Buy less and buy better 

Excess consumption is often the source of waste, that’s why under the popular trend of ‘Ethical Consumption’, the idea of ‘Buy less and buy better’ (Quality over quantity) has emerged and spread in recent years. Consumers aren’t stopping consumption, but are consuming smarter and with more precision, rather than consuming randomly.

To take the example of fashion, according to a study conducted by Hot or Cool Institute, a public interest thinktank based in Berlin, we can only buy on average 5 new clothes per year¹ in order to comply with the goal of keeping global warming under 1.5 degrees Celsius as set out in the Paris Agreement. With ‘precision’ in mind when it comes to buying, many big brands have started using more environmentally friendly materials to manufacture clothes in recent years. Some websites selling Medieval clothing have also emerged, making ‘forever fashion’ a new trend. 

In fact, many people consume excessively because they did not fully understand their wants and needs before buying, which results in buying on a whim and getting a bunch of stuff they don’t actually need. For instance, the popular trend of ‘livestreaming to promote products’ in recent years is highly prone to creating waste. To induce consumption, streamers usually dish out discounts from time to time during their live-streams, such as half price for the third item if orders are placed immediately. This will easily make you shop in a rush without thinking it through, and even buying a lot of the same items, before realising you actually don’t need that much, or already have those products at home. 

In real life, there are also many temptations of this sort, the most common one being a big sale in supermarkets. For example, when you only need one bottle of soy sauce, and end up getting four bottles after seeing a buy two get two discount. In the end, you can’t even use them in time before the expiry date, resulting in huge waste. 

Therefore, to become a part of ‘ethical consumption’, you should think twice before buying to figure out whether you ‘want’ or ‘need’ certain products, in order to keep your materialistic desire in check and avoid excessive consumption.

Support local consumption 

Apart from reducing waste, Ethical Consumption is also propelling the sustainable development of local industries. Compared to the price, ethical consumers care more about the production line behind the products, such as country of origin, manufacturers etc. Even if the product is not the cheapest among those in the same category, consumers consider it worthwhile if every dollar they spend can help promote the growth of local industries. 

For example, consumers are very willing to buy locally grown vegetables, as a way to support local farmers and foster the growth of local agriculture. There are various markets in Hong Kong in recent years, such as Sheung Shui Tin Kwong Hui, or ‘In Time Of Fair’ in Tsuen Wan, allowing local farmers and artisans to sell their local produce and organic environmental products, which have had a great reception. 

Emphasis on brand values 

Apart from focusing on industry developments, the brand values and ideals behind a product are also critical elements in ethical consumption. In the eyes of ethical consumers, what they purchase is not just a product, but more about the self-contained values exemplified by it. Why among all the coffee beans do they only go for those few types? That’s precisely because those brands adhere to fair trade principles, which give higher profit margins to coffee farmers in developing countries and improve their lives. 

One brand popular with consumers in recent years is another case of success. It lessens pollution to the environment by choosing organic cotton that is more costly, thereby reducing carbon dioxide emission by 45%. Even though the cost and price are higher, consumers are still happy to foot the bill, raising the sale of the product. 

As you can see, compared to price, ethical consumers are more focused on the core values behind a product, and tend to support brands with values that align with theirs. With consumers’ and brand values impacting on each other, many brands in recent years are more environmentally focused, with more ‘good conscience’, sustainable products appearing on the market, such as skincare and cosmetics products that haven’t gone through animal testing, and sunscreen products that are ocean and coral-friendly.

Expressing personal values through consumption 

Other than supporting brands that share the same values, ethical consumers also hope to use their consumption behaviour to change certain old values, pushing corporations and society to advance together. For instance, in order to promote the concept of ‘reducing food waste’, they are happy to shop at social enterprise supermarkets, purchase food that are about to expire to lengthen the longevity of the food cycle. When it comes to getting insurance protection and making compensation claims, they are more likely to opt for mobile phone apps or websites, to reduce the use of paper. 

In recent years, AXA like many of its customers also cares deeply about environmental issues, and therefore continues to improve and expand the functions of the Emma By AXA mobile app, providing all-round services from online purchase, to compensation management, and counseling services. 

The rise of ethical consumption is changing popular lifestyles and the operation models of corporations, therefore don’t ever underestimate the power of your individual consumption. While you keep yourself going on the journey, others on the same path are also working hard in different ways and aspects, synergising with your actions as well.