The Constant Search for the “Next Best Thing”: A Look Into the World of Consumerism
Written by Abby Opsahl
Scroll through your TikTok or Instagram feed and you’ll see it–the newest “must-have” item, the thing everyone suddenly has to have. One minute, the coquette aesthetic dominates; the next, leopard print is the new trend. Soon, bohemian core will be the next thing, or the so-called fisherman aesthetic will take over. From everyday fashion to kitchen products and everything in between, the cycle of consumption is moving faster than ever. This constant pattern is draining, for both us and our bank accounts. But why are we so obsessed with chasing the “next best thing,” and what does this mean for us as consumers?
From Fashion to Everything: The Expanding Reach of Consumer Trends
Fashion has always been about reinvention, but in today’s world, it’s not just about clothes. The pressure to keep up with trends extends to makeup, hair tools, jewelry and even household items. Take water bottles, for example. Everyone was raving about Stanley tumblers, but now, it’s all about Owalas. Oh, and Hydroflasks? They’re now a thing of the past. The cycle is relentless and spreads into trends everywhere, and has caused wants to start to be viewed as necessities.
This relentless churn has also created a booming resale and rental market, with platforms like The RealReal, Vivrelle and Fashionphile giving shoppers a way to trade in last season’s “it” items for the next must-have piece. While secondhand shopping is more sustainable than buying new,It also reinforces the idea that fashion is more about constantly cycling through trends than building a lasting wardrobe
The Role of Influencers in the Trend Cycle
Social media influencers play a massive role in fueling this demand. Their curated, aspirational lifestyles make trends feel urgent, convincing followers that owning the right item is a key to being stylish, successful, or even happier. TikTok micro-trends make us feel like our current wardrobes and belongings are outdated overnight. This phenomenon makes consumers feel like they constantly need to refresh their closets, vanities and homes.
The speed at which these trends emerge and fade has created a culture of products being meant for temporary use, which makes staying on-trend feel like a never-ending race. The pressure to keep up is intensified by the fear of falling behind, of looking outdated and out of touch. As a result, shopping has shifted from a purposeful activity to a reflexive habit, driven more by FOMO than by genuine need or desire. Instead of investing in long-term staples, consumers are encouraged to chase fleeting moments of style, feeding into an industry that thrives on disposability.
The Sustainability Dilemma: Fast Fashion Meets Fast Everything
Overconsumption isn’t just draining our wallets, it’s wreaking havoc on the planet. The rise of ultra-fast fashion brands like SHEIN means new styles drop daily, with quality and sustainability taking a backseat to speed. But this disposable mindset has expanded beyond fashion. Even home gadgets follow a similar cycle, which begs the question, how many people genuinely needed a KitchenAid mixer until social media convinced them they did?
The paradox is, although consumers are becoming more aware of sustainability, they’re still getting caught in the trap of keeping up. The resale market for luxury goods is thriving, and “sustainable” collections from major brands continue to push new purchases under the guise of eco-consciousness. It’s a more sustainable cycle, but one that still tends to push people into buying.
Escaping the Cycle
The constant chase for the "next best thing" has turned fashion into a never-ending cycle of overconsumption. Social media fuels the pressure to keep up, making trends feel disposable and wardrobes constantly outdated. But do we truly need more, or are we just conditioned to want it? Fashion should be fun and expressive, but mindful consumption is key. Investing in pieces you love and embracing personal style over fleeting trends can break the cycle. After all, in a world obsessed with what’s new, true style is unique to you and can be as timeless as you want it to be. Wear and use products you love, trendy or not.
Edited by Hana Razvi, Quinn Diedrich, Sophia Buckholtz, Safa Razvi and Giselle Franco
