In the age of rampant consumption, the rise of “sustainable consumerism” and eco-friendly product trends offer a glimmer of hope in the fight against environmental degradation. A recent study revealed that the shares of products marketed as sustainable grew nearly 3x faster than those that weren’t and that 78% of consumers considered sustainability when making purchases.
Yet, in the midst of the proliferation of green products and the commendable efforts of individuals to make more environmentally conscious choices, crucial questions linger: in a society driven by profit and production, is there truly such a thing as sustainable consumerism? Amidst the green craze, are we really saving the planet or are we merely indulging in eco-vanity?
Sustainability, it seems, has become “trendy,” both a blessing and a curse in the fight against environmental degradation. On one hand, the growing awareness among consumers regarding the environmental and social impact of their purchases has induced many brands to champion fair trade practices and utilize recycled materials. However, this newfound emphasis on eco-product trends has also fostered a culture of consumption where the desire for the latest “green” product often supersedes the ethos of sustainability itself.
It’s crucial to discern between meaningful eco substitutions that reduce emissions and those that contribute to unnecessary consumption. For instance, opting for an electric vehicle or an appliance that operates more efficiently can indeed lower emissions and promote sustainability. However, oftentimes people discard perfectly functional belongings in favor of their newer, ‘greener’ counterparts, ultimately exacerbating the issue of waste and resource depletion. In such cases, the original item, though produced unethically, may still serve its purpose effectively and contribute less harm to the environment than the cycle of consumption it perpetuates.
TikTok Trends and the Overconsumption Obsession
Social media’s evolution has rapidly accelerated the speed and expanded the reach of spreading information and trends. That being true, apps like TikTok have become powerful platforms for promoting products and influencing consumer choices, best exemplified by the “Stanley cup craze.”
The 40 oz Stanley tumbler began as an eco-friendly choice as people ditched single use plastic water bottles for the reusable, insulated cups, as seen before with the HydroFlask. The allure of the colorful cups, coupled with their endorsement by social media influencers, has propelled their popularity to unprecedented levels. The Stanley cup now has its own dedicated category of content on TikTok, with the hashtag #stanleycup amassing a staggering 5.8 billion views, reflecting the frenzied demand for new releases and exclusive collaborations. It’s incredibly ironic as the essence of reusability is lost entirely when individuals accumulate a multitude of these cups, chasing after the latest designs and collaborations.
At the same time, a new trend dubbed “deinfluencing” has surfaced on TikTok, especially in the beauty sector. Creators are urging viewers to think twice before buying certain products, aiming to debunk the hype surrounding popular items by sharing their own experiences. Although this trend has evolved into a form of “buy this, not that,” it does harbor some value—it prompts consumers to make more informed choices. After all, if someone is in the market for a new lip gloss, why not choose one that truly satisfies rather than contributing to premature landfill waste?
The Paradox of Eco-Friendly Brands: Patagonia’s Approach
Navigating the realm of sustainable consumerism is like walking a tightrope, especially when it comes to critiquing brands touting eco-friendliness. On one hand, we understand they need to turn a profit to survive in the cutthroat market dominated by non-sustainable (and addictively cheap) competitors like Amazon and Shein. But let’s not sugarcoat it: their survival often hinges on promoting unnecessary consumption, a practice that directly contradicts the very essence of sustainability. Wouldn’t a truly sustainable brand advertise not to buy more stuff you don’t need?
In 2011, Patagonia did exactly that. On Black Friday, one of the busiest shopping days of the year, the outdoor apparel company launched a bold ad in the New York Times which sought to raise awareness about the environmental impacts of consumerism. The full page ad displays a picture of the company’s best-selling R2 fleece jacket, and in large font, “DON’T BUY THIS JACKET.”
By urging consumers to think twice before purchasing their products, Patagonia aimed to promote sustainability and responsible consumption. However, the campaign faced criticism and skepticism on environmental blogs and Twitter. People argued that the campaign was a publicity stunt, questioning the sincerity of the company’s commitment to sustainability as they surely must’ve hoped some people would buy their jackets.
Despite the backlash, Patagonia’s actions speak volumes. The brand operates a comprehensive takeback and repair program, allowing customers to extend the lifespan of their garments. Additionally, Patagonia actively promotes recycling initiatives and acknowledges that more still needs to be done and they aim to keep making progress. Though their profits increased dramatically in the years since the initial campaign, it is due to their appeal to a growing market of people who care about sustainability.
Supporting brands like Patagonia is a positive step, but it is essential to remember that a brand’s sustainability should not serve as an excuse for excessive consumption. However, when consumers do need to make purchases, whether for outdoor gear or everyday items, opting for brands prioritizing sustainability and responsible production practices, such as Patagonia, can have a significant positive impact. By supporting these brands, consumers contribute to a more sustainable future and send a clear message to the market about the importance of environmental consciousness.
The Impact of Greenwashing and Eco Labels
As opposed to Patagonia’s genuine commitment to sustainability, other companies are guilty of greenwashing. This term refers to the deceptive marketing tactics used by companies to portray their products as environmentally friendly when, in reality, they may have little to no positive impact. This phenomenon can mislead consumers into believing they are making eco-conscious choices when, in fact, they are contributing to environmental harm.
Eco labels, on the other hand, are intended to provide transparency and guide consumers towards genuinely sustainable products. However, the abundance of different labels and certifications can also confuse consumers, making it challenging to discern genuine sustainability efforts from mere marketing gimmicks. Mastering the complexities of sustainable consumerism requires informed decision-making and conscious choices. Here are some practical tips to help you navigate as a consumer:
A Guide to Eco-Conscious Shopping (& Not Shopping)
- Resist the need to be trendy. In the era of fast fashion and shortening trend cycles, it’s essential to resist the urge to constantly chase the latest fads. Instead, focus on timeless and durable items that won’t go out of style quickly.
- Shop second hand. Visit your local thrift store or consignment shop for unique and affordable finds. Check out online options too, like Facebook marketplace, Ebay, and Vinted.
- If it ain’t broke, don’t fix (replace) it. Don’t be so quick to replace functioning items with an eco-friendly alternative. Differentiate between meaningful eco swaps that address active environmental concerns and unnecessary replacements that perpetuate consumption.
- Shop smart. When you do need to buy something new, take the time to investigate the sustainability practices of the brands you might support. Look for companies that prioritize eco-friendly materials, ethical labor practices, and transparent supply chains.
- Shop local. Supporting local businesses and artisans not only reduces the carbon footprint associated with transportation, but it also fosters community connections and promotes economic resilience.
- Upcycle. Get creative with repurposing old or unused items into something new and useful. Upcycling allows you to exercise your creativity while reducing waste and giving new life to old belongings.
As an individual, reflecting upon what it means to be a sustainable consumer (or if it’s even possible) can lead to being overwhelmed with a sense of responsibility, guilt, or despair. These feelings are valid, but it’s important to remember that you can only do so much and you will never be perfectly sustainable.
At the end of the day, it is most important to remember that we cannot simply buy our way out of environmental degradation; we must challenge the underlying assumptions of consumer culture and advocate for systemic change that prioritizes people and the planet over profit. Only then can we truly aspire to be sustainable consumers and build a more just and equitable world for future generations.
Editor: Do you think sustainable consumerism is real or a myth? Let us know at info@afors.org