Cassandra Orakpo had reached a breaking point with her shopping habits, realizing that she had accumulated a significant amount of unused items and felt overwhelmed by the constant bombardment of marketing on social media. She decided to make a change by unsubscribing from emails, blocking ads, and opting out of texts from brands. She shared her journey on TikTok, joining a growing movement of others who are declaring “Low Buy 2025” or “No Buy 2025” to curb their spending. This trend is driven by a desire to push back against consumer culture while saving money and avoiding feeling manipulated by corporations.
As more Americans spend time on social media, brands have shifted their advertising strategies to capture attention and dollars. The aggressive marketing tactics on platforms like TikTok have made it increasingly difficult for people to resist impulse purchases. People are enticed by personalized ads, influencer recommendations, and limited-time promotions, leading to a cycle of compulsive buying behavior for some individuals. Social media has become a dangerous place for those trying to curb their shopping habits, with users falling prey to comparison and competition in online forums.
Hannah Radke, a mother from Idaho, found herself struggling with compulsive shopping habits exacerbated by targeted ads on social media. She joined support groups to address her shopping addiction and is working on managing her finances and controlling her spending. While some may see companies like Attentive, which sends personalized brand messages via texts, as part of the problem, chief executive Amit Jhawar believes that this type of marketing can actually be beneficial. Attentive uses artificial intelligence to create tailored messages for customers, aiming to provide relevant communication without overwhelming consumers.
The resistance to targeted marketing and overspending is fueled by online communities that provide support and tips for curbing buying habits. People like Lea Toshiye Roache have developed strategies to spend less, including unsubscribing from brand communications and creating rules for purchases. Devon Rule, the founder of Indyx, an app that helps users catalog their belongings, emphasizes the importance of using what people already have instead of constantly seeking new items. As the retail industry continues to focus on encouraging frequent purchases, consumers are urged to ask themselves if they truly need the products being marketed to them.
In the battle against compulsive buying behavior, individuals like Cassandra Orakpo are taking proactive steps to avoid falling into the trap of endless consumption. By scrolling past influencers and product ads on TikTok, she’s working on breaking the cycle of impulsive shopping and focusing on using what she already owns. The movement towards “No Buy” and “Low Buy” is gaining momentum as more people become aware of the impact of consumerist culture and seek to resist the manipulative tactics used by corporations. Through self-reflection, community support, and conscious decision-making, individuals are striving to regain control over their spending habits and prioritize mindful consumption.
