How fast fashion affects our brains article

Here is an interesting article I found on wellandgood.com that explores the effect of fast fashion on the mental health of young people and the population in general. This, of course, fits into the human side of problematic fast fashion but is perhaps less well documented than the treatment of workers in third world countries. This is of course for understandable reasons but I feel that it would be easier to get the general public to engage with a more local issue. It's very interesting to see how the customer can be manipulated via capitalist propaganda. It could be an interesting project to attempt to use the same scientific basis to manipulate customers to upcycle or charity shop or just avoid fast fashion in general.     

HERE’S HOW BUYING INTO FAST FASHION AFFECTS OUR BRAINS—NOT JUST OUR BUDGETS

• Obsessive shopping affects one in 20 Americans. 
• Young women, psychologists at the University of Bergen have found.
• Addictive shopping behaviour typically starts in late adolescence and early adulthood—just when cheap clothing is within financial reach. 
• In the past, most people outgrew their overspending habits as their maturing personal style priced them out of such options.
• The rise of fast fashion means cheap clothing isn’t just for the young - it’s now for everyone.
• People now see shopping as a way to cope with their feelings around anxiety and depression—or a means of keeping up with the Instagram
• According to the Bergen researchers, extroverted people face an increased risk of developing disordered shopping habits.

A compulsion to shop can lead to consequences ranging from guilt to stress to bankruptcy—and fast fashion’s biggest consumers are among the most susceptible. “Those who become hooked on this behaviour are willing to do and pay whatever it takes to purchase what they want,” says psychologist Carolyn Mair, PhD, the author of The Psychology of Fashion. “The shopping and spending activity itself are associated with a feeling of happiness and power, which is immediately, but temporarily, gratifying.” Guilt and remorse may follow, but those feelings typically drive the compulsive shopper back to the store for (quite literal) retail therapy.

Here’s why and how fast fashion affects mental health.

SHOPPING FOR SPORT

While everyone’s definition of “expensive” and “affordable” is different, “we all love a bargain,” says Dr. Mair. “It’s like winning a prize, so if we see cheap clothes as bargains, we will be keen to buy them.”

EVEN IF YOU DON’T SEE IT AS A GAME, JUST THINKING ABOUT SHOPPING CHANGES YOUR BRAIN CHEMISTRY

Have you ever coveted something for weeks, anticipating its purchase…only to feel let down after you finally buy it? That’s due to a surge of dopamine, the neurotransmitter that controls the brain’s pleasure and reward centres. As Mair points out, shopping can boost levels of dopamine—as long as you’re still in the stage of desire.

This phenomenon isn’t exclusive to fast fashion, but with their frequent merchandise drops, stores like Zara and Forever 21 always have something new to discover and covet. And so the cycle continues anew. On that note….

THE BRAIN FINDS IT  HARD TO RESIST TRENDS

“The essence of fashion is that it keeps reinventing itself,” Mair says. “This appeals to consumers because the brain doesn’t pay attention to what’s familiar; it focuses on unfamiliar stimuli.” (And remember, your dopamine levels spike when you see something new and exciting. It feels good to want something new.) “This is the fundamental principle of fashion and explains the insatiable nature of consumerism and the constant drive to have new clothing,” Mair says.

Aside from the dopamine bump, your mind may also be dealing with the desire to project a certain image, to signal status, or to cope with unpleasant feelings through style choices. And don’t underestimate the power of simply wanting to fit in. “We see others with an item, and we want to have it too,” Mair says. “Fashion floods the market with particular styles, colours, and textures every few weeks—or even more frequently—and so some people feel they are not fashionable if they’re not wearing the latest trend.” With trends cycling through fast-fashion retailers faster than they do on runways, keeping up means consuming more—and more often.

HOW CAN WE MAKE SURE WE MAKE CONSCIOUS CHOICES AND BREAK THE CYCLE OF RAPID CONSUMPTION?

The answer is gratitude. No, really—ask science! Researchers from Rice University asked study participants to think about a product they already owned. Compared to the control group, these people were less likely to desire a new product; less likely to buy impulsively; and less willing to pay for new products. Being thankful, then, for your current wardrobe may be just the thing to keep you from buying a cheap outfit you’ll throw away after a few uses.

Not that cheapness is the only thing to remember, says Mair. When you do shop, she says, “Buy mindfully regardless of price. You can have something that doesn’t cost much, look after it, and make it last.” She advises asking yourself a few questions while shopping: 1. When will I wear this item? 2. What do I already have that will go with it, or is similar to something I already own? 3. Do I really need this?

The answers may come easily, or they may take a while—but either way, they’ll help you decide what, and whether, to buy. As for having peace of mind around your shopping decisions? That might just be priceless.