
Photo courtesy www.enn.com.
www.enn.com
It’s great to hear that more people are considering how their purchases affect the planet. A recent study found that more than half of shoppers think about “green attributes” when choosing a product; this is a positive sign that awareness is increasing among the general public and that people see their dollar as a way to make a difference.
But isn’t it also a disturbing sign that there is a growing market for these “green attributes,” vague qualities that can easily and quickly be manipulated by the makers of all those products? If people are willing to pay more for a product they are told is better for the environment, what’s to stop manufacturers from taking advantage of that? Just as we see in the organic food industry, where people are willing to pay high prices for the word “organic” but know little about where the food comes from, products that claim to be eco-friendly may or may not be any better for the planet than the cheaper, brand-name competition, but shoppers who want to make a difference will pay more for them. It’s a vicious marketing cycle, and it is unfortunate, because it preys on the the very people who want to see things change.
As a consumer, I’ve been run through this cycle many, many times. It began with my food choices: I didn’t want to support the policies of factory farming and big agriculture, so I went vegetarian and bought organic whenever I could. But my purchases still supported many of the things I set out to protest in the first place, such as high energy use (all those expensive organics were being shipped from far away, and all those organic cereals took massive amounts of energy to be processed and packaged) and abuse of livestock (for eggs to qualify as “free range,” there need only be a little window in the chicken coop and a few minutes of outside time a day). Then it was sweatshop free clothing; then natural-based cleaners; then more efficient energy. I couldn’t find a pair of jeans that were guaranteed to have been made in a socially just manner; cleaners and soaps made big claims, but had no accountability; hybrids were worse than gas-guzzling SUVs because of the impacts of the mineral mining needed to build their batteries. And all of these products cost a lot more than the standard alternatives.
What it comes down to is this: Consumerism as we know it is a flawed system. Consumers are flooded with choices that prey on their weaknesses, and the information they have upon which to base their decisions may be conflicting, confusing and overwhelming. Many find comfort in apathy; for those who do care, even when they think they’re making good choices, it’s likely that they’re not. It’s impossible to win.
For a while, I’ve been an advocate of meeting people halfway as a means to effect real change; but I’m starting to second guess that notion. Perhaps what each of us should explore more deeply is not which brand to buy, but rather the need for buying at all. Simplifying our lives by consuming less may not be the best answer for our economy, but it will make the greatest difference in the health of our bodies, our minds, our families and our planet. Don’t get me wrong; I’m a consumer just like everyone else, and I need the same food and clothes and furniture to get by. But it is undeniable that I could get by with less.
So next time you’re comparing the “green attributes” of Comet and Seventh Generation, ask yourself if the baking soda you already have at home will suffice.