As consumers, how we exercise our choice through spending money has a significant impact on the future decisions made by the companies we support. If we choose to give money to Company A for Product X, we are essentially communicating that Product X and Company A are filling a need for us, and in a manner that we find acceptable given the cost of Product X. In other words, you are not just buying that T-shirt for $15, you are casting a vote, supporting a company, and supporting an industry. This, of course, should not be news to anyone, nor is it a complex or unique perspective.
I tend to forget the above, and I imagine most other consumers do as well, any time I am just a bit too caught up in the weekly hem and haw of life. Sometimes, after a long day, I forget to scrutinize the label of a food package — I really just want to fork over some money, get home, and take my shoes off for a minute. So if it is quite easy for me as a consumer to slip every once in a while – was that coffee organic and Fair Trade, or just organic? – I imagine the rest of the consuming public is just as susceptible to wavering in their product scrutiny, if they are even inclined to dig deeper in the first place.
…On to some good news…
I found an interesting release via CSRWire this morning, which gave me a little bit of comfort that I might not have to be so fastidious when I shop someday. Wouldn’t it be nice if the majority of products (or all, if we can really dream) were produced in the most ethical, humane, and responsible manner and the only thought you have to give one product vs. another is whether you like its color?
The release, from REI – a company I wish I had more opportunity to support (…just how much camping and recreational gear can I reasonably fit in our house?) – notes that the company will be using a new label to identify products it sells that are “eco-sensitive.” What exactly does the label signify? Here’s a clip from REI’s site:
“As a company, industry and society, we are recognizing the need to tackle the challenges of ’sustainable’ products. From materials to production processes to transportation, there is a lot to do, but we believe that through innovation and creativity it is possible to design affordable outdoor gear and apparel that delivers quality, functionality, great style and better environmental performance.
“REI’s eco-sensitive program is a first step. By identifying better materials and offering a description of the benefits (and drawbacks) of these fabrics we hope to help consumers make informed choices and become more educated on the issues of ‘green’ products. We have started with an emphasis on fabrics with a high percentage of renewable, recycled and/or organic fibers.”
“Neat, but why is that a big deal,” you might think. I think it is important because it is a step in the right direction. I am just as big of a proponent of education initiatives, as I am of companies offering greater socially responsible options to its customers. It appears that REI will manage to provide its consumers with both. Rather than just stashing some brochures on the wall, or including a few green products in their mix, they are making a push to notify and educate their patrons and also provide them with more socially responsible consumption choices.
While I think it is great when a retailer offers something like Fair Trade coffee along side regular coffee, I rarely see the retailer take the next step and educate the people that scamper by the product. (I see this at Costco quite a bit — there are a number of Fair Trade and organic products available, priced quite well, but little to no information provided as to what those designations mean. To the consumer, if they are unaware and do not take the time to read the package, the products are simply another choice, and often just a few cents more expensive.)
I’ll try to visit a few REI locations over the next few months to see what I think in person, but from a concept standpoint, I think the idea is quite positive.
TAGS: REI | green | sustainability | CSR | social responsibility | eco-sensitive