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What does it take to quit shopping? Mute, delete and unsubscribe.

What does it take to quit shopping? Mute, delete and unsubscribe.

  • 24.03.2025 02:41
  • thestar.com.my
  • Keywords: No Impact, Empty History

People are increasingly trying to quit shopping by muting ads and unsubscribing from brands, driven by a growing awareness of impulse buying and the overwhelming influence of personalized marketing. Apps like Attentive use targeted messages to entice purchases, while others like Indyx help users track their belongings to reduce unnecessary buys. The trend reflects both financial and psychological efforts to resist consumerist pressures.

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Estimated market influence

Context

Analysis: The Rise of Anti-Consumption and Its Market Implications

Key Facts and Data Points:

  • Cassandra Orakpo's Decision: A 31-year-old from Houston decided to quit excessive shopping, unsubscribing from marketing emails, blocking social media ads, and sharing her journey on TikTok with over 2,500 followers.
  • Trend Growth: The "Low Buy 2025" or "No Buy 2025" movement has gained traction, with millions of views on TikTok since the start of 2024.
  • Social Media Spending: Americans spent US$71 billion on impulse purchases via social media in 2023, often leading to regret.
  • Advertising Growth: Social media advertising spending is projected to reach US$103 billion in 2025, a 175% increase since 2021.
  • Text Marketing: Personalized text messages are widely used, with companies like Attentive offering discounts for signing up. The marketing industry is expected to grow to US$786 billion by 2026.

Market Trends and Business Impact:

  • Shift in Consumer Behavior: A growing number of consumers are resisting constant marketing, driven by both financial savings and a rejection of consumerist culture.
  • Increased Competition for Attention: Brands are investing heavily in personalized ads across social media platforms like TikTok, Instagram, and Facebook Marketplace. TikTok Shop alone was the largest driver of US social commerce sales growth in 2024.
  • Rise of Anti-Consumption Movements: Groups like "Low Buy 2025" and support communities for shopping addiction (e.g., Shopping Addiction Support on Facebook) indicate a cultural shift towards mindful spending.

Competitive Dynamics:

  • Strategic Considerations:
    • Companies are leveraging AI to analyze consumer behavior and tailor messages, such as Attentive's use of micro-moments data.
    • Personalized text marketing is effective but risks alienating consumers if overused, as seen with Cassandra Orakpo's decision to block brands.
  • Alternatives to Shopping: Apps like Indyx are emerging to help consumers track their belongings and reduce impulse purchases, competing with traditional retail by promoting mindful consumption.

Long-Term Effects and Regulatory Implications:

  • Potential for Behavioral Change: The movement could lead to long-term shifts in consumer behavior towards more sustainable spending habits.
  • Regulatory Considerations: Public backlash against aggressive marketing tactics may prompt regulatory scrutiny or reforms aimed at protecting consumers from manipulative advertising practices.

Conclusion:

The rise of anti-consumption movements signals a significant shift in consumer priorities, with implications for both retail and digital marketing industries. Brands must adapt by balancing personalized marketing with ethical considerations to avoid alienating increasingly discerning consumers.