Netflix’s “Buy Now! The Shopping Conspiracy” uncovers hidden marketing, overproduction, and the environmental costs of consumerism
In the wake of Black Friday 2024, Netflix is unveiling “Buy Now! The Shopping Conspiracy,” a thought-provoking documentary that examines the hidden costs of consumerism. Directed by Nic Stacey, the film provides an eye-opening look at the manipulative marketing strategies that fuel a harmful cycle of overproduction and compulsive consumption.
The documentary features interviews with former executives from some of the world’s largest corporations—including a dominant online retailer, a tech giant, a leading German athletic brand and one of the globe’s top global consumer goods companies. Together, they reveal the ruthless tactics that shape our shopping habits.
It also explores the profound environmental consequences of this consumer frenzy.
As former e-tailer employee Marion Costa aptly puts it, “They’re 100% kidding you, and it’s a science.”
The Psychology of Consumerism
Modern society’s relentless desire to consume is not an accident; it’s carefully designed.
Netflix’s “Buy Now! The Shopping Conspiracy” documentary reveals how subtle yet powerful website design elements can influence consumer behaviour.
@venetialamanna we must hold brands accountable. #BuyNow ##BuyNowDocumentary #waste #buynownetflix #buynowdoc #speakvolumes ♬ original sound - Venetia La Manna 🍉
Features such as “One-Click Shop Now” and “Free Shipping on orders over $X” are strategically paired with psychologically optimised designs and colours to exploit human impulses.
The result? A constant urge to buy more, often for things we don’t really need.
How Do Our Buying Habits Impact the Environment?
Overproduction has shocking environmental costs, as the “Buy Now! The Shopping Conspiracy” film reveals.
Surplus products that don’t sell are often destroyed because this process is cheaper and more convenient for companies than reusing or donating them. This is especially common in the fashion industry, where many items are not designed for recycling.
Fast fashion brands are notorious for destroying unsold inventory, even when those items could benefit people in need.
Former employees of these companies have shared shocking accounts of being instructed to destroy perfectly usable products. This practice has sparked widespread outrage, especially in a world where so many individuals lack the bare necessities.
The environmental impact extends far beyond what is often acknowledged. Despite being branded with eco-friendly designs or recycling symbols, plastic packaging is frequently non-recyclable at all.
With limited regulations in place, much of this supposedly recyclable material ultimately ends up incinerated or discarded in overflowing landfills, worsening the global waste crisis.
Black Friday: A Double-Edged Sword
Black Friday is touted as the perfect opportunity to grab bargains on holiday gifts or to treat yourself to items you’ve been wanting for a long time. Fast fashion brands, in particular, greatly benefit from this occasion by offering significant discounts that drive consumers to buy.
This shopping tradition plays a crucial role in driving economic growth. In 2024, Black Friday set new records, with U.S. consumers spending an impressive $10.8 billion online, which marks a 10.2% increase from last year’s $9.8 billion.
This season is crucial for retailers’ profits as they sell off their surplus stock, which impacts their financial performance and the stock market.
But while Black Friday promotes vital economic activity, it also fuels impulse buying, encouraging consumers to make hasty purchasing decisions. Motivated by limited-time sales, many people get caught up in the excitement of big deals, often purchasing far more than they need out of fear of missing out.
What Is Our Responsibility as Consumers?
Netflix’s Buy Now! The Shopping Conspiracy documentary serves as a stark reminder of the hidden costs of our shopping habits.
While Black Friday drives economic growth and satisfies consumer desires, it also highlights the pressing need for systemic change.
From deceptive marketing to ecological devastation, the film urges viewers to reconsider their role in this cycle and to pause before clicking “Add to Cart.”
Victoria Cristina Teixeira Silva
MA student in Fashion Promotion, Communication & Digital Media, Paris