How has Conscious Consumerism Changed the World?

Here’s an encouraging statistic: a whopping 73% of global consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment.

As consumers become increasingly aware of consumer goods’ effects on their bodies and the world around them, they’re also interested in buying—and sometimes paying more—for products that help the environment (millennials are more likely to spend more on sustainable products). In fact, 41% of consumers from around the world say that they’re highly willing to pay more for products that contain all-natural or organic ingredients. In the US alone, consumers are expected to spend $150 billion on sustainable products by 2021.

But consumers are just one piece of the puzzle. Once that piece is in place, others start to fall into position accordingly. For example, before 2013, only 20% of S&P 500 companies chose to disclose their environmental, social and governance (ESG) information. In 2015, 85% of S&P 500 companies reported on their ESG status.

The Benefits of Conscious Consumerism

As an individual, it may be hard to see the benefits of being a conscious consumer.

What does buying organic soap or boycotting a company known for using sweatshops do in the long run? But adding up each person’s actions equates to big changes in the grand scheme of things. The same logic applies to harmful behavior such as littering. A person might be ok with throwing a candy wrapper on the sidewalk, but imagine if every single person had this attitude. Many parts of the world already have to deal with more waste than they know what to do with. Plus, remember the ESG statistics we just mentioned? Consumer opinion and individual action trigger exponential change!

When you buy ethical or fair trade products, you’re supporting companies and producers that:

pay their workers a living wage

provide workers with a healthy working environment

hire workers of legal age

engage in environmentally friendly practices

Take organic farming in the US as an example of how conscious consumerism can affect change: Twenty years ago, organic farming was a niche industry with $3.6 billion in sales in 1997. But as more consumers began to appreciate the idea of agriculture free from toxic synthetic pesticides that pollute air and water and degrade soil, they started shifting their purchases, starting with food. By 2016, organic food sales had boomed to $43.3 billion.

More good news: Consumer impact is having other world-and market-changing effects. It turns out choosing renewable energy is more than just a fashionable trend. Thanks to growing demand as more and more people are installing solar panels, buying renewable energy credits, and using green power for a variety of purposes, renewable energy sources have become even cheaper than coal and natural gas.

When we make the change from mindless to mindful consumption, things change. For the better.

Criticisms of the Conscious Consumption Movement

For all the praise that conscious consumerism and conscious consumers receive, there is continuing criticism of accessibility.

The fact of the matter is that many sustainable products are more expensive than their counterparts. In certain cases, they’re even considered luxury items. Needless to say, high-end luxury items are out of reach for many people. That being said, when we look at sustainable products that are minimally or moderately more expensive, conscious consumers have to consider the total cost in the long run. The fashion industry is a prime example of this. Sustainable fashion—clothing made from organic, reusable materials—can last for years whereas fast fashion from H&M and Forever 21 (who recently filed for bankruptcy) may get rips or tears after a few outings.

The more consumers demand ethical, organic, and fair trade products, the more commonplace they’ll be and the cheaper they’ll become, which makes them more accessible to everyone.

The reality is that oftentimes, what people say they want to do doesn’t align with what they actually do. Consumers want to make more ethical choices with their purchases, but unsurprisingly, price and convenience remain powerful driving factors. In certain cases, those are the determining factors for product choice which is why those consumers often opt for the cheapest product, regardless of the underlying ethical implications. The gargantuan success of Amazon is an example of exactly this.

The critics also find fault with shoppers that buy green products to look good and quell their guilt rather than doing so out of a genuine desire to help the planet and the people in it. The fact of the matter is, not everyone will be driven by the same things to help others and the planet – and that’s ok! The results of conscious consumerism are the same regardless of the motivations behind it.

Like any movement that aims to combat the status quo, it’s an ongoing effort that needs to grow and be cultivated. The good news is that there are signs of progress as we outlined above. The more consumers demand that companies behave ethically, the more likely they are to be conscious in their business decisions by considering all their stakeholders.