The Problem

How many times have you scrolled through Instagram, watched one funny reel, and then found yourself 30 minutes deep into a rabbit hole of dancing cats, lip-syncing influencers, and oddly satisfying soap-cutting videos?

Or maybe you’ve binged an entire series in one sitting, only to wonder, 'What do I do with my life now?😶'

Maybe you’ve added random gadgets to your online cart—a mug warmer, a foldable banana slicer, or yet another phone case you don’t need—because they just seemed like a good idea at 2 AM.

And let’s not forget food. How often do we open a food delivery app intending to order something simple, only to end up debating between sushi, burgers, and a triple-layer chocolate cake? Midnight snacks have gone from ‘what’s in the fridge’ to endless menus at our fingertips, all designed to tempt the modern consumer into ordering just a little more than we planned.

Research from GWI reveals that the “typical” social media user now spends 2 hours and 23 minutes per day using social platforms.

This is the endless cycle of consumption. We keep consuming content, gadgets, food, and trends, but end up overstimulated, unfulfilled, and wondering why it doesn’t feel enough.

This pattern of endless consumption marks a stark contrast between our generation and those before us. For previous generations, being a consumer was often about necessity—buying what they truly needed, reading books that expanded their minds, and watching the one TV show everyone tuned into at the same time.

Our generation? We live in the age of abundance, where everything is just a click away. Need a book? You don’t stroll through a library’s quiet aisles—you scroll through a marketplace where 10 algorithms insist you need to buy 15 more books you'll never finish. Craving entertainment? You don’t wait for the Friday night movie on cable—you binge an entire series in one night and then spend the next day searching for something else to fill the void. Hungry? You’re not rummaging through the pantry anymore—you’re scrolling through food apps with deals, combos, and 'recommended for you' options until your cravings grow larger than your order.

Even snacks have leveled up—while our grandparents made fresh popcorn, we’re busy choosing between 10 exotic flavors of chips on a food delivery app.

The difference lies in intent. While previous generations consumed with purpose, we often consume for distraction. They were creators out of necessity—knitting their own sweaters, crafting their own furniture, and penning heartfelt letters. Meanwhile, we’ve traded creativity for convenience, outsourcing even the smallest acts of making. Can’t cook dinner? There’s an app for that. Need to fix a broken chair? Just buy another one. Life has become about instant gratification, and in the process, we’ve forgotten the slow joy of being a creator and making something meaningful with our own hands.

The result? A generation drowning in options but still craving fulfillment.

The Reason

So, why do we find ourselves stuck in this loop of endless consumption? The answer is simple: it’s easy, addictive, and everywhere.

Our brains are wired to seek instant gratification, and modern technology knows exactly how to exploit that. Every time we scroll through social media, check a notification, or hit ‘play’ on another episode of a show, our brains do a little happy dance thanks to dopamine—the ‘feel-good’ chemical. It’s like your brain saying, ‘Oh, this feels nice, let’s do it again!🤩’ But the joke’s on us because that nice feeling fades faster than the time it takes to skip an ad on YouTube.

But here’s the catch — being a consumer requires almost no effort. Scrolling Instagram? Mindless. Adding items to an online cart? One click. Watching 'just one more episode'? Automatic. Even ordering food is now simpler than ever—just a few taps, and you’re staring at a delivery tracker, wondering how fast someone can make your fries. Shopping? It’s not about what you need anymore; it’s about what you’re tempted to buy. That foldable banana slicer or glittery notebook might not solve your life problems, but they sure look fun in your cart at 2 AM. In fact, 84% of all shoppers have made impulse purchases. It’s a cycle designed to keep us passive while feeding the illusion that we’re actively engaged.

On the flip side, being a creator feels hard. It requires effort, focus, and, sometimes, stepping out of your comfort zone. It’s not always glamorous either—imagine comparing a perfectly edited cooking reel to the messy chaos of flour on your kitchen floor while you try baking bread from scratch. Or worse, trying to recreate a dish from a food delivery app photo, only to end up with something that looks like a Pinterest fail.

The real kicker? We’ve been trained to fear failure. Being a consumer is safe; being a creator opens the door to judgment. You can’t fail at scrolling Instagram, but your painting might look like your cat’s paw accidentally dragged a brush across the canvas.

Society often celebrates flawless results but rarely highlights the beauty of the messy, imperfect process of being a creator.

And so, we choose consumption because it’s comfortable. But comfort doesn’t equal happiness—it just keeps us from discovering it.

The Science

Why does endless consumption feel so good in the moment but leave us unsatisfied afterward? The answer lies in how our brains respond to consumption versus creation. Let’s break it down:

1. Dopamine Loops: The Hedonic Treadmill

Every time we consume—whether it’s watching a funny video, scrolling memes, or indulging in a midnight snack—our brains release dopamine, the 'feel-good' chemical.
Dopamine creates short-term highs that fade quickly, leaving us craving the next hit. This phenomenon is called the hedonic treadmill, where no matter how much we consume, our happiness resets to its baseline, pushing us to want more.

2. Flow States: The Power of Deep Engagement

Creation often leads to a flow state🌊—a mental zone where you’re fully immersed in an activity, losing track of time and stress.
Flow engages both your prefrontal cortex (focus) and your reward system, leaving you refreshed and accomplished rather than overstimulated or exhausted.
Studies show that creators regularly enter flow states and experience greater happiness, resilience, and even enhanced performance in other areas of life.

3. Neuroplasticity: Building a Better Brain

When you create, you activate neuroplasticity, your brain’s ability to rewire itself through learning and doing.
Each new skill—be it writing, cooking, or painting—builds neural pathways, leaving you with a stronger sense of mastery and accomplishment.
Even if your first attempts at being a creator aren’t perfect (hello, lopsided bread), the process itself strengthens your brain and boosts confidence.

4. Mental Health Benefits: Stress Relief and Cognitive Gains

Engaging in creative activities reduces cortisol, the stress hormone, and increases serotonin, the happiness hormone.
Creativity stimulates the hippocampus, the part of your brain responsible for memory and learning, which can even protect against cognitive decline as you age.
Think of it as a mental workout that’s not only relaxing but also great for long-term brain health.

5. The Lasting Impact of Creation

Unlike consumption, which leaves little behind, creation gives you something tangible—a painting, a dish, a story—that you can be proud of.
This tangible result builds confidence and a deeper sense of fulfillment, reminding you that your efforts matter.

So while being a consumer might feel easy and enjoyable in the moment, it’s creating that brings lasting joy. It’s the difference between a quick sugar rush and a nourishing meal—one is fleeting, while the other keeps you satisfied and thriving.

The Business

So, how did we end up in a world where every spare moment is spent staring at screens, scrolling endlessly, clicking ‘add to cart,’ or ordering food we didn’t need? The answer lies in the genius (or villainy? 🙃) of modern industries. Big tech, the shopping industry, and even food delivery apps have mastered the art of turning our habits—and cravings—into their profit.

Here’s how they do it:

1. Infinite Scrolling

Platforms like Instagram and TikTok ensure there’s no stopping point—just a never-ending buffet of content.
You think, 'I’ll just check for a minute,' but 45 minutes later, you’re watching a raccoon wash a grape, wondering how you got there🦝.

2. Personalized Recommendations

Netflix knows you so well, it’s almost creepy.
One minute, you’re finishing a rom-com; the next, it’s suggesting a gritty crime thriller, a quirky docuseries, and somehow, a stand-up special that fits your vibe perfectly.
On Amazon, the “frequently bought together” section convinces you that your new tea set absolutely needs a matching mug warmer.

3. Gamification

Apps like Duolingo don’t just teach you a language—they turn it into a game where keeping your streak alive feels like a life mission. (Run! Duo is coming after us🏃‍➡️)
Snapchat makes sending snaps a competition, rewarding consumers for keeping streaks alive.
Food delivery apps like Zomato and Swiggy turn ordering food into a game with points, discounts, and “unlock free delivery” challenges, making it hard to resist adding just one more dish.

4. Notifications

Those tiny red dots? They’re like digital puppeteers, pulling your attention back to the app.

Source - Giphy
One notification, and suddenly you’re opening Instagram for the third time in an hour.
It’s not urgent—it’s just Karen reacting to your old meme, or a food app reminding you of a pizza deal you weren’t even thinking about.

5. The Trap of More

Ever feel like you’ve hit the jackpot after grabbing a 50% off deal? That’s the shopping industry playing with your emotions.
Fast fashion keeps convincing the consumer that last month’s wardrobe is already outdated, so they’ll keep buying.
Online shopping makes it even easier—search for a pair of shoes, and your cart magically fills up with socks, shoe cleaner, and maybe even a keychain. Why? Because “you might like these too!”

6. Turning Cravings into Cash

Food delivery apps don’t just satisfy hunger—they tempt you with endless “recommended for you” options.
You open the app for a simple order, but soon you’re debating between sushi, burgers, and a molten lava cake. Midnight feast? Sure, why not.

Source - Giphy
Fast food chains are pros at upselling. You walk in for a burger but walk out with a combo meal, dessert, and a drink big enough to share. All because “only $1 more” feels like a steal.

Overconsumption: The Illusion of Abundance

All these industries thrive on one key idea: the more you consume, the more they profit.
By making everything feel urgent and endless, they’ve trained us to overconsume—whether it’s bingeing a series, shopping sales, or eating way past hunger.
The result? A cycle of constant craving that leaves us overstimulated, unfulfilled, and always chasing something more, even when we don’t really need it.

The Solution

Breaking free from the consumption cycle doesn’t mean you need to delete all your apps and start a farm (but if you do, send us veggies). It’s about taking small, manageable steps to bring more of the creator mindset into your daily routine. Let’s flip the script and go from passive consumer to proud creator:

1. Start Small (Like, Really Small)

No one’s asking you to paint the ceiling of the Sistine Chapel. Start with something tiny—jot down a random thought, doodle a stick figure, or make a slightly burnt grilled cheese.
The idea is to get your creative juices flowing without pressure. Remember, even Picasso probably started with bad stick figures.

2. Put a Timer on Your Scrolling

Set limits for your doomscrolling. Maybe 20 minutes for Instagram and a strict 'one episode only' Netflix rule (okay, maybe two if it’s a cliffhanger).
Use the time you save to create something instead—like finally building that IKEA shelf that’s been staring at you from its box (yes, we see you👀).

3. Embrace the Chaos

Let’s face it: your first attempts might be disasters. Your painting might look like a toddler’s art project, and your sourdough might resemble a rock.
But here’s the secret: it’s the mess that makes it fun. You’re creating, not auditioning for MasterChef. Own the chaos.

4. Turn Inspiration into Action

Instead of just watching cooking shows, actually cook something. Turn those beautifully plated dishes into your own (slightly less Instagram-worthy) creations.
Love memes? Create your own! Who says you can’t be the next viral sensation?
Remember, every pro was once a noob. Even Van Gogh probably had some questionable sunflowers at first.

Source - Gifer

5. Balance It Out

Consuming isn’t evil (we’re not monsters). Just balance it with a bit of creating. Watch a cooking show, then try recreating the recipe—with a personal twist (extra cheese, always🧀).

6. Try a “Create Something Daily” Mission

For one week, create something every day. It could be as small as drawing a smiley face or as ambitious as writing a short story.
By the end of the week, you’ll feel like a creative ninja—armed with doodles, half-baked ideas, and maybe a newfound hobby.

7. Declutter Your Choices

Too many options can be paralyzing (hello, Netflix menu). Simplify your environment—unsubscribe from junk emails, unfollow accounts that drain your energy, and clear out that cart full of “Maybe Someday” items.
Create a space that sparks inspiration, not overwhelm.

Be a Creator, not a Consumer