Strut from your hybrid car with that reusable bag draped casually over one shoulder, where it awaits to be conservatively filled with organic household cleaners. Yes, preserve the world, but really, just preserve your self-image.
We have come to a critical time where the sustainability of our planet has been so heavily questioned that the urgency to promote environmentally sound decisions is present in every industry. From eating sustainably, to buying household products engineered with “cleaner” chemicals and packaged in recycled materials, everything now screams green, which in my opinion, induces a sort of paranoia every time I walk into Target. When reaching for the traditional Windex glass cleaner, I can almost hear a tisk of disapproval from a store clerk as my hand passes over the 7TH Generation green cleaning product, with its leafy bottle design. In a panic, I plop the novel product into my cart, knowing inside how deeply upset I will be not being able to guarantee myself a streak free mirror. But in a moment of panic, in the moment of possibly being judge, no one wants to be labeled the eco-enemy.
Both scientists and marketers have recognized the power of popularizing an idea to ensure its effective success. But how effective really is the mainstreaming of the eco-friendly mentality? Statistics have shown that the consumers of this generation respond best to the trends. People go with trends, and green is a trend. That being said, green has also now strayed from its environmental statement, into a fashion statement, instigating practices such as buying excess amounts of reusable bags to incorporate into everyday attire. Though certain reusable bags dedicate portions of their profits towards environmental sustainability research, the excess amount in which these are purchased, and not used towards their actual function is somewhat ridiculous.
Recent studies show that many Toyota Prius consumers admit that the true reasoning behind their decisions to invest in this petrol-electric hybrid, is not because of the higher fuel economy and the decreased environmental impact, but the image such car telegraphs to other motors. The sleek, futuristic look of the hybrid glorifies the driver, into an elite class of “green heroes”. I mean, I guess it isn’t really that bad that the incentives of buying green are not for true environmental reasons, because at the end of the day, the mission of reducing carbon imprints is succeeded. All I am saying it that we really must come to terms with this ecofriendly business, because I’d like my Target shopping experiences to stop feeling like the ultimate competitions.
This article is written by a student writer from the Her Campus at Brown chapter.