I was recently reading Atomic Habits by James Clear – a fantastic read for anybody interested in learning more about the psychology of why we do what we do and when. In it, he mentions the Diderot Effect, which immediately got me thinking about how we approach spending, clothing purchasing and general consumption habits.
First things first, what is the Diderot effect?
The Diderot effect is named after French philosopher Denis Diderot, a prominent figure from the age of Enlightenment and known for co-writing the Encyclopédie texts.
Despite his reputation and contributions to the literary world, Diderot did not come into wealth until later in life, when somebody bought his book collection for a large sum of money. With this, he paid for his daughter’s wedding and then treated himself to a beautiful scarlet dressing gown.
Comparing this elegant new gown to his other possessions, he began to feel that they were not up to par and thus started to replace them.
He replaced his old straw chair with a new armchair covered in Moroccan leather. He swapped his old desk for an expensive writing table, and his once-beloved prints were exchanged for more expensive ones. This pattern continued, eventually leading him into significant debt.
In 1769, Diderot wrote an essay titled “Regrets for My Old Dressing Gown, or A Warning to Those Who Have More Taste Than Fortune,” in which he expressed, “I was the absolute master of my old dressing gown, but I have become a slave to my new one… Beware of the contamination of sudden wealth. The poor man can take his ease without concern for appearances, but the rich man is always under strain.”
What does the Diderot Effect have to do with spending, shopping or consumerism?
The premise of the Diderot Effect is simple.
Buying something new makes existing possessions seem old and out of date, and therefore makes you feel you need to replace more and more items. This starts a cycle of overconsumption, as the new item makes you feel like you need other things to go with it, therefore resulting in the acquisition of even more possessions.
Think of it this way:
- You buy a new dress, and therefore need new shoes and a bag to go with it
- You buy a new table, and suddenly your tableware or chairs feel out of date
- You buy your child a new toy; now you need to buy all the accessories for the toy, or buy many more to complete the collection
Brands will use this effect to encourage you to purchase more. Think about adding a t-shirt to your basket on an online store – the website then prompts you to view jeans and a jumper that would match perfectly, thus encouraging you to purchase more items and spend more money.
How can we use the Diderot Effect to think about our spending and shopping habits, or live more sustainably?
First things first, we’re not saying you can never buy anything ever again. Instead, it’s about conscious consumerism and being mindful about what you’re buying or looking for alternative options that are better on the bank balance or offer a more sustainable alternative. The Diderot Effect is simply a reminder that a singular purchase can lead to much more.
Three techniques to curb your consumerism and be a more conscious consumer
Stop and breathe
Whenever you’re tempted to buy something on a whim, give it at least 24 hours before you actually hit purchase or get your credit card out. If you’re still thinking about the item in a day, week or month, go for it. If not, you probably didn’t really need it!
Find second-hand option
Instead of splurging on a brand-new item in the shops, take some time to search online for a second-hand option. Not only will this save you money, but it’s contributing to a circular economy, which is better for the planet.
Count the hidden cost of each purchase
Look at the costs of an item beyond the price tag; our purchases always cost more, requiring our time, energy, and focus, as well as accessories, replacements, refills and more. If an item costs £50 to buy but needs a £10 refill every month, this will cost you over £100 within 6 months.
Conscious consumerism isn’t just about what goes into your wardrobe.
Instead, it’s about a mindset shift that takes you from “I want this, therefore I’m buying it” to actively choosing to stop, assess the purchase, and consider the effect on your wallet, wardrobe and the world. By reducing what we purchase brand new, especially fast fashion and non-sustainable options, we can make small steps towards a better planet and better spending habits.
