The new viral Netflix documentary Buy Now! highlighted Ghana in its release and production. It sheds light on the global waste crisis perpetuated by top brands in an endless cycle.
Produced by Grain Media and directed by Emmy-winning filmmaker Nic Stacey, ‘Buy Now! The Shopping Conspiracy’ reveals the ‘manipulative and tactical’ strategies global brands such as Apple, Amazon, H&M, Shein, and Zara use to perpetuate a cycle of overconsumption, often at the expense of vulnerable regions like Ghana.
The documentary captures details of the never-ending waste cycle and what global brands would certainly not wish for consumers to find out.
With Ghana as a case study, the film highlights how brands profit from unsustainable practices and then shift the burden of waste to countries ill-equipped to manage it.
Ghanaian content producer Lady Sena played a pivotal role in the local production of the documentary which highlights the environmental and societal consequences of consumerism, particularly in the Global South.
Her contribution helped shed light on the impact of fast fashion and how discarded clothing from the U.S. and other Western countries often pollutes Ghana’s water bodies.
My good friend, @LadySena worked as the Ghanaian producer on @netflix’s new documentary “Buy Now” – it highlights the excessive production of clothes x appliances, incessant buying and mountains of waste we have to deal with as a result. #BuyNowFilm… pic.twitter.com/Y5EoEsanhg
— Yaw (@theyawofosu) November 22, 2024
The film also features whistleblowers and industry insiders who expose how multinational corporations employ deceptive marketing and psychological tactics to manipulate consumer behavior.
These strategies are deployed not just to drive excessive consumption, but to also externalize the environmental and human costs to nations like Ghana.
It awakens viewers to the realization that when we throw something away, “away” is often polluting another country’s air, sea, land and food with a never-ending cycle of waste.
Chloe Leland, BAFTA and Emmy Award winning Executive Producer and Creative Director of Grain Media said in the team’s press statement that the film’s aim is to empower brands to take responsibility for their actions.
“Grain is proud to have been able to bring such an original and important story to life. Rather than pointing the finger at, lecturing and guilt-provoking consumers, Buy Now! The Shopping Conspiracy does the opposite, turning the lens on those selling us all this stuff. It was essential that the film be both inspiring and motivating, while also playful, mischievous, and visually striking. We hope that viewers feel empowered and that the film will encourage big brands to take responsibility for their actions and products.”
Through the film’s investigative lens, Buy Now! challenges viewers to rethink their purchasing habits while uncovering the stark reality of global consumerism’s fallout.
This serves as both a cautionary tale and a call to action, and it urges viewers to demand greater accountability from corporations and more conscious consumption by individuals.
Director Nic Stacey also left his thoughts on the viral documentary, saying, “To me, it felt like now was the perfect time to make this film. Buy Now! The Shopping Conspiracy is about power, control, and the relentless drive to make us buy more. I started out thinking of myself as a ‘well-informed consumer,’ but was repeatedly shocked by the interviews with people in high-ranking positions at major companies. We found that the system is far more troubling than most people realize.”
“The truth is, there’s a highly sophisticated machine at work, making it incredibly hard for us to make conscious and responsible choices. My hope is that when people watch the film, they realize that we can take back control. While the subject is inherently dark, I wanted to present it in an honest and entertaining way—emphasizing that as consumers, it’s not always our fault. Here’s how we can break the cycle.”
Thank you ❤️ ????????
— Sena (@LadySena) November 22, 2024
It feels a bit surreal to go from the beaches of Accra to a Netflix documentary featuring Ghana.
Grateful ???????? #BuyNowFilm #BuyNowTheShoppingConspiracy https://t.co/ZWaIBC1ytL
Sena’s work amplifies Ghana’s global story. For her, it is more about raising awareness and consciousness especially within the black diaspora.
“Ghana’s segment tied everything together and demonstrated how interconnected we are as a global community and diaspora. ‘Buy now!’ brings awareness to a story often told, but to a new worldwide audience”, Sena exclusively told Face2FaceAfrica’s Prosper Kuzo.
“It’s inspiring to see and hear people speak about making conscious choices off the back of the documentary and, as the saying goes, ‘When you know better, you do better.’ I’m grateful to be one of many hands involved in making it happen. Storytelling is my passion and in this case, it is aligned with a greater purpose”, she added.
