I won’t pretend that I’ve always been mindful about shopping. As a teenager, shopping actually was my hobby. My friends and I spent hours hopping from one fast fashion store to the next, even traveling two hours just to visit the first Primark in the Netherlands. But everything changed when I worked on a project for an renowned artist who launched a clothing collection designed to make a positive impact on the world. Researching the fashion industry for this project was an eye-opener. I had to explore what most brands were doing—and how the artist was doing things differently. What I discovered shocked me. Reading about the near disappearance of the Aral Sea due to cotton farming left me emotional. Now, when I walk through Amsterdam’s busiest shopping street, I no longer feel excitement—I feel sick to my stomach.

So, how did I make this complete 180? And more importantly—how can you? And does changing your shopping habits actually make a real difference in the world? The answer is a resounding YES. James Clear uses a brilliant analogy to show how small changes add up. Imagine an ice cube sitting in a freezing room at -7°C. You turn up the heat, one degree at a time—yet nothing happens. -6°C. -5°C. Still, the ice cube doesn’t budge. But then, the temperature hits 0°C, and suddenly—drip. The ice starts to melt. That’s how change works. Tiny shifts may feel insignificant at first, but together, we can transform something big.

One book that truly opened my eyes is Atomic Habits by James Clear—highly recommended for anyone looking to make lasting changes. In this article, I’ll be applying the insights from his book to the way we shop. 

Make it your identity

Besides the ice cube analogy, James Clear shares many more insights that can help shift our shopping habits. When people want to change their behavior, they often set a goal focused on a specific outcome, without considering the beliefs and values that drive their actions. Take losing weight as an example: the goal is to shed a few kilos, and the process involves working out and eating healthier. But for real, lasting change, it’s not just about what you do—it’s about who you become. Instead of simply trying to lose weight, you adopt the identity of a healthy person—someone who enjoys exercise and nourishes their body. When you see yourself that way, motivation becomes intrinsic, and change becomes sustainable.

The same applies to shopping. If you focus only on buying less (the outcome), it might feel like a constant struggle. But if you shift your identity—seeing yourself as a conscious consumer who values ethical and sustainable choices—then making responsible shopping decisions becomes second nature. It’s no longer about restriction; it’s about aligning your actions with who you truly want to be.

Become aware of your triggers

Every habit starts with a trigger—a cue that prompts an automatic response. Habits form when our brains link a specific situation with a particular action. For example, if you always grab a coffee when you sit at your desk, the desk itself becomes the trigger. The same applies to shopping. Walking past a sale sign, scrolling through Instagram, or receiving an email about a new collection can all trigger the urge to buy. Fast fashion brands are experts at exploiting these triggers, using limited-time discounts, influencer marketing, and the constant release of new styles to create a sense of urgency and desire. The good news? Once you recognize your triggers, you can break the cycle. Instead of mindlessly adding items to your cart, pause and ask yourself: Do I really need this? Will I still love it a year from now? By becoming aware of what drives your shopping habits, you can take control and make more intentional choices.

Rewire your dopamine loop

Habits don’t just form out of nowhere—they’re powered by dopamine, the brain’s “feel-good” chemical. James Clear explains that habits are feedback loops, and what really drives our actions isn’t the reward itself, but the anticipation of it. Think about shopping: the thrill of finding a great deal, the excitement of clicking “add to cart,” or the rush of carrying a shopping bag out of a store—it all triggers a dopamine spike. Fast fashion brands understand this psychology well. The problem? The high is short-lived. The initial excitement fades, and you’re left craving the next dopamine hit, leading to impulse purchases and overconsumption. But here’s the good news: you can rewire this loop. By shifting your reward system—finding satisfaction in curating a thoughtful wardrobe, investing in quality pieces, or discovering second-hand gems—you can still enjoy shopping, but in a way that aligns with your values. Over time, the excitement of mindless spending is replaced by the deeper gratification of making intentional choices, proving that real style isn’t about owning more—it’s about choosing better.

Become knowledgable

And lost but not least: knowledge is power. When you’re holding a trendy dress priced under 15 euros, it’s easy to focus on the bargain—but when you know that someone, somewhere, is paying the price, it becomes much easier to put it back on the rack. When you understand that cotton farmers must use harmful pesticides to meet the demands of profit-driven fashion brands—making themselves and their families sick—you start to think twice before buying. That’s why I highly recommend reading up on these issues.

In Conclusion: How Small Shifts in Shopping Habits Can Create Big Impact

Changing your shopping habits isn’t about depriving yourself—it’s about redefining what brings you joy. When you shift your mindset, break free from impulsive triggers, and rewire your reward system, you realize that conscious shopping isn’t a sacrifice but an upgrade. It’s the thrill of finding a unique vintage piece, the pride in supporting ethical brands, and the satisfaction of knowing your choices align with your values. Small changes may feel insignificant at first, but just like the melting ice cube, they build momentum. And when enough of us choose differently, the fashion industry has no choice but to follow.