Pangea Made writes on LinkedIn that backlash against overconsumption is growing as shopping hauls and sponsored posts flood our feeds.

The start of 2024 has seen many people start shopping challenges and take pledges to reduce their consumption this year, either by shopping second hand, buying a limited amount of items or simply not buying anything all together. Is this trend a signifier that the era of hyper-consumption is coming to an end?

It should be no surprise that the fashion industry’s endless quest for growth is unsustainable, yet brands still measure their success based on an increase in profits and products. But as consumers start to take more notice of the impact of their shopping habits, both on the environment and their own mental health, brands will need to adapt and rethink old growth models.

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