We live in a fast-paced world filled with information and technology, and, as such, we’re given conflicting messages. One of those messages says, “BUY! BUY! BUY!” and the other message says, “feel guilty” for doing exactly that. There are three different types of consumer guilt: guilt for negatively impacting ourselves, our society and our planet. So where does the consumer find a happy medium—continuing to buy what we want without feeling badly about it? It seems that many companies have found an answer in “guilt free consumption.”
Arguably, the most influential source of guilt comes from our responsibility to ourselves—to maintain a healthy lifestyle, eat right, and exercise. This obligation stands at the forefront of our brains, because, if we fail to fulfil that obligation, the evidence is right in front of us. As a result we, as consumers, seek out brands that reduce our guilt—and companies are doing everything they can to make it easier. Kashi, Applegate Organics, and Wholefood’s 365 Brand ¹ are offering consumers healthier alternatives to our favourite foods. We can continue to indulge in the things we love, and we can feel good about doing it.
We are also driven by a responsibility to uphold a thriving and just community. Many traditional companies are thrown into the limelight for unethical business practices, poor working conditions or sub-poverty wages for labourers. A few companies like Fairphone and Shop for Social have created companies that are dedicated upholding exceptional business practices. Fairphone has had exceptional success with its new smartphone “manufactured without conflict minerals and with a focus on worker welfare.” Shop for Social took a slightly different approach to pro-society retail, by engaging “local social enterprises and nonprofits and includes handicrafts made by disabled or disadvantaged indiviuals.”²
Customers have responded to a global trend of environmental-consciousness. It has become increasingly obvious that we, as a species are having a lasting impact on our planet. Consumers have taken initiative and are mindful of the effects that production and packaging are having on our planet. Several companies, across several industries, are vowing to be more “green.” Even international companies like Microsoft have taken strides in environmental action, making each branch accountable for their own carbon emissions (they will be carbon neutral beginning this year). The fashion industry has also taken on a multitude of new “green” initiatives. Elroy for example is designed in Vancouver but advocates for responsible growth in the Indonesian textile industry. They have also shifted to using environmentally friendly materials including organic cotton, bamboo and recycled fabrics.3
Consequently, the market has seen a rise in two trends: consumers are looking for brands that have no reputation of unethical business practices and do not subscribe to normal methods of production and advertising. These brands are referred to as “clean slate” brands. They are accountable to their customers because they engage in an open dialogue. Some companies have taken this business ethics to a higher standard and have become demanding brands. Demanding brands recognise that neutralising our impact is no longer enough. A demanding brand acknowledges a problem and requires their customers to take proactive steps to contribute to a solution as a condition of their patronage. Unpackaged in London, for example, requires that all of their customers bring their own packages to contain their shopping so that they can cut down on wasteful packaging.
Guilt free consuming is on the rise. Consumers are given a wide selection when buying, and they can afford to be picky. They will look for the brands that they respect, and it would seem that the brands that will earn customer respect are those that allow consumers to keep consuming while also creating a better world.
1 Cleanest Packaged Food Awards 2013 (beverages)
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