What is Conscious Consumerism?
LET’S BREAK IT DOWN WITH THE HELP OF MERRIAM-WEBSTER.
By Julie Howell
being concerned or interested
done or acting with critical awareness
a preoccupation with and an inclination toward the buying of consumer goods
We’re all consumers; we spend our money on goods and services. It’s what makes the world go ‘round. So what separates conscious consumers from your run-of-the-mill regular consumers? The key is in the definition - acting with critical awareness.
What are we so conscious about?
It’s no secret that consumerism can be harmful to the environment. In fact, one study published in the Journal of Industrial Ecology found that household consumption contributed to more than 60% of global greenhouse gas emissions and between 50% and 80% of the total land, material, and water use.
Simply put, conscious consumerism is a movement toward making buying decisions that aim to mitigate those negative effects. It’s a concerted effort to shop more sustainably, reducing the negative impacts that the production, packaging and transporting of goods has on the environment.
Okay, I get it. So what do conscious consumers do to help?
Think of conscious consumerism more like a movement. It’s a collective effort by those who want to make a positive difference, raise awareness and promote more eco-friendly buying behaviors. This often includes the following actions.
1. Boycott: This is an effort to “cancel” brands who are still engaging in practices that are harmful to the environment or their workforce.
2. Buycotting: Buycotting is all about supporting and promoting sustainable brands by “actively buying products that respect certain values or ethics in order to generate a movement towards fairer production processes, both from an environmental and human point of view.”¹
We’ve all seen movements to #deleteuber, and you’ve likely heard criticisms of Amazon’s employment practices or L'Oréal’s animal testing. As consumers, we have immense power to raise awareness to hold brands accountable. But it’s also equally important to actively support and raise awareness for brands who prioritize sustainability. That way those brands can thrive, gain notoriety and eventually replace the brands who refuse to improve their practices.
Conscious consumers are agents of change.
As consumers, we have the buying power. With social media, we also have a voice. We choose what brands we buy and which businesses we support, and conscious consumerism is putting pressure on brands to simply do better by Mother Nature. And we’re here for it.
This sounds great. How can I be a conscious consumer?
The good news is you’re not alone. 73% of consumers say they would definitely or probably change their buying behaviors to reduce their impact on the environment.² Yet so many of us don’t know how. It’s easier than you think, and you can start small. Here are three quick tips to get started.
1. Prioritize education.
The choices you make matter, and understanding that is the first step to being a more conscious consumer. Sustainability is a complex topic, but the good news is that there’s a growing community dedicated to sharing information and advocating for improvement. Our community is welcoming new members with open arms.
JOIN OUR COMMUNITY
Join the conversation, ask questions and let’s continue sharing-knowledge to identify sustainable solutions and applaud those brands that are doing it right.
2. Focus on small improvements to your purchasing behavior.
The more you educate yourself, the easier it will become to make more conscious buying decisions. Nobody is perfect, so focus on small habits you can change. Maybe it’s swapping your single-use face cleansing wipes and opting for a reusable one. Maybe it’s cutting up your fast fashion credit cards and getting better-acquainted with your local secondhand or vintage stores.
Take a look at your current shopping habits and focus on manageable improvements to some of your not-so-sustainable habits. We promise - it’s worth it.
3. Reassess your buying motivation.
Think about the last time you purchased something. What was the motivation behind the purchase? Oftentimes, it may be price (who doesn’t love a good deal?) or convenience. Gotta love the 2-day shipping, right?
“For generations, we’ve been programmed to consume, and from fast food to fast fashion, we have mastered the practice of instant gratification.”³
Being a more conscious consumer requires some work to shift your buying motivation. Rather than focus on the thrill of the deal or instant gratification, think about the impacts of your decision. Do you really need the item you’re purchasing? Are there local or sustainable alternatives?
If we all make a conscious effort to adopt more sustainable buying habits, the sum of our collective efforts has the power to make a positive change. Let’s keep the conversation going.
Sign up here to join our community and “don’t ever forget the power that you hold as a consumer.” - Jaclyn Tracy, Founder of Sistain
¹Ethical Consumer (2019). “Boycotts List”
²Nielson (2019). A ‘natural’ rise in sustainability around the world.
³Fast Company (2019). “We need to debunk some big myths about conscious consumers.”
