If we take one step back and look at the consumption behaviours our society is presenting nowadays, with great reason environmental issues are a hot topic and consumers are getting more and more aware and interested in productions footprint, carbon emissions, global warming, plastic productions and the list goes on. With that, companies are more conscious about the market demand for “green” products.
With the belief that consumer demand for sustainability is the frontier of our transition to a greener, fairer and smarter global economy, companies have adopted a deceptive business strategy, in which green PR or green marketing is used to promote the perception that their products, aims or policies are environmentally friendly, the so called “Greenwashing”.
One great example I recently found is about the Fiji water, in a video from this 2017. The brand positioning is all about its connection to nature and being “untouched by man”, a feel-good sensation that we are buying from a clean, eco-friendly company. When really, all they are selling is water in a plastic bottle, that will take an average of 450 years to degrade, from a place where a big part of the population does not have access to drinkable water.
Start looking around on the products and brands you consume or in your local shop, how many products claim to be green, or eco-friendly, or natural and how many of them can actually back up these claims. Every business out there is looking for profit (us included), but the main question here is – at what cost?
If you want to invest your time and money in companies that share the ethical principles you value, it is good to be aware of this ongoing movement and do your bit of research before purchasing something because the package resembles nature. It may be contradictory of me saying (as I do want to make a living out of my natural skincare passion), but the best way to go green is to consume less and to watch out for what the industry is trying to sell so hard.
We are bombarded with so many messages online, at all times, on the ad we see before that video, on our social media feeds or on that digital influencer we like to follow. It is really A LOT to take in and sometimes it may get a bit hard to digest and to distinguish what we really want or need from what we were told we want or need.
It is a daily exercise to remind ourselves that no digital influencer (or no one really) has a perfect life, with a perfect family, career, body, skin and on top of that being an activist and philanthropist without breaking a sweat. Social media is just a channel to share content and we tend to share the best part of our lives and with a puppy filter just to make it even more perfect.
The key is not to stop consuming, but to consume better. Reflect on your choices, know the brands you consume, read the ingredients lists – if a name is too scary, most likely is not so natural after all. And talking about skincare (of course!), listen to your skin and body, you may not need a skin routine with 10 steps, pay attention to how you react to different products. Be consistent and give it time! At least 28 days for skin cell renewal and for you start seeing more permanent and effective results and then you can find what works for YOU!
And even when you find what is perfect for you, remember every now and then you may have a spot, you may have wrinkles, you may have a day that your skin gets extra dry or irritated or oily, because as much as there is no real life filter, there is no perfect skin. So take this burden of your shoulders and aim for the best version you can be #nofilter.
Let’s extend this conversation, leave a comment below with your feelings and thoughts. How do you shop your favourite products? Had you notice packages going “greener”?
Read more about it: What is Greenwashing?