I bristle at the word “consumer”. I work in marketing and I admit, I use this term every day to describe customers and potential customers, or people who are browsing the Internet and thereby “consuming media” (doncha love that? – being online = eating information). It still annoys me. And, I increasingly hear it used to describe people in general, in a variety of behaviors and situations, as if this is the primary way we engage with each other and with the world. We are no longer people, but consumers. It is not just in advertising, marketing or commerce in which I hear this – I’ve heard it in political speeches, in news stories, in casual conversation. Is this truly the most important activity to ascribe to ourselves? I did some quick research into the definition of “consumer” and since this describes “one who consumes…”, I was led to the definition of “consume”:
1. to destroy or expend by use; use up.
2. to eat or drink up; devour.
3. to destroy, as by decomposition or burning: Fire consumed the forest.
4. to spend (money, time, etc.) wastefully.
5. to absorb; engross
(Thank you, Dictionary.com)
So, by definition a “consumer” is a person who: destroys or expends something by use; uses something up; eats or drinks; destroys something; spends wastefully; or is absorbed or engrossed by something. Not many positive connotations in this definition, aside from eating and drinking or being engrossed. Maybe being called a “consumer” isn’t such a good thing.
A couple of years ago, I read the book Affluenza: The All-Consuming Epidemic, and it made a lasting impression on me. Clearly the authors were pointing out the implications of being a consumer as not just negative, but unhealthy. After reflecting on my own experience, I have grown aware that over-consumption and the need for ever more and better and cooler stuff is a consuming activity for people in my family, my workplace, my social circle and myself. Too often I find myself thinking that if I only had “______” my life would instantly be better and I would be more fulfilled. Fill in the blank with my want-of-the-moment – new furniture, designer jeans, the latest Smartphone, a Frappuccino – and it quickly becomes apparent that I want “______” every day. I want something and then convince myself I need it through some rationalization, and then I get it and I feel momentarily happier. Maybe “happier” is not quite the right word. I feel satisfied by a successful conquest. And to be honest, there are many things from which I continue to derive satisfaction after I acquire or consume them. I do love how I look in my designer jeans. I admire the beautiful watercolor that hangs on my wall. I’m not giving up my affection for trying new wines any time soon. BUT… the catch is that consumption is addictive. After you fulfill one desire, another one soon comes into your head. “I want a sexy pair of boots to go with my hot jeans.” “I deserve a beer after my hard day. OK, maybe two beers.” The addiction compels you to keep searching for the next thing to make you that tiny bit happier, or raise your social status higher, or make your life more convenient. I am an American, so I feel comfortable making the blatant generalization that Americans consume too much stuff. We over-gift at holidays, and how many of the gifts are actually wanted by the receiver? Surveys of American travelers report that our #1 favorite vacation activity is shopping. Modern homes are on average 2 times larger than the homes built forty years ago, even though we have smaller families, but we need the space for all our belongings and the perceived higher status that larger homes confer. We rent storage units to keep the stuff that won’t fit in our homes, or we donate our unwanted belongings to charities and enjoy a nice tax write-off to boot. Our landfills are overflowing with stuff that broke or is old or has gone out of fashion. There are TV shows about hoarding and/or de-cluttering. This is all a result of consumption. We are consuming more and more things, and being encouraged to do so. We are called consumers, after all! Why?
We confuse the short-term gratification of buying things or having a good time with the deeper feelings of worth and joy that come from valuing ourselves, our family and friends, and our own contributions to the world. The producers and the folks who help them sell their products take advantage of this human tendency. Or maybe they helped create it. In either case, they certainly encourage it. Affluenza highlights the shocking and distressing pattern of over-consumption and its harmful consequences and asks people to become aware of their own consumer addictions. What are the consequences? There's the mounting consumer debt and the financial crises that have rolled off that in waves. There's pollution, waste, depletion and destruction of resources. There's the 5 gyres of floating garbage in the world's oceans, the largest that is sized somewhere between the area of Texas and the United States. There's increasing inequity between the consumers and the poor people creating the crap we consume. So, it's a problem with serious consequences.
Now when I find myself wanting something, I ask myself what is it that I really want: do I want the brief gratification of an object, or am I longing to fulfill a deeper need such as having a meaningful purpose or feeling loved? The first is easier, more immediate but shallow – ultimately, things do not give you happiness. The second is a complex emotional need that cannot be met through shopping but rather through productive action or interaction. The challenge in living in a society that is obsessed with stuff – finding it, getting it, using it, maintaining it, showing it off, getting rid of it – is making the switch from chasing satisfaction in things to finding satisfaction in creating value and meaning in life.
And so this brings me back to that irritating word, “consumer”, and all the unhealthy things it implies. What are words that put us in a more positive light and hopefully inspire more positive activity? There is the word “citizens”, which I do like for the implication that people are a member of a country or a community. It has an aura of respect. It limits people, however, to activities that are communal or governmental and doesn’t cover other activities. Ditto for “voters”. Synonyms of “consumer” include “customer”, “patron”, “client”, and these all refer to commercial activities. A more expansive descriptor is needed.
I propose a new word to describe people: “choosers”. It acknowledges that in every situation, there is a choice. It is an empowering term. People consider their options and select their preference. It does not have the negative connotations of “consumer”, nor is it limited to people’s purchasing power. We have choices other than just what we buy or what we waste. In fact, we have the choice not to purchase, not to waste, not to destroy. Not to consume, or be consumed. We can choose another way besides what is being fed to us in politics and policies, in media and in commerce. We can vote (very timely right now!). We can choose to spend our time in ways that are about real growth, not just the growth of consumer contribution to the GDP.
I could be onto the next big wave in marketing: it’s not about consuming, it’s about choosing a better, healthier path.
Thursday, October 4, 2012
Monday, May 14, 2012
My So-called Green Life
I am a compulsive list-maker. The first story I ever wrote was in the 5th grade and it was basically a long list of supplies I would take to the moon when I became an astronaut. My career aims have shifted since then but my predilection for list-making lingers. I also like to boil ideas down to concrete, relatable stories and examples. So, as I examine my so-called green life and how I am connecting my daily actions with my values – how I am walking the talk -- I recognize several stages:
1. Reaching for the low-hanging green fruit which I have named “Switch out your Lightbulbs”. These are the simple and painless changes that anyone can make at least on a small scale. The classic green example is changing from incandescent and halogen lighting to compact fluorescent bulbs. The trend is moving towards LEDs so I’m watching to see the lighting color tone improve and prices come down. For a business or organization, this may be a larger capital expense. But regardless, the technology is established, readily available, has clear benefits and few downsides. Other ways I’ve changed my lightbulbs, metaphorically speaking, are switching from paper napkins to cloth napkins years ago (much classier!), using cloths for cleaning and mopping, drinking my own filtered water instead of buying bottled water, and using cleaning products made with without petroleum-based or toxic ingredients. I’ve also learned a few cheap home-brewed cleaning recipes. You can do a lot with baking soda, vinegar and liquid detergent – future post coming soon!
2. Then, there are “Lifestyle Changes” which require a little more research and commitment but are still easily made. These are things like shopping for produce and meats at organic grocers or farmers markets, changing over to organic hair, body and makeup products, and signing up for renewable energy credits for electricity supply. A case in point is my love affair with food. I love to eat and am also very picky so I place a high priority on fresh quality produce and meats, preferably from local and sustainable sources. I am good friends with a foodie who introduced me to the Slow Food Network. Now I am friends with a group of people who also love to eat and who promote clean, fair food. It’s a great intersection between my “hobby” (eating) and my sustainable values.
3. Next are the obvious and expensive changes otherwise known as “Get Out Your Checkbook”. These are the big changes that can have a real long-term impact but demand a larger upfront investment. If you have a house, think: putting in more or better insulation (check), installing energy efficient windows (check), sealing any cracks or leaks (check), wrapping pipes and ductwork (check), upgrading to energy efficient appliances including the furnace, water heater, HVAC system, range, refrigerator, washer, dryer, ceiling fans… umm, that's a lot of checks. Long term these will largely pay for themselves in energy savings, comfort and efficiency, and it is very rewarding to see your gas bills go down instead of up. If you are considering where to live, sustainability should factor into your decision about the neighborhood, desirable amenities, age and condition of the home and commuting distance to work. And speaking of commuting, transportation is a big contributor to global warming and a big-ticket item if you are trying to green up your life. You may decide to drive a hybrid vehicle (check), and it is better still if you ride-share in one, take public transit, ride your bike, walk or telecommute. I’m doing a combo of telecommuting, driving and taking Metro based on the traffic, the weather, my mood and how late I wake up. Ideally I’d like to not have to drive, and the worse the area traffic gets the more likely this is looking.
4. If you’ve passed through Phases 1, 2 and 3 and are feeling empowered, here comes Phase 4: “Share the Love”. This is an important phase where you become an advocate and activist for sustainable choices. One of the most important things you can do is to lobby your leaders and government for policies, legislation, regulations, incentives, enforcements and penalties that will lead to a more sustainable society, healthier environment, better governance, and greater social equity. You will need to vote, and also write letters, go to city council meetings, talk to your friends and neighbors, call your representatives, show up at rallies, support organizations and generally Get Loud. It takes some energy & confidence and is absolutely crucial to helping create a sustainable future for yourself, your family and your community. I live in a small city and know several of the City Council members, and this is its own kind of power because I can talk to them directly about concerns and see the impact that this can have. And, keep in mind that you can vote with your wallet just as powerfully as you can vote at the ballot box. If you want to effect change in the consumer world, exercise your purchasing power and voice as a consumer. There are boycotts, customer feedback, consumer reviews (very powerful in the Web 2.0 world!), shareholder votes (tip: check out GreenAmerica.org), and the actual purchases that communicate your values and priorities. Businesses do pay attention to how customers react to their products and services, and to those of their competitors. If you don’t like how a company does business, tell it, and then tell all your friends.
So that’s my list. It continues to grow and I’ll share more actions and changes as I go greener. What are some of your discoveries, new habits and tips, dear reader/s?
1. Reaching for the low-hanging green fruit which I have named “Switch out your Lightbulbs”. These are the simple and painless changes that anyone can make at least on a small scale. The classic green example is changing from incandescent and halogen lighting to compact fluorescent bulbs. The trend is moving towards LEDs so I’m watching to see the lighting color tone improve and prices come down. For a business or organization, this may be a larger capital expense. But regardless, the technology is established, readily available, has clear benefits and few downsides. Other ways I’ve changed my lightbulbs, metaphorically speaking, are switching from paper napkins to cloth napkins years ago (much classier!), using cloths for cleaning and mopping, drinking my own filtered water instead of buying bottled water, and using cleaning products made with without petroleum-based or toxic ingredients. I’ve also learned a few cheap home-brewed cleaning recipes. You can do a lot with baking soda, vinegar and liquid detergent – future post coming soon!
2. Then, there are “Lifestyle Changes” which require a little more research and commitment but are still easily made. These are things like shopping for produce and meats at organic grocers or farmers markets, changing over to organic hair, body and makeup products, and signing up for renewable energy credits for electricity supply. A case in point is my love affair with food. I love to eat and am also very picky so I place a high priority on fresh quality produce and meats, preferably from local and sustainable sources. I am good friends with a foodie who introduced me to the Slow Food Network. Now I am friends with a group of people who also love to eat and who promote clean, fair food. It’s a great intersection between my “hobby” (eating) and my sustainable values.
3. Next are the obvious and expensive changes otherwise known as “Get Out Your Checkbook”. These are the big changes that can have a real long-term impact but demand a larger upfront investment. If you have a house, think: putting in more or better insulation (check), installing energy efficient windows (check), sealing any cracks or leaks (check), wrapping pipes and ductwork (check), upgrading to energy efficient appliances including the furnace, water heater, HVAC system, range, refrigerator, washer, dryer, ceiling fans… umm, that's a lot of checks. Long term these will largely pay for themselves in energy savings, comfort and efficiency, and it is very rewarding to see your gas bills go down instead of up. If you are considering where to live, sustainability should factor into your decision about the neighborhood, desirable amenities, age and condition of the home and commuting distance to work. And speaking of commuting, transportation is a big contributor to global warming and a big-ticket item if you are trying to green up your life. You may decide to drive a hybrid vehicle (check), and it is better still if you ride-share in one, take public transit, ride your bike, walk or telecommute. I’m doing a combo of telecommuting, driving and taking Metro based on the traffic, the weather, my mood and how late I wake up. Ideally I’d like to not have to drive, and the worse the area traffic gets the more likely this is looking.
4. If you’ve passed through Phases 1, 2 and 3 and are feeling empowered, here comes Phase 4: “Share the Love”. This is an important phase where you become an advocate and activist for sustainable choices. One of the most important things you can do is to lobby your leaders and government for policies, legislation, regulations, incentives, enforcements and penalties that will lead to a more sustainable society, healthier environment, better governance, and greater social equity. You will need to vote, and also write letters, go to city council meetings, talk to your friends and neighbors, call your representatives, show up at rallies, support organizations and generally Get Loud. It takes some energy & confidence and is absolutely crucial to helping create a sustainable future for yourself, your family and your community. I live in a small city and know several of the City Council members, and this is its own kind of power because I can talk to them directly about concerns and see the impact that this can have. And, keep in mind that you can vote with your wallet just as powerfully as you can vote at the ballot box. If you want to effect change in the consumer world, exercise your purchasing power and voice as a consumer. There are boycotts, customer feedback, consumer reviews (very powerful in the Web 2.0 world!), shareholder votes (tip: check out GreenAmerica.org), and the actual purchases that communicate your values and priorities. Businesses do pay attention to how customers react to their products and services, and to those of their competitors. If you don’t like how a company does business, tell it, and then tell all your friends.
So that’s my list. It continues to grow and I’ll share more actions and changes as I go greener. What are some of your discoveries, new habits and tips, dear reader/s?
Monday, April 16, 2012
Sustainability: What's in a Word
For several years the idea of "sustainability" has been my consuming passion. I got a Master's degree in sustainable tourism. I regularly read books about sustainability. I follow blogs about it. I rant to my friends about it. I belong to a couple organizations that have sustainability as one of their guiding principles. And now I am writing about my personal experiences with it.
You may be asking, "What is sustainability?", and that is a valid question because it is such a broad and overused term. Sustainably-focused operations employ the triple bottom line concept to measure and achieve success in three ways: financially, environmentally and socially. More commonly you may hear the phrase "people, planet and profits". I think of personal sustainability as living healthfully within the real limits of one's local environment and natural resources, finances, and social norms, without creating impacts that would prevent other people – current or future – from also living healthfully.
Pretty vague, right? Yes, indeed. But still, I am fascinated by the concept, its practices and the many ways that people, companies and organizations are exploring it. I think sustainability is not just one goal or a clear series of steps to the good life but rather a set of values that guide your decisions toward the positive results that you want to create and away from the harmful results you want to avoid.
So what fuels my fascination with sustainability? It’s a question I posed myself a few years ago: "Am I living my life in line with my values?"
My first thought was, yes of course I am. I treat other people with respect. I haven’t committed any major crimes. I have never even been in a girl-fight. I’m kind to small children and animals. I give to charities. I get along well with my family and rarely screen their calls. So far I’ve got: respectful, law-abiding, non-violent, generous, and reachable by phone.
All very well and good.
But are these the values that actually guide my day-to-day life? Certainly some are – respect and generosity, for example. But when I thought more deeply about what I truly care about, other values surfaced, some that started in my childhood.
In my 4th grade American History class, I earned the nickname “Miss ERA” due to my outspoken support of the proposed Equal Rights Amendment. I still think of that moniker with pride. My entire life I have been a proponent of fairness and equity and often find myself rooting for the underdog or for the people that have been left out. As an adult I’ve been in leadership positions where I had the choice to: A. Tell everyone what we were going to do and how we were going to do it, or B. Share my thoughts and encourage collaborative brainstorming and decision-making. I almost always choose B – it’s not the fastest way to get things done, but it feels fairer to me and stimulates more ideas and ultimately more buy-in from everyone involved.
Health and safety are very important to me, and I strive to achieve a good balance between things that are good for me (like exercise and arugula) and things that are temptingly bad (like Reese’s peanut butter cups and wine). My health is one of my most valuable assets. If I am not healthy every other aspect of my life is affected, and the older I get the more important staying healthy becomes. I find myself growing more attuned to the source of my food, the quality of my drinking water and air, the overall condition of my surroundings.
Beauty is another central value. I think of beauty in the higher sense – not in a physical attractiveness way, but beauty that inspires and moves you. I think of music; the rich golden quality of light at sunset; the scent of rosemary when you rub your fingers on the leaves; a magnificent old building. I worked as a graphic designer for a few years after college and my favorite part of that work was when I felt I had created something of beauty. Long after I left the field, I retain a sense of admiration for a great poster or a well designed page spread in a magazine – even mundane things can inspire you. I continually seek out ways to bring beauty and inspiration into my life.
And finally there is my desire for discovery. I want to travel the world and learn how other people live. I liked vacationing with my family as a kid but I truly fell in love with traveling when I went on a 2-month trip around Europe at age 24. I had expected to sight-see and have a Grand Tour-style adventure, and I certainly did both, but my real discovery was how much I learned from meeting people from different cultures, different backgrounds, different histories. Place matters. Where you live and where you go influences your attitudes and assumptions, and this is made very clear when you are away from your own comfortable place. I am a firm believer that it is harder to hate someone once they have been a guest in your home, or vice-versa. This is not to say that you will have perfect understanding of someone very different from you, but at least the impulse to fear and hate "the other" is not so knee-jerk. That is the power of travel and one of the main reasons why I chose it as my career field.
As I became more aware of the concept of sustainability, I realized that all of my central values come together under its umbrella. Equity, health, beauty, discovery and tolerance all have a role in sustaining people and places now and in the future. I find this thrilling and challenging. This blog is my way of exploring these values, the practices I try out, and what I learn as I shift toward greener living.
You may be asking, "What is sustainability?", and that is a valid question because it is such a broad and overused term. Sustainably-focused operations employ the triple bottom line concept to measure and achieve success in three ways: financially, environmentally and socially. More commonly you may hear the phrase "people, planet and profits". I think of personal sustainability as living healthfully within the real limits of one's local environment and natural resources, finances, and social norms, without creating impacts that would prevent other people – current or future – from also living healthfully.
Pretty vague, right? Yes, indeed. But still, I am fascinated by the concept, its practices and the many ways that people, companies and organizations are exploring it. I think sustainability is not just one goal or a clear series of steps to the good life but rather a set of values that guide your decisions toward the positive results that you want to create and away from the harmful results you want to avoid.
So what fuels my fascination with sustainability? It’s a question I posed myself a few years ago: "Am I living my life in line with my values?"
My first thought was, yes of course I am. I treat other people with respect. I haven’t committed any major crimes. I have never even been in a girl-fight. I’m kind to small children and animals. I give to charities. I get along well with my family and rarely screen their calls. So far I’ve got: respectful, law-abiding, non-violent, generous, and reachable by phone.
All very well and good.
But are these the values that actually guide my day-to-day life? Certainly some are – respect and generosity, for example. But when I thought more deeply about what I truly care about, other values surfaced, some that started in my childhood.
In my 4th grade American History class, I earned the nickname “Miss ERA” due to my outspoken support of the proposed Equal Rights Amendment. I still think of that moniker with pride. My entire life I have been a proponent of fairness and equity and often find myself rooting for the underdog or for the people that have been left out. As an adult I’ve been in leadership positions where I had the choice to: A. Tell everyone what we were going to do and how we were going to do it, or B. Share my thoughts and encourage collaborative brainstorming and decision-making. I almost always choose B – it’s not the fastest way to get things done, but it feels fairer to me and stimulates more ideas and ultimately more buy-in from everyone involved.
Health and safety are very important to me, and I strive to achieve a good balance between things that are good for me (like exercise and arugula) and things that are temptingly bad (like Reese’s peanut butter cups and wine). My health is one of my most valuable assets. If I am not healthy every other aspect of my life is affected, and the older I get the more important staying healthy becomes. I find myself growing more attuned to the source of my food, the quality of my drinking water and air, the overall condition of my surroundings.
Beauty is another central value. I think of beauty in the higher sense – not in a physical attractiveness way, but beauty that inspires and moves you. I think of music; the rich golden quality of light at sunset; the scent of rosemary when you rub your fingers on the leaves; a magnificent old building. I worked as a graphic designer for a few years after college and my favorite part of that work was when I felt I had created something of beauty. Long after I left the field, I retain a sense of admiration for a great poster or a well designed page spread in a magazine – even mundane things can inspire you. I continually seek out ways to bring beauty and inspiration into my life.
And finally there is my desire for discovery. I want to travel the world and learn how other people live. I liked vacationing with my family as a kid but I truly fell in love with traveling when I went on a 2-month trip around Europe at age 24. I had expected to sight-see and have a Grand Tour-style adventure, and I certainly did both, but my real discovery was how much I learned from meeting people from different cultures, different backgrounds, different histories. Place matters. Where you live and where you go influences your attitudes and assumptions, and this is made very clear when you are away from your own comfortable place. I am a firm believer that it is harder to hate someone once they have been a guest in your home, or vice-versa. This is not to say that you will have perfect understanding of someone very different from you, but at least the impulse to fear and hate "the other" is not so knee-jerk. That is the power of travel and one of the main reasons why I chose it as my career field.
As I became more aware of the concept of sustainability, I realized that all of my central values come together under its umbrella. Equity, health, beauty, discovery and tolerance all have a role in sustaining people and places now and in the future. I find this thrilling and challenging. This blog is my way of exploring these values, the practices I try out, and what I learn as I shift toward greener living.
Try not to become a man of success but rather try to become a man of value.
– Albert Einstein
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