Last week, I heard from two sources that conscious consumerism, i.e. using your purchases to support good business practices is not enough. In this podcast, Stiv Wilson argues that we need to get political instead. Which is exactly what their organization Story of Stuff is all about. This article by blogger Alden Wicker states it a little more harshly:
“Conscious consumerism is a lie. Small steps taken by thoughtful consumers—to recycle, to eat locally, to buy a blouse made of organic cotton instead of polyester—will not change the world”.
These kinds of arguments are used in two contexts: those that want us to get involved politically instead, as in the above two cases, or those that want to give up, ‘it doesn’t matter anyway’, ‘we can’t change the system’ and so on.
Unsurprisingly, I do believe my purchases matter. I believe in political power too. I also believe I can make a difference with my research and teaching. Basically, let’s use the means that are available to us and with which we are comfortable. Some people are comfortable marching for environmental causes, others are more comfortable changing their purchasing behavior. However, like the politician that argues for public service and then doesn’t pay the tv-licence, it is desirable to try to be consistent.
How could then purchasing behavior make a difference? Will H&M or Varner notice that I am doing a no-shopping year? No, they will not. Most likely we cannot affect H&M and Varner politically either. They are private companies, not states, and they can shop around for the tax and environmental rules that suit them, if they like.
So the impact of purchasing behavior depends on who you are trying to affect and how important your purchases are to them.
My local organic food store in Bergen has only so many customers and I purchase most of my food there. They would notice if I move. The people I purchase food from at the farmers market might notice (Bergen’s farmers market on the picture above) . Based on this fact, I feel quite comfortable telling people to stop buying from the fashion giants (they will not notice) and start buying from small sustainable brands (who will notice). For small businesses, your purchase does make a difference.
At this point, the ‘elitist’ argument usually appears. The small sustainable brands are more expensive. Not everyone can afford to buy all their food at the organic food store. This is absolutely true but it is not an argument against conscious purchasing behavior generally. We who can afford the sustainable brands have a bigger environmental footprint than people with less purchasing power. It is more important that those with the biggest environmental impact and who can afford do change their behavior. Moreover, buying food directly from the farmer is not necessarily more expensive. Second hand stores are terribly cheap. Most likely, we could all save money by buying less and learning to mend.
But how do we affect the big companies that are larger than states and that we cannot affect by vote or with our individual purchases? I think maybe social movements can play a role here. These companies are at least concerned with trends among customers. How large groups of consumers behave affect their business. Now I might have prided myself in being the only one I know that is on a shopping fast. Getting active on Instagram, however, I soon discovered that there are many more like me. You could even say I am late to the trend. We are not as unique as we might like to believe. If I decide to only buy grass-fed local meat, there are many more like me, acting on similar impulses. Most likely we are already part of some social movement or trend, whether we know it or not. And, as group, how we behave does concern these companies.
So, in my opinion, our consumption does impact the world and if you choose to purchase consciously it will too. This, however, is not an excuse for politicians and companies to not do their job and instead put all responsibility on the consumer’s shoulders (as happens all to often). We have some big challenges, so we all need to do our best.