Ethical living and consumerism
There is a growing interest in living ethical, responsible and environmentally sustainable lives. Ethical consumerism has increased at an average rate of 15% per annum since 2002. However, the choices involved in being an ethical consumer are becoming more complex and sophisticated, with many conflicts and paradoxes. Individuals are increasingly confused by this complexity and feel overwhelmed by the many appeals to change their lifestyles. The growth in ethical consumerism has been partly driven by our increasingly affluent society; however, the current economic slowdown is likely to have a negative impact.
What are the implications?
- Confused consumers may look to VCOs to lead the way help them to navigate through complex choices and decisions.
- The economic downturn (add link) may reduce demand for some ethical products and services if these are viewed as more expensive ‘luxuries’.
- Pressure on both VCOs and businesses to demonstrate they are observing ethical, responsible and environmentally sustainable business practices (see corporate responsibility).
- Risk that the private sector could be perceived to be ahead of the game when it comes to environmental concern.
- Environmental and ethical awareness requiring high levels of investment may impact on resources available for core activities.
- Alternative consumption patterns leading to the development ofnew organisations, often social enterprises.
- Increased understanding, support and awareness around climate change issues.
- An increase in international campaigns and movements focused around ethically and environmentally sustainable living – an issue not bound by global constraints.
- Increased focus on well-being as the idea of responsible and sustainable consumption is increasingly linked to quality of life and personal happiness.
- The emergence of a new form of puritanism and the rise of an 'eco-elite'.
- Potential increase in numbers of volunteers for organisations that work promote ethical and environmentally sustainable living.
Moving forward
Much emphasis has been put on individual action to live an ethical and environmentally sustainable life.
- How can your organisation capitalise on this enthusiasm to encourage collective action?
- In light of changing attitudes and behaviours, have you envisaged volunteer recruitment strategies that would appeal to people's values and a broader sense of well-being?
Environmental responsibility concerns organisations of all sectors. Individuals are increasingly aware and critical of organisations that don’t practice what they preach.
- Is your organisation 'walking the talk'?
There is increasing pressure from funders and the public for organisations to be ethically and environmentally responsible.
- Does your organisation understand the impact its services and practices may have on society or the environment?
- Has your organisation got the reporting systems in place to demonstrate and communicate this to the wider public and potential funders?
Private sector organisations may have the resources to better invest in ethical and environmental practices.
- How can your organisation get ahead of the game? Could you invest in an eco-audit of your services?
Want to know more?
The Ethical Consumerism Report 2007
Published by: The Cooperative Bank - a high street bank with ethical commitments.
Date: 2007
Format: PDF
What is it? A short report providing a statistical analysis of ethical consumerism in the UK between 2002 and 2006.
How useful is this? The report provides statistics on consumer spending and attitudes covering: food; green home; travel and transport; and personal consumption. It demonstrates an overall increase in the sale of ethical products and services and seeks to identify new opportunities.
I will if you will - Towards sustainable consumption
Published by: The Sustainable Development Commission – an arms-length government organisation
Date: 2006
Format: PDF (469KB)
What is it? A report commissioned to advise Government on how to create sustainable consumer choices with short and long term recommendations for action.
How useful is this? An interesting report on how the Government can set a framework for making sustainable choices easier. It finds that people are willing to make changes but need strong leadership and support from Government and business. Recommendations include: creating practical catalysts for change in everyday living; avoiding reliance on green consumers but making ‘green’ choices easier for all; and recognising the importance of community action so people do not feel they are acting in isolation. It may be useful to see which recommendations are taken up and how they may impact on your organistion.
Other comments:
Published by: National Consumer Council – a charitable consumer watchdog
Date: 2006
Format: PDF
What is it? A paper exploring the role of information and advice in supporting sustainable lifestyles.
How useful is this? This research finds that consumers have relatively high access to information and advice on sustainable lifestyles though this depends on the social group, and only a minority seek further information out. It recommends that information and advice can support voluntary changes in behaviour but that it should be seen as part of wider social marketing and is only part of the solution to encouraging sustainable choices. For instance sustainable choices need to be made easier.
Other comments:
Recent discussion
How will this affect your organisation? Have you considered it during your strategic planning? Can you share any interesting relevant links?Join the discussion!
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Natalie
Third Sector ForesightIs ethical shopping becoming a signifier of social status for the middle classes who can afford to buy hundreds of eco-gadgets? And will ethical consumerism actually translate into political action on climate change?
Megan
Third Sector ForesightI think it is Natalie. I think its also becoming more accepted/prominent as a way of people taking action. This prompts a question about how VCOs can convert these individual consumer actions into a collective, as Stella Creasy discussed at the recent NCVO research conference
Véronique
Third Sector ForesightHave just come across this article which asks some really thought-provoking questions about ethical consumerism. It is written by Necla Acik-Toprak who is working on a PhD project on civic engagement at University of Manchester in cooperation with Unlock Democracy.
Basically: Where do you place such low-type activities within the discussion of civic and political engagement and how much weight should be given to them in the discourse of political participation? Can ethical consumerism replace traditional forms of political activities or are they just artefacts of an individualistic post-materialist consumer society with no real political substance?
In the article, Necla highlights the current lack of research evidence and understanding: “Most of the cross-national surveys (including the ESS) do not investigate ethical consumerism in detail. Without more information it is hard to distinguish whether buycotting and boycotting is a sporadic or a persistent type of engagement. In order to group this activity as a clearly political activity, there needs to be more research to establish how much ethical consumers act as ‘political consumers’ and to what extent they use this behaviour as an instrument to bring about political and social change?”
Richard
There’s a bit of both out there, I believe, Veronique. There are some (and a growing number) for whom ethical shopping is integral to their political life – is part of the same way of living as signing a petition about human rights in Tibet or campaigning for trade justice. I think of these people as striving to be good ‘global citizens.’ See Flexibility, Honesty, Collaboration for more on what their efforts mean for the voluntary sector.
Amongst these are people for whom it’s a real investment of time and commitment; they will take the time and trouble to make careful choices for good ethical reasons. There are plenty more who don’t have – or don’t give – the time to do their own research on what’s right and why; they rely on charities, campaigners or fairtrade businesses to grab their attention, and are looking for a quick way to ‘get it right’ on the basis of what they’ve heard and then get on with their lives.
Some of the commentary above is a little snide about these people for my liking. It doesn’t worry me too much if they’re not devoting large parts of their lives to making their choices – as long as they’re making them. It’s the job of the ethical trading sector, charities, etc to make sure the information they receive is attractive, easy to understand and reliable, so that a quick take is all it needs to do the right thing. And then let’s cheer them on!
Véronique
Third Sector ForesightYou’re absolutely right, Richard. I’m really interested in considering how organisations could tap into the enthusiasm and motivation of ethical consumers. Ethical consumerism is clearly a fantastic opportunity for organisations in the sector, even though many people who buy fair-trade or organic products may not want to engage more. I guess for me it’s about linking individualised forms of action to more collective ones.