As I shared with you a few weeks ago, I choose to pay more for my electricity. And in 2007, 71 percent of my total grocery budget went to support local agriculture and small businesses.
Each year, I buy a harvest share at a local community supported agriculture farm. I promise to start waxing poetic about my fabulous fruits and veggies once they start pouring in around mid-May. But for now, my topic of discussion is the act of deliberately choosing certain sources and providers for my purchases.
Sometimes I spend more, sometimes less, but I always try to spend consciously. And this concept is at the very root of ethical consumerism.
Wikipedia defines ethical consumerism as:
…buying things that are made ethically. Generally, this means without harm to or exploitation of humans, animals or the natural environment.
I find this to be a somewhat narrow definition, really, as ethics are a highly personal matter. While I may believe in supporting local agriculture and channeling my grocery budget away from factory and agribusiness farms, someone else may want the Coca-Cola company to take over the market and choose to channel all his spending towards their products.
I prefer to look at it instead as conscious spending. Whatever my interests, when I look over my budget and spending, I want it to reflect my personal moral criteria. There are two main ways to accomplish this goal: paying for products and services you believe in, and avoiding those you don’t.
Positive Buying – This is the term used for what I call “voting with your dollars,” channeling your spending towards recycled or fair trade goods, local organic farms, woman- or minority-owned businesses, cruelty-free products, etcetera. Essentially, you are investing your monies in a business you believe in, helping to ensure its success.
The United Kingdom has a relatively active ethical consumist movement, and even a magazine dedicated to the topic, Ethical Consumer. The publication rates companies according to an “ethiscore” which is meant to assess the environmental, human/animal rights, and political impact of each company, the idea being that consumers can then choose to support companies with the lowest negative impact.
Moral Boycott – The other side of this is the avoidance of companies whose practices you do not support. Ethical Consumer has a large list of these as well, including:
- Adidas, for its use of kangaroo skin in footwear
- ChevronTexaco, for dumping toxic waste in the Amazon
- Starbucks, for failing to support fair trade practices
If you watched Blood Diamond and then decided never to purchase diamond jewelry, you are practicing moral boycott.
Why Bother? – Well, sometimes it works. The primary law of consumerism, if you buy it, they will sell it, comes into play when these purchasing behaviors are witnessed on a larger scale. Wal-Mart starts selling organic products. Sweatshops close, while fair trade coffee shops open. There’s been talk that specific purchasing behaviors only serve to create niche markets, but these markets are growing.
Just this month, BusinessWire reported that:
The organic food segment dominates overall organics spending with sales in excess of US$20 billion in Europe and US$17 billion in the US alone. Food products are also increasingly being tagged as organic. In 2007 15.1% of new food product launches tracked by Productscan were tagged as organic, compared to 7.3% in 2002.
As the ethical movement has grown, a number of companies have tried to position themselves as green, some with more success than others. Going forward it is imperative that businesses create a clear plan of how to re-adjust to meet consumer demand or risk being left behind.
While some companies merely posture (a tactic termed “greenwashing“), many companies are reacting to public demand and pursuing more socially responsible and environmentally sound business practices.
Conscious buying alone may always not achieve what you’re looking for. If environmental impact is what concerns you, tossing a household full of products into a landfill won’t offset all your new, green purchases. Buying consciously while buying only what you need is the key.
Does your spending reflect your beliefs?
Updated December 20, 2011 and originally published April 22, 2008. If you enjoyed this article, subscribe to the RSS feed or receive daily emails. Follow @ConsumerismComm on Twitter and visit our Facebook page for more updates.