Think Twice Before Buying: Lucía González Schuett (Transcript)

Here is the full text of Lucía González Schuett’s talk: Think Twice Before Buying at TEDxHHL event conference.

Listen to the MP3 Audio here: Think Twice Before Buying by Lucía González Schuett at TEDxHHL


A couple of months ago, I had the opportunity to give a TEDx talk at HEC Paris. I built my presentation around the junk drawer. You know, that drawer most of us have at home where we store every random object we own, but apparently haven’t found a better spot for.

I shared this image, because this is where my personal rollercoaster journey began… thoroughly looking into each of my junk drawers and questioning every single thing I owned.

Do I really need this? Does it add value to my life? Is it worth the space it takes up or the care it requires?

I had decided to declutter and downsize my belongings once and for all and spent year 2018 without buying anything but food.

I couldn’t imagine back then, how much the idea of not buying would resonate.

Ever since that talk, people from all over the world have been reaching out to me to tell me their views on the topic, to laugh at their own struggles with their junk, or to share tips they had found useful during their own non-buying experience.

It has been rewarding to confirm that I am NOT alone in fighting this mad circle of consumption we’re tapped in. And especially encouraging to see that there is still a lot to be discussed.

I used to work in the fast-fashion industry. I was making a living paid on a commission on sales base by convincing you to buy more and more often of what you don’t need.

I was in charge of organizing complete merchandise rotations that would transform the appearances of our stores every week for you to walk by, hopefully walk in, find a garment you like and buy it, knowing that if you walked out without it you’d had forever missed out.

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After a wonderful time in the industry I decided to take year 2018 off, went to business school in France, and embarked on this non-buying one-year challenge.

As you can imagine, both experiences were absolutely transformative for me. So the way I now look at the world, understand business, and criticize consumption, have completely changed.

You see, in the consumer goods arena, I was used to and trained for speed. Being faster than your competitors has proven to be a straightforward source of competitive advantage. And we as consumers are more than happy to be pampered in that way.

If we stop and look at the role that time is playing on our decision-making, there is an interesting twist worth observing.

We’re developing business such as storage units on the city outskirts. As if our homes weren’t expensive enough, we can now additionally rent out on by the square centimeter a personal storage room to pile up all that stuff we already own which obviously doesn’t fit in our smaller and smaller apartments. And that we probably won’t be using in the next months, maybe years.

Still, when it comes to purchasing something new, we expect the delivery service to arrive within 90 minutes.

Well let’s be honest, companies aren’t delivering that hand-free sauce stirrer within 90 minutes, because you urgently need it. But just so you don’t have the time to change your mind.

What really worries me today, though, as a humble observer, is that after buying that sauce stirrer, you’ll get recommended a pancake pen. Please don’t ask me what a pancake pen is. The only thing I know is that it was one of the items on this description email I received with a subject: The 10 best kitchen gadgets you’ve never heard of before.

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