I recently watched Netflix’s Buy Now: The Shopping Conspiracy, and it left me reflecting on something that’s always bothered me—the way our shopping habits are shaped by corporate systems and marketing designed to make us want more. The documentary exposes how companies manipulate us into buying things we don’t need, pushing us into a cycle of endless consumption, often at the expense of the environment, our health, and even our values.
It’s hard to ignore the consequences of this cycle. We’re not just draining our planet’s resources—we’re also losing our sense of connection with each other and the world around us. Social media only amplifies this issue, with influencers glorifying consumerism. They showcase their latest purchases, promote brands without questioning their ethics, and chase likes and viral fame. But does anyone stop to ask why we want more in the first place?
I’ve always felt different. Growing up, I was the outsider—the ugly duckling, the Elphaba of my own story. I often felt misunderstood and even mocked for thinking and acting differently. But that difference became my strength. It’s what drives me to use my voice for those who can’t speak up. Even in school, I was the one standing up for others. Now, I want to take that same energy and apply it to how we consume.
I’m not here to sell you more stuff. I’m here to challenge how we live, to inspire mindful consumption, and to encourage connections that go beyond material possessions.
The Price of More
I get it. We all want more—more stuff, more experiences, more validation. It’s human nature. But chasing “more” rarely brings us happiness, fulfilment, or a sense of uniqueness. Instead, it feeds into a system that prioritizes profits over people and the planet.
I see it here in Phuket too. New developments are rising everywhere, but at what cost? Every new building replaces another piece of nature. The problem isn’t just that we’re losing nature—it’s that the workers building these new hotels, residences and villas, many of whom come from Myanmar, are treated like modern slaves. They live in appalling conditions, often without clean water, education for their children, or basic dignity. They’re invisible to the system that profits from their labor, yet no one seems to care.
It’s the same with large corporations. When you buy from big companies, you’re just a number. But when you support a small vendor, you create something personal. Your purchase might help someone send their kids to school, pay for college, or grow their craft. That’s not just consumption—that’s impact.
Greenwashing and the Illusion of Progress
I’m also deeply frustrated by the greenwashing happening all around us. Companies love to market themselves as eco-friendly, offering quick fixes like “carbon offsetting” or “responsible shopping.” But these are often just band-aids to make us feel better and guilt-free about buying things we don’t need. Real change requires a shift in mindset. It’s about buying less, not buying “better” versions of the same excess.
There’s a difference between purchasing a trendy “eco-friendly” product and supporting a local artisan creating something unique and sustainable. One perpetuates the cycle of consumerism; the other invests in people and communities.
Small Steps Toward Big Change
If we want to break free from the cycle of overconsumption, we have to start making different choices—small, but powerful actions. For me, that’s meant deleting shopping apps like Amazon, Lazada, and Shein. I don’t need the latest trend to feel validated. I’m choosing to buy less, but buy better. I’m focusing on reusing, swapping, and finding beauty in the things I already own.
This isn’t about perfection. It’s about progress. It’s about making the best choices we can and taking responsibility for the world we’re creating with our actions.
What I Want to Build
At Spoon & Wander, my vision is to create a community of changemakers—travelers, foodies, expats, and locals—who are committed to consuming, eating, and traveling more mindfully. Instead of focusing on the problems, let’s work on solutions. Together, we can create a ripple effect of positive change.
As consumers, our voice are louder than we think. Every purchase is a vote for the kind of world we want to live in. We have the power to ban or stop buying products that don’t align with our values. Sustainability isn’t just about preserving nature or supporting local producers—it’s about ensuring that every step of the supply chain treats people fairly, that products have a genuine purpose, and that recycling or circular practices are part of the process.
Last night, I had the privilege of dining at JW Marriott, where they showcased their efforts to reduce food waste. Their approach goes beyond the trendy “farm-to-fork” movement—they’re aiming to cut food waste by 50% by 2025. For a property of their size, this is a big deal and no small challenge. What stood out to me was how committed their team is to this mission, proving that even in massive operations, change is possible when there’s a clear goal.
If you’re interested in learning more about food waste, I highly recommend following LightBlue Consulting. Did you know that if food waste were a country, it would be the third-largest emitter of carbon emissions? Let that sink in. The scale of waste is enormous, but so is the potential for change.
Take a simple salad, for example. If thrown into a landfill, it can take up to 25 years to decompose. Yes, you read that right—25 years for something as seemingly harmless as lettuce. The next time you’re tempted to toss out food you forgot in your fridge, think twice. Could it be composted? Could you have planned your meals better? Small changes like these, when adopted by many, can have a massive impact.
These are the stories and actions I want to amplify—because small changes, when adopted collectively, can create massive impact.
What’s Next?
The journey to mindful living doesn’t happen overnight, but it starts with small steps. For Spoon & Wander, that means building a community of people who believe that every choice matters. Whether it’s swapping fast fashion for local craft, dining at sustainable restaurants, or reducing food waste at home, we all have the power to make a difference.
This isn’t just a call to individuals—it’s an invitation to businesses, too. If you’re a brand, hotel, restaurant, or artisan who shares these values, let’s collaborate. Together, we can create experiences and products that inspire conscious living and prove that business can be a force for good.
Change doesn’t come from perfection—it comes from persistence. Let’s question, learn, grow, and build together. Because the world needs more wanderers, dreamers, and businesses who dare to do things differently.
