Changing Minds - The Power of Consumers

As I ride the train along Adelaide’s west coast, listening to Aretha Franklin, I can’t help but lose myself in the view that unfolds before me. It’s a Sunday morning, and the world beyond my window seems peaceful from my seat. So peaceful that it saddens me to think that there aren’t many places in the world that enjoy this apparent serenity. While we revel in our strength as a species, endowed with intellect and boundless potential, we must confront the unsettling truth that we often exploit it to the detriment of our planet’s fragile ecological balance.

Growing up in the roman countryside I developed a strong relationship with nature very early on in my childhood, constantly on an adventure to learn more about my surroundings. I’ve always felt like we are an integral part of the ecosystem, coexisting with it rather than being its dominant force. This perspective shaped my idealistic worldview, envisioning our planet as a soup of energy, where all ingredients meld. As our species evolved, we started altering the delicate balance of the soup’s spices, and our actions have become akin to adding too much salt to the soup, ending up with a pungent flavour.

From nomads to industry workers

Throughout history, significant milestones have marked the progression of human civilization. Along the journey numerous technologies emerged, from irrigation, sailing and gunpowder, to windmills, clocks and printing. It wasn’t until in the 18th century, however, that the industrial revolution erupted in Britain, leading to a shift towards an economy centred around industry and mechanised manufacturing. Some of the major technological changes in society included the use of new materials such as iron and steel, and the use of energy sources, such as coal, petroleum, and electricity. This shift radically changed lifestyles and habits, igniting a cultural shift towards materialisms and a consumer-centric society. Amidst the achievements of the revolution, the environmental consequences of the rapid growth were not fully comprehended.

In fact, it was only a century after the first industrial revolution that historical figures started recognising the implications of our growth on the environment, particularly concerned with the economic paradigm of unlimited growth on a planet of finite resources. The awakening to the environmental impacts served as a turning point, where the necessity to balance progress with sustainability became increasingly evident.

Reverting to sustainability — The power of consumers

As the word got out, it reached the ears of individuals who were eager to listen. This allowed people to educate themselves and react. However, for some time business continued as usual, solely focused on their bottom line, disregarding the potential harm they were causing to the planet. Our insatiable desires and short-term gains overshadowed the long-term consequences that reverberate through the ecosystems that sustain us. Things are starting to change. As consumers prove they’re willing to prioritise sustainable and ethical practices, businesses have to adapt to the shifting markets. The message has started to spread, creating a ripple effect within the economy. But are people making enough noise to truly make a difference?

While individual actions may seem insignificant due to their scale, consumers hold a crucial role within economic systems. As the driving force of businesses, profit establishes the course of action. Profit, not empathy towards the planet. And who holds the power to drive profit? Consumers do. Consumer’s demand, preferences and expectations drive production lines and business models. Collectively, we possess the power to shift the world’s trajectory and it’s up to us to decide where we’re heading.

Where do you stand?

Throughout my journey I have encountered people with very different attitudes to the issue of environmental sustainability, that I placed within a spectrum depicted in Figure 1.

• Anti-humanists: they believe in de-growth and view humanity as an evil entity, responsible for the destruction of our planet (and believe Thanos made the right choice in removing half of Earth’s population to restore the universe’s balance).
• Climate change deniers: they reject the scientific consensus that human activities are the primary cause of global warming. Their argument is that the Earth is simply undergoing routine changes stemming from natural climate variability.
• Radical Environmentalists: They understand the implications of human development on the planet and are genuinely concerned about mitigating its detrimental effects on the ecosystem. Their main goal is to raise awareness about these issues and foster hope for a more sustainable future.
• Nature optimists: Since humans emerged alongside other species, they argue that our presence is inherently “natural,” and we are not the sole architects of our evolutionary path. They hold the belief that this process is simply a part of nature’s unfolding course, so they think there is no need for excessive concern or anxiety regarding our actions, as the forces of nature are capable of navigating and resolving these issues on their own.
• Environmental doomers: Chilling in the middle, right beside the nature optimists, this group holds a deeply pessimistic perspective on our ability to overcome global warming. It’s simply too late to save ourselves, or the planet.

While climate deniers simply need to step out of their echo chambers and engage with peer-reviewed studies*, it is also important to acknowledge that the approach of anti-humanists has its drawbacks. Portraying the human race as an imminent threat to the planet without providing room for growth and improvement can hinder progress. It is vital to strike a balance, promoting awareness of our impact while inspiring positive change and presenting viable solutions to mitigate the problems at hand. On the other hand, the group of people on either side of the central radical environmentalists (have a look at the spectrum below) have gone down a dangerous rabbit hole, a safe little space where they rid themselves of any kind of responsibility. What an easy life, eh?

Figure 1. Spectrum of environmental perspectives. Characters adapted from Lamb WF, et al. (2020)

Opening Minds

With the gift of self-awareness comes the awareness of our impacts on the planet. For this mere reason, I believe we have the responsibility to react to these environmental challenges and actively work towards protecting our planet. We must recognize that our actions have consequences and that our choices, both individually and collectively, shape the state of the world we live in. Although I titled this piece ‘Changing Minds’, my aim isn’t to convince you to change your ideals. I merely want to encourage people to have open minds, engage with different perspectives, and believe that we hold the power to generate a shift. It’s all about how you approach the issue, and the first step is acknowledging the need for change. The second is engaging with small changes in your daily lives.

To start off, try the carbon calculator to critically look at your habits, understand their impacts, identify potential changes you can make.

If you aren’t informed, read. If you are educated, act and stand up for your values. And if you’re already shouting, don’t lose hope and spread awareness, not fear.

So use your voice, set expectations, drive the change.

*

Journal Ranking for environmental research.

What is climate change? -NASA

Atmospheric Carbon Dioxide Tagged by Source -NASA

Anthroponumbers.org: A quantitative database of human impacts on Planet Earth -Science Direct

Climate change and its impact on biodiversity and human welfare -Springer Link