Why it's so hard not to buy: the psychology of consumption

Humans are wired to seek novelty. In prehistoric times, this trait helped us survive by discovering new food sources or safer habitats. But today, this same instinct is unleashed on smartphones, fashion and that super handy avocado slicer.

Our chase for novelty is draining our planet. We buy, we toss, we buy, we toss. The average American throws away 81 pounds (37 kilograms) of clothing each year, an entire wardrobe.

Why do we find it so difficult to use what we already have, instead of constantly buying new things? Easy. It's dopamine. Every time we buy something new, our brain rewards us with this feel-good chemical.

There's a whole scientific field dedicated to understanding – and even manipulating –  how we make decisions around consuming. It's called neuromarketing or consumer neuroscience.

Advertisers, product developers and marketers use insights from this science to persuade us to purchase, by directly speaking to our craving for novelty. Think of flashy ads, limited-time offers, scarcity tactics, and influencer endorsement.

You're probably familiar with the scarcity tactics of hotel reservation websites. Phone producers are a master in creating anticipation and desire around new products. And your favourite sneaker and soda brands are amazing at emotion-driven campaigns, speaking to our desire for determination, nostalgia and happiness.

So our brain is wired to want new things, and marketers know exactly how to tap into this. It's easy to conclude there's nothing we can do about our overconsumption habits and continue to buy, buy, buy. It's simply our nature.

But here's the news: we're not powerless victims of our own psychology and of marketing. Just because something is instinctual doesn't mean it's inevitable.

By becoming aware of the triggers (advertisements or social pressure), by being mindful when we purchase and by using a few tricks, we can start to make decisions more in line with our values. That is, if you value the environment and your wallet.

Some tricks:

• Recognize the triggers. Whenever you want something, question yourself whether this is the result of flashy ads, social pressure or neuromarketing tactics.
• Practice mindful consumption: do I really need this? Or am I chasing a dopamine hit?
• Write down any purchase you want to make and leave the note for 24 or 48 hours. If you still want it, go ahead. But consider preloved first.
• Always consider preloved first. It can also be a great source of satisfaction.
• Prioritize quality over quantity. Choose a timeless, thick T-shirt that lasts, over fast fashion shirts that fall apart after five uses.
• Unsubscribe from marketing emails.
• Search for other dopamine sources. Eat a tasty meal, exercise, listen to music, have sex, call a friend, watch a movie, drink coffee, meditate. (But don't do drugs, kids.)

Good luck and share your experiences or thoughts with us!