VCU news

By Sian Wilkerson

In an era where buying anything, anytime is as easy as clicking a button, becoming a conscious consumer is on the rise. But that can mean something different for each individual, Virginia Commonwealth University researcher Meredith Katz said.

“There is no single agreed-upon definition of conscious consumption,” said Katz, Ph.D., an associate professor in the Department of Sociology in the College of Humanities and Sciences. “What it means is shopping your values, whatever those values may be.”

VCU News spoke with Katz about the impact conscious consumption can have, and how a shifting mindset can make all the difference.

What does it mean to be a conscious consumer?

Practicing conscious consumption is just that – being conscious about the products we purchase and consume. But conscious consumption looks different for different people. For some, it can be paying attention to the labor conditions in which products were produced. For others, it can be making sure they boycott products involved in animal testing. For others it can mean shopping for fair- or direct-trade products, ensuring producers were paid a fair wage.

Why does it matter, and what impact does it have?

Living in a globalized world, consumers are increasingly disconnected from producers – in other words, we will likely never come in contact with the people that make the products we purchase. On the one hand, this allows us to not have to necessarily think about the conditions in which these products were produced. But on the other hand, it really alienates us from one another and allows global exploitation to continue.

Many people think, “I am just one person; how can altering my shopping habits matter?” And it is true: You are one person. But you are one person, and I am one person, and your roommate is one person, and your classmate is one person. All of these individuals add up to a collective. Collectively, we can make a difference.

It may sound pie-in-the-sky, but if we look at history, and even the present, it is not. Some of the largest social movements – from the Boston Tea Party to the Civil Rights Movement to the present-day Free Palestine movement – have had an element of conscious consumption. In each of these cases, consumers knew that where they spent their money mattered, and so they organized boycotts and buycotts (intentionally purchasing) accordingly.

What are some tips for conscious consumption, especially when there could be budgetary constraints?

Conscious consumption requires a mindset shift. I get it, we all can’t buy fair-trade clothing and $200 jeans – I can’t either! But can we perhaps think a bit more about what we already have in our closet before buying more? Do we really need a new piece of clothing, or is it just that we want it?

In a culture that is always pushing the newest and biggest and better items on us, it takes a conscious effort to resist. If this seems like something you are interested in but don’t know where to start, one way is to keep track of where you spend your money for a week or two, then look back at where you spent your money and see if that aligns with your values.

Often, what people find is they spend much more money in general than they thought, especially with the easy swipe of a credit card. But seeing where we spend our money is the first step in assessing if we spend our money where we want to.

What else should we know?

It is not easy, and it can be a luxury to be able to shop your values – I absolutely get that. But it does not have to be an all-or-nothing mindset. Start with one area of your life and start small, whatever seems manageable to you.

I suggest to students, and remind myself, that small things really do add up. So, perhaps you try to do a fashion fast and not buy anything for a month. Or you specifically seek out fair- or direct-trade coffee, ensuring the coffee producers were paid a fair wage this next month. Then, think back about that time and reflect: How did that shift in purchasing impact your life? Does it seem like something that may be sustainable for you for a longer period of time?

Companies and capitalism are betting on you thinking that changing your shopping habits can’t change anything, but companies don’t exist without customers. Remember, you plus me plus your roommate plus your classmate really does make a difference.