Being eco-friendly and greener is now an important criteria for shoppers. Green consumers are now a big band and have been growing for a while. Or so that’s the way it appears in my neck of the woods…

I attended the Sustainable Living Expo over the weekend and thought it was enlightening and fun – something I normally don’t associate with consumer fairs. There was everything from motor vehicles to political campaigns, furniture to shoes and beer to animal welfare.

Green goods

Food was represented well at the exhibit. This isn’t surprising as it is one of the prime necessities in life. It’s very clear that personal well-being and health is the biggest motivator for choosing more sustainable and greener options. People are more clued up on the effects of pollution, chemical additives and the other unknown unpleasantries in what they consume.

Ethical items are also big. According to Fairtrade Labelling Organizations International (FLO), international sales of Fairtrade products grew 15% in 2009. I was told that Vancouver has become the first major Canadian city to be certified for Fair Trade Town status. If a consumer wishes to purchase fair-traded goods, there is a fairly good selection here.

Big business

While I avoid the big supermarkets and retail chains when I can, the fact is that a majority of shoppers still use the large retailers for most of their daily purchases. So it’s important that shoppers demand greener options at the supermarkets. This will, in turn, have a knock-on effect at every level of the purchasing and supply chain and retailers and suppliers will be forced to take notice of what consumers want.

Greenwashing

But we can’t become too smug thinking everything is green and wonderful. It’s always good to be on the lookout for greenwashing. The hybrid car with the big engine is the obvious one. Then there are the insidious claims. Bottled water with less plastic used in the bottles annoys many. And there are the companies searching for the halo effect by association alone – they just want to be seen at green events and share platforms so consumers make the link – when in fact, there is nothing green about these companies.

Put the living into green living

But who wants to make shopping into a dreary chore, filled with stringent prescriptions and rules. People want have a life and not spend their precious time reading confusing labels. It’s really about having a selection and making educated and informed choices on what we buy every day. And gone are the days when buying green meant having to go across town to an ugly looking and overpriced store with a miniscule selection. It’s nice being able to enjoy what we buy and consume.

Further info:

Fair Trade Labelling Organisation International (FLO)
World Fair Trade Organization (WFTO)
Organic Consumers Association
USDA National Organic Program
Canadian Food Inspection Agency’s page on organic food

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