Beyond the Buy: Consumerism and Creativity

 
Introduction

We live in a world where consumerism has become the dominant force shaping our lives, dictating not just what we buy but who we are. Society rewards accumulation, material success, and status symbols while undervaluing creativity, exploration, and meaning. But this cultural obsession with consumption has profound implications for mental health, exacerbating anxiety and depression while suppressing the very creative impulses that could lead to fulfillment. We see this across the demographics especially so with the younger generations and I've written about this several times in the 'Mental Health For Millennials' book series (2017-2023). 

Artists, writers, and musicians have long warned us of this trap, urging us to reconsider our priorities. From Aldous Huxley’s Brave New World (1932), which portrays a dystopian society anesthetised by pleasure and consumption, to Banksy’s more recent satirical artwork critiquing capitalism, creative minds have continuously resisted the lure of consumer culture. In contrast, the research and lived experience are clear; when society values creativity over materialism, people experience deeper self-actualisation and emotional well-being.

Consumerism and Mental Health: The Invisible Trap

Numerous psychological studies have linked materialism with increased anxiety and depression. Kasser and Ryan (1996) found that individuals who prioritise extrinsic goals, such as wealth and status, report lower psychological well-being and higher distress. The constant cycle of wanting, acquiring, and feeling dissatisfied creates a void that cannot be filled with more purchases.

Social media exacerbates this phenomenon. Platforms like Instagram and TikTok have turned self-worth into a commodity, where one’s value is measured in likes, shares, and brand collaborations. People curate their lives not based on creative fulfillment but on what sells. This fosters a culture of comparison, leading to feelings of inadequacy, as described by psychologist Jean Twenge (2017), who links social media-driven materialism to rising rates of teenage depression.

Example: The Hollow Pursuit of Status in Music

Take the music industry as an example. The commercialisation of music has led to an overproduction of formulaic, algorithm-friendly songs designed to generate streams rather than provoke thought or emotion. Compare this to artists like Bob Dylan or Nina Simone, who used their music as a form of social and personal expression rather than a means to chase chart success. The modern industry’s prioritisation of virality over artistry contributes to feelings of creative stagnation among musicians and a passive, less engaged audience.

Creativity as an Antidote to Anxiety

Unlike consumerism, which thrives on dissatisfaction, creativity fosters mindfulness and a sense of purpose. Mihaly Csikszentmihalyi (1990) describes creativity as a gateway to “flow,” a mental state in which people lose themselves in meaningful work. This state has been linked to reduced anxiety and greater life satisfaction.

Literature has often served as a counterforce to consumerism’s emptiness. Writers like George Orwell and Virginia Woolf used their work to challenge societal norms rather than conform to market trends. Woolf’s 'A Room of One’s Own' (1929) is a testament to the importance of personal space and creative freedom—concepts that are at odds with a consumerist culture that demands constant engagement and consumption. When people engage with literature that challenges their perceptions rather than reinforces market-driven ideologies, they cultivate depth, empathy, and resilience.

Choosing Creativity Over Consumption
Shifting from a consumerist mindset to a creative one is not just an act of personal liberation but a form of resistance against a system that profits from dissatisfaction. Here’s how we can make that shift:

Prioritise Making Over Buying – Whether it’s writing, painting, or playing an instrument, engaging in creative pursuits fosters self-expression and mental clarity.
Disconnect from Market-Driven Validation – Likes and follows are poor substitutes for genuine creative fulfillment. Focus on authenticity rather than virality.
Reclaim Time for Reflection – Consumer culture thrives on distraction. Make space for contemplation, whether through reading, journaling, or spending time in nature.
Support Independent Artists – Instead of mass-produced entertainment, invest time in discovering independent writers, musicians, authors and artists who challenge mainstream narratives.

Rewriting the Narrative
The culture of consumerism wants us to believe that happiness is one purchase away. But the truth is, no amount of material accumulation can replace the deep sense of satisfaction that comes from creating, exploring, and expressing. Art, music, and literature remind us that meaning is not something we buy—it’s something we make. By choosing creativity over consumption, we do more than just break free from anxiety and depression. We reclaim our humanity.

References

Csikszentmihalyi, M. (1990). Flow: The Psychology of Optimal Experience. Harper & Row.
Huxley, A. (1932). Brave New World. Chatto & Windus.
Kasser, T., & Ryan, R. M. (1996). “Further Examining the American Dream: Differential Correlates of Intrinsic and Extrinsic Goals.” Personality and Social Psychology Bulletin, 22(3), 280-287.
Twenge, J. (2017). iGen: Why Today's Super-Connected Kids Are Growing Up Less Rebellious, More Tolerant, Less Happy—and Completely Unprepared for Adulthood. Atria Books.
Woolf, V. (1929). A Room of One’s Own. Hogarth Press.