Does Shopping Ethically Really Make a Difference?

By Cullen Schwarz
Ethical shopping is a somewhat new phenomenon. We're far more familiar with the "tried and tested" methods of doing good, like donating our money or time.
But while Americans generously donated $390 billion to charities in 2017, that number pales in comparison to the $130 trillion we spent on buying stuff in the same year.
How much of that went to huge companies that don't support your values-or worse, use their revenue to actively work against them?
Conscious consumers prefer to spend money with transparent companies that support the same causes they do.
And it really does make a difference.
Before we get to the impact, let's take a look at the who, what, when, where, and why of ethical consumerism.
Who is the conscious consumer?
Conscious consumers come from all walks of life and are represented across most age groups and economic brackets.
The simplest definition of a conscious consumer is someone who buys from brands that align with their personal values whenever possible or practical.
Of course, that broad definition leaves room for a lot of nuance.
Statistics show that the sustainable shopping sector is growing all the time, meaning more and more people are joining the ranks of conscious consumers.
These shoppers spend a combined $300 billion per year on ethical products, a figure which is growing by 10% year-over-year. That seems on track to keep increasing since 73% of millennials surveyed said that they're willing to pay more for sustainably-made goods.
One common belief that all ethical shoppers share is that it is possible to effect change by voting for your values with your dollars. And they're right!
What do conscious consumers buy?
The particular products that an ethical consumer buys vary greatly depending on the individual. They may be interested in environmentally sustainable products, cruelty-free ones, fair trade, organic, items made in the USA, or any combination of those and other factors!
Just as important as what a sustainable shopper does buy is what they don't buy. Experienced ethical consumers make it a point to avoid buying products from brands that harm the environment, test products on animals, fail to treat their workers fairly, or engage in other unsavory practices.
There is also substantial overlap between conscious consumers and minimalists. Many sustainable shoppers choose to lessen their impact- environmental or otherwise- by buying only what they truly need when they need it.
These are all valid ways to practice ethical consumerism and are most powerful when combined.
Because ethical consumerism is heavily contingent on the shopper's own personal values, there's no "right" way to do it!
When do conscious consumers shop this way?
In a perfect world, we would all buy ethical products 100% of the time.
But in reality, that's not always the case. Sometimes an ethical alternative can't be obtained on time, or at the right price, and sometimes it may not even exist at all!
Conscious consumers do the best that they can to shop with their values, but they understand that one impulsive Amazon purchase isn't reason enough to throw in the towel.
The great thing about ethical consumerism is that the more demand we create for ethically made products from great companies, the more supply there will be. So, shopping sustainably not only supports your values in the short term, but it paves the way for more similar options down the road!
Hopefully, one day, ethical options will be the default rather than the exception.
In the meantime, all we can do is what we can do. Don't let the perfect be the enemy of the good, and if you feel discouraged, remember this quote from Helen Keller:
"I am only one, but still I am one. I cannot do everything, but still I can do something; and because I cannot do everything, I will not refuse to do something that I can do."
Where does the conscious consumer shop?
Well, we've built an entire website dedicated to answering this question!
But, in a nutshell, experienced ethical buyers shop with companies that share their values and put their money with their mouth is.
Ethical brands operate with sufficient transparency that their customers can clearly see how their purchases aid the causes that they care about.
As ethical consumerism catches on as a trend, more and more brands are wanting to hop on the bandwagon. That's great when these brands are really putting in the work to make their products and supply chains sustainable.
However, there are also bound to be some brands who want the glory without putting in the work. They make superficial changes to their marketing and engage in greenwashing to fool customers into thinking they're making ethical purchasing decisions when they're really not.
Even though the internet is a great resource for finding out what's the truth of a company's values and what's just hype, it can be exhausting to do extensive research each and every time you want to buy something.
That's why DoneGood exists. To help you sort the wheat from the chaff when it comes to ethical shopping. All of our DoneGood approved brands are thoroughly vetted to ensure that they have substance and not just style, so you can shop with confidence.
Why do conscious consumers change their shopping habits?
Ethical consumers change their shopping habits because they believe that voting for their values with their money is important, and can influence change.
They want to make sure that all the money they spend is having a positive impact on the world, not just their charitable donations.
For a lot of conscious consumers, their introduction the ethical consumerism actually starts as a boycott of certain companies or brands they know to be harmful.
Finding out negative things about one company usually leads them to examine their shopping habits as a whole, and they may find that a lot more brands aren't worth supporting!
Once you've eliminated these bad brands from your shopping "diet," the next logical step is to fill in the gaps with ethical brands that share your values. Once you see how many amazing brands there are out there doing amazing work, you may never want to stop!
The Impact of Sustainable Shopping
Here it is, the big moment.
We've put in our dues sourcing the best products from brands who care about making the world a better place.
We've gone without that cute new dress from an unknown company and willingly paid more for everyday essentials made in a more sustainable way.
What do we have to show for all that?
Has it made a difference?
Yes!
Voting with your dollar works.
Child labor rates dropped by one third between 2000 and 2012, and they've continued this downward trend since then.
According to the 2019 Ethical Fashion Report from Baptist World Aid Australia, 24% more fashion companies have committed to paying their workers a living wage, and 61% are investing in using sustainable fabrics.
56% of us have stopped buying from brands we consider to be unethical.
Executives are frantically piling into conference rooms to discuss their "corporate social responsibility."
Because that's what attracts conscious consumers, who are a large and growing portion of the general public.
The economic landscape is changing before our very eyes.
Companies are changing and even our culture is changing, all because of conscious consumers who have banded together in their commitment to shop according to their values.
The market will always be beholden to the demands of the consumers. If we, as ethical consumers, consistently demand ethical, sustainably made goods and refuse to settle for less, then that's exactly what we'll get. We've seen the proof already. Companies are bending over backwards to appeal to the conscious consumer, and they know there's only one way to earn their business.
The impact of ethical consumerism is huge, and it's only going to get bigger.
Won't you join us?
Cullen Schwarz is head of Good Thoughts, DoneGood.
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In celebration of Earth Day, a star-studded cast is giving fans a rare glimpse into the secret lives of some of the planet's most majestic animals: whales. In "Secrets of the Whales," a four-part documentary series by renowned National Geographic Photographer and Explorer Brian Skerry and Executive Producer James Cameron, viewers plunge deep into the lives and worlds of five different whale species.
<span style="display:block;position:relative;padding-top:56.25%;" class="rm-shortcode" data-rm-shortcode-id="b102b19b2719f50272ab718c44703dd0"><iframe lazy-loadable="true" src="https://www.youtube.com/embed/xOySOlB78dM?rel=0" width="100%" height="auto" frameborder="0" scrolling="no" style="position:absolute;top:0;left:0;width:100%;height:100%;"></iframe></span>
Herring are a primary food source for Norway's orcas. Luis Lamar / National Geographic for Disney+
Belugas are extremely social creatures with a varied vocal range. Peter Kragh / National Geographic for Disney+
A Southern Right whales is pictured in the accompanying book, "Secrets of the Whales." Brian Skerry / National Geographic
The coronavirus has isolated many of us in our homes this year. We've been forced to slow down a little, maybe looking out our windows, becoming more in tune with the rhythms of our yards. Perhaps we've begun to notice more, like the birds hopping around in the bushes out back, wondering (maybe for the first time) what they are.
A Coeligena helianthea hummingbird is photographed during a birdwatching trail at the Monserrate hill in Bogota on November 11, 2020. Colombia is the country with the largest bird diversity in the world, home to about 1,934 different bird species, a fifth of the total known. JUAN BARRETO / AFP / Getty Images
1. Choosing the Right Binoculars
<p>Binoculars are a relatively indispensable tool for most birders – but, for those just starting out, it might not yet be worth the several-hundred-dollar investment. If you aren't able to scour the attics of friends or borrow a pair from a fellow bird watcher, some local birding and naturalist groups have <a href="https://vashonaudubon.org/all-about-vashon-birds/binoculars-check-out/" target="_blank">binocular loaning programs</a> for members, allowing you to plan ahead for a day (or week) of birding.</p><p>When you're ready to take the plunge, choosing a pair or binoculars should take some careful deliberation based on your needs and preferences; some <a href="https://www.birdwatchersdigest.com/bwdsite/explore/optics/top-10-tips-buying-binoculars-bird-watching.php" target="_blank">major considerations</a> might include size, ease of use, <a href="https://www.rei.com/learn/expert-advice/binoculars.html" target="_blank" rel="noopener noreferrer">magnification</a>, and price. While professional binoculars can easily run north of $1,000, there are plenty of perfectly suitable entry-level binoculars under $200. You might not get the perfect precision and clarity of more elite models, but a less expensive pair will allow you to strengthen your birding skills while deciding if you're interested in investing in a premium pair.</p><p>For a budget-friendly option, check out resale options on eBay, Facebook marketplace, or neighborhood yard sales: you might find a nicer pair whose retail price isn't within your budget.</p>2. Know What Birds Are in Your Area
<p>When I began to pay more attention to the birds just outside my apartment building, I started to learn what species have always been around me: European starlings, house sparrows, blue jays, black capped chickadees, and the occasional red-bellied woodpecker. They had always been there, but I hadn't ever taken the time to identify them. Once you learn to <a href="https://www.audubon.org/news/get-know-these-20-common-birds_" target="_blank" rel="noopener noreferrer">recognize common birds</a> in your area, you'll be able to identify the typical species right outside your window and in your community. Of course, permanent residential birds in your neighborhood will <a href="https://nestwatch.org/learn/focal-species/" target="_blank" rel="noopener noreferrer">vary by region</a>, as will those migrating through it.</p>3. Get Out and Explore
<p>Venturing elsewhere might allow you to spot some different species beyond those frequenting your backyard. Anywhere with water or greenery offers a place for birding; as an urbanite myself, I've found that even small- and mid-sized parks in New York City allow me to find more elusive birds (although Central Park takes the crown for an afternoon of urban birding).</p><p>If you are able to travel a bit further from home, <a href="https://www.fws.gov/refuges/" target="_blank">national wildlife refuges</a> and <a href="https://www.americasstateparks.org/" target="_blank" rel="noopener noreferrer">state/national parks</a> are excellent places to explore bird habitats and perhaps log some less-common sightings. The American Birding Association also lists <a href="https://www.aba.org/aba-area-birding-trails/" target="_blank" rel="noopener noreferrer">birding trails by state</a>, and Audubon and BirdLife International identify <a href="https://www.audubon.org/important-bird-areas" target="_blank" rel="noopener noreferrer">Important Bird Areas (IBAs)</a> across the country – important bird habitats and iconic places that activists are fighting to protect – where birders can spot birds of significance.</p>4. Finding a Bird: Stop, Look, Listen, Repeat
<p>The National Audubon Society recommends the "<a href="https://www.audubon.org/news/how-find-bird" target="_blank">stop, look, listen, repeat</a>" mantra when seeking and identifying birds.</p><p>First and foremost, spotting birds requires attention. Stopping – getting out of the car, pausing on the sidewalk, trail, or in the backyard to look up – is the most important step.</p><p>When looking for birds, try to avoid gazing wildly around; rather, scan your surroundings, focusing on any odd shapes or shadows, trying to think about where a bird might perch (power lines, fence posts, branches), or keep an eye on the sky for flying eagles and hawks. In open areas like fields and beaches, you might have a more panoramic view, and can take in different sections of the landscape at a time. Look around with the naked eye before reaching for the binoculars to hone in.</p><p>While it can be hard to sift through the noise, listening for birds is perhaps an even more important element of bird watching than looking. Once you spend more time in the field, you'll be able to parse apart the racket and identify specific species, especially aided by Audubon's Bird Guide app or by learning from their <a href="https://www.audubon.org/section/birding-ear" target="_blank">Birding by Ear series</a>.</p><p>Repeat this pattern as you continue on your way, stopping to look and listen for birds as you go, rather than waiting for them to come to you. </p>5. Identification
<p>When you head out for a day of bird watching – especially when you're hoping to spot some new species – you'll want to be armed with the tools to identify what you see. <a href="https://www.audubon.org/news/how-identify-birds" target="_blank" rel="noopener noreferrer">Major considerations when identifying birds</a> are their group (such as owls, hawks, or sparrow-like birds), size and shape, behavior, voice, field marks, season, and habitat.</p><p>The <a href="https://www.sibleyguides.com/about/the-sibley-guide-to-birds/" target="_blank" rel="noopener noreferrer">Sibley Guide to Birds</a> and the <a href="https://www.hmhbooks.com/shop/books/peterson-field-guide-to-birds-of-north-america-second-edition/9781328771445" target="_blank" rel="noopener noreferrer">Peterson Field Guide</a> are widely considered the best books for identifying birds in North America, although many <a href="https://www.audubon.org/news/what-bird-guide-best-you" target="_blank" rel="noopener noreferrer">specialized guides</a> focus on specific species or regions as well.</p><p>Plenty of <a href="https://blog.nature.org/science/2013/05/27/boucher-bird-blog-apps-smart-birder/" target="_blank" rel="noopener noreferrer">bird identification apps</a> have popped up in recent years – including National Geographic Birds, Sibley eGuide to Birds, iNaturalist, Merlin Bird ID, and Birdsnap – which are basically a <a href="https://www.audubon.org/news/the-best-birding-apps-and-field-guides" target="_blank" rel="noopener noreferrer">field guide in your pocket</a>. I'm partial to the Audubon Bird Guide, which allows users to filter by common identifiers, including a bird's habitat, color, activity, tail shape, and general type, adding them all to a personal map to view your sightings.</p>6. Recording Your Sightings
<p><span>As you deepen your commitment to birding, you might join the community of birders that track and quantify their sightings, building their </span><a href="https://www.thespruce.com/what-birds-count-on-a-life-list-386704#:~:text=A%20life%20list%20is%20a,which%20birds%20you%20have%20seen." target="_blank" rel="noopener noreferrer">life list</a><span>.</span></p><p>While a standard notebook noting the date, species name, habitat, vocalizations, or any other data you wish to include will suffice, some birders opt for a more <a href="https://www.riteintherain.com/no-195-birders-journal" target="_blank" rel="noopener noreferrer">structured birder's journal</a> with pre-determined fields to record your encounters, take notes, draw sketches, etc.</p><p>Many birders also choose to record their sightings online and in shared databases (which include many of the field guide apps), often pinpointing them on a map for others to view. Launched by the Cornell Lab of Ornithology and Audubon, <a href="https://ebird.org/home" target="_blank" rel="noopener noreferrer">eBird is one of the largest databases and citizen science projects around birding</a>, where hundreds of thousands of birders enter their sightings, and users can explore birds in regions and hotspots around the world. Users can also record their sightings on the <a href="https://apps.apple.com/us/app/ebird/id988799279" target="_blank" rel="noopener noreferrer">eBird app</a>.</p>7. Attracting Birds to Your Own Yard
<p>Feeding birds is a common phenomenon: more than 40% of Americans maintain a birdfeeder to attract birds and watch them feast.</p><p>Not all birdfeed is created equal, however. Many commercial varieties are mostly made with "fillers" (oats, red millet, etc.) that birds will largely leave untouched. After researching what birds to expect in your area – and which ones you want to attract – you can create your own birdfeed with <a href="https://www.allaboutbirds.org/news/types-of-bird-seed-a-quick-guide/?pid=1142" target="_blank">seeds that will appeal to them</a>.</p><p>Beyond filling a birdfeeder, <a href="https://www.ecowatch.com/eco-friendly-lawn-2651194858.html" target="_self">transforming your yard into an eco-friendly oasis</a> is by far the best way to attract birds. Choosing to forgo mowing your lawn, planting native flowers and grasses, and ditching the pesticides will bring back the bugs that birds feed on, and provide a safe haven in which birds can happily live and eat.</p><p>While it's widely considered acceptable – and even beneficial – to feed birds with appropriate seeds, communal birdfeeders often <a href="https://www.audubon.org/news/to-feed-or-not-feed" target="_blank" rel="noopener noreferrer">foster unlikely interactions between different species</a>, who can then transmit harmful diseases and parasites to one another. Maintaining several bird feeders with different types of seeds might keep different species from coming into contact, and feeders can be <a href="https://www.allaboutbirds.org/news/how-to-clean-your-bird-feeder/" target="_blank" rel="noopener noreferrer">cleaned to prevent the spread of infection</a>.</p>8. Inclusivity and Anti-Racism in the Birding Community
<p>Like all outdoor activities and areas of scientific study, birding communities are subject to racist and discriminatory ideologies. Black birders have long experienced discrimination and underrepresentation in outdoor spaces. The work of organizations like the <a href="https://www.instagram.com/birdersfund/" target="_blank">Black & Latinx Birders Fund</a>, <a href="https://www.instagram.com/birdability/" target="_blank">Birdability</a>, and <a href="https://www.instagram.com/feministbirdclub/" target="_blank">Feminist Bird Club</a> highlight the contributions and importance of birders of color, birders with disabilities, and women and LGBTQ+ birders to the birding community, as do activists and naturalists like <a href="https://www.instagram.com/hood__naturalist/" target="_blank">Corina Newsome</a> and <a href="https://www.instagram.com/tykeejames/" target="_blank">Tykee James</a>. The work of <a href="https://www.audubon.org/news/its-bird-new-comic-written-central-park-birder-christian-cooper" target="_blank">Christian Cooper</a>, <a href="https://camilledungy.com/publications/" target="_blank">Camille Dungy</a> (read her poem <a href="https://www.poetryfoundation.org/poetrymagazine/poems/58363/frequently-asked-questions-10" target="_blank">Frequently Asked Questions: 10</a>), and <a href="https://orionmagazine.org/article/9-rules-for-the-black-birdwatcher/" target="_blank">J. Drew Lanham</a> – including his essay "<a href="https://lithub.com/birding-while-black/" target="_blank">Birding While Black</a>" – are a great place to start.</p><p>Getting involved in birding means educating ourselves on these issues and taking meaningful action; the work of <a href="https://www.audubon.org/news/its-bird-new-comic-written-central-park-birder-christian-cooper" target="_blank">Christian Cooper</a> and <a href="https://orionmagazine.org/article/9-rules-for-the-black-birdwatcher/" target="_blank">J. Drew Lanham</a> – including his essay "<a href="https://lithub.com/birding-while-black/" target="_blank" rel="noopener noreferrer">Birding While Black</a>" – are a great place to start. Just as birders are activists for protecting habitats and natural areas, we must also be active and aware of inclusivity in these spaces.</p>9. Get Involved
<p>To learn from and enjoy the company of other birders, check out local birding groups in your area to join. Many Audubon chapters host trips, meetings, and bird walks for members. The American Birding Association even maintains a <a href="https://www.aba.org/festivals-events/" target="_blank">directory of birding festivals</a> across the country.</p><p>Volunteering for birds is also a great way to meet other birders and take action for birds in your community; local organizations might have opportunities for assisting with habitat restoration or helping at birding centers.</p><p>Like all wildlife, climate change and habitat destruction threaten the livelihood of birds, eliminating their breeding grounds and food sources. A <a href="https://www.audubon.org/climate/survivalbydegrees" target="_blank">2019 report released by the National Audubon Society</a> found that two-thirds of North American birds may face extinction if global temperatures rise 5.4 degrees Fahrenheit by 2100. Staying informed about and taking action for legislation designed to protect birds and our climate – such as the recent <a href="https://www.congress.gov/bill/116th-congress/house-bill/5552/text" target="_blank" rel="noopener noreferrer">Migratory Bird Protection Act</a> – is important for ensuring a livable future for wildlife and humans alike.</p><p><em>Linnea graduated from Skidmore College in 2019 with a Bachelor's degree in English and Environmental Studies, and now lives in Brooklyn, New York. Most recently, Linnea worked at Hunger Free America, and has interned with WHYY in Philadelphia, Saratoga Living Magazine, and the Sierra Club in Washington, DC. </em><em>Linnea enjoys hiking and spending time outdoors, reading, practicing her German, and volunteering on farms and gardens and for environmental justice efforts in her community. Along with journalism, she is also an essayist and writer of creative nonfiction.</em></p>- Study: Birds Are Linked to Happiness Levels - EcoWatch ›
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