As I was scrolling through the new arrivals section, I found myself adding countless pairs of thigh-high boots to my wish-list, like a woman possessed. The fact that I already have 7 pairs of boots didn’t register. Not even the brand new pair that I’d gotten last winter. I’d forgotten about those.

What’s wrong with me? You might be rolling your eyes right about now, as you should be. I am cringing on the inside! I’ll admit, I love shopping and have spent too much on items that are now collecting dust. That part is not what annoyed me though. It’s the fact that I was wanting to buy YET another pair! Why?

This all started with a new cashmere sweater that I got the other day. At first I did not realize the link between the two until I typed into Google,

Look, I am not on some self-righteous path of rejecting consumerism. Not at all. I love beautiful things. It’s more so that I want to understand this desire. First, it’s boots, then it’s a new rug, and then it’s a marble tray. All items I do not need. So, why am I browsing for an 8th pair of boots?! EIGHTH!?

Turns out there's a theory behind why this happens. Allow me to introduce you to “The Diderot Effect.” I first read about it in James Clear’s book and it came up again while I was on my Google mission to answer my consumerist questions! 

Now, I’m thinking about all the dresses that I have purchased and the new shoes to go with them—simply because I could not, at the time, find shoes that complimented that outfit! Even the other week, I ordered a face mask and some sort of a serum that, until 5 minutes before, I didn't even know existed. However, after seeing it, all of a sudden my face simply needed it! (As a side note: the serum turned out to be great!)

However, the story of Diderot goes like this: after living a life of poverty, Diderot was offered a large sum of money by Catherine The Great, in exchange for his library. Once he received the money, he purchased a new scarlet robe… And so, the cycle began. Diderot fell into a spiral of wanting more and more, and experiencing the dissatisfaction that inevitably came later. 

In his own words, there was “no more coordination, no more unity, no more beauty” present in his life, because the scarlet robe felt out of place amidst his humble belongings. To compliment the robe, he began to purchase more until he was drowning in excess and debt, and yet still he was dissatisfied!

In fact, the French philosopher wrote about this in an essay titled, “Regrets for my Old Dressing Gown, or a warning to those who have more taste than fortune”.

The Diderot Effect is not exclusively reserved for consumerism. It can also be applied to any of our goals and motivations. Success itself is a moving goal and, over time, it can begin to feel as if it’s never enough. Before we achieve our one goal, we are quick to rush on to the next. Many of us live our lives in accordance with this moving target, with this mentality of “what if only I could accomplish X,” or “what if only I could get Y,” or “what if only I could buy Z.” Many of us live our lives entranced by this persistent fixation on what could be, “if only I could ___.”

So, in the same way that my false need for new boots exists, so does the constant need to upgrade our social quotas. While this story is a cautionary tale of consumerism, it’s also a rather good lesson on human nature. While awareness might be the secret sauce, and gratitude might be the antidote for dissatisfaction, it’s no wonder both feel like scaling Everest. 

I hope you’ve found this anecdote as interesting as I did! Consider it a warning as we transition into this new season. After all, new seasons encourage shopping like no other, and Fall, with its unveiling of all the beautiful creations of Fashion Week, encourages the most!

Images from Roger Vivier opening in Yorkdale Mall, Toronto. 2019.