How brands are draining your wallets

Did you know that every day you wake up, you make about 34,000 decisions regarding what to wear, what to eat, and what to buy? Each of these choices tells a story about you. But are these choices actually yours, or are they just carefully planted by some marketing experts?

From the irresistible aroma of freshly baked bread in supermarkets to the limited-time offers flooding your Facebook feed, companies are mastering the art of silent manipulation.

And it's working. As a result, the common Dhaka dilemma is the "I did not need it, but I bought it anyway." Well, this phenomenon is not something out of the box; instead, it's our age-old practice of consumerism.

Until the 1980s, consumerism was minimal, with strict regulations limiting luxury purchases. Fast-forward to today, and this spending has surged, with a significant portion going toward non-essential items.

For 22-year-old university student Tasnim, Eid is supposed to be about celebration and togetherness, but this year, it came with a spending hangover. "I didn't even plan to buy anything extravagant," Tasnim shared. "But once I walked into the mall, it was like the lights, the music, and the offers just pulled me in. One outfit turned into three, and somehow, I ended up buying accessories, perfumes, and even a new watch."

Tasnim admits he barely wore some of the items. "It's not even about needing things anymore," he reflected. "It's about this pressure to look a certain way during Eid. Everyone's posting their OOTDs(Outfit of the day) online."

You want to keep his story, which reflects a core trait of consumerism: creating demand where there once was none.

Brands thrive on urgency and the fear of missing out (FOMO), especially around festive seasons.

It's not just limited to Gen Z or millennials; people of all ages, even after all these years, still fall for the big brands' psychological tricks.

Brands commonly play these mind games using the "Tk 999" illusion, supermarket trap and social media addiction.

Another classic representative of this generation and an avid Pinterest and Instagram scroller, Labani shares her views about the lure of viral trends.

"Anything that's blingy or has that 'clean girl' or 'coquette' aesthetic? I'm sold," she laughs. "I keep telling myself I won't buy more, but then I see a creator unboxing a pastel-themed colour palette or a new journal, and I just can't resist."

What Labani experiences is part of a broader behavioural pattern called aspirational consumerism, which occurs when people buy things not because they need them but because they align with a lifestyle they aspire to.

The internet, especially platforms like TikTok and Pinterest, has turned this into a full-blown culture, where what you buy is often equated with who you are.

Now, the bigger question arrives: Why do we keep falling for it? The answer is simple: Brands have become master psychologists.

In a world where everything is made to be bought, resisting consumption becomes a rebellious act.

As Tasnim & Labani reflect on their choices, many young consumers are learning to ask tougher questions: Do I really need this? Or am I being sold a

fantasy? So next time you feel your finger hovering over the "Buy Now" button or your feet dragging you into a glittering store, pause. In a world where brands want to drain your wallet in the name of style, identity, or celebration—the most powerful thing you can do is choose consciously.

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