The Scenario

Several years ago, I carefully saved up my allowance and bought a digital SLR camera on the occasion of Emily’s birthday. It was fun to see her unwrap a gift that she wasn’t expecting and I can still remember her excitement. She put it to good use and as a budding photographer would stubbornly shoot only in Manual mode- determined to learn how to use it. Little did I know that one little purchase would only be the beginning of a long line of accessories.

Not long after, we agreed that our valuable camera was in need of a fashionable bag for when we hit the road. Not any bag would do- it had to be somewhat fashionable and functional. We decided on a messenger bag type with customizable compartments. After using it a few times, it became apparent from sore shoulders that it was just too heavy for all day use. We added a small travel backpack and a strap lined with steel wire to the collection of camera accessories.

By then, we had grasped the limits of the stock lens and were looking to find another with a larger aperture and faster shutter speeds. We picked up two more lenses and filters to protect our investments. Unfortunately, I dropped one on the Great Wall, necessitating its replacement. Fast forward to a year later, just prior to the birth of our son, we decided that our trusty SLR wasn’t going to cut it any more. We needed a new SLR; one with HD video recording capabilities.

The Solution

French philosopher, Denis Diderot, first described the cyclical effect of comsunption in an essay written in the 18th century. He was gifted with a beautiful scarlet dressing gown that eventually plunged him into debt. Although happy with the gown at first, it created an atmosphere of dissatisfaction within his environment. The rest of his belongings did not live up to the “elegance and style” of his new gown. The unhappiness prompted him to replace the rest of his possessions to match the one he most prized until he noted others to be wary of “the contamination of sudden wealth.”

This phenomenon was henceforth known as the Diderot effect wherein he described that goods purchased contribute to a cohesive sense of identity and are, as a result, complementary. The introduction of new possessions which are different from these complementary goods can lead to a continuous pattern of consumption. Through writing his “Regrets on Parting with my Old Dressing Gown,” Diderot teaches us thoughtless consumption results in a never-ending spiral of unhappiness. The solution, according to Diderot, is to be mindful of the items we consume.

The Challenge

This April is a no-spend month. We will stop making purchases on non-essential items in an effort to break the pattern of continuous consumption. “No-spend” doesn’t mean that we’ll be like monks, living off the good graces of others; essentials such as bills will be paid and groceries will be bought. Instead the purpose of not spending is to cut away the excess to reflect on the motivation behind the purchases we make and the items we choose to consume. This month will be an exercise in self control as revisit the concept of living off the essentials.

Last Word

The act of buying and consuming in and of itself is not a bad thing. While there are many completely legitimate reasons in which things can be bought and used, we often do not stop to think of the continued negative impact that consumption can bring. A phone for making calls, for example, is an important tool to stay connected and a necessity for communication. However, buyers who opt for smartphones often add on cases, screen protectors and maybe even headphones to match. Data plans and app purchases add to the ongoing cost. Before they know it, planned obsolescence has run its course leaving buyers clamoring for an upgrade.

It’s not about the act of buying, but about the motivation behind the consumption. Being mindful and deliberate in choosing to what to consume guarantees an end to the mindless cycle of the Diderot effect. Who knows, maybe we’ll save a buck or two.

Have you ever experienced the Diderot effect?