Did you know the average New Yorker tosses 46 pounds of
clothing and textiles in the trash each year? And, all together, New Yorkers
discard 193,000 tons of textiles every year -- accounting for 6% of the entire
residential waste stream of NYC.
Are you surprised at these figures or shaking your head as I
am? As a woman living in the city, I consume much more time and energy to try
be in vogue than I would like to admit. I also admit that I truly enjoy the new
fashion that brings us a fresh look. But aren't these numbers crazy?
Over the last few decades, corporate marketers have made
great advances in understanding consumers' purchasing behavior. And in our
society of ever-increasing consumerism, our motivation to acquire things has become
more and more complicated. According to Lee Eisenberg, author of a book called Shoptimism, we can identify a buyer shopping by his or
her heart: Lee calls this consumer "the romantic." The romantic may
buy something because it is trendy or because it has a really cool design or
because he or she is feeling blue and needs a pick-me-up. But the romantic
consumer’s behavior has steadily become more and more frugal since 2007. With
the recession, we have had to become much more mindful about how to spend our
money. Even so, I can still spot our high-consumption behavior on the streets
of NYC.
One solution to help stop our reactive behavior of buying
things in response to an ad or to get instant gratification is really about
seeing what you have, sorting out the unnecessary things and then putting them
away. You will find it enlightening to go through this process, and you might
even laugh at yourself for keeping the things you do for many years. In my
case, I didn't laugh but became rather sentimental in trying to get rid of the
Italian suits that I purchased in Rome decades ago. But I literally felt that pounds
of heaviness were lifted up after I donated them. Another positive result is
that I thought two and even three times before I bought things this
weekend.



