of identity, these choices can create a stronger, more connected, and more stable sense of self than those based on empty and endless trends alone.