“I don’t need it. I don’t want it. I’m not gonna buy it.” Say it three times and walk away. Say it and feel fabulous. You’re a part of a new anti-consumerism movement that will help you feel like a millionaire.

The anti-consumerism movement began as a reaction to the ‘haul’ videos prevalent on YouTube. If you’ve never seen one, here is the basic concept: A young woman (usually) sits in front of a camera with shopping bags filled with her ‘haul’ from a particular store.

She pulls out each item, describes it, says why she bought it, why it is so fabulous, and why you should have it, too. This huge trend has resulted in haul video channels and even videos on how to make haul videos.

Viral Consumerism

Haul videos are but one example of today’s viral consumerism. Viral as in virus, like a disease. Viral as in infection; consumerism has gotten to the viral point. A haul is not just one item but an overdose of purchase. A ‘spree,’ a ‘splurge.’

What’s the purpose of a haul video? To create envy, to demean the viewer and make them feel jealous, and to inspire purchasing. Brands love social media haul videos.

It’s free advertising by young people who have so many followers they are called ‘influencers.’ Often these influencers get their haul products free or are paid in some way so that they keep making more videos. It’s how they earn their living – by shopping for things they don’t need.

Meet Kimberly Clark, the Anti-Haul Queen

Say hello to Kimberly Clark. Not the paper company, but the drag queen. My millennial daughter turned me onto Kimberly Clark, an intelligent, eloquent individual with her own YouTube channel. She posts contemplative, insightful videos on a range of pertinent topics.

Kimberly says, “I want help to build a world in which we are not beholden to blind consumerism, unrealistic beauty standards and the patriarchy. Makeup can be radical as it represents the ability to progress and self-transform.”

The Anti-Haul: Why You Shouldn’t Buy Something

Kimberly began reviewing makeup products that she bought for her drag performances, and then gave it a second thought. She started an ‘anti-haul movement.’

In her anti-haul videos, she presents the marketing world’s top, ‘must have’ products and tells you why “I don’t want it. I don’t need it. I’m not gonna buy it.” She saves you lots of money and freedom from the clutter of products that will go unused and ultimately, tossed.

Anti-haul videos give you a good reason NOT to buy. And, they open your eyes to the power of marketing.

Desire Is Endless

Kimberly says, “Desire is endless, and marketing is made to create desire after desire. You want more, more, more.” Haul videos create envy. Wow, she has the money, she has every color, she must be better than me.

The Power of Marketing

“Consumerism is trying to part you with your money,” she says in her insightful Listen Up series on consumerism. “Haul videos urge you to buy; anti-haul videos give you good reasons not to buy.”

Three Gimmicks That Create Desire

‘Limited Editions’ are just bait. You think if you don’t buy a ‘special,’ limited edition that you’re missing out on something cool. Limited editions are created to jump start a fresh new desire and to create urgency. You’re missing out on nothing.

Beware of sales. Sales are where consumers make their biggest purchasing mistakes and why marketers are so keen on sales. Bottom line: don’t buy something just because it’s on sale. If it’s something you’ve been looking for, buy it. If it’s not something you’d pay full price for, don’t buy it on sale.

Do you really need that set? I wanted a tube of Elizabeth Arden Eight Hour Cream. Then I saw a set with the cream, a lipstick and a body oil for a few dollars more. “Wow, that’s a great value,” I thought.

When faced with sets, ask yourself, are you really going to use the whole set? Guess what, the answer is no. Don’t buy the eye shadow set with 30 colors. Are you really going to use it? No. Buy what you need and nothing more.

Shopping as Entertainment

In the old days, people shopped when they needed something. Today, shopping has become entertainment. You’re bored, you buy a lipstick. You’re depressed, you buy a dress.

Save your money and deal with your emotions in a healthier way: read a book, talk to a friend, cook a beautiful meal, write in your journal, make a phone call.

Bottom line: Buy what you need. Enjoy what you have. Feel good about not spending money needlessly and then having to KonMari your house. Save your money for something else, like a well-deserved vacation. Learn a language. Send your kids to college.

I hope you enjoyed this discussion of how to feel like a millionaire by not spending money needlessly! Do look at the video links I posted in the article. Check out some ‘haul’ videos and see what you think. I’d love to read your thoughts below.

Have you stopped spending money casually? What tricks of the trade have you learned to live more consciously when it comes to spending? Please join the conversation!