#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 an…