This is about what you and I can do. “Very little” you may well say, “the really important changes should come from governments”. Or from companies, or big investors, or others. I do not deny it, but where it comes to such matters, I want to focus on what we can do to influence the decisions of governments and the choices made by companies. Simply stating “They should stop doing this or that” is, in my opinion, both frustrating and useless.
Evidently, getting ‘the general public’ to be more aware of these issues is a condition for success, but not everyone is prepared or able to seek media attention or whip up demonstrations. And anyway, I, for one, firmly believe in the power of these two strategies:

– voting with your feet and
– convincing by example.

Which can be summed up as ‘putting your money where your mouth is’. I’ll explain.

Your own lifestyle.

It all begins at home. Many choices we make as consumers do have an influence. Sure, it is disheartening to realise that my personal choices only have an infinitesimal small impact, so I don’t think about it

Personal lifestyle choices have an impact in at least two ways (three, in fact, but I’ll come to that later).

First, every time I make a choice for something more sustainable or more ‘fair trade’, I contribute directly. Of course, making the right choices demands a lot of knowledge, which is not at all easy to come by. I plan to provide a lot of advice and links which enable one to ‘make the right choice’ but even so, many choices are by no means straightforward.

Therefore, it is important to realise that there is a second benefit: with every choice I make I give off a signal, the signal that I do care. A signal which can be and and in fact is picked up by companies and governments. And, let’s not forget, by idealistic groups, who feel strengthened and supported by even small changes in the behaviour of ‘the public’.
For this signal function it is not even necessary that my choice actually is the environmentally right one; at least I let it be known that I do care and am willing to put my money where my mouth is.

Beyond the personal – ‘Talk to your friends’

Personally, I have some rather negative experience with a direct approach of ‘spreading the message’ among my friends, and so have many others, I fear. Chances are, you’ll soon be seen as a preacher or doomsday-prophet and friends may start shunning conversations about ‘climate change’ or even ‘fair trade’ with you. I admit I was late in heeding the millennia-old advice of reformist souls: be an example, but nowadays I learned to refrain from preaching; instead I just do my best to make my choices in accordance with my principles, while trying to take care I do not offend others. Eventually – and this may take many years – my choices will find a natural place in conversations and friends will start asking questions. Of course, I am willing to explain, when asked. Of course I am willing to furnish further information, when asked.

This is a third reason why I maintain ‘it all begins at home’ and why I set out to supply a list of links which can guide one toward ‘more responsible’ choices as a consumer.

Politics

Big companies are often seen as the main culprits; “they just care about money, not about the environment nor about people”. In so far as this leads to the conclusion “it’s not our responsibility and we can’t do anything about it” I strongly disagree. My reasons:

In the world of today, the profit companies make is greatly determined by laws. Lots of laws; I just mention laws about taxes and tax-exemptions and laws determining what a company can legally do, which comprises regulations about the environment and about the social conditions of employees. It’s the company which does best within the legal framework which will make the most profit – and in a democracy it is we who are responsible for that legal framework.

Let me put it another way: I think the invention of money is a wondeful accomplishment; it allows us to compare things that would otherwise be uncomparable and put them on a scale of values and priorities. If we think our earth’s resources and the future of our children are of low value, then of course companies will plunder the earth. But if we think these are of value then it is up to us to put a price on them and show ourselves to be willing to pay that price. Yes, this may mean voting for higher taxes on energy, for instance, or for legislation to curb emissions of CO2 – but I don’t want to go into specifics here; we can, and hopefully will, discuss that elsewhere; my point here is just that todays economics reflect our priorities and values and if we find them to be lacking in appreciation of values we hold high, we should should make that clear. By our vote and/or by taking other political action. And, of course, by our choices as consumers.

Big companies

The behaviour of companies is determined by profit, and this greatly depends on the laws and regulations we all voted for – although, I’m sure, mostly not consciously but by tacitly through lack of interest or comprehension.
However, the main factor is simply sales: the more sales the more success and the more profit. The most effective way of changing the behaviour of companies, therefore, is by action which threatens sales.

Even the largest companies are far more vulnerable then we tend to think; a very small dent in sales figures or the slightest slurr in the public image of the company will be of great consequence. This is where our actions can count. Several ways are open to us:

• Boycotting their product;
• Speaking ill of them to friends;
• Supporting the actions of others by means of donations;
• Joining those others in action against them.