What is a Conscious Consumer?
We've all been there: grabbed something off the shelf on autopilot and didn't even think about what it was. But what if your shopping cart could hold more than just groceries and your arms could carry more than just clothes – what if you had the power to create positive change with your purchase decisions?
Beyond the Label: Unveiling the Conscious Consumer
Meet the conscious consumer. These mindful shoppers look deeper than the price tag or flashy packaging. They understand that every purchase carries an unseen impact – economic and environmental ripples that extend far beyond the store. They shop slowly and attach more weight to their purchases, but their purchases are less frequent and involve so much thought.
I’m this type of shopper, the one who thinks, researches, looks around, and makes sure that this is the right item and this is the right person or brand to buy it from. For that reason, I am more attached to my material items- but I think if the attachment stems from this reasoning, there is nothing wrong with that. Feel free to agree or disagree!
Here's the good news: becoming a conscious consumer isn't about achieving some unattainable ideal and changing your entire life. It's about a mindset shift. It's about moving from grabbing whatever's convenient to making informed choices that reflect your values and ultimately benefit society. In the process, even though the things you do choose to buy might cost more, you’ll buy less, and the total cost will even itself out.
Being a conscious consumer means choosing to look beyond the label.
What does a conscious consumer consider?
What do they stand for?
Who funds the company?
Are the chemicals in their dyes toxic?
How does this company dispose of its "waste"?
How are their employees treated?
Is it an ethical brand?
Where are the materials sourced from?
What is the packaging like?
Let's face it: wading through the world of conscious consumption can feel overwhelming. So many brands produce similar items and make all sorts of genuine and untrue claims that it is hard to know who to trust- thank you, greenwashing!
It is also a time drain if you conduct a thorough investigation, leading you to often rely on social proof, personal recommendations, and marketing to inform your decision. Luckily, there are brands like ours and social media eco influencers who dedicate their time and energy to this research, so follow them, listen, and reach out!
Your seemingly insignificant purchases can significantly impact fast fashion. How?
Fast Fashion's Dirty Laundry:
The fast fashion industry holds a shocking title: the world's second-largest polluter, according to the University of Dayton.
Facts to Force a Pause:
Landfill Leviathan: A staggering 60% of clothing ends up in landfills or incinerators within a year of its creation! Imagine the mountains of wasted textiles piling up. Look at what has happened to this incredible desert in Chile.
Carbon Calamity: The fast fashion industry produces a whopping 1.2 billion tons of CO2 annually, more than the combined emissions of air travel and international shipping!
These statistics paint a grim picture—a fashion industry spewing pollution at an alarming rate. Poor treatment of the environment is not the only problem with poor consumption habits. You might also be unknowingly contributing to unethical working conditions.
Unethical Labor Practices:
The high demand for cheap clothes often translates to unethical working conditions for garment workers. These workers, sometimes even children and animals, are pressured to meet unrealistic quotas and perform ridiculous tasks in exchange for meager wages, food, and highly unsafe conditions.
Despite documentaries (we recommend The True Cost) , news reports, and social campaigns exposing these harsh realities, many consumers don't seem to care, so the fast-fashion world lives on.
The Power of Your Purchase: Slow Fashion, A Force for Good
The good news? You have the power to make a difference! The rise of the conscious consumer is a positive trend, with a growing number of people (88%, according to Procurious) prioritizing ethical sourcing practices when purchasing.
Chances are you've been to a clothing swap or thrift store at least once within the last few years. Does that same statistic apply to the younger version of you, 10-15 years ago? Probably not. It certainly does not apply to us!
It's been amazing to see this rising trend in thrifting! I once thought of vintage clothing and jewelry as only high-fashion couture items. I have always heard celebrities mention," X wore their vintage Valentino" or" X person wore this necklace once worn by X to X event." It was something to boast about, but it seemed reserved for the wealthy and elite. While this still exists, and if anything has grown, it is no longer just about who made what and who wore what when.
There has been a notable shift in how consumers perceive clothing. They are seeking out more affordable options that simultaneously create less waste, and with the tariffs impacting every aspect of the clothing chain of operations, thrifting and swapping are only going to grow in popularity out of necessity.
What else are people looking for now?
Many seek out well-balanced, wearable wardrobes rather than statement pieces we can wear once.
More sustainable and ethical brands are appearing
Textile production is innovating to create more upcycled and plant-based materials.
Spotting Greenwashing:
Unfortunately, not all companies are transparent. Beware of greenwashing and ethics washing, where companies make misleading claims about their sustainability or ethical practices.
Here is how to identify them:
Vague Buzzwords: Companies that use words like "eco-friendly," "clean," “green,” etc., without precise details are likely greenwashing—see our recent reel for specific examples. Problems with buzzwords led to legislation passed in the EU in early 2024 to ban sustainability-focused language in marketing unless the business can prove it can and should be using the terms! WOW! Hopefully, the US is next!
Focus on Image over Action: Do not be fooled by companies showcasing happy workers in staged photos without proof of fair labor practices throughout their supply chain.
Highlight a specific item or product line and push aside the rest: Brands often put their funds and influencer power behind their eco-conscious product or line, causing customers to assume the whole brand is that way. In reality, other products are not made that way, and this assumption is a major disservice to the brands doing things correctly across the board.
