Erin Figueroa
Holiday consumerism on a global scale portrays seasonal increases in consumer spending, waste generation, and energy consumption. While this time of the year should be for celebration, behind the scenes lies a complex network of systemic and behavioral drivers contributing to unsustainable consumption patterns. From marketing tactics to cultural norms, these factors sustain environmental challenges that demand both individual and collective action and drive people to stick to environmentally detrimental practices.
Systemic Drivers
Systems of marketing, global supply chains, and economic structures drive holiday season consumption. Marketing campaigns trigger psychological reactions such as urgency and exclusivity, encouraging excess purchasing during the holiday season. Social media amplifies these efforts by encouraging comparisons and normalizing this overconsumption, reinforcing the expectation of material gift-giving to maintain relationships.
Global supply chains worsen these trends through their energy-intensive processes. For example, air freight, commonly used during the holiday rush, emits 500 times more CO₂ per ton-mile than a 65 mph truck, and road freight emits 100 times more than ocean-going ships. Additionally, the production and disposal of holiday-specific goods such as decorations, toys, and electronics contribute to resource depletion and waste accumulation, intensifying ecological pressures.
Although no specific number exists as a global standard, reducing unnecessary consumption during the holidays can help alleviate supply chain disruptions and reduce associated emissions. As consumers, disrupting the supply and demand chain by consuming less could lead to reduced production.
Scientific studies highlight the environmental impact of holiday-related activities and quantify the environmental costs:
Carbon Emissions: Manufacturing and transporting holiday goods contribute significantly to annual CO₂ emissions. The transportation sector is the largest source of direct greenhouse gas emissions, despite the amount of carbon emissions decreasing since 2005 due to the increase in electricity use, which presents its issues.
Waste Generation: Wrapping paper, packaging, and discarded items generates millions of tons of waste annually. U.S. households discard an estimated 25% more waste during the holidays, equating to 5 million extra tons of trash.
Energy Consumption: Decorative lighting increases electricity demand. The U.S. Department of Energy estimates holiday lights consume 6.6 billion kWh annually, enough power to run 14 million refrigerators.
Behavioral Drivers:
Taking a psychological approach to the impact of the holiday season on an individual and the environment at large may be an important approach to inducing change.
Cultural norms and behavioral psychology are central to understanding holiday consumption patterns. Societal expectations frame the holidays as a time of generosity, often regarding material gifts. Studies suggest that the expectation of returning gifts of similar value further drives overconsumption.
Many consumer products, such as gaming systems, laptops, and phones, are designed for short-term use, ensuring they become outdated or inoperative within a few years, which compounds these behaviors. As a result, e-waste is a growing concern, with 53.6 million metric tons generated globally in 2020.
The impacts of holiday consumerism are not isolated but rather interconnected; energy use increases reliance on fossil fuels; resource depletion puts high demands on raw materials which strains ecosystems; waste streams contribute to landfill overflow and pollution.
Systemic and Cultural Solutions
Addressing the environmental consequences of holiday consumerism requires various approaches that reach beyond individual responsibility:
Corporate Reforms:
Adoption of a circular economic model for production and consumption, with practices that include reusable packaging and sustainable product design.
Transition to renewable energy sources across supply chains.
Policy Measures:
Limits on single-use plastics and non-recyclable materials.
Incentives for businesses to adopt low-impact production methods.
Cultural Shifts:
Promoting non-materialistic holiday practices, such as experiences or charitable giving.
Leveraging campaigns to challenge the narrative of equating consumption with happiness.
The environmental challenges posed by holiday consumerism are deeply rooted in systemic and behavioral dynamics. By addressing these drivers through coordinated efforts—corporate and industrial accountability, policy reform, and cultural change—we can ensure a sustainable future and mitigate our impact on the climate while preserving the essence of holiday celebrations.
Citations
Sources
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E-Waste Monitor. (2024, April 8). GEM 2020 - E-Waste Monitor. https://ewastemonitor.info/gem-2020/
Freight Transportation | MIT Climate Portal. (n.d.). MIT Climate Portal. https://climate.mit.edu/explainers/freight-transportation#:~:text=While%20nearly%20three%2Dquarters%20of,can%20be%20attributed%20to%20trucks.
Givi, J., Galak, J., & Olivola, C. Y. (2020). The thought that counts is the one we ignore: How givers overestimate the importance of relative gift value. Journal of Business Research, 123, 502–515. https://doi.org/10.1016/j.jbusres.2020.10.009
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