By Ikhlas Patel
You may have read or heard the phrases: “conscious consumerism,” or “shop sustainably”. It may be that supporting brands doing good in the world comes naturally to you. Whether you're just now learning how to shop sustainably or you’re part of the growing number of consumers shopping this way, you’re not alone.
There was a research study done in 2021 that showed 63% of consumers believe they have to influence brands to change their ways. In addition, 78% want to push that power onto brands in order to create a better society. Oh and what about Gen Z? Well, the study revealed that 20% of 16 to 29-year-olds have left a store due to insufficient sustainability policies.
Both brands and consumers recognize their part in responsible consumerism, because, let’s face it: it’s nice to have all the current things, but being a part of this movement is easier than you think. Adding small, digestible changes to your shopping routine today can lead to generational changes down the road.
So let’s take a look into this “new normal” and how you can play a role.
Determine
Let’s take a dive and look into 2021, post-pandemic. McKinsey reports that e-commerce grew at four times faster rate in the last year. All that “retail therapy“ during quarantine? Those cardboard boxes, styrofoam peanuts, and plastic packing layers must be disposed of somewhere. Yikes.
Money
You maybe have liked the idea, of joining the solution and wanting to buy your favorite products being made from recycled materials and then seeing the price tags attached to them… Producing products sustainably requires a different process, which can cost more now. But as more consumers purchase ethically made goods and services, the demand will grow and supply chains and manufacturing processes will adapt, which will drive down prices.
Busting myths
The first myth we should bust is that buying from these big corporations like Nike or Lululemon always fuels the problem. While we encourage shopping locally and supporting small businesses, there can be power in size, so each method can have its merits. Since the public fiascos when corporations abused the environment or surrounding community, businesses have been faced with mounting pressure to protect both the planet and its people.
Solutions
There are tons of great resources for shopping responsibly on a budget, but the first and most easy step is to start exploring what resonates with you.
Get familiar with sustainable fashion brand directories that have done the digging into brands’ social impact and sustainability practices for you, like Ikea, Unilever, and Panasonic. Look for a ‘sustainable products’ section when shopping for your favorite websites. Ask yourself questions when your shop like - Does this brand feel authentic? Are their efforts proportionate to their size? How do they treat their employees? Educating yourself will help you feel more confident voting with your dollar and seeking out alternatives.
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