The Cost of Comparison - How Social Media Fuels Overconsumption
Santiago Bel
February 5, 2025
You will see people living the life you want on Instagram and YouTube and TikTok through their constant posts about new shoes and their perfect skin and their exotic travels. The display appears as a joke but it belongs to a larger system which enables social media platforms to generate revenue through our natural tendency to compare ourselves to others. Modern platforms serve as connection tools but they also drive us to purchase products while intensifying our desire for things until we reach an excessive level of craving. The company employs deceptive marketing methods to establish feelings of belonging by showing products in displays and running ads that create anxiety about social isolation unless customers buy their products.
Most people search for items which bring them contentment. The pleasure we derive from buying things or participating in activities is what economists term as utility. People should choose the options that will make them the happiest. Social media platforms function as barriers which prevent these initiatives from achieving their goals. People choose to purchase items which enhance their social standing rather than addressing their actual requirements. People develop an appreciation for material goods through observing how others display their possessions. A $90 hoodie appears affordable because it gives the impression of being fashionable and prestigious rather than because of its warmth or construction quality.
People seek guidance from others to determine which activities will provide the most value for their time. People tend to follow their instincts by believing that popular items must be of high quality. Social media platforms create this effect through their like and share features which display user engagement with content. Businesses understand that people tend to want to have fun when they observe others enjoying themselves. So, they do things like partner with famous people, pay for ads, and make things more visible online so that it looks like everyone loves them.
The fear of being left behind creates an additional layer of difficulty in this situation. The game transforms shopping into an intense competition. Social media platforms generate an endless stream of short posts through their feed systems which trick users into believing they must stay active at all times. The solution is simple: waiting will only result in missing out. The process of continuous nudging leads us to change our understanding of what we truly value. The experience of losing something essential develops into a real sense of loss when it happens in social environments. The behavior creates additional stress for individuals who wish to solve problems and build relationships with others. People tend to spend their money rapidly which results in acquiring unnecessary possessions.
People want possessions mainly because others already own them instead of any functional worth these items provide. People develop an ongoing desire for things because of this transformation. People buy unneeded items because they want to match their friends' possessions which keeps demand at a high level. Things that become popular in an instant seek to draw attention rather than provide practical value. The rapid succession of fads creates brief moments of happiness which lead to extended periods of sadness.
The websites achieve user interest through particular design features instead of delivering emotional comfort. Users choose to interact with content that creates strong emotional responses or makes them want to acquire things or achieve flawless results because this type of content keeps them active on the platform and boosts their total platform interaction. These days, ads appear to tailor themselves to your online browsing habits. Marketers are aware of your preferences and desires. It seems that social media constantly competes for your attention. Marketers fight to get in front of you so they can change what you buy.
It really is relevant for the whole economy. The amount of money we spend on credit cards increases when we buy too many things because it leads to more waste in the environment and makes us feel better about ourselves through material goods. The modern definition of success leads people to believe that financial success represents achievement but they fail to recognize safety and happiness as valid success indicators.
The process of comparison between things requires more than financial resources because it affects our emotional state and social interactions. The increase in comparison leads to reduced happiness despite higher spending levels. If you want to stop falling for this, just remember that online businesses make money off of your fears. You will understand the true value of things after recognizing the trick so you can purchase items that benefit you instead of following what others think.
The current world of constant distractions makes choosing not to purchase something a peaceful way to resist the constant demands for attention.