Are you the proud owner of a reusable coffee cup and water bottle? From work colleagues to strangers on the train, I’m seeing more and more people trying to live more sustainably, and to use less single-use plastic. But multinational brands like Coca Cola, whose current business model relies on high demand for drinks in single use bottles, see things very differently. They claim that there is still huge consumer demand for plastic bottles, so they are going to carry on making them. So when consumers go to the supermarket and only have the option to buy a drink in a plastic bottle, they’ll buy it, and the cycle goes on.
I vehemently reject the nihilism of the people who use “there is no ethical consumption under capitalism” as an excuse to make the world burn faster. A lot of us can afford to slow down our pursuit of instant gratification through shopping, make fewer, more considered purchases and support ethical brands even when they are not the cheapest option. But when brands whose turnover is equal to the GDP of sizeable countries won’t change their current polluting methods of manufacture, we’re going to find ourselves fighting a painful uphill battle. It’s a battle that excludes disabled people and those on lower incomes, and gives unwarranted moral superiority to those with the disposable income to buy “better” goods and services.
I know this is a departure from my usual blogs about sustainable fashion, but I felt compelled to write something after watching myself being interviewed on BBC London about living a sustainable life. I happily agreed to the interview, the filming process was enjoyable and I have no problems with how I was portrayed in the final edit. However, I was disappointed that a really important point that I was desperate to make wasn’t part of the broadcast. When I was asked what advice I would give to people who wanted to reduce their carbon footprint, I emphasised the importance of consumer power in urging brands to make changes to their products. I suggested contacting supermarkets about reducing single-use plastic or offering more reusable or non-packaged options.
As a single woman with no dependents I get to spend my disposable income how I want, and I genuinely do want to spend it on ethical and sustainable products. Plenty of people don’t have this luxury. I am far from perfect, especially when it comes to food packaging, when life prevents me from going to a farmers market or zero waste shop. Again, this isn’t even going to be an option for many people. The message that “everyone can do their bit” is positive in that it reminds us that there are alternatives to our current consumer habits, but what happens when these alternatives are inaccessible to us? People feel powerless in the face of something as massive as climate change, and I don’t think a cloth bag is going to be enough to turn things around.
So what can you do to hold brands to account? Writing to them is always a great option, whether it’s on social media, or by email to their head office. Sending unwanted packaging back to head office also seems to work; when thousands of people started sending empty crisp packets back to Walkers because they couldn’t be recycled, the company quickly announced plans to introduce biodegradable packaging.
If you think that badgering brands about plastic packaging is going to be about as useful as yelling into the void, then here’s a positive story that will hopefully change your mind. Activist and campaigner Ella Daish has been on a mission to remove plastic from menstrual products. Her tireless campaigning is producing real results, with several supermarkets planning to make changes to their own-brand towels and tampons. She’s proof that we do have the power to force brands to make a change, and you can support her campaign here.
Joining social media campaigns might seem frivolous at first glance, but there is power in numbers. The minute brands see that planet-friendly packaging is something that most consumers want, rather than just being a fringe issue that’s only important to fanatical environmentalists, they will realise they could lose customers and money if they don’t make some changes.
Yes, we can all do our bit. But big brands can, and must, do a lot more.
