Conscious Consumption

We unpack the trend concept everyone is talking about.

• Conscious Consuming is a social movement focused on increased awareness of the impact of the consumer’s purchasing decisions on the environment and their own wellbeing.
• Making human consumption more sustainable for everyone is a central pillar of the concept and is increasingly drawn upon by brands hoping to generate a more positive image.
• Even the EU is at it, and has just launched its first Flower Week, a campaign to promote a European eco-label aimed at inspiring conscious consumption.
• But critics say individual buying decisions won’t have the impact proponents claim conscious consumption has. They have accused the movement of whitewashing the damage consumerism causes.
• In this reading, we take a closer look at these opposing stances and give you a better understanding of a rather vague buzzword.