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This article was inspired by The Story of Stuff.
It's not your fault. Before you were given the chance to choose, you had already accumulated a room full of things. From your baby clothes to your bassinet to that box of toys, you were a consumer by proxy. As you grew, you needed more clothes, more toys, bigger and better furniture pieces. Your life is one long trail of used and discarded goods and as an adult you've become the primary consumer. Now it is you who buys the disposable items and it is you who feeds the beast of extraction, production, acquisition and waste. Your home is filled to the brim with objects and items that are either forgotten or destined for the dumpster. You are far from alone. Practically every living member of modern society has their own story of stuff, and that's the problem.
Annie Leonard got her graduate degree in city/regional planning. City planners are those people who decide where the bridges, buildings and roads go. They determine whether or not an area will be zoned for residential living or for commercial enterprise. In the developed world, cities and towns do not arise spontaneously, they are planned. If you've ever wondered why there is or isn't a shopping mall or park nearer to your house, blame the city planner. If you've ever driven by a landfill and quietly thanked the gods it was located far away from your apartment, your gratitude is better directed at people like Annie Leonard.
During the coarse of her education, certain questions began to nag at Ms. Leonard. She was taught the basic cycle of extraction, production, distribution, consumption and disposal – a modern-day circle of life, if you will. Ms. Leonard found that the "Materials Economy" model left out some rather important details, primarily, environmental and human costs.
For example, 'extraction' is a clinical word that hides its true meaning, the pillage of natural resources. Quite simply, every wooden table or wrought iron chair is made with materials taken from the land. With production, even more resources are used, especially water, which is used to generate electricity. In addition, the chemicals utilized in production are mixed with the water, air and land and further despoil the only planet we have. Distribution further hogs energy resources as well as adding to the pollution of waterways, air and land. The end point of the the cycle is disposal, this being comprised of landfills, waste barges and incineration.
Everyone is aware of non-biodegradable waste and it effect on our environment. What some may not realize is that America, alone produces 30% of the world's waste.
Perhaps the most insidious link in the Materials Economy chain is that of consumption. While the concept of mass-production started in the early portion of the 1900's, the practice really took off during the post-World War II 1950's. The only problem was that long-lasting consumer goods slowed the engine of long-term mass-production. Thus was born the concept of planned obsolescence – products designed to break down and/or fall apart and therefore in need of repurchase.
Ms. Leonard suggests another component to the consumption link: perceived obsolescence. The refrigerator is a prime case of perceived obsolescence. The clean white appliance of the late 50's is replaced by the harvest gold model in the early 70's, then switched out for the shiny black unit in the high-tech 80's, thrown out for the brushed aluminum finish to signify this new millennium. How many consumers got rid of a refrigerator not because it was broken or failing but because it was suddenly unfashionable?
The handmaiden that pushes this never-ending concept of what's hot and what's not is the advertising industry. Make no mistake, television, magazines and the Internet are meant to feed you just enough information and entertainment so that you'll pay attention to the ads. Billions of dollars are spent each year in the effort to convince you that you're not good enough, beautiful enough or stylish enough. After decades of this influence, our very society has become one that values trendiness over practicality. As Annie Leonard points out, our collective need for new stuff has gotten so ridiculous that 99 percent of the goods we buy ends up in the trash 6 months later.
We keep getting new stuff and continue to perpetuate the Materials Economy. What's worse is the unseen human damage done by this horrid cycle. That pair of snazzy sneakers you bought from the big box store were cheap for a reason, the reason being that the workers who pieced them together were paid very little and forced to work in unsafe factories. That glittery necklace was affordable because the metals were smelted at a polluting facility, in a land far away, where the government sees its citizens as expendable. Ms. Leonard calls this "Cost Externalizing". Big box stores can sell their stuff for low prices because they get their merchandise from manufacturers who don't factor in things like decent wages, safe working conditions and environmental responsibility.
Every time you trot off to the shop to snap up the latest gadget or doodad, you add to the destruction, the pollution, the oppression and the ever-mounting piles of non-biodegradable waste.
How do you opt out of participating in a Materials Economy without giving up comfort and convenience? You're a good citizen already. You recycle. You do your best to buy green products and all your light fixtures have fluorescent bulbs. Just the same, your couch is looking pretty threadbare and the cabinets in your kitchen are so outdated, they're almost antiques. You don't want to sound selfish but you work in a profession where image and status are important to your income. You simply can't stop buying new stuff, cold turkey.
Relax. As was stated in the first sentence of this article, it's not your fault. You are a good person and every effort you make will bring yourself, and those around you, closer the ending the destructive cycle. The most important thing to change is your mind.
Take the time to think, really think, about the consequences of your purchases. Instead of continually buying a new plastic bottle of dish liquid, where both container and contents add to the pollution, consider purchasing a glass bottle with a pump and filling/refilling it with a homemade formula or at least a concoction from a gallon jug, produced by a responsible company. If your couch is looking sad, instead of getting a new one, pay to have it reupholstered. Don't buy new cabinets. Repaint them with a friendly milk-based paint. Nobody can see your socks so darn them when they get holes instead of throwing them out. If you absolutely must have new work clothes, go to a local consignment shop and at least consider what's on the racks. Instead of replacing your old computer with a new one, visit a local computer refurbisher and pay for hardware upgrades.
Ask yourself the serious questions.
Do you need that new gadget or do you desire it simply because it's new? Would it kill you to walk a few blocks to buy a few items from the grocery store? Does that take-out meal taste any better or cost any less than a good home-cooked dinner? Can you afford a few pennies more to get your vegetables from a local grower? When your bed pillows go south, do you rush to the shop and buy some more chemical-laden ones? Why not break out the sewing machine, get some buckwheat hulls and make your own, long-lasting, chemical free head cushions?
By now, you know all about recycling. You take your used bottles and containers, wash them out and deposit them in a recycle bin. However, the recycling process still wastes valuable resources. Before you toss out that margarine tub or pickle jar, think about how you could re-use it. A container for your paper clips and rubber bands? A sturdy, lidded way to store spare nuts and bolts? That lovely shirt with the worn collar may not be suitable for wearing but the material would be divine for a comfy throw pillow. That wine box would make a delightful way to store your magazines and newspapers. The magazines and newspapers themselves can serve as wrapping paper and/or stuffing to protect the packages you send to loved ones. Don't take that chipped and scratched desk to the junkyard. Use it in your garden as a planting station. Put it in your garage as a work surface.
Raid your closets and storage
Consumers buy so much because advertisers spend hours convincing them that their clothes and possessions are out of style. The beauty of this fashion fickleness is that it's very possible your old jacket or dress is cool again. That old blanket seemed silly when you tucked it away five years ago, but with new eyes, it becomes a comforting cover for your cold feet when you're sitting on the couch. Those crazy boots you bought for wearing with dresses look absolutely fantastic under a pair of pants. That old lamp has an ugly shade but the base is really quite lovely now that you've taken another look at it. It's true, that clunky necklace is horrid but taken apart, the beads make for lovely decoration in a planter. That sweater may have goofy sleeves but underneath a crisp jacket it looks fantastic.
Oh, that cherry red washing machine is so tempting but you know very well, the color is going to get on your nerves long before the mechanics wear out. Buy the white model instead. That splashy patterned shirt is to die for but it's going to be out of style within months. Suck it up and buy a solid shirt or at least choose a more classic pattern like stripes. Examine the clothes and goods you buy. Are the seams well constructed? Is that coat lined with sturdy material? Are the soles of those shoes going to wear down quickly? Will the fabric on that couch show dirt? Can the material in those curtains withstand the natural bleaching effects of the sun? Is that coffee table assembled with glue and cheap nails or is it well made with good wood and hand-tooled pieces? Ignore brand names and price tags and look at the things you buy from the perspective of a craftsman. Look for longevity and care in construction. Purchase classic pieces that will last more than one fashion season. Imagine yourself using the stuff you buy five years from now, if you can't imagine it, then don't buy it.
Take advantage of someone else's wasteful lifestyle. You would be shocked at the things people are willing to give away or sell in a yard sale. Perfectly good clothes, appliances and usable stuff, just waiting for you to buy for a song. When it comes to computer and electronic equipment, a site like Ebay is a virtual treasure trove of excellent refurbished hardware. Estate sales are a bounty of lovely glassware, linens and jewelry. Live auctions are bargain stops for antique furniture, paintings and vintage décor. Perhaps a used piece isn't pristine but it's amazing what gets trashed simply because of a missing screw or dead battery.
Whatever you do, absolutely visit Annie Leonard's website, The Story of Stuff. Watch the free Flash movie. Download a copy to show to your friends and family. Take advantage of the resources on her site. Spread the message about our consumption madness. Most people don't even realize their buying habits are part of the problem. Promise yourself to follow a lifestyle where you buy less, use less and throw less away. 
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