Words by Susan Maiava
We hold the power in our hands to transform the world every time we go shopping! Yes, really, we do! The impact of the choices we make when we pop into the supermarket or shop for a new outfit extend far beyond our immediate needs and desires. Every time we shop, we can vote for a better world.
Many products on the market today are produced in conditions that exploit workers, sometimes even children, in developing countries where labour laws are weak or unenforced. Conscious consumerism offers us a powerful way to change that.
What is conscious consumerism?
Conscious consumerism is a mindful approach to shopping where consumers use their purchasing power as a force for good. Conscious consumers make informed purchase decisions that align with their values; decisions that are ethically and environmentally responsible.
It involves careful consideration of the origins of products, the conditions under which they were made and their impact on the environment. Conscious consumerism also emphasises consuming less and making the most of what we have, rather than constantly acquiring new items.
The power of ethical choices
Every purchase we make either supports ethical practices or perpetuates harmful ones. By choosing to buy products that are ethically sourced, consumers help ensure that workers throughout the supply chain receive fair wages or prices for their crops, and work in safe conditions.
This not only improves the lives of workers but also their families and communities. Fair pay reduces poverty, exploitation and vulnerability. It increases food security, environmental protection and life choices. It allows access to better nutrition, health, housing and education for their children.
The power of collective impact
The power of conscious consumerism lies in its cumulative effect. Every ethical purchase contributes to a larger movement towards sustainability and equity. When millions of consumers make mindful choices, the collective impact has real power to change demand, and demand change.
Businesses are much responsive to consumer demand that we think, and as more people prioritise ethical shopping, brands will adopt more ethical practices. This, in turn, prompts their competitors to follow suit, driving significant change towards better industry standards. That is where the power of ethical consumption lies. “Purchasing power” is not called power for nothing.
Becoming a conscious consumer
Even small changes in our daily shopping habits create a ripple effect. Here are some practical tips to get started as a conscious consumer:
- Research brands: Take the time to learn about the brands you buy. How transparent are their supply chains? Seek out ethical brands. Fairandgood.co.nz is NZs directory of ethical brands with lots of information and a great place to start your journey.
- Look for certifications and read labels: Certifications like Fairtrade, GOTS, and B Corp identify products that meet ethical standards.
- Prioritise quality over quantity: Less but better, is more. Avoid the attraction of a bargain. Remember that if you are not paying what something is worth, someone else is.
By making ethical choices in our daily shopping, we have the potential to transform industries and improve the lives of countless people around the globe. As consumers, together we hold the power to creating a more just and sustainable world – one purchase at a time.
Dr Susan Maiava has over 40 years’ experience in international development, social justice and ethical consumption. She co-founded fair&good, the ethical directory, in 2021.
