Ancillary #4 — Conscious Consumerism
An increase in the expected spending on ‘green’ goods and services has been shown. Though the increase may support the surrounding environment and should be encouraged, the governmental mandate may “distort markets and raise prices” (Weeks). Instead, a more practical solution would be for the consumers to be educated and be informed about the products they are purchasing. For instance, “in the 1970s, the garment workers’ union urged Americans to “Look for the union label” that identified clothing made in the United States,” not selecting the products created from “low-wage foreign sources” (Weeks). Remaining conscious about the problems associated with the production process allows consumers to be aware of what their actions can output — possibly involving a snowball effect. Not only on an individual level but also at an institutional level can the eco-friendly goals be achieved. U.S companies strive to transform into green operations, which can be compatible with the “fast-growing market,” reduce the production costs and promote efficiency (Weeks).
Conscious consumerism can be demonstrated either through massively purchasing a specific product or absolutely ceasing to purchase a product. For example, “Buy Nike!” can be utilized to “express support of Colin Kaepernick’s 2018 pick as brand ambassador following his kneeled protest against police brutality targeting people of color,” while “#BurnYourNikes!” can be used to “express outrage [that is] provoked by Kaepernick’s peaceful demonstrations” (Plante). Boycott done through selective purchase can be catalyzed through social media as strong emotions can be emphasized on online platforms.
There are potential causes for the emergence of conscious consumerism. “mistrust in government to adequately address climate change,” “the growing “sense of doing something in the face of these huge sustainability crises,”” and “elite nature” — viewed as a “‘high-class’ thing to do” (Plante). The public is motivated to participate in the conscious consumerism culture, relieving their guilt or self-justifying the fulfillment of purchasing responsibility. However, critics argue that utilizing the means of consumption may not be effective (Plante). Instead, political means such as actual voting — not voting through the choices of consumption — is a more effective method in resolving global issues, such as climate change.
Although both sides have their logical reasons, I believe conscious consumerism still represents the people’s voice. Conscious consumerism can be displayed not through an individual’s actions but the aggregation of those actions. Thus, it represents the voice of a number of people, encouraging corporations or the government to reflect on their operations and policy-making. Indeed, an immediate change may not result in the political sphere; however, it still impacts the economic sphere and a democratic representation of people’s opinions. At the same time, potential distortion points should be acknowledged, such as elite culture in consumption, to regard the public’s views as legitimate.
Plante, Stephie Grob. “Shopping Has Become a Political Act. Here’s How It Happened.” Vox, Vox, 7 Oct. 2019, https://www.vox.com/the-goods/2019/10/7/20894134/consumer-activism-conscious-consumerism-explained.
Weeks, Jennifer. “Buying Green.” Shibboleth Authentication Request, 29 Feb. 2008, http://library.cqpress.com.libproxy2.usc.edu/cqresearcher/document.php?id=cqresrre2008022900&type=hitlist&num=6.
