#59 Anyone else catch the new Netflix doc?
Our thoughts on a new Netflix documentary that exposes how big brands are trashing the planet.
Netflix just dropped a new documentary called Buy Now! The Shopping Conspiracy, diving into how retailers use consumer psychology to drive overconsumption—and what really happens to all those items once they’re discarded.
While some of the production choices were… let’s just say creative, the core message hit hard. It reminded us why what we’re building at Beni is so important—and reinforced just how vital our role is in introducing more people to secondhand shopping and the circular economy.
Keep reading for our biggest takeaways from the film!
We’re being played.
Events like Black Friday are marketed as the ultimate win for shoppers. But at what cost? The documentary reveals how brands manipulate us with flash sales that spark FOMO, “exclusive” deals that are often far from unique and ads that prey on insecurities. It’s all designed to create urgency and keep us consuming. But the kicker? Half the stuff we buy collects dust or ends up in a landfill.
At Beni, we’re flipping the script and making the resale shopping experience as close to buying new as possible, so you can shop smarter and avoid the trap of “more, more, more.”
That extra friction is a good thing.
Like we said, we’re doing a lot to reduce friction in resale, but let’s be real—some parts of secondhand shopping will never be as seamless. Peer-to-peer marketplaces, for instance, often don’t offer returns.
But here's the twist: that friction can actually work in our favor. It makes us pause and think, “Do I really need this?” rather than mindlessly adding items to the cart or over-ordering with plans to return. That tiny extra step can help us make more intentional choices.
Fast fashion doesn’t just wear out—it wears down the planet.
The film exposes the waste crisis: 92M tons of clothing are trashed annually. That’s enough to fill the Empire State Building. Every day!! The worst part? Most of it won’t decompose. It’s synthetic. Plastic. Permanent.
At Beni, we believe in keeping great pieces in circulation. Our goal is to reduce demand for new products and put the onus back on brands to design things built to last, able to withstand multiple ownerships, and move easily through the circular economy.
Every purchase is a vote.
That’s our BIGGEST takeaway from the doc. Period. Each time we shop, we choose the world we want to live in. Do we want one drowning in overproduction, or one where things are made to last?
At Beni, we help you choose better—with less waste, less guilt, and more intention and impact. It’s not just about helping people feel good—it’s about making sure their efforts do good as well
We’ve still got a long road ahead, but we’re SO energized to see the conversation around a more sustainable future finally hitting the mainstream. At Beni, we believe that progress is built one thoughtful decision at a time. The journey to a fully circular economy may seem overwhelming, but each step—whether it’s making your first secondhand purchase or skipping a Black Friday sale—brings us closer to the future we want to build. Let’s keep going!
Want more Beni news and updates? Make sure you’re subscribed and follow us on our journey as we build the future of fashion.
Beni’s Thrift Tips & Tricks
We heard it’d be helpful to have a step-by-step guide on how to get use the Resale Registry (shoutout Dina from the Beni Resale Collective!). Here’s a blog that dives into exactly how the Resale Registry works, so you can start sharing your pre-loved wishlist with friends and family!
Community Spotlight: Rachel Lincoln Sarnoff
Who she is: A former journalist who delivers positive climate news on social media and through her monthly(ish) newsletter!
Why she shops resale: “To save money and the planet, not necessarily in that order.”
Best pre-loved find: “Too many to count, but most recently a pair of Kurt Geiger London rainbow platforms. Obsessed!”
Where to find her: @rachellincolnsarnoff on Instagram!
p.s. If you want to join a community of resale lovers making a direct impact on the future of fashion, make sure you’re signed up for the Beni Resale Collective!
Why we do what we do (Reason #152)
We went/are going viral on TikTok(!!) and the comments have been nothing short of amazing 🥹.
Coming up with Beni
Nov. 16 - Dec. 20 - We’re giving Beni users the chance to win up to $5,000 in pre-loved gifts from their Resale Registry all holiday season! Check out this post to learn more and enter! Good luck! 🎁💫
