The Perfect Sustainable Consumer

… doesn’t exist. Humans are constantly consuming to survive, even if only for basic needs such as food, water, air, and shelter, and it is virtually impossible in this day and age for every single choice we make to be the most sustainable one. Unsustainable consumer behavior is equated with environmental destruction or excessive wastefulness, but attributing blame for the state of the environment to consumers won’t lead to a cleaner Earth and can actually discourage positive actions.

In a time of heightened anxiety about climate change, purchasing a product with a high carbon footprint can spark guilt. Consumers should not, however, feel that the cleanliness of the environment depends solely on their choices. Using a paper towel as opposed to a reusable one may feel irresponsible, but it should not be a source of immense guilt. Understanding the reasons why it is so difficult to be a truly sustainable consumer can help to alleviate the pressure to be perfect.

Price:

Sustainable products are generally more expensive, as they are still a novelty with limited domestic sources, and it will take time and support for their prices to even out. People come from varying socioeconomic backgrounds and life circumstances, and not everybody is able to afford products from companies that charge higher prices for sustainable production.

Consumer Culture:

The desire to conform to trends in society is powerful given that we are social animals and have an innate desire to form connections with others. This is not something to feel guilty about; it is simply human nature, and the marketing system is designed to capitalize on it.

Finding sustainable products is hard!

It is also difficult for consumers to decide which products are sustainably-produced. Companies exacerbate this issue by greenwashing. They market themselves as sustainable brands to distract from any real environmental degradation they are responsible for.

Systems we are a part of:

When it comes to environmental degradation, the systems (political, economic, social, etc.) that consumers operate within are the most significant issue to focus on, not the consumers themselves. The development of capitalist economies, globalization, and wealth consolidation are all well beyond the control of an individual consumer. Companies will often shift the blame for the climate crisis onto consumers to sidestep reform that would decrease their shareholder value. Consumers should not bear the weight of the actions of companies that destroy the Earth, especially considering that 100 companies are currently responsible for 70% of greenhouse gas emissions, and the top emitters are ExxonMobil, Shell, BP, and Chevron. To create lasting systemic change that would lead to a cleaner environment, policy and economic reform must be implemented. Herein lies one of the most powerful environmental actions that consumers can take: voting. Reading a candidate's proposed policies and making an educated vote for a politician who puts climate action at the forefront of their agenda is crucial for creating lasting change.

When considering sustainable behavior, we often believe that the choices we make will have inconsequential outcomes. Our focus, however, should not be on the size of the outcomes of our actions, but instead on staying committed to environmental values. It would be unfortunate to decide not to attempt an environmentally-conscious action because the effects of said action would not be of a certain magnitude. Here at Just Honest, we believe that even the little efforts matter and can add up to big changes. You may think that saving that one plastic bottle from the landfill won't make a difference, but if every adult in the United States said that same thing even just once a year, that would mean an extra 258 million water bottles ending up in the dump each year. This is not to discourage you, as nobody can be perfect and striving to be can often make things worse. You truly can make a difference, so don't let anyone else tell you otherwise; even the little things can help.

If one is deciding to live more sustainably, it is not necessary to begin with life-changing commitments from the start. The most effective way of building new habits is to start with small and seemingly insignificant actions rather than exhausting oneself at the beginning. If your brain feels that a task is too overwhelming to surmount, your motivation to attempt the task will actually decrease. It is not necessary, practical, energy-efficient, or desirable for one to strictly monitor every aspect of their life and then feel guilty when they fall short. Living sustainably is not an all-or-nothing game. Start small, and progress knowing that every action you take is an effort to feel proud of. And if a mistake is made, it is okay.

The effect of peer-influence is also a huge component of sustainable action. If a group member demonstrates a commitment to environmentally-conscious behavior, then other members of that group will be much more likely to follow suit and a domino effect will ensue. The greater the number of people who form habits of a certain type, the greater the peer influence will be. Eventually, the habits that originally started as individual efforts will become the norm. This is how grassroots initiatives and social movements gain steam. The actions of a large group collectively spark remarkable change. When millions of like-minded people participate, the effects are monumental and inspiring.

Living more sustainably means starting small, understanding that all our choices can add up to big impacts, and sometimes even more importantly, learning to forgive ourselves for our mistakes.