In today’s digital age where everything happens fast, from breaking news to changing fashion, one shocking trend has caught global attention — the rise in overconsumption and fast fashion. According to data from Google Trends, online searches about these topics have jumped by more than 140 percent in recent months, leaving many wondering what is fueling the sudden interest and what it means for the world.
Experts say the habit of buying more than we actually need is now a serious issue. Overconsumption, which simply means using or buying things in excess — more than necessary — has become common, especially in countries where technology and shopping are just a click away. A report by the Telfer Business Journal reveals that people today consume 400% more clothing than they did just 20 years ago. This shows how deep the culture of buying and discarding has entered daily life.
In Nigeria and other parts of Africa, the trend is also visible. Walk through any local market or open-air boutique in cities like Lagos, Abuja, or Port Harcourt and you will find imported fast fashion clothes — some brand new, others slightly used — with fresh designs arriving almost every week. Many Nigerians, especially young people, are now influenced by what they see on TikTok and Instagram.
Social media has now become the engine room for consumerism. With over a billion users across platforms, the influence is strong. Every day, young people scroll through content showing the latest clothes, gadgets, makeup and lifestyle trends. Experts say this creates the fear of missing out, popularly known as FOMO. People feel pressured to buy items just to belong or look trendy.
The Global Web Index reports that social media and targeted adverts have turned shopping into a symbol of success. If you don’t have the latest phone, shoes, or even kitchen gadget, you may be seen as falling behind. This mindset is what is pushing people to keep buying, whether or not they actually need the items.
One example of this is the famous Stanley Cups. Originally meant to be reusable water bottles, the cups became a viral sensation on TikTok. Influencers began showing off different colours to match their clothes or nails. This led to people buying up to 10 or more of the same item in different colours — not because they needed it, but because it became a trend.
Another example is the rise of online “aesthetics”. These are specific looks or styles like the “clean girl”, “soft girl”, or “old money” fashion vibes. Each one comes with a full lifestyle package — from clothes to home decor. Followers are encouraged to update their wardrobe and even their furniture just to fit into these social media-created categories. It’s a never-ending cycle of spending.
Behind the curtain of this growing consumer culture is the fast fashion industry. Brands like Shein, Temu, H&M, and Zara release new clothing collections every few days, making it easy and cheap to buy trendy clothes. But the real cost is hidden — on the environment and the workers who produce them.
The United Nations, in a report cited by the Yorkshire Post, said global resource consumption has tripled since 1970. In the past 50 years, the average use of resources per person has increased by 70 percent. This means more pressure on water, land, and energy, all in the name of staying fashionable.
Social media influencers are also major players in this game. With millions of followers, they promote products that quickly sell out. According to a Journal of Marketing study, when influencers recommend a product, the chance that followers will buy it can increase by 50 percent. These influencers often show a perfect lifestyle, creating the feeling among fans that they must also buy similar things to feel relevant or successful.
This digital version of “keeping up with the Joneses” has now become “keeping up with the influencers.” Every post, every “unboxing” video, and every outfit-of-the-day story contributes to this consumer pressure.
In Nigeria, where many people are struggling with economic hardship, rising inflation, and unemployment, this trend of overconsumption may seem out of place. Yet, social media makes it look normal. Young people now save money not to invest in long-term plans but to buy the latest trendy items seen on their favourite influencer’s page.
Experts are calling for awareness, especially among youths. They say there’s nothing wrong with enjoying fashion or new things, but people should ask themselves if they really need what they’re buying or are just following the crowd.
As the world continues to battle climate change and waste management problems, the question remains: will this trend fade like others, or will it grow bigger and more dangerous?
The global spotlight is now on fast fashion, social media, and the new culture of spending. As more people join the conversation, it’s clear that the future of shopping may need to change — for the sake of the planet and people’s pockets.
