
Green Consumerism - Shop Til We Drop?
I used to think that Green Consumerism was just a silly trend pursued by people who didn??t have to economise, and so could afford to buy a little eco-piece of mind with their weekly shop.
??Take that extra cash away from them,? I said to myself, ??and the shelves would groan with un-shifted eco/ethical/organic products.?
So I was not surprised by what I read in the article Green consumerism: Just a fad?, in which the author talks about just this issue.
He notes that the organic foods market has taken a serious knock since the credit crunch began, and suggests that the message from consumers is basically:
??’We care about the environment but we??re not paying an extra 70p per item’?
The article goes on to propose that:
??[r]ealistically, green consumerism, even when allied with concerns about health, was never going to last. It??s a post-materialistic luxury which was always going to be given the shove once people were forced to start worrying about their jobs, mortgages and utility bills again.?
So yes, I had dismissed green consumerism as a fad, until the eco-anxiety caught up with me recently.
I started looking at what I could do to improve the state of the planet and because, like most people, I love to shop, I started with what I could buy.
In fact it was when I was reading about the beautiful, eco baby gifts made by Tink, that I came across the first company I had met that claimed we could really use our power as eco consumers as a way to support eco activism. They said:
??the reasons for this [climate] change are endless and we don??t believe its down to only the politicians to make the change, we believe its down to the consumer ?? to us ?? as well. Individual actions make a difference, particularly when multiplied by millions. Even more important is the fact that what we do is a very strong indicator of what we believe - and both businesses and governments respond to public opinion ?? they have to, because otherwise we wouldn??t buy their products or vote for them. So, it follows that if consumers don??t change their behaviour, businesses and governments won??t either.?
(To read the entire piece in context please click here *)
And I thought, ok if the price of shopping-mall eco-activism is paying a bit more for products I??d probably buy anyway, many of which will save me money in the long term, then I??m sold.
I bought some eco products, and enjoyed them, and the feeling of ??doing something?? without actually doing anything much.
And then a few cogs in my brain turned over a few times and I had a new thought.
Before I tell you what that thought was let me firstly say that there??s nothing intrinsically wrong with products that are designed to help us all be more eco-friendly, ethical etc., per se. Many of the eco friendly alternatives out there can provide valuable alternatives to the energy-hungry contraptions that we have come to love and depend on. And as I mentioned, by saving energy we will often save money. Which is good.
The thought that struck me to the core was:
??What if green consumerism - buying and using these eco products and services ?? doesn??t make enough of a difference? What if there aren??t enough people switching off their lights, turning down their heating, switching to eco-nappies etc.??
??What if the few people who care are so distracted by our pursuit of the most ethical hand cream or the hippest hemp hand bag that we fail to get involved with the real issues that have brought us to the brink of environmental break down, and from facing up to what is really necessary to save the planet and the future of the human race??
These were disturbing thoughts, and I didn??t like them. I felt compelled to find out more, so I sniffed around the internet and was sorry to discover that green consumerism was potentially more dangerous than I had ever thought possible.
Here??s why?
Green Consumerism ?? Can We Save the World by Shopping?
Green consumerism (you may already have realised,) tends to be associated with the idea that consumers can basically save the world by shopping. If green consumerism had a manifesto, it might begin like this:
??If we the consumers demand that products be eco friendly and ethical, then we will cause the world to become eco-friendly and ethical just by the power of our PETA-approved wallets.?
It sounds good at first. And familiar. We all like a bit of retail therapy, and if you can save the world at the same time, and still be home for your Fair Trade Tea, then so much the better, right? It sounds like free will in action, doesn??t it?
Until you remember a little thing called marketing.
What??s wrong with marketing?
In case you??ve been living on the moon, marketing is a tricky beast which is used to sell us ??developed nations,?? branded aspirational lifestyles.
Lifestyles in turn, come with associated consumer products and services, which can be used to experience and express our identity, and can be a method of social demarcation:
“We have similar tastes and values, let??s be friends/we don??t have similar taste or values, let??s?um?not be friends. See ya!”
A good rule of thumb is that the more aspirational, beautiful and lovely the lifestyle is, the more people want to live that lifestyle, the more expensive it is, the more companies want to sell it to us.
Sadly then, if we??re not careful, it is all too often through our purchases, that we attempt to live and to experience the full gamut of human existence ?? fulfilment, self-expression, satisfaction, happiness etc.
People often measure the quality of their lives by how much they have. And they spend a lot of time trying to get more. It??s a bit of an addiction really, isn??t it? Because the problem with stuff (for most people, including me,) is that you can never have enough of it. This may explain our apparently insatiable consumer hunger.
Green Consumerism + Marketing (may) = False Sense of Eco Security
If you think I??ve wandered off the point you??d be forgiven, but entirely wrong?
?So when it comes to green consumer goods and services, it seems to me that most companies have slightly modified their products to salve our eco-consciences, in order to ensure that we??ll keep on buying from them. Just to make absolutely sure of our continued patronage, companies hire expert marketers, who sell as eco-lifestyles to go along with all our eco products.
And so we happily continue to consume, smugly sure that we are doing our bit for the environment, still flying and driving and shopping like mad, safe in the knowledge that our eco and ethical consumer choices are making a difference.
And of course all our consumer choices do have in impact, but in the case of green consumer choices, is shopping alone enough to actually make a meaningful difference?
I??ve got one word for you, and it??s not the one you??re hoping for.
No.
Today We Should Be Mostly Consuming Less
George Monbiot??s excellent article Eco Junk has a lot of convincing commentary on the issues surrounding green consumerism.
He also criticises the aspirational journalism that sells us unrealistic, feel-good eco ??lifestyles?? when, he says,
??the central demand of environmentalism [is] that we should consume less??
Why? Why should we consume less? Er?because despite the fact that most people on the planet could do with being allocated more resources, due to the behaviour of the developed world, we are still running out of the planetary resources that we need to live:
??if all six billion humans on the planet consumed at the rate of Canadians or Netherlanders we would need three planets, not one, to satisfy our requirements.?
The above statement was made in the late nineties and I found it quoted in The Myth Of Green Consumerism: Consumption, Community And Free Markets, by Michael Hannis, quite a long article but well worth a read.
I don??t think it??s too much of a stretch for me to assume that the consumption rate of the developed world has only gone up, and so we have more reasons than ever to stop buying new things and start repairing the old.
But I don??t wanna?.
Why are we as a society so resistant to the idea of consuming less?
Monbiot sums it up perfectly:
??Challenge the new green consumerism and you become a prig and a party pooper, the spectre at the feast, the ghost of Christmas yet to come. Against the shiny new world of organic aspirations you are forced to raise drab and boringly equitable restraints: carbon rationing, contraction and convergence, tougher building regulations, coach lanes on motorways. No colour supplement will carry an article about that. No rock star could live comfortably within his carbon ration.” (Eco Junk)
I so wish that becoming more politically aware and then taking action was not part of the solution. It sounds like a lot of hard work. But I??m beginning to think that it??s the only effective way.
Bugger.
Johann Hari says in the blog post Fatal Distraction, that the only way to save the planet is for the world??s governments to legislate change ?? to impose cleaner behaviour ?? to ration energy in the war against climate change, just as food and other resources were rationed during the Second World War. Because the only way energy saving devices and behaviours are going to help is if everyone does it.
Hari proposes that we not only consume less but that we act more. We give our time and the money we would have spent on the premiums on greener products to Greenpeace, Friends of the Earth, Plane Stupid, the Campaign Against Climate Change.
Why? To help to change the law, so that everyone will become greener, whether they like it or not.
According to Hari, it is through this kind of collective action that:
??[g]reen campaigners from Australia to Canada to Japan have successfully banned the old lightbulbs, so only the energy-saving lightbulbs are on offer there now. Green campaigners have prompted the Mayor of London to force SUV drivers to pay a punitive £6,000-a-year premium to drive through our city, forcing many of them to shift to greener cars. These are the first tiny steps towards banning ?? or massively restricting ?? the other technologies that are unleashing Weather of Mass Destruction.?
And to those who would baulk at such measures, Hari has this to say:
??Why should we force people to choose the green option? Isn??t it better to rely on persuasion and voluntary choice? [?] [E]ven the most hardcore libertarians agree that your personal liberty ends where you actively harm the liberty of another person. Greenhouse gas emissions are undeniably harming tens of millions of people ?? and endangering the ground on which all human liberty rests: a stable and safe climate.
[?] Once confronted with this argument, the only people who cling to a libertarian defence of fossil fuels are people who take money from the fossil fuel industry itself [?]
So enough with the placebos. Enough with the fake-libertarian excuses. As the climate that sustains human life unravels around us, we are long past the moment when we need real medicine ?? and the only one we have is hard government legislation.?
So is it all doom and gloom?
I don??t think that it is. It??s an unpleasant wake-up call, certainly, but there is also room for optimism.
In the blog post A Deeper Approach: Going Beyond Green Consumerism, Renee Lertzman talks about a gradual cultural shift in which (some) people are starting to re-evaluate
??the underlying values and beliefs that drive our lifestyles??
that is to say, some people are gradually beginning to say to themselves:
Perhaps we don??t need all this ??stuff?? to tell us who we are ?? perhaps there are simpler ways to be happy and fulfilled!
Lertzman calls for ??a revolution of values??, in which we seek simpler ways to achieve happiness and satisfaction. Ways that don??t just depend on relentless shopping.
So where does that leave us with eco products and services?
There will always be certain products that I need to buy ?? light bulbs, laundry products, personal hygiene products and for the foreseeable future, nappies, to name a few.
At this point I have decided that I will continue to buy and review eco products and services, in order to find out which ones are simultaneously functional, energy conserving and money-saving etc.
I will do my very best to make sure that I never allow myself to think that I have ??done my bit?? just because I have bought energy saving devices, off-set our carbon emissions and recycled some of my domestic waste, because that stuff is an essential part of the solution, but it??s also a really small essential part of the solution.
The difference now is that I am officially involved. I will give my money and my time to eco groups like Green Peace, who are applying pressure and making things happen.
Because those who live by green consumerism alone are going to hell in a hand basket.
It may be a very ethical, organic, sustainable hand basket, but it still goes to straight to hell.
* By the way, I??m not accusing Tink of any wrong doing and they do make a good case for informed green consumerism, i.e. they explain the pitfalls inherent in buying something because it appears to be eco-friendly or ethical when in fact it is not. I just wish that their good advice went beyond the green consumer arena.