The dark side of haul videos

“Hello, my little ones. My Shein order has finally arrived and we’re going to try it on together.” The catchy opening scene of a young woman happily presenting her latest Shein order to the camera is a familiar image on platforms like Tiktok, Instagram or YouTube. “Haul” is the name of this video format in which people show off their latest purchases. They have become an integral part of social media culture. Clothing, cosmetics, jewelry, home accessories, technology: what may seem like a harmless insight into personal purchasing habits at first glance raises serious questions about the effects of hyperconsumption and the role of social media in its spread upon closer inspection.

The phenomenon of haul videos is a symptom of a broader consumer culture that is fueled by the constant availability and encouragement to consume on social media. Reinforced by algorithms, users are presented with similar content over and over again. This increases the pressure to keep up with the consumption standards presented. Young people in particular, who spend a large part of their time on these platforms, are susceptible to this trend. The staged joy and the inevitable need to own new products put pressure not only on financial but also on psychological resources.

Hyperconsumption is not a new phenomenon

Hyperconsumption refers to a phenomenon in which consumption no longer serves only to satisfy basic needs or occasional desires, but becomes a dominant feature of lifestyle and identity. It goes beyond normal consumption and is characterized by a constant and often unreflective demand for new products and services. Hyperconsumption is closely linked to modern consumer society, in which the acquisition and possession of goods have become the main means of self-realization and social recognition.

This concept is not new. Already 50 years ago, the sociologist (and Marxist) Jean Baudrillard described consumer culture in his book “Consumer Society” as a form of alienation in which goods are no longer consumed for their utility but for their symbolic value. He emphasizes that consumption in modern society has become a form of social code that determines people’s status and identity.

Consumption pollutes the environment

Products are bought quickly and disposed of just as quickly, which results in high levels of waste and environmental pollution. For example, the textile industry causes around eight to ten percent of global greenhouse gas emissions. In contrast, fast fashion generates around 92 million tons of textile waste every year. There are also figures for plastic consumption: since the 1950s, over 8.3 billion tons of plastic have been produced, of which around 79 percent ended up in landfills or in the environment. Only around nine percent of the plastic has been recycled so far. Around eight million tons of plastic waste end up in the oceans every year.

The energy consumption associated with the production, transport and use of consumer goods contributes significantly to global CO₂ emissions. For example, electrical appliances and household appliances together account for a significant share of CO₂ emissions, particularly in wealthier countries with high levels of consumption. An average consumer in industrialised countries generates a carbon footprint of around ten to 20 tonnes of carbon dioxide per year, a significant proportion of which is attributable to the consumption of goods and services.

The constant comparison with others

Hyperconsumption promotes a culture of social comparison in which material goods serve as a measure of social status and personal success. When a society promotes consumption as a sign of prosperity, it also creates pressure to keep up with the consumption patterns of others. Social comparison is reinforced by constant access to information about the purchases and possessions of others.

Social networks make it easy to (unconsciously) expose yourself to such comparisons. Platforms like Instagram or Tiktok are full of pictures and videos showing glamorous lifestyles and material success. Influencers and normal users present their latest purchases together, thereby creating an illusory norm of the “good life”.

The algorithm amplifies this content by exposing users to these posts over and over again. This creates a cycle in which users are encouraged to consume more in order to keep up with perceived standards. This is known as “keeping up with the Joneses”; a phenomenon in which people try to match or even exceed the standard of living of their neighbors or peers.

When happiness is linked to consumption

Constantly comparing oneself to others’ consumption patterns often leads to dissatisfaction and a feeling of one’s own inadequacy. If consumption is seen as the main source of happiness and self-worth, failure to achieve these consumer-oriented ideals can lead to frustration, stress and a feeling of emptiness. Studies have shown that materialism – the pursuit of possessions as the key to happiness – is closely linked to low well-being, higher stress and lower life satisfaction.

The pleasure that hyperconsumption brings is often not sustainable and usually only short-lived. The so-called “hedonistic treadmill” describes how people quickly get used to new possessions and then feel the need to buy more things to achieve the same satisfaction. This leads to an endless cycle of consumption that remains unsatisfying.

Ways out of the consumption spiral

So how can you escape the spiral of hyper-consumption once you’re caught? It requires a conscious change in lifestyle by focusing on minimalism and sustainable consumption. Minimalism helps you focus on the essentials and avoid unnecessary spending, while sustainable consumption encourages you to prefer long-lasting and environmentally friendly products. A critical approach to social networks, for example by limiting your use or doing a “digital detox” – a digital detox – can reduce the influence of consumption incentives, which are often reinforced by social comparisons on these platforms.

In addition, it is important to practice mindfulness to identify and satisfy emotional needs in other ways, rather than through consumption. Building communities that share similar values ​​and setting long-term, non-material goals also contribute to living a more fulfilling and satisfying life.

Studies show that people who consciously reduce their consumption and focus on personal experiences and social relationships tend to be happier and mentally healthier.

In the face of the ever-present temptation of hyper-consumption, the conscious decision to adopt a mindful lifestyle offers a way out of the endless cycle of buying and comparing. By focusing on the essentials, questioning your own consumption habits and using social media consciously, you can achieve not only financial but also emotional freedom. These changes make it possible to focus on what really matters: personal relationships, inner satisfaction and responsibility for a more sustainable future.

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