Overconsumption has become normalized and a growing habit among younger generations, particularly Gen Z and Millennials, driven largely by digital culture, influencer marketing, and algorithm-driven trends. Studies show that individuals in these age groups are purchasing more items—especially clothing, gadgets, and accessories— at a faster rate than any previous generation, despite already owning similar products. For example, it’s increasingly common for individuals to own dozens of near-identical items, such as water bottles, sneakers, and phone cases, many of which go unused.

We live in a world where the next trend is just a click away, and marketing algorithms work overtime. For many in the younger generations, consumerism isn’t just an economic pattern—it’s woven into identity, social media, and status. From Amazon hauls to Shein sprees, trend culture encourages a rapid cycle of buying, discarding, and buying again. But this hyper-consumption has serious consequences. It fuels reckless spending habits, pushing younger generations indisposed to an already declining economy, and overall creating more waste that backfires onto us. 

Social media platforms have revolutionized marketing. Instead of static advertisements, brands now use influencers, algorithms, and user-generated content to create an immersive shopping experience. Haul videos and unboxings act as both entertainment and advertising, turning everyday users into brand ambassadors, expanding their reach, and turning shopping into a lifestyle.

This model thrives on data. The digital footprints we leave—likes, searches, clicks—are mined to deliver ever more tailored advertisements. Market research that once took months now happens in real time, pushing the latest trending item into our feeds and onto our doorsteps within days. 

But this results in a hyper-consumption cycle where trend culture encourages consumers to constantly update their wardrobes, tech, and home goods to keep up. As Disa.Org explains, social media shortens trend lifespans dramatically—what was “in” last week might be old news today.

This flood of fast and frequent purchases is not without consequences. Underneath it all is waste, exploitation, and a throwaway mindset that touches every corner of the global economy. 

Fast fashion companies like Shein, Temu, and others thrive on low prices and high turnover. In this market, quality is sacrificed for quantity. McKinsey&Co notes that many clothes are now worn only 7-10 times before being thrown away—either due to poor quality or shifting tastes. 

Because these clothes are made cheaply, they often can’t be repaired, resold, or recycled effectively. This impacts even the second-hand clothing market, where lower-quality donations are increasingly rejected or dumped. 

“Fast fashion has triggered a troubling decline in the quality of second-hand clothing,” reports WINSSolutions. “What used to be reused now often becomes trash.”

The average American throws away 82 pounds of textile waste each year. Globally, 85% of textiles end up in landfills, where synthetic fibers like polyester can take centuries to degrade. By 2030, global clothing consumption is expected to reach 102 million tons annually, according to McKinsey Upgrade.

But fashion isn’t the only culprit. Younger people are also a major contributor to electronic waste, discarding phones, tablets, and gadgets at alarming rates. 3 in 5 Gen Z and millennial Americans don’t even know what e-waste is, leading to 60% of them to throw electronics in the trash rather than recycle them properly, according to Waste Advantage Magazine. 

The low-cost, high-speed nature of ultra-fast consumerism is made possible by suppressing the development of higher-value labor and manufacturing skills. Instead of fostering sustainable production or durable craftsmanship, the current system relies on low-skilled, low-level labor and ensures little to no growth in skill; discourages innovation in materials and process by prioritizing volume over value; reinforces social barriers, where those who start in this field of work often get stuck there and on the flip side, where those unable to keep up with trends may feel excluded.

“Fast fashion is designed to move quickly from concept to customer—with very little focus on longevity, working conditions, or environmental impact,” said McKinsey. Although McKinsey specifically mentioned fashion, this applies to all goods and services, as younger generations increasingly engage in high-frequency purchasing of items that are often unnecessary and short-lived.

Gen Z is often described as the most eco-conscious generation, with strong support for sustainability and social justice, yet we are the most wasteful. Gen Z is the most active participant in the current trend-driven, fast-consumption culture. 

A 2024 study in Journal of Retailing and Consumer Services found that even when young consumers are aware of the environmental harms of fast fashion, they often go ahead with purchases anyway—driven by habit, affordability, and social pressure. 

The tension between values and behavior has been called the “attitude-behavior gap.” The result is often cognitive dissonance and consumer guilt, but little meaningful change. 

The rise of excessive consumption among digitally native generations is fueled by real-time data, powered by social media, and built on an invisible foundation of waste, inequality, and environmental damage.

While younger consumers are more aware of these problems, awareness alone isn’t enough. Real change requires a rethink of how products are made, marketed, and what we value in a purchase, a cultural shift away from the idea that buying more equals living better.

Until then, the “buy now” culture may continue to cost us more than we think.