
It’s
almost like the afterthought of opportunism: trying to make a profit off of an
increase in concern and social awareness.
Is this a natural progression, indicative of an evolutionary shift in
consciousness—or is it just business as usual (or some combination thereof)?
I have
wondered before if there is room for ethics within an economic system that is
not beneficial to everyone at its mercy. And, yes, I still feel skeptical when
changes in the market seem to follow trends—a process that is reciprocal, I’m
sure. I alluded to this before in my
blog post on Cradle to Cradle (http://hopekinney.blogspot.com/2011/04/cradle-to-cradle.html)
which included discussion of “eco-effectiveness” and notions of corporate
responsibility. Neither the idea that it’s
not enough anymore for companies to simply sell products or the expectation
that they present a public persona that is “socially responsible” necessitate
that they actually believe in the ideals they perceive as being important to
consumers. In my mind, this speaks to
the importance of consumer power to determine markets (theoretically speaking,
at least) at the same time that it highlights the systemic trait to capitalize
on a perceived market (which is not inherently a “good” or “bad” thing, per se).
The more that
consumers are aware and make their demands known, the more difficult it
becomes to keep them in the dark—take the increased concern about GMO labeling,
for instance. Also, the more information that is readily available (thanks to
technological advancements and whatnot), the more questions people may begin to
ask. This introduces an additional element to consumer decision-making that parallels
that of corporate expectation. (Speaking of which, did you know? There’s now an
app for finding a restaurant that treats their workers well: http://www.npr.org/blogs/thesalt/2012/12/10/166671273/want-to-find-a-restaurant-that-treats-workers-well-theres-an-app-for-that)
In the midst of a shift in awareness, and at a
time when a system like fair trade is able to exist, I find it interesting that
it isn’t the common practice. That fair trade
products have actually been apportioned to a separate “specialty” market could
mean a number of things, including that systemic change doesn’t happen
overnight. For me, it’s also an
indication that these backwards-facing solutions to problems that could have
been prevented in the first place have become somewhat representative of a culture
built around capitalist consumerism.