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No matter how big your bank account is, your money has power. Every time you make a purchase, you are supporting the company you\u2019re purchasing from and its values. Conscious consumption also has the power to make you feel good. If you\u2019ve ever been to a farmer\u2019s market, you know how much more appealing it can be than rushing through the grocery store to get everything you need for the week. Although the experience is not as convenient as the supermarket, chances are you feel better about what you\u2019re buying. You see the impact you\u2019re making by engaging with the local farmers and workers that harvest the produce, and the sensory experience makes you feel more connected to your food.<\/p>\n
Conscious consumerism has become a buzzy concept, both for millennial shoppers with a quality-over-quantity mentality and the businesses trying to appeal to them. According to Medium.com<\/a>, \u201cA conscious consumer is an agent of change who considers the social, environmental, ecological, and political impact of their buycott and boycott actions.\u201d Boycotting is choosing not to purchase something from companies with unethical business practices, while buycotting is choosing to only spend money on ethical products. \u201cToday, when corporations can be more influential than entire states, where we put our pounds is where the power lies,\u201d according to Provenance founder Jessi Baker<\/a>. Being a conscious consumer means taking back your spending power by voting with your hard-earned dollar.<\/p>\n This conversation is especially timely as we approach the end of Fashion Revolution Week<\/a>, a movement resulting from the collapse of a fast fashion factory in Bangladesh that killed more than a thousand garment workers subjected to inhumane conditions and unfair wages. The movement encourages consumer to wear their clothing inside out as a sign of respect and to demand transparency of how garments are produced.<\/p>\n The trouble is most conscious consumers aren\u2019t informed enough to make mindful shopping decisions. In its annual Conscious Consumer Spending Index<\/a>, Good.Must.Grow. found that almost 30 percent of Americans don\u2019t pay attention to shopping responsibly, while 40 percent don\u2019t know where to find or how to determine socially-responsible products. This is especially evident in the ranking of participant responses when asked what the first socially-conscious companies that came to mind were (1. Red Cross 2. Walmart 3. Google 4. Goodwill 5. Starbucks 6. Whole Foods 7. TOMS 8. Salvation Army 9. Amazon 10. Microsoft, and so on). Their confusion is understandable, considering the majority of companies\u2019 cloudy mission statements and mixed marketing messaging, as well as an oversaturation of greenwashing\u2014products packaged to appear environmentally-conscious. \u201cIn an increasingly open, digital world where authenticity is the buzzword of choice,\u201d Baker continues<\/a>, \u201cbusinesses must keep up with growing demands for ethical behavior and transparency in everything from employee rights and gender discrimination to the supply chain.\u201d<\/p>\n Everlane, for instance, is an apparel company and pioneer of \u201cradical transparency<\/a>.\u201d In a time when fast fashion\u2014the cause of excessive environmental pollution and unfair wages overseas\u2014was at its peak, Everlane entered the retail scene with high-quality, ethically-made basics sold exclusively online. Today as many traditional brick-and-mortar retailers, including fast fashion giants like H&M and Forever 21, are struggling and shuttering doors, the direct-to-consumer brand just opened its second storefront<\/a>.<\/p>\n Purpose-driven companies are catching shoppers\u2019 attention because they stand for more than just financial profits. They create positive social and environmental change that conscious consumers want to be a part of. One way to identify whether or not a company is ethical is through B Corp, \u201cfor-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency.\u201d Some examples of B Corps are TOMS<\/a> footwear and Warby Parker<\/a> eyewear, both of which employ a one-for-one business model that gives a pair of shoes or glasses to a person in need for every pair sold. Dr. Bronner\u2019s<\/a> all-in-one, organic, pure-castile soaps are also B Corp\u2013certified. In addition to environmentally-conscious products, the family-owned company prides itself on fair wages (and more<\/a>!)\u2014executives\u2019 salaries are even capped, so that the highest-paid employee can\u2019t make more than five times the lowest-paid employee. Actress Jessica Alba\u2019s The Honest Company<\/a> is also an example of a B Corp, thanks to non-toxic home and baby products, plus partnerships with healthcare, childcare and education institutions. Clif Bar & Company<\/a>\u2019s emphasis on employees, the community and planet landed it a certification as well.<\/p>\n Despite its hopeful outlook, conscious consumption is met with some critics. Sustainable lifestyle blogger Alden Wicker<\/a> believes the only way to true social change is through government policy. \u201cMaking series of small, ethical purchasing decisions while ignoring the structural incentives for companies\u2019 unsustainable business models won\u2019t change the world as quickly as we want,\u201d she writes for Quartz<\/a>. \u201cIt just makes us feel better about ourselves.\u201d<\/p>\n Still, we can\u2019t escape the fact that we live in a capitalist society. We\u2019re going to spend money on everyday purchases one way or another, so why not make them count<\/a>? While it might not create a social movement on its own, it\u2019s a start in the right direction.<\/p>\n Do you care about protecting the environment<\/a> or fair wages and working conditions? Think about the kind of change you want to see and why you want to see it. This will guide the actions you take to shop more consciously.<\/li>\n The simplest solution is to consume less. Sometimes it\u2019s not about what you buy but being mindful about why you\u2019re buying it. What is your intention behind the purpose? What need does it serve? If it\u2019s an emotional purchase to fill a void, reconsider it.<\/li>\n Think progress, not perfection. We\u2019re not suggesting you quit your regular shopping habits cold turkey, nor is it realistic to adopt a zero-waste lifestyle. Instead, come up with small changes you can make that will collectively have a big impact. For example, commit to using reusable bags on your shopping trips or only drinking water from a canteen, rather than plastic bottles. Like the farmer\u2019s market example, it may be inconvenient initially, but being conscious of your actions and why you\u2019re taking them will connect you to a greater goal or sense of purpose.<\/li>\n Where is my garment made? Who made my clothes? What is the environmental impact of the product or service I\u2019m interested in? What chemicals are in my household products?<\/em>\u00a0Demand transparency from retailers by asking these kinds of questions. Call, email, tweet. You will be heard. The demand from consumers<\/a> is already there, and we can use our purchasing power to make sure our voices are heard\u2014now more than ever, with the abundance of sources to shop and technology at our disposal. Just starting the conversation or adding to it creates a ripple effect that companies competing for our business will not be able to ignore.<\/li>\n Get support.<\/strong> Another great thing about access to technology is resources, for times we don\u2019t feel like doing the research. Today, there are many websites and apps that do the homework for you. Look to sites such as B Corp<\/a>, for more purpose-driven companies, and global e-tailer Ethical Market<\/a> for curated socially-conscious by cause. Apps, including Good on You<\/a>, Good Guide<\/a> and Think Dirty<\/a>, rate a product\u2019s social impact. Finally, bloggers like Wicker, creator of EcoCult.com<\/a>, shed light on ethical issues and hold brands accountable.<\/p>\n<\/li>\n<\/ol>\n Today\u2019s consumers are demanding value more than ever, and it shows in the rise of purpose-driven businesses (not to mention fall of established, not-so-responsible retailers). Goodshop was founded on similar values, empowering consumers to make a difference with their everyday purchases. Whether you\u2019re investing in transparent products you\u2019ve researched or traditional, tried-and-true favorites, Goodshop turns every purchase into a socially-conscious one by supporting charities and nonprofits of your choice. Empower your wallet and create the future you want to see by shopping a little more intentionally.<\/p>\n","protected":false},"excerpt":{"rendered":" No matter how big your bank account is, your money has power. Every time you make a purchase, you are supporting the company you\u2019re purchasing from and its values. Conscious consumption also has the power to make you feel good. If you\u2019ve ever been to a farmer\u2019s market, you know how much more appealing it […]<\/p>\n","protected":false},"author":35,"featured_media":11269,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[19,25],"tags":[634,635,639,637,636,638],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\n\n\n\n\n\n\t\n\t\n\t\n\n
Identify your values.<\/strong><\/h2>\n
Realize less is more.<\/strong><\/h2>\n
Take baby steps.<\/strong><\/h2>\n
Ask questions.<\/strong><\/h2>\n