85: The Morality and Performance of Consumption

Have you ever noticed how buying anything these days seems to come with judgment attached? Whether it’s the “right” kind of coffee cup, the “wrong” influencer haul, or the moral high ground of minimalism, our spending habits have become a public performance of virtue.

In this episode of Money Feels, we’re unpacking the moralization of everyday consumption — how culture, social media, and capitalism have turned simple purchases into moral statements.

We’re your hosts, Alyssa and Bridget. Welcome to the podcast where we talk about the emotional side of money and how culture, gender, and ego all shape the way we love, earn, and consume.

In today’s episode, we discuss:

• How consumption became moralized: “good” vs. “bad” spending
• The four moral strategies we use to justify our purchases
• Why economists view consumption as neutral, but we don’t
• Whether anti-consumption trends (like deinfluencing or minimalism) are just another performance of virtue
• The emotional labour of being a “conscious consumer”
• Why it’s okay to just like things

As we peel back the layers, we ask: can we truly consume without performing morality — or is that impossible in a capitalist culture? Because sometimes, the most ethical thing you can do is stop moralizing your morning latte. 

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