While watching a talk given by management scholar Timothy M. Devinney,
entitled ”why the ethical consumer is a myth“ it got me thinking about ethical ethical
consumers take a look at it here:-
http://vimeo.com/10167988From the research I have done I arrived at the same conclusion that
only a small percentage of people would specifically go out to purchase
ethical clothing. How did I come to this conclusion, well while
working in a store in central London we started to do a range of
ethical clothing made from organic cotton. We had some promotions in
newspapers and e-mail sent out to customers notifying them of this
new ethical range, I decided to do an experiment to see how many
customers came in specifically for the organic range simply by asking
them, and after about three months and hundreds of customers later I
came to the conclusion 99.99% of the people I asked didn't come in to
purchase from our organic range, in fact about 70% of them didn't
even realise that they were purchasing ethical clothing, and when I
tried to explain what they had just purchased only 20% actually
seemed interested in what I was saying. From what I can tell these
customers were only purchasing fashionable clothing. Now this isn't
necessarily a bad thing because the ethical range did very well, so
well in fact we made it a permanent and expanded the number of
products. So this got me thinking who cares if the customer doesn't
know that their purchasing ethical clothing they seem to be happy
with the purchase, we are making money, and at the same time we're
helping the environment. I concluded that it's natural for us Homo
sapiens to be self-serving drones in our day-to-day lives, we like to
say that we are concerned about the environment and the treatment of
workers who make our clothing, but in the end of the day most will
always go to to a major clothing retailer and purchase clothes which
is probably made in a sweatshop in some foreign land. (did you notice
I didn't mention any brands or countries here but you know who I'm
talking about). So if the ethical consumer doesn't exist (or a are
rare breed) is there any hope the simple answer is YES, but that
ladies and gentlemen is a story for another time good night.
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