Consumerism changed consumption patterns in the mid- to late-18th century, after the industrial revolution. As economies around the world began to shift their attention towards being more liberalised and opening their trading doors to globalisation, consumerism changed consumption for the normal person.
If you step into the market today to buy an essential product like toothpaste or a luxury product, you will face a plethora of choices ranging from differences in price points to quality, shape, size, etc. With the vast number of products to pick from, from purchasing a pen to a smartphone, it is safe to say that a consumer in the contemporary era today has more choices than a consumer in the 18th century.
Consumerism has become such a principal part of our lives that it is almost impossible to think of or imagine a time before people’s purchasing habits were driven by consumerism. Wide and popular displays of opulence or wealth were only luxuries that a small percentage of people, mostly royalty, could afford.
Under consumerism, however, every ordinary person becomes a consumer. The display of wealth or opulence today is of great importance to attaining social capital. However, the pandemic has really changed how people look at their consumption patterns, and more so, the younger generations are making the choice to be environmentally conscious of their consumption.
Conscious consumption has changed consumer behaviour around the world, with people now being more mindful of their consumption and environmental issues.
Consumerism has long been a driving force in the global economy, with individuals constantly seeking out new products and services to satisfy their wants and needs. It’s crucial to remember that wants, not necessarily needs, are what drive consumerism. Companies that advertise and produce different versions of the same product further amplify this pattern of consumption.
What is ethical consumerism?
In recent years, a new trend has emerged: ethical consumerism. This trend in consumption is characterised by consumers making purchasing decisions based on the ethical and moral values of the companies they support.
Let us take a closer look at what is driving the shift towards ethical consumption.
Growing awareness of social and environmental issues
Social media platforms have now evolved into more than just spaces for individuals to connect for socialising; activism, especially environmental activism, has sprung up as a sustained trend on all major social media platforms.
This provides a space for every user on said social media platform to easily access news about climate change, which in turn increases awareness of environmental issues.
Independent journalists leverage social media platforms to expose social and environmental issues through documentaries and news coverage that otherwise would drown in mainstream media.
The major factor driving the rising concern for issues such as climate change, human rights, and animal welfare is the autonomy that users have on social media which gives them the liberty to discuss topics of their choice with a wider social network at ease.
Influence of millennials and Gen Z
A Pew research study conducted in 2021 finds that Gen Z and Millennials prioritise social and environmental responsibility. With these generations being an active part of the consumerist culture, we are seeing a growing trend of ethical consumption.
Social media, as explored in the point above, is a useful tool that helps in disseminating and sharing information about environmental news.
Increasingly, social media platforms are also used to bring awareness to brands and companies that are environmentally conscious. Vegan diets, sustainable fashion collections, and tips to lead a sustainable lifestyle, among others, are all trends that are popular and influence many users through social media.
Impact of Corporate Scandals
Being environmentally conscious is not just an individual effort but needs a reform of practices at the systemic level, and this sentiment has been highly emphasised in recent environmental movements.
There is increased scrutiny over corporate practices and with the internet connecting people closer now than ever, brushing these malpractices under the rug is also impossible. High-profile scandals involving unethical business practices are often publicised, and in the online space, these corporate unethical scandals take on a life of their own.
Lack of transparency and greenwashing are common examples of how corporations take advantage of a consumer’s choice to engage in environmentally conscious consumption.
The loss of trust in traditional corporations due to unethical practices is on the rise, and this sentiment is compelling a lot of companies to seek out a strategy that aligns environmentally and aids social development.
It is no surprise that, with the rise of ethical consumption, consumers seek out alternative brands with transparent and ethical practices that align with their environmental and social beliefs.
To conclude, ethical consumerism is a growing movement that is reshaping the way individuals make purchasing decisions. With increased awareness of social and environmental issues, the influence of younger generations, and the impact of corporate scandals, consumers are demanding more transparency and ethical practices from companies.
While there are challenges and limitations to ethical consumerism, the benefits of supporting ethical brands and making conscious consumption choices are undeniable. As this trend in consumption continues to gain momentum, it has the potential to create a new era of consumerism that prioritises a social and environmental responsibility.
