How often do we buy something only because it’s a good price? I’m guilty of this on occasion, but more and more young people are beginning to care about the origins of their favorite products, from jeans to foundation. The coined term is “conscious consumerism.” But on the other hand, as this trend rises, some brands are starting to make claims they can’t back up. Bold Life’s Shaysayss wanted to know more about being a savvy conscious consumer, so she sat down with the founder and CEO of Beyond Capital Fund, Eva Yazhari.
As sustainability becomes popular, so does “greenwashing.”
Millennials and Gen Z together have been dubbed “Generation Green,” and they feel responsible for the environment. As a result, it’s become a popular badge of honor for a product to say “sustainable,” “ethically-sourced,” “vegan” and “biodegradable.” With this marketing, brands can tell the conscious consumer that they share the same values. However, Yazhari warns of “greenwashing,” or deceptively using “green” PR and marketing to sell products. In 2017, Walmart faced a greenwashing scandal, as it falsely promoted products as “biodegradable” and “compostable.”
Avoiding marketing schemes
How can you become a conscious consumer? Yazhari has a few suggestions.
- Look for companies that are certified B Corps. This label is a legitimate and vetted title given to companies that put purpose over profit.
- Good On You is a website that breaks down the sustainability and ethics of popular brands and gives them a score based on their impact. If your favorite brand has a terrible score, the site will offer more green alternatives.
If there’s one thing you can say about Millennials and Gen Z, it’s that most of them will speak up if they believe in something. Because a lot of them are passionate about being green, they want to give their support to brands they can believe in.
For more on green business, check this out.
