Overindulgence is a staple of the entire holiday season, not just Christmas or Thanksgiving. With the New Year, specifically, it is often accompanied with frenzied spending, all in the name of self-improvement. So many people write out New Year's Resolutions, and once the clock strikes midnight, it is time to go out and buy the materials needed for the ‘new me.’ Every year people have hope that this will finally be the year that the ‘new me’ comes. However, gym memberships, a new and trendy wardrobe, or supplies for a hobby you’ve always been interested in tend to go unused. The intention behind buying these products is usually well meaning, but it’s obvious that the spending habits are actually driven by societal expectations, marketing campaigns, and the deep-rooted desire to always be improving. What does it mean to improve, though? With 2025 quickly approaching, it is worth asking: is buying a new identity the only way to improve? Can we shift our focus from consumerism to intrinsic, personal growth?
New Year’s Consumerism
The idea of a ‘fresh start’ has been co-opted by advertisers, turning the New Year into a lucrative opportunity for businesses. While these companies may promise they have consumers' best interest, their ultimate goal is to generate the most money. Products and services promising a better, more successful version of yourself—at a cost—flood the market. From flashy parties to expensive 'must-haves' for the new year, the pressure to spend has grown exponentially. This shift is rooted in a cultural emphasis on external displays of improvement rather than internal reflection. The commercialization of the holidays emerged alongside the rise of mass media, which capitalized on the human desire for renewal. Over time, the idea of starting fresh became less about introspection and more about consumption, paving the way for today’s consumerist traditions. The marketing narrative often equates buying new items with buying a new identity, suggesting that the right outfit, gadget, or program is the key to success and fulfillment. The current method to growth involves external gratification, and it neglects the fact that it is not the products implementing change. The products are, at best, a tool; the agent of change is you.
Psychological and Cultural Influences
A major factor of New Year’s consumerism is the fear of missing out (FOMO). Social media and advertising campaigns bombard us with images of idealized celebrations: glamorous parties, perfectly curated outfits, and expensive resolutions. This creates a cultural expectation that success and happiness hinge on material displays, and these improvements do not exist unless they were documented on social media. Social media makes self-improvement into a small snippet on a grid, which disincentivizes people from working slowly but surely. The goal is instant gratification, not long-lasting differences.
Adding to this pressure is the tradition of New Year’s resolutions. Gyms, wellness brands, and self-help industries seize the opportunity to market products and services as the ultimate tools for achieving personal growth, feeding into the narrative that starting the year right requires spending money. The narrative also implies that true improvement requires a dramatic overhaul, feeding into the misconception that change must happen overnight. This all-or-nothing mindset often sets people up for disappointment, as it overlooks the incremental and ongoing nature of genuine self-improvement. In the end, people spend too much of their hard-earned money on merchandise that most likely will not seamlessly implement change.
Consequences
The impact of associating consumerism and improvement is not helpful. It ends up being more counterproductive than anything else:
Environmental impact: Buying unnecessary products often means these things will soon end up in a landfill. Fast fashion clothes are a huge contributor to landfills, and another environmental cost is the carbon emissions from shipping products to consumers.
Financial strain: Many people overspend during this period, leaving them with credit card debt and financial stress at the very beginning of the year.
Emotional toll: Unrealistic expectations of a “perfect” New Year can lead to stress, disappointment, and feelings of inadequacy when reality doesn’t measure up.
Shifting Mindsets
True self-improvement doesn’t come from purchasing products or subscribing to external standards. It’s rooted in self-awareness, authenticity, and the pursuit of intrinsic values. Here’s how we can rethink New Year’s resolutions and celebrations:
Focus on experiences over material goods:
Plan intimate gatherings with loved ones that prioritize connection, such as a potluck dinner or game night
Spend time reflecting on the past year by journaling or sharing personal highlights with friends and family
Embrace intrinsic motivation:
Shift the focus from external validation to internal satisfaction. Ask yourself why you want to make certain changes and how they align with your values. For instance, if your goal is to learn a new skill, consider the joy of the process rather than the end result
Support meaningful causes:
Start the year by giving back. Volunteer at a local charity or organize a community cleanup event
Instead of hosting a party, consider hosting a fundraiser or donation drive to support a cause you care about
Practical Tips
Set mindful resolutions: Focus on goals that align with your values and emphasize personal growth over external validation. For example, instead of vowing to buy a whole new wardrobe, commit to organizing your existing clothes and making intentional choices about how you present yourself.
Reflect and reevaluate: Instead of defining yourself by what is typically considered growth, ask yourself if you are happy with where you currently are. Ask yourself about what you find to be fulfilling and how you can make achieving this fulfillment a regular part of your life.
The New Year is a time of renewal, but it doesn’t have to involve buying into the myth of overnight transformation. By focusing on intrinsic values, meaningful connections, and sustainable practices, we can celebrate in ways that foster real growth and fulfillment. Improvement is not about total change or keeping up with societal expectations—it’s about small, intentional steps toward a life that aligns with who you truly are. For 2025, let’s leave behind the notion that we need to buy our way into being better and embrace the power of inner growth and reflection.
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