Why Do We Keep Buying New Stuff? | Patagonia Stories

This is your brain on shopping. Sales, social pressure and FOMO are part of what drive you to “add to cart,” but the craving for new stuff is also rooted in our own biology.

Every time we see something novel, whether it’s clothing, food or a refreshed social media timeline, our brains give us a small pulse of the feel-good neurotransmitter dopamine. This reward system was great for the prehistoric era—new berry patch: good; saber-tooth tiger: bad—but today, it’s contributing to an overconsumption problem that’s deepening our climate crisis. Between 2000 and 2015, for example, production of clothing, footwear and accessories doubled globally, according to the Ellen MacArthur Foundation. And that doesn’t just mean more stuff. It also means more greenhouse gas emissions, more resources extracted and ultimately, more clothing in landfills.

“Novelty enhances the value [of] a product,” says Dr. Uma R. Karmarkar, an assistant professor of consumer psychology at UC San Diego. “For some people, buying the item feels as good as receiving the item itself. [But] understanding how the brain works really helps us be more active, more intentional consumers.”

Video by Ora DeKornfeld and Special Order


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[ssuwandi]

So true. I have made efforts to underconsume the past 3 years. Abs love my old stuffs each got different way to recall good things around me more often 😊

[joost]

I’m so happy my brain doesn’t seem to work like this, it’s not I detest new items but I kinda do. Clothing/fashion industry is the biggest polluter out there, buy wise!! Not just with clothes, there is so much out there to give a second life! ✌🏽✌🏽

[davidtate]

I love Patagonia clothing.its status symbol of the mountains.

[Tune_The_Tone]

You guys are freaking awesome! Thank you. Made my day. Learn something new everyday is the name of the game

[belessbutbetter]

We buy feelings, not things. The novelty wears off quickly, and yet we never learn. 🙂

[DmytroPrudnikov]

Thank you for sharing this video, it makes much sense and is inspiring.

[leegosling]

Mostly because I can’t fit into the stuff I wore in my 20s… but I’ll get 20yrs hard abuse out of good kit so opt for that… obvs retire safety kit when no longer safe, but still have sallopettes from 91 and fleeces from 84 that still get pressed into use… and I’ve been an instructor all that time. Good gear is the best way of reducing footprint, but for a lot of my early career I had to purchase on price (and discovered which were good gear twenty years later… won’t name names but smaller players I give a loud shout to Aiguille of Kendal UK… bomber kit you buy once and once only… because it works, not because it doesn’t)… Patagonia have a good ethos…love the kit to bits. Price point has sometimes stopped me. Keep up the good work though, guys. Love in abundance.

[fetedelaforet]

@patagonia : why are you so oftenly making new awesome stuff that looks better and better and that we would like to wear ? ;-)

[misterfunnybones]

There's nothing like buying a new custom yacht every year.

[CraigNo]

I got a dopamine hit off of receiving a Nano Puff jacket (one-third off!) in the mail today. That hit may not last long, but the jacket will, if it’s anything like my Shelled Sychilla coat from 1989 (only repair is a replaced zipper).

[zbynekcodykolacek]

Truth, I know folks as shopping maniacs

[LucaBarbina]

Really interesting.
But now I'm asking myself what is causing me to have self gratification in using the same garments almost endless.

[jirikrajnak]

i keep buying new stuff because patagonia keeps churning out new designs.

[Leon-qhbr]

where I can get patches to repair my clothes I want to under consume

[cannibalmanimal]

I’ve been seeking one of the workwear patches for years, but the van never comes near Central Virginia. Can they be purchased?

[santipoggi]

It is quite simple the problem: A) programmed obsolesense, B) disloyal marketing practices, C) absence of meaninful life goals and constantly seeking to fit in the world by coping trends, D) Very underpayed workers to make products way cheaper than they should (not caring enough for what you buy), E) poor education policies all over the world...I coudln't agree more that when we fix things it feels amazing but sometimes like running shorts or the mesh of the running shoes are unable to restore, at least without having the proper machines and fabrics...I can confirm that patagonia products ussually are the exception, my ski pant has already 4 seasons and is still working perfectly...

[bradgantt]

So good! Love the animation from repurposed fabrics and the explanation of what's happening in our noggins. Wabi sabi. Creation > consumption 🙌🏽

[nickowen]

Truly twisted marketing. A company making big profits that almost entirely come from selling as many new products as possible. Sure, the consumer can change their habits, but maybe Patagonia putting an end to this sort of gas lighting would also help.