My social media feeds are plagued by hauls. On every platform, there is seemingly a niche of haul culture alive and thriving. They may manifest in different ways; from carousels on Instagram to fully formed videos on TikTok or YouTube. And I’ll admit, I like them.
There is something satisfying about watching people buy an unreasonable amount of things. I, along with many others on the internet, like these videos regardless of whether we are remotely interested in buying the products. I think all humans are materialistic, at least, at a base level. When I first started watching hauls, they were on YouTube and there was definitely something meditative about it. It was at a time when I never had interest in buying the clothes or makeup that these videos advertised. More recently, I will watch whatever hauls come up on my feed. Although I’m now more likely to buy something from these videos, it is still only marginally.
After consuming so much haul content for so many years, I began to wonder why they are so popular. Where did these hauls come from? How is it sustainable for creators to keep making them?
The answer to the popularity question has already been answered. Extreme displays of wealth are super common in all forms of media. Think, Keeping Up with the Kardashians and The New Housewives. People have enjoyed consuming this content time and time again. Hauls are simply its manifestation on social media. As for how creators can continue to make these hauls, it turns out that a lot of them get these things for free. Companies understand that the internet is a powerful marketing tool, so they will send products to content creators as a way to get their products publicized.
The fact of the matter is that hauls promote and idolize unsustainable and unhealthy consumption. In reality, hauls as extravagant as the ones in these videos are not at all that common. Most people cannot afford to spend so much money all at once on these luxuries.
So, does this mean that hauls are harmless to sustainability and society? Not necessarily. Haul culture can be harmful, but it is more so a product of our society that craves this content.
Comments