With the economic downturn putting pressure on many people’s wallets, we have been analyzing our purchases, and trimming back on many costs we do not view as essential. Enviromedia recently released a report showing that 82% of consumers are still purchasing eco-products, despite the economic lull. Given the higher upfront costs of these products, why are people still choosing to buy green? Do people now view these products as essential items?
For many people, they see the long-term savings associated with a higher price tag. Sometimes this savings is directly received, in the form of lower energy costs from a CFL bulb, or received indirectly, in a more subtle manner. An example of this is choosing chemical-free household cleaners. While these never add back to your bank account, you and your children might enjoy better health as a result of not ingesting or breathing these chemicals.
Voting with our consumer dollars is the most effective way to make businesses listen up. In the end, businesses will only produce what we will purchase, and if we send the message to businesses that we prefer organics, chemical-free products, and products produced without causing other humans to suffer, they will react accordingly. Fortunately, there have been some brave businesses paving the way in eco-products, creating a market demand for other businesses that choose to follow.
Companies are just starting to compete on costs with eco-products, making these product prices drop. However, this might not be the best approach for such a market. For example, I am willing to pay more at a grocery that provides its farmers and employees fair wages, and invested in solar panels on its roof to power the store. Now that cap-and-trade is a serious consideration of the federal government, we are looking at an era where products might soon be priced according to what they truly cost the world to produce. This shows a new era of consumer education. Rather than price alone, we are suddenly concerned with the price paid to laborers, to material suppliers, and the sources of supplies. The educated consumer is making tidal waves of impact, as companies are finding their customers increasingly curious and engaged about the sources of the products they buy for their homes.
Of course, there is a more deep-seated emotional benefit beyond the financial cost/benefit analysis. Many people feel an inner peace of mind when aligning their actions with their thoughts. If I believe in the sustainability movement, then I want to make sure the items I purchase reflect my belief, and even help push the movement. I want my children to understand the importance of these choices, and set a good example while contributing to their health.Voting with our consumer dollars is similar to taking an activist role against environmental degradation. We want to send the message to companies that we will not pollute our lives, our water or our air with unnatural products. We want to send these messages so that our children will have a cleaner planet, and more environmentally friendly options from which to choose. And if this type of activism can help align values while engaging us in the world around us, then it is twice as powerful. The days of the passive consumer are gone. Given tough choices and economy, we are still making decisions for the environment. Let the era of the educated consumer take us down a new track of product development, and make it clear that green products are essential.
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Professional blog: www.passionateperspectives.com
LinkedIn: http://www.linkedin.com/in/marysolecki Mary Solecki is an MBA candidate at Presidio Graduate School, focusing on Sustainable Management. With a sales and marketing background, Mary is now spending most of her time learning about alternative energies. She currently resides in San Francisco, where she can ride her bike and visit the Sierra Nevada mountains often.Presidio MediaLab is the work of a collection of students of Presidio Graduate School, it does not necessarily represent the opinions of the School or its students.