As holiday shopping kicks into high gear this week, the lure of one-click purchases, irresistible discounts, and overflowing shopping carts is hard to resist. But what if the convenience of shopping comes at a much greater cost?
Netflix’s new documentary, Buy Now: The Shopping Conspiracy, directed by Nic Stacey, delivers a timely and sobering look at how consumerism is driven by manipulative corporate practices—and how it’s wreaking havoc on the environment and society.
This eye-opening film reveals how corporations use strategies like planned obsolescence and aggressive marketing to trap consumers in a cycle of buying, discarding, and repeating—all while turning a blind eye to the environmental and societal consequences.
Through interviews with insiders like Paul Polman, former CEO of Unilever, and Maren Costa, former Amazon designer, the film illustrates how products are deliberately made to be short-lived or unrepairable, ensuring consumers stay on the treadmill of consumption.
The fashion industry takes center stage in Buy Now as a prime example of how consumer goods are designed not for longevity but for rapid turnover. Eric Liedtke, former Brand President at Adidas, lays bare the unsettling truth: the industry produces clothing at such an overwhelming pace that the garments already created could clothe the global population for generations. Yet, the relentless churn of fast fashion continues, with hazardous materials like synthetic plastics woven into most items.
Most of this clothing is designed for short-term use, driven by trends that become obsolete within weeks. Consumers are conditioned to buy more frequently, discarding items after just a few wears. Synthetic fibers like polyester, derived from fossil fuels, do not biodegrade. When these items are disposed of, they persist in landfills for centuries or break down into microplastics, polluting ecosystems and waterways.
Even more troubling is the practice of destroying unsold inventory. Anna Sacks, known as the "Trash Walker," highlights how many fashion brands deliberately shred or discard perfectly usable garments to maintain their brand image and prevent items from being resold at lower prices or donated. This strategy contributes to massive waste and deprives communities of opportunities to reuse or repurpose these goods.
There are alternatives, however. Repair initiatives, second-hand shopping, and sustainable brands offer pathways to break the fast fashion cycle. By supporting these efforts, consumers can help reduce the environmental toll of disposable fashion while shifting demand toward more sustainable practices.
The film also dives into the growing crisis of electronic waste, or e-waste. As Jim Puckett of the Basel Action Network explains, many discarded electronics, supposedly meant for recycling, are instead shipped to developing countries. There, under hazardous conditions, workers dismantle devices containing toxic substances like lead and mercury, jeopardizing their health and polluting the environment.
Adding to this crisis is how companies design electronics to be virtually unrepairable by consumers. Nirav Patel, CEO of Framework and a former Apple engineer, discusses how tech products are increasingly manufactured with proprietary components and locked systems, making repairs difficult or impossible. This forces consumers to discard broken items and buy new ones, perpetuating the cycle of waste.
Kyle Wiens, founder of iFixit, has been at the forefront of advocating for repair rights. His platform provides tools, guides, and resources to empower consumers to fix their own devices, yet his efforts have often been met with resistance from corporations. As Wiens reveals, companies have issued cease-and-desist orders against iFixit for sharing repair manuals. The intent is clear: keep consumers dependent on purchasing replacements rather than extending the life of existing products.
From fast fashion to electronics, the design choices made by corporations feed into the same disposable culture. By supporting the right-to-repair movement, consumers and policymakers can push back against these harmful practices and significantly reduce waste.
Plastic waste is another recurring theme in the film, underscoring our society’s addiction to this “nearly indestructible” material. With over 380 million tons of plastic produced annually—and more than 10 million tons dumped into oceans each year—our plastic addiction is taking a toll that will last for centuries. From single-use items to overproduced goods, the ripple effects of unchecked consumerism extend far beyond the checkout line.
This week, as shopping reaches its peak, Buy Now reminds us that every purchase has consequences. The film challenges us to question not only what we buy, but also why and how often. Is this item necessary? Will it last? And what will happen to it when I no longer need it?
The film concludes with a powerful call for systemic change.
Eric Liedtke advocates for corporate responsibility, stating, “If I had a magic wand for the day, leader of the world, I would make sure that every company that makes any consumer goods would plan for the end of life... Stop putting it on the consumer. Stop making it our responsibility. It’s yours.”
As consumers, we can help build a better system. By shifting toward mindful consumption, supporting sustainable alternatives, and demanding accountability from corporations, we can begin to reverse the damage.
As Kyle Wiens aptly reminds us, “Whoever dies with the most stuff does not win.”
