This article first appeared in our autumn ’18 issue of MyGreenPod Magazine, The Consumer Revolution, distributed with the Guardian on 16 Nov 2018. Click here to subscribe to our digital edition and get each issue delivered straight to your inbox
The UK’s ethical sector is growing while more conventional markets are, many cases, faltering; according to the Ethical Consumer Markets Report 2017, the value of ethical spending in 2016 grew by 3.2% to £81.3bn. The report also states that the value of consumer boycotts bounced back to over £2.5bn.
I’m sure many of us can guess the brands that people are beginning to avoid so we won’t go into it here. The important thing is that this trend is massively on the rise; consumers are growing wise to the dysfunctional behaviour of household brands and their complete lack of consideration for our future generations.
I believe these big, nasty, non-caring, competitive global conglomerates will implode as a result of their own ignorance (certainly not a lack of awareness). They only consider the zeros on the P for Profit and not the more important Ps: People and Planet.
I’m going to call this the Trump Syndrome – and I believe it’s the anti-force we need to drive change.
To and from
I’m sure we’ve all noticed how the super-brands of our time – the brands we see all over the globe – are shouting about how sustainable they are becoming. They announce that they’re switching to sustainable palm oil, and from single-use plastics.
The brands making these claims did something similar 10 years back, and it was called greenwash.
We the people
So 10 years on, what’s different? Us the people, that’s what. We are all informed and aware enough to know that if a super-brand claims it’s doing something great for the planet, it probably relates to a tiny fraction of the full operation. By the very fact an ethical or positive social move has been highlighted, we know it’s just not good or grand enough to make a life-changing difference. So we will do something about it. We will give our hard-earned cash to a brand that cares about us and our children.