American Consumerism: How We Got Here, Where It’s Going, and What Gen Z Can Do About It

-Bavan S

American consumerism wasn’t born overnight—it was engineered, sold, and embedded into our economy and identity. This post explores how we got here, why it’s unsustainable, and how Gen Z can begin breaking free from the cycle without losing what really matters.

The roots of American consumerism go back to the post-World War II boom, when industrial expansion, suburban growth, and mass media converged to create the perfect storm of marketing, materialism, and modern convenience. By the 1950s, shopping wasn’t just an activity—it was a patriotic duty. Over time, consumption replaced production as the centerpiece of the American economy, with GDP increasingly tied to how much people spent, not how much the country made. This shift only deepened during the Reagan-Thatcher era of the 1980s, when deregulation, tax cuts for corporations, and trade liberalization encouraged companies to outsource labor overseas. Jobs left, wages stagnated, but the pressure to consume only increased—fueled by credit cards, advertising, and an economy that now depends on us buying constantly just to stay afloat.

Today, nearly 70% of the U.S. economy is driven by consumer spending. Big box stores, influencer marketing, and same-day shipping have made consumption seamless—but also relentless. In contrast, many European countries have maintained a healthier relationship with material goods. Countries like France, Germany, and the Netherlands emphasize work-life balance, strong social safety nets, and less obsession with stuff. Public transportation, rent controls, and community-based living reduce the pressure to “buy your way” into a better life. Meanwhile in America, reducing consumption at scale—though better for the planet and our well-being—could cause massive unemployment, since so many jobs are tied to retail, logistics, and marketing. It’s a self-perpetuating loop: to stop over-consuming is to hurt the very economy built around it. A true catch-22.

So what can Gen Z do in a system like this? We can’t opt out entirely—but we can opt in more intentionally. Consider embracing frugalism or minimalism not as deprivation, but as freedom from noise. Try:

• Tracking your spending weekly to spot emotional purchases. This is very important and can help you flush out consistencies.

• Buying secondhand through platforms like ThredUp, eBay, or local community pages

• Unsubscribing from marketing emails and muting impulse-driven influencers (dont @ me). But seriously, you're probably subscribed to subscriptions you barely use or need.

• Setting buying limits on entertainment or tech (Budget). I liked to give myself a $100-$150 a week on this type of stuff. Over the years of adjusting to life without unnecessary things, I've brought that number down significantly.

• Hosting item swaps or buying as a group in your local circle to reduce waste and cost.

• Finding Happiness Outside of Materialism is something we don't really discuss much. We've been brainwashed at a young age to be happy with buying things, but ever notice that once you have it- maybe a few days, few weeks or even a year or so later- that feeling dissipates? Now, you want more. That is an issue for many people and drives them to form addictions to materialism not otherwise noticed.

  
  

When I first started this journey, I did it to stick it to the man. I was tired of being marketed to, of my money flowing toward companies that didn’t care about me. But somewhere along the way, I noticed something deeper. I realized I was spending less—but not suffering for it. I was still getting the items I actually needed. Then I began thinking about the psychological toll of constantly chasing the next purchase, the waste we produce, and how this endless chase keeps us isolated rather than connected. Consumerism teaches us to compete—minimalism reminds us to commune. The shift isn’t just economic. It’s cultural, psychological, and personal. And it’s one Gen Z is ready to make.