Voting at the Checkout

A couple of months ago, I was at breakfast with family and we started talking about the importance of informed consumerism. As consumers, we sometimes forget the power our choices and actions have on the market, and how we can use that influence to trigger social and political change. I thought it would be a good idea to spread the word about how we essentially vote at the checkout, and I imagined a world where we instill this idea in our children in the same way our parents instilled recycling in us.

When I was growing up, I often felt that I was simply told what I needed and what I wanted, and that 'things' entered my life because of the success of the large advertising budgets behind them. This was especially true in junior high school, where labels and brands ruled the school yard and I remember distinctly the enormous social pressure to wear the right kind of jeans.

Perhaps it's because popularity is no longer my number one concern, but today I make my purchase decisions based on criteria other than the label. Although I am not resistant to advertising, I am aware of its omnipresence and influence, and try to research my purchases by considering the implications of buying 'things' and supporting the companies behind them. I believe that the internet facilitates this type of analysis, which is evidenced by all the feedback that helps consumers distinguish between the quality of goods and services out there. As consumers, we not only expect that the companies we support provide great products, but we also want them to treat their employees fairly, to source their materials in a sustainable way, to give back to the community, etc. And I think that's a great thing. In essence, each time we make a purchase, we voice our opinion and we send a message about what we need, what we want, and what we are willing to support with our hard earned money. And that means that the decisions we make at the checkout have a huge impact on not only the market, but also the environment, social issues, and politics.

This is my blog where I hope to participate in the discussion about consumerism and encourage voting at the checkout.