The Conscientious Consumer
Feb 24, 2009
There’s no better time than during a recession to take a closer look at our spending habits. As buzzwords like "recessionista" and "chiconomics" enter our collective conscience, as Michelle Obama is compared to Eleanor Roosevelt, and praised for her simple but elegant fashion choices, and when even the Academy Awards are scaled back, it would seem that even the most ardent consumers have decided that it’s hip to be more frugal and thoughtful with their purchasing power.
Obviously this wasn’t an overnight transition, and it doesn’t just belong to the wealthy. Even before we saw our American neighbours put forth a "Buy American" provision in their stimulus bill, there was a growing trend in North America to buy locally and with more of a social conscience.
Today we can contribute to the fight against social ills, buy products that leave a smaller footprint on the earth or choose to support our local businesses over chain stores; all the while maintaining our status, just by purchasing products whose sale, or at least a portion of it, go towards helping others.
Remember when Oprah and Bono arrived at Gap for the launch of its (Product) Red campaign? You buy a t-shirt to combat HIV/AIDS, Tuberculosis and Malaria, and in doing so direct money toward buying and distributing anti-retroviral drugs in Africa.
How about the Smart Car with its promises of maximum ecology, low CO2 emission figures and driving fun?
A cynic might argue that these types of marketing strategies are simply an effective way to get us to part with our hard earned dollars, feel good about it, and contribute significantly to their bottom line. And I think it’s true. Not too many companies embark on such a campaign for purely altruistic means.
But maybe this is a good thing. Perhaps it is a sign that companies are beginning to recognize the power we have as first world consumers. And maybe this recession will also be a good time for our consumer-driven, profit-based society to take stock of our own spending habits. What better opportunity to set ethical standards for ourselves. Perhaps this is the perfect opportunity to decide if we’ve let our consumerism have too much power over us?
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I hope this recession has allowed people to see what greed and excessive consumerism have done for us: nothing. It's too bad we need to experience the tough times to really appreciate the good times and what we take for granted as Canadians.
Jerry - 2009-03-13 16:52
It's true that people have spent too much. I just hope we can all get through this crisis and learn something from our mistakes. And also remember how important it is to save for a rainy day, which is what I've done. Now I can feel a little more comfortable that I can still feed my family and provide a safe home for them.
Blake - 2009-03-26 16:46