Buying social change

Do my purchasing decisions make a difference or am I sucked in by marketing mystery?

I recently indulged in a bit of retail therapy. I was to attend the wedding of a very dear friend and a special frock to mark the occasion seemed appropriate.

I spent a Thursday evening wandering the floors of Myer, David Jones and other stores in Pitt Street Mall in Sydney. In women’s fashion outlet Review, I spied a little cream number (for a wedding? controversial, I know), tried it on and almost immediately decided I was onto a winner. But I must have portrayed a glimmer of hesitation because the sales assistant began the one-liners of persuasion.

“Cream is FINE for a wedding. Accessorise with colour and it will be fine.”

“You will definitely wear that again.”

“Dress it down for a cocktail party.”

“Ruffles are all the rage.”

And then the clincher.

“Our dresses are Australian made.”

And it’s the truth. Review makes most of its clothes in Australia – with minor details such as knitwear and beaded bits manufactured offshore.

It didn’t get me over the line, but making the purchase with that little fact in mind did feel good. Manufacturing in Australia is expensive and I don’t bemoan the companies that choose to take their manufacturing offshore. It boosts their margins and provides jobs in developing countries. And in many cases quality, or lack thereof, is a non-issue. But I like the fact that there are still Australian designers creating work for skilled Australian manufacturers and the outcome is a gorgeous dress that I want to buy. It’s an Australian success story where a good was created and nobody had to dig anything out of the ground.

The sales assistant’s throwaway line reminded me of a quote from American author Anna Lappé who writes widely on globalisation, food and sustainability: “Every time you spend money, you are casting a vote for the kind of world you want.”

It’s social change through capitalism. Detractors of the idea deplore the fact that to influence society we have to buy something. But I’ve gullibly signed up. I buy free-range eggs. I joined a car share scheme. I buy organic fruit and vegies. Every time I go to the supermarket there seems to be another product I can buy to help save the planet or benefit my community. And marketers (and sales assistants) are well-versed in the warm, fuzzy feelings customers are looking for when they’re shopping, and act accordingly.

What I also realise is that to choose to buy based on potential societal effects is not a luxury afforded to all – and this makes me feel like a bit of a pious wanker.

Am I representative of Generation Y in this regard (the purchasing, not the wankerism)? I’m not sure.

I’m interested in what’s impacting Generation Y’s purchasing decisions. Are we all buying locally, sustainably, organically? Or am I the only one sucked in by the “ly” suffixes? And is it just a big con anyway? If I wanted to create a better world, would I be better off buying “made in China” and helping pull developing nations from poverty?

Email me.

BRW

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