4 Ways to Be a More Proactive and Conscious Consumer
“I do think it is absolutely possible and imperative for us, as citizens, to use our purchasing power as an advocacy tool.”
When we first heard these words, spoken by artist, photographer, and ceramist, Rhea Bailey, we paused. Bailey’s sentence is charged. It carries an urgency that speaks to our society today: There is no feat too small, too inaccessible, or too unorthodox to make a positive impact.
Bailey was discussing with us the importance of being a more conscious consumer, as we researched our recent article, Moving toward an Economy for Good. The story delves into the many ways mission-focused entrepreneurs and companies are working to build companies that put humanity first, thus spawning a more conscious economy. As Bailey illuminates, this weighty topic also shows how people are becoming more and more astute about who they purchase from, and what companies they support. We are living in the age of discernment.
This level of consideration prompted us to further explore how to vet companies and be more mindful buyers. We think of conscious consumerism as an ethos, a moral impulse, a seed that has the potential to be watered, catch sunlight, and grow. Much like impact investing, it is about aligning our money with our values. There is no one shape or size, and there are endless ways to go about doing it.
Conscious consumerism begins with an open mind—and sometimes, as we unveil below, a little direction.
#1: Research with Resources
In the early 1990s, the activist organization Environmental Working Group launched, offering science-based information on various health and environmental hazards, including toxic chemicals, cryptic corporate practices, and unhealthy ingredients allowed in personal care items. The EWG has since grown to be a touchstone for concerned citizens looking for ways to vet everything from lipstick to body wash.
More recently, other advocacy movements have flourished in similar ways, aiming to hold a flashlight on companies’ morals and practices. Good On You rates clothing brands according to how they level up to the several of the UN Sustainable Development Goals, particularly the twelfth which ensures companies follow “sustainable production and consumption patterns.” The site also takes into consideration the other SDGs including gender equality, climate change, and biodiversity. In the service industry, One Fair Wage offers a list of restaurants who pay their employees a livable wage. And Ethical Consumer, an independent non-profit movement that has been in existence since 1989, investigates and rates companies across multiple categories according to their ethical, environmental, animal cruelty, and wellness values.
#2: Seek Certifications
Terms such as “ethically sourced” or “made with organic” are compelling, but they don’t necessarily inform about the overall carbon footprint, ethics, or impact of a company. These sayings are sometimes used to greenwash a label, which is the cryptic act of using values-aligned words to mask less-than-ethical practices (making a company appear to be more ethical or sustainable than it really is). To avoid companies that are capitalizing on nebulous buzzwords, seek third-party certifications as a means to measure values. B Lab, a US-based non-profit, has created a movement that allows for consumers to garner insight into a company’s ethics, sustainability, and impact. To become a certified B Corporation, a company must undergo a rigorous process to prove that it puts the wellbeing of all stakeholders, including its employees, customers, surrounding community, and the environment, first. Becoming a “B Corp” has become a significant badge of honor for brands.
#3: Ask Questions
So often in the quest to learn more about a company’s ethics, it seems impossible to find all the answers, and therefore ensure that your values are aligned. For instance, one company may create an excellent product made of traceable sustainable materials, but that same company provides no information on how it handles diversity and inclusion in the workplace. In this case, it can be the most impactful to reach out to the company directly with a genuine question. If they are hesitant to respond, they may have something to hide. (And your simple act of asking may provide them with incentive to evolve their practices.) Such queries are a means of advocacy, and represent a personal form of due diligence.
#4: Follow the Leaders
Social media can connect us to people all over the world. It can also provide a means of continued education in the areas that align with our values. Loud voices advocating for every large issue today, from gender rights, climate change reform, and corporate transparency, to anti-racism training, equitable inclusion, and environmental oppression are creating new virtual platforms that educate. By continuously making sure our social media accounts mirror our values and support those fighting the good fight (and not those wreaking havoc on the world), it can unlock a world of inspiration and information. One place to start is Leah Thomas’s @intersectionalenvironmentalist, an organization that has created a diverse council of thought leaders in the movement of environmentalism that advocates for both people and the planet.
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At The Conscious Investor, it is our goal to shed light on topics that we find interesting, inspirational, and educational. Therefore, this article is strictly for inspirational and informational purposes only. It is in no way intended to substitute for professional investment advice, professional financial advice, or general counsel. To the extent that an article features the insight, opinions, or advice of an expert or company, the expressed views are those of the cited person or company and do not necessarily represent The Conscious Investor and its employees or affiliates.