It's Earth Month - and we can’t buy our way into a sustainable future
- So what exactly are we supposed to do?
April is Earth Month, and I'm sure you've already encountered a barrage of branded greenwashing. If you've been fortunate enough to avoid noticing, more of it will likely filter in over the coming weeks.
As a consumer, I'm exhausted. As a strategist and advisor to brands and founders, I'm confounded.
Let me lay out my thoughts. There isn't a linear logic to this - I've spoken to others, both friends and colleagues in the industry and beyond, and all those conversations have led to similar feelings of confusion, concern, and a sense of defeat in the face of a seemingly lost cause.
As consumers, our shopping behavior is spiraling out of control. I'm not sure who is to blame, or if there's anyone to blame at all. Social media, shopping integration into social media, influencers and content creators, brands pushing the latest trends, media promoting the 25 must-have products of the month - the algorithm of it all has turned our society into a capitalistic nightmare.
Often, the bleak news cycles drive us to doom-scroll and make purchases in a half-stupor, influenced by the belief in the power of retail therapy. We end up with purchases that bring zero joy to our lives (if we even remember why we ordered them in some cases) and are left with anxiety, either trying to return the products or finding some random use for them.
From a consumer-only perspective, the solution seems simple - just stop shopping. Avoid social media. Don't fall for influencer/media/pr traps.
Sounds simple, right?
Not quite - because we all witnessed industries and vital businesses completely shutting down during the pandemic when our purchasing behaviors changed drastically.
We live in an economic system that, while not circular, is interconnected in strange ways. The butterfly effect of consumer behavior heavily impacts businesses, often hitting smaller businesses the hardest.
Why? Even though the largest conglomerates have laid off the most people since 2020, we are still entangled in their web and can't simply walk away from using their products and services. Consequently, we end up cutting costs by choosing larger brands, leaving smaller ones to pick up the pieces.
Small and medium-sized businesses (SMBs) don't always have unlimited resources to rely on during hard times. They must stay afloat or they sink. Many of the brands I feature in this substack don't have VC backing to lean on during difficult times. They need their products to resonate with us, and they need our support through patronage.
However, I completely recognize not all SMBs are environmentally friendly. Producing any product without a circular production process is inherently unsustainable. Nonetheless, you can bet that more SMBs are at least attempting to do the right thing compared to larger conglomerates, which often talk about being green but do little to improve the planet or their supply chain. This is why SMBs (including those featured here) often have higher price tags - they're investing money into their production, packaging, and products to get as close to circularity as possible.
Better yet - a note to brands and founders, and to any of you reading who have a seat at the table to influence your company - Make less. Truly we have too much of most things stocked in stores. Especially fashion and beauty. Make a lot less. Reduce waste and the need to discount to move inventory. Having been in the industry long enough, I do understand it's easier said than done but I think we have seen enough of this overproduction > major sales cycle that we all know it doens’t work and we (as we are all consumers) are now trained to purchase only during sale cycles. It’s OKAY for products to be sold out. Have a pre-sale or waitlist option for re-production orders. If relevant, set up your in-house managed resale platform to buy back sold out shirt, shoe, dress, home decor (obviously not food or other consumables like skincare and makeup) or other relevant items. Give a second life to your well made and produced products while keep your customers happy that their initial purchase spend isn’t entirely a sunk cost.
I had a great conversation with Eleanor Turner, Founder of The Big Favorite, about our consumer behavior.
We discussed how deeply knowing ourselves and our lifestyles is the key to being more sustainable consumers, which, of course, extends to all aspects of our lives. If you find yourself asking a friend's opinion on whether you should buy those new shoes, chances are you don't need them and are simply looking for an excuse to make the purchase. If you are a founder launching a product just because there is an interest peak in an industry, chances are you don’t know your audience or their pain points well enough to build a thriving brand.
So, I want to remind you (and myself) that this month, and every month, don't buy because you feel the need to fit in or because you're influenced by someone or something else. There is no shoe, bag, lipstick, or pair of jeans that has turned my life upside down or made all my problems disappear. The concept of retail therapy needs to disappear from our vocabularies, as it has led to consumption at unsustainable rates.
Only buy what you need for your actual lifestyle - not an imaginary one or one you wish you had. In my current life stage, there are more categories of things I don’t need whether it comes to home, closet or vanity, than the ones I do.
And when you do shop, try to support small, locally-owned businesses, as they are the lifeblood of our communities. And, support founders and brands that are putting everything on the line to make a difference, to make an impact. Every month is Earth Month for as long as we have a planet to live on.