The Conscious Consumer – Part I

In Canada, consumers spend over $1.6 trillion each year on their purchases. In all of North America, we spend $26.4 trillion per year. That’s a pretty big economy! And to help you(th) navigate it, I’ve put together a short guide and set of resources. This will be a three-part series featuring 7 areas of consumerism. Stay tuned for the next part in a week!

Needs vs. Wants

You’ve probably heard this before, but it’s true: carefully considering whether or not you need something – or if you simply want it – is one of the best ways to cut down your purchases. Sure, it’s good to splurge every now and then, but most of the time it’s wise to watch purchases carefully and decide whether or not a product/service is actually useful, or if it’s only a fad.

Here’s a useful solution: when you find something you want to buy, wait for three days. Then, come back without being blinded by the excitement of getting something new, and reevaluate. If you still want to buy it, then go ahead. But if you realize that it’s really not that necessary, then go on your merry way without it – you can save your money for something really worthwhile.

For example, during the entire school year I couldn’t wait for graduation, because I had promised myself I would buy a Vurtego pogostick – an adult-sized toy that jumps up to six feet high. But summer arrived, and I still haven’t bought it – I simply cannot decide whether or not it’s worth it, given the cost of university. So I’ve decided to wait. Maybe I won’t get it… maybe I will; but I’ll see what Uni’s like before deciding.

See Vurtego in action!

Needs vs. Wants isn’t only limited to big purchases like that: say you want to buy a DVD, like the final Harry Potter movie when it’s released. Think about whether or not it’s worth it – assuming a non-Blu-ray version costs $25, that’s the same as renting it about five times. Will you really watch it that much? The same goes with books or CDs: invest in a Library card!

Greenwashing

Here’s an overview by TerraChoice, one of the foremost organizations on greenwashing:

Basically, greenwashing is misinformation at the environmental level of a product; claiming something is green when it’s not. This can be perpetrated in many ways – see TerraChoice’s List of the Seven Greenwashing Sins for a great overview of how companies can deceive their customers. The good news is that this practice is being reduced: according to TerraChoice, greenwashing has decreased by 73% since 2009. Nevertheless, it’s always good to be careful when shopping, and watch out for scams like the ones listed below.

Here’s one humorous example:

However, most cases are more similar to these:

Further greenwashing and shopping resources:

• TerraChoice’s list of the Seven Greenwashing Sins – really useful!
• The TerraChoice Greenwashing Report
• The DavidSuzuki Foundation Eco-Label Guide – good keep with you while you shop!
• A list of iPhone apps to help you shop in a more eco-friendly way, by CoolMelbourne