Walking through the parking lot of Fox Valley Mall, shoppers juggle bags from brands like H&M, American Eagle and Hollister. Inside, the stores buzz with customers chasing the latest deals, trends and tech. 

Naperville, with its upscale shopping districts and affluent population, exemplifies a culture where the cycle of buying, discarding and repurchasing has become second nature to most consumers. From the ever-changing displays downtown to the curated aesthetics of Instagram influencers, social media and fast fashion fuel a pattern of excessive consumption that is as unsustainable as it is prevalent.

The environmental impact of overconsumption in communities like Naperville extends far beyond crowded closets and overflowing landfills. Each discarded product represents wasted resources, from the water and energy used in production to the fossil fuels burned during transportation. Illinois contains the fourth most trash in landfills per capita in the U.S. in 2022, reaching nearly 54 tons annually, with clothing and fast fashion items among the fastest-growing contributors, according to data from the Environmental Protection Agency and U.S. Census Bureau.

“Every time you get a Starbucks or Dunkin’ drink, you’re looking at more plastic or cardboard waste,” environmental science teacher Paige Lundquist said. “Those plastic cups are hard to recycle, and the cheap, fast fashion is another problem. It’s unsustainable — items are poorly made and just end up in landfills.”

FAST FASHION

Across Illinois, the fast fashion industry drives overconsumption, generating over 500,000 tons of textile waste annually, according to the Illinois Materials Management Advisory Committee’s 2021 report. Retailers like H&M and Hollister, staples of malls like Fox Valley, churn out trendy, inexpensive clothing that encourages frequent purchasing and quick disposal. The cycle is unsustainable for both the environment and the shoppers who pay for the experience.

“I’d say my friends go shopping twice a week,” freshman Wyatt Sherrell said. “It’s just a habit for them and I never thought to question it.”

Excessive buying is a phenomenon that goes beyond the joy of shopping, but is rather characterized by a need for social status and the addiction of compulsive shopping, according to Dr. Donna Lettieri-Marks, a clinical psychologist.

“We think of overconsumption in terms of excessive use of whatever the product, goods or services are, with the belief that that’s the means to feeling happy, being successful or improving one’s social status,” Lettieri-Marks said. “Even research shows that there’s an overall decrease in life satisfaction if people are spending excessively — less happiness, more anxiety.”

Yet, breaking the fast fashion habit remains a challenge. A 2023 report from the Ellen MacArthur Foundation found that clothing production has approximately doubled in the last 15 years, but each garment is only worn half as often.

The trend is driven largely by social media platforms like TikTok and Instagram, according to Lettieri-Marks. Influencers push micro-trends and promote brands that often compel consumers to refresh their wardrobes.

“Social media is designed to make products seem exclusive — there’s only so much of it, so you have to buy it now or keep buying to stay on trend,” Lettieri-Marks said. “Dopamine, a neurotransmitter in the brain, is responsible for reward and pleasure. Shopping provides a dopamine release, especially impulsive online purchases that offer instant gratification.”

The psychological toll of overconsumption is equally troubling, according to Lettieri-Marks.  While purchasing new items can provide a temporary dopamine boost, studies show that the happiness derived from material goods is often fleeting and replaced with stress, anxiety and dissatisfaction.

“Overconsumption can lead to negative self-talk and guilt,” Lettieri-Marks said. “If we overdo it — spend too much money, accumulate too much clutter — it can overwhelm us and make us feel bad about ourselves. That can then lead to even more consumption in an attempt to feel better.”

SOCIAL MEDIA

Paid sponsorships on platforms like TikTok and Instagram are regularly used by companies to fuel consumer purchasing behaviors, with influencer marketing rising to a $26 billion industry in the U.S. during 2023. However, glamorizing new trends and promoting an endless array of “must-have” items, social media accelerates the cycle of overconsumption and impulse buying among teenagers, according to a 2021 study published in Computers in Human Behavior.

“Depending on the type of feed you partake in on social media, you can be bombarded with clothing hauls or videos of how someone dresses,” sophomore Camilla Calderon said. “This makes it easy to become enamored with a certain style and find yourself wanting to replace your current aesthetic with the one that infatuated you.”

Local businesses in Naperville have tapped into this trend. Shops like Francesca’s regularly partner with local influencers while others like POPPY Boutique and Standard Goods run their own social media accounts.

“Instagram is my go-to platform,” POPPY Boutique Owner Rachel May said. “I engage directly with my customers and get real-time feedback, which makes the experience more personal.”

While Downtown Naperville is celebrated for its vibrant atmosphere and array of trendy shops, its emphasis on consumerism makes it difficult for residents — especially teenagers — to visit without spending money.

“Downtown Naperville has this vibe where it’s hard to go out without spending money; whether you’re at a boutique or grabbing coffee, it’s all about buying,” Lundquist said. “But do we really need all these things? That’s where overconsumption really starts to hurt.”

 Recently the expansion of Downtown Naperville’s retail and dining scene has included high-end clothing stores like Free People, Lululemon and Athleta, as well as upscale dining options such as Ramsay’s Kitchen. These establishments cater to a consumer base willing to spend generously, leaving teenagers feeling out of place if they’re unable or unwilling to participate in the spending culture.

“If everyone else is buying something, it’s hard not to,” Sherrell said. “You don’t want to be the only one just standing there. I always find myself buying something small when I hang out downtown, even if it’s just a coffee or a snack, it feels like part of the experience.”

SOLUTIONS

Efforts to combat overconsumption are beginning to gain traction, both locally and nationally. Platforms like Poshmark and ThredUp have reported growth in users, with the secondhand market expected to reach $70 billion by 2070 as consumers turn to resale options.

The change is led by younger generations; a 2024 survey by the Pew Research Center found that 72% of Gen Z consumers prioritize sustainability when making purchases, a significant increase from the 63% just a few years ago.

It’s a problem that Naperville Central’s Climate Solutions Club is seeking to solve through a campaign focusing on buying less and refusing new products set to begin next year.

“We’re planning to raise awareness about overconsumption and sustainability, especially with a focus on fashion,” sponsor and science teacher Tim Banas said. “Students are starting to realize their consumption habits, including their fashion choices, have a significant impact on the planet.”

As students lead the charge toward more sustainable choices, the movement to combat overconsumption is growing stronger.

“If more people stop and think before making purchases, it could really make a difference,” Sherrell said. “We have the power to change things, and it’s up to us to make smarter choices.”