Consumerism as a Force for Good
December - how did we get here so quickly? It seems like just yesterday, we were celebrating the start of 2023, and yet here we are getting ready to celebrate Christmas.
Now don’t get me wrong I absolutely love Christmas, it’s my favourite time of the year – from the lights to the baking, to the smiles on people’s faces and let’s not forget the real reason for it all – Jesus.
Yet, there’s something about the consumerism focus of the holiday season that’s been weighing on my mind.
As retailers and businesses have been preparing for holiday shoppers, sales trend forecasters everywhere are predicting a softer buying season. North American’s seem to be struggling with an internal conflict about spending vs saving this holiday (Vericasts 2024 Holiday Retail Trendwatch). And not for no reason.
From inflation & political shifts to economic outlooks & housing costs, we’re all feeling the strain, not to mention how many of us are already feeling bogged down with so much stuff. Do we really need more?
Could consumerism be a solution?
While it may be the easy answer to say that consumerism is the cause of every problem we face from environmental issues to poverty, it may also be the key to solving these problems.
I was challenged to think about this while interviewing a guest on one of our Purpose Powered Brand show episodes. “I believe consumerism is the solution, not the problem”, that’s what James Bartle, Founder & CEO of Outland Denim a sustainable fashion company in Australia that’s tackling sex trafficking, said to me. Mic drop.
Flip the business script
Think about it. If we boycott buying all together, what happens? Factories close, jobs are terminated, and the most vulnerable people suffer. There’s no question that consumerism drives business, the trick is to flip the script and build a new business model that solves problems instead of adding to them.
Business drives the engine of innovation, so why don’t we use that engine to make the world better?
“I believe the future (of business) needs to address the social injustice and environmental issues through the lens of consuming more. If a product left not only the people that were involved in that supply chain in a better position, but also made the planet healthier - right now, we're not there yet. But imagine if we were, so that every single time we consume something, people were being uplifted out of poverty, their lives would be made better through education, health care, all of the fundamental foundational things for somebody to thrive, but at the same time that the planet was being made healthier. Think about it.”
(James Bartle, Founder & CEO of Outland Denim on the Purpose Powered Brand show)
That’s my personal mission, why I started my business in the first place and why I do the Purpose Powered Brand show – to inspire leaders and brands to transform business into a force for good and to encourage and educate entrepreneurs to build businesses that are solutions to the world’s problems.
Let’s be honest, does the world need another podcast? Does the world need another brand? Does the world need another product? The answer to all these things is a resounding “NO”.
What does the world need?
The world needs you.
Like Howard Thurman said, ‘what the world needs is people who have come alive’. And what makes people come alive you ask? Purpose - knowing their purpose and living it out.
When you translate that to business, it gets even better, because the power of that purpose is multiplied.
It means more people with shared values aligned under a singular purpose, working together to do amazing things in the world – things that make a difference in the world and make lives better.
Considered & Intentional Gifting
Whether you’re an employer, an employee or a student, we could all be a little bit more considered and intentional about the things we buy. If you’re an employer, perhaps consider thinking about giving your employees a gift that aligns with your company values.
For example, a finance company with transparency as a value, may want to gift products that are fair trade certified. Consider each gift as an opportunity to share your purpose and beliefs in a way that benefits others – from the person who created the gift to the person receiving it, a gift with meaning multiplies and keeps on giving.
This holiday season let’s encourage one another to buy and gift differently.
Let’s vote for the world we want to see with our dollars, by aligning with businesses and brands who are doing good.
Wishing you and yours a very Purpose-Powered Christmas!
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PS. If you’re looking for gifting inspiration, I invite you to check out the Purpose Powered Brand holiday gift guide, featuring 12 extraordinary brands & entrepreneurs from our podcast.Purpose Powered Brand Holiday Gift Guide
#TGIM
