Just buy less stuff!

Whether it’s single-use plastics, electronic waste or the garment industry, it’s easy to feel helpless when bombarded with images and reports of how our consumption habits continue to impact our planet. Many might feel that any gesture we can make as an individual is futile in the face of such an enormous threat. However, I believe that the accumulation of small gestures might just be the key to making a bigger difference.

As the spotlight continues to be thrown on the packaging industry we should really be scrutinising the sustainability credentials of everything we buy. We continue to point our fingers at manufacturers to change the way they make, promote and distribute things, but we need to acknowledge that we continue to consume the products they offer. Overconsumption is a major part of the sustainability problem so the next time we feel compelled to spend our hard-earned money, we should ask ourselves ‘Do we really need it?’.

Most of us would acknowledge that we own way more ‘stuff’ than we need and it’s never been easier to keep adding to our hoard. With the increasing convenience of online or mobile shopping and competitive pricing opening affordability to all, our disposable culture only seems to be growing and making the situation worse.

Sadly, we now tend to judge our success not by what we do but by what we own. Whether it’s the latest iPhone or this season's à la mode, we crave the new and fear being judged by others. I have certainly been on the receiving end of criticism for owning things that others may consider are ‘out of date’. You would think that change would be embraced by those who continually seek out the new but when it comes to changing our consumption habits, that is where many draw the line.

Over-consumers proudly label themselves as ‘shopaholics’ and most consider shopping a hobby. ‘Retail therapy’ provides a real dopamine hit but like any habit, the cravings are difficult to resist once they have taken hold. Giving up habits such as smoking requires a high level of self-control and is often most successful when taking a phased approach. Small gestures are certainly far better than doing nothing and typically lead to bigger steps. So the next time you make a purchase, consider the mantra ‘one less will make a difference’. You may be surprised that it doesn't require huge levels of personal sacrifice, for example:

One less meat meal - A Food and Agriculture Organization estimates that the meat industry generates nearly one-fifth of the man-made greenhouse gas emissions. Eating just one less burger a week would be the equivalent of taking your car off the road for 320 miles.

One less holiday abroad - Air travel is currently the most carbon intensive activity an individual can make. A new study has shown that individuals jetting off on just one summer holiday is so bad for global warming that it wipes out the benefits of 20 years of their recycling endeavours.

One less pair of jeans - The fashion industry is one of the world’s most polluting. We might make ourselves feel better by donating used clothes to charity shops but the percentage of these items finding a second life is tiny with the vast majority making it to landfill in other countries. Resist overhauling your whole wardrobe each season and consider investing in good-quality classic items that are durable and stylish.

One less phone upgrade - Smartphones are one of the major contributors to the 50 million tonnes of e-waste produced each year. iPhones, in particular, are built with high-quality materials and their durability is often promoted as one of their key points of difference. They are unlikely to wear out before the next upgrade so why not skip one?

These are just a few thought starters that I think we can all comfortably tolerate making at least one concession on. If ‘one less’ isn’t too painful you may feel brave enough to consider reducing more. Soon our ways of moderating consumption may become second nature resulting in more substantial and long-lasting effects. It would be unrealistic to believe that a single initiative or unified wholesale shift in public consumption habits will happen overnight and miraculously solve all our problems, but the aggregation of marginal gains might just start moving us in the right direction. I’d be interested in hearing more thoughts on other ways of moderating consumption behaviours.

#meatlessmonday #oneless #onelessbottle #sustainability