fashionwaste

Corporate tricks that encourage overconsumption and why accountability matters

The latest Netflix documentary on sustainability, Buy Now! The Shopping Conspiracy, released on November 20th this year, is a must-watch for anyone who shops—anywhere.

12,000, 25,000, 36,000, and 1.3 million. What do these numbers represent? They are the staggering quantities of items produced annually by Gap, H&M, Zara, and Shein, respectively.

Intrigued by how we, as consumers, are persuaded to buy more than we need, I decided to watch it. The trailer promised a compelling exploration of this phenomenon.

Netflix, Buy Now!: Corporate manipulation exposed

Have you ever wondered where all those products go—the ones we discard without a second thought? This so-called “away” isn’t some magical place. It’s real, and it’s devastating.

This is where away is:

The land of waste

Netflix’s Buy Now! The Shopping Conspiracy takes an instructional approach to unravel the system behind overconsumption. The documentary is structured around five shocking directives: sell more, waste more, lie more, hide more, and control more.
Throughout these segments, former insiders from Amazon, Apple, Unilever, and Adidas reveal how companies manipulate us. Eric Liedtke, former Adidas Brand President, explains it bluntly: “You don’t need a new piece of clothing; you need a compelling reason to buy it.”

Have you noticed that the colour of Sprite bottles is no longer green but clear plastic? Even these subtle changes have a sinister purpose. Coca-Cola made the change to hide the environmental impact of their products. In fact, when the bottles were green they were easily identifiable in landfills.

But the manipulation doesn’t stop at marketing. It extends to how products are designed, determining their lifespan and whether they can be repaired. These calculated decisions ensure a cycle of relentless consumption, benefiting corporations at the expense of people and the planet.

The impact of product design and consumer behaviour

In today’s world, items are no longer built to last, they have short lifespans. Phones get replaced every three years, and clothing falls apart after a few washes so people replace it every month, if not weekly.

There are some things my family has had for more than ten years that have lasted the test of time, from our Christmas tree my parents bought more than twenty years ago to the dining table they have that has been repurposed into a desk. These pieces were built to last, unlike many products today. Take my computer, for instance. In the six years I’ve owned it, I’ve had to replace the battery. But, the battery is glued inside the device, requiring the replacement of an entire panel.

This isn’t an accident. Kyle Wiens, CEO of iFixit, says Apple censors information so that consumers find it harder to repair devices, making them more likely to buy a new one.
A prime example of this approach is wireless earphones. They are designed with batteries precisely placed and glued into the devices, making replacements nearly impossible. The result? Consumers are left with no choice but to discard and replace them when the battery dies—further fuelling the cycle of waste.

The design flaws and deliberate barriers to repairability aren’t going unnoticed. Recent efforts, such as New York’s legislation on the right to repair electronic products and the EU’s new environmental regulations, demonstrate a growing awareness of the issue. While some companies are taking steps toward sustainability, these efforts remain insufficient to counteract the immense damage already done.

Conclusion: Netflix Buy Now! No novelty, but worth watching

It may not be a groundbreaking concept, but the Netflix documentary Buy Now! effectively exposes corporate manipulation. Hopefully, it will reach a broader audience.

While corporations and governments bear the greatest responsibility for systemic change, as individuals we hold significant power too. We can demand accountability from companies, advocate for action through our local representatives and most importantly, make mindful choices in our daily lives. This means buying less, prioritising true quality garments that are made to last and exploring vintage or second-hand options whenever possible.

Before making your next purchase, ask yourself: Do I really need that new fast-fashion dress?

Every decision we make has the power to challenge the status quo and contribute to a more sustainable future.

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✍️ Post written by Sorcha Gorman, a scholar from Melbourne / Australia, studying Public Relations at Università Cattolica in Milan. Currently interning with suite123.