The 2024 Netflix documentary, “Buy Now: The Shopping Conspiracy,” offers a sharp critique of consumer culture through a visually stunning and dynamic presentation.
Directed by Nic Stacey, it delves into the manipulative tactics used by corporations like Amazon, Apple and Adidas to fuel relentless consumerism. It exposes how they deploy psychological strategies in order to keep consumers trapped in a treadmill of purchasing and re-purchasing — often at the expense of the buyers’ well-being and a negative cost to the environment.
The documentary examines how brands use storytelling to forge emotional connections with customers. Experts reveal how companies transform products into symbols of identity, persuading consumers to buy far more than necessary with the false promise of attaining a certain lifestyle or belonging to a community.
This phantom promise fosters loyalty and ensures repeat purchases as consumers feel aligned with perceived values or aspirations.
The environmental and ethical consequences of this disposability-driven culture are central to the film. It questions why consumers are convinced they need to replace items constantly when instead we should prioritize longevity.
Surely, with the advancement in technology and innovation, the devices in our pockets or the clothing in our closets should be built to last? And why are we convinced that we must entirely replace our electronics and fabrics with every new update or season?
The program critiques online shopping, uncovering how algorithms, targeted ads and endless scrolling drive impulsive purchases. It reveals the “free shipping trick,” where consumers buy unnecessary items to meet free-delivery thresholds and highlights the pressure of seasonal events like Black Friday, which foster urgency and overconsumption.
One especially compelling topic is “greenwashing,” where companies project an environmentally responsible image while shifting the burden of sustainability onto consumers. By emphasizing recyclable packaging or eco-friendly claims, brands appear to care about the planet but abdicate responsibility once the sale is made. Many “recyclable” packages are not, the footage shows.
“When we throw it away, we actually don’t throw it away. ‘Away’ doesn’t exist,” the documentary states. “It ends up somewhere else on this planet Earth. And it increasingly has consequences.”
One of the more striking revelations is the deliberate destruction of unsold goods. The documentary exposes how many companies instruct employees to deliberately destroy perfectly usable items to prevent them from being salvaged or resold — prioritizing profits over ethics.
The documentary also stresses that donating the extra stuff we have is not the answer. We simply have too much. We cannot recycle our way out of the waste generated by rampant consumerism.
While the program did not teach us anything entirely new, it is still a sobering reminder that we are not only what we eat, but what we buy.
Ultimately, “Buy Now: The Shopping Conspiracy” is a call to action, urging viewers to question the broader implications of consumption while holding corporations accountable for their role in perpetuating this vicious and seemingly endless cycle.
