Steps in the Right Direction

An Interview about ethical consumerism with Dirk Bathen of Trendbüro

Trendbüro in Hamburg is a consultancy dedicated to trend watching and the interpretation of social change. Its teams include economists, sociologists, cultural anthropologists, marketing experts, designers, and cultural studies scholars in addition to a global network of experts. By showing how the world is changing, the company uncovers opportunities and dangers arising for businesses, brands, and products. We spoke with Dirk Bathen, Trendbüro’s managing director.

What does ethical consumerism mean today?
Ethical consumerism is a theme of high social relevance. Trendbüro already made it the focal point of a 2007 OTTO trend study, The Ethics of Consumption. Since then, we have seen that the phenomenon is becoming increasingly differentiated. In principle, ethical consumerism can be defined as a way of consuming that is sustainable and responsible but does not ask the consumers to make sacrifices, in contrast to the ecological movement of 15 or 20 years ago. Ethical consumers vote with their credit cards, and they like to support companies that deal fairly with their employees and stakeholders and conserve natural resources by producing in ways that minimize environmental impact. What we are seeing is a transition from the renunciation-based eco-movement to the ideal of LOHAS, “Lifestyles of Health and Sustainability.” The LOHAS movement addresses the very serious theme in a much lighter way.

How would you describe their approach?
Essentially there’s no such thing as a typical LOHAS. There are many different motive factors at work, and different approaches to ethical consumerism. But key for all of them is the pleasure principle – that is, doing oneself a good turn. Improving or saving the world we live in is, so to speak, a side effect, a secondary benefit that comes along on the side. A product’s primary purpose is to give enjoyment, and if I do something for the earth along the way, I feel doubly gratified.

How could ethical shopping develop in the next five years?
We are facing a number of major challenges that will determine how the theme develops in coming years. One big question, for example, is how we will implement the knowledge that we can no longer keep consuming the way we have in the past, in terms of concrete action. We cannot see into the future, but on the basis of our current knowledge and the current state of developments, the theme is poised to take a central position in our consciousness as a society. The urgency of taking action is obvious. Thus I believe not so much in a worst-case scenario, in which nothing changes in spite of our knowing better, as in the best-case scenario, in which the need to take responsibility is acted upon decisively and consistently.

What kind of behavior will be necessary to bring about that best-case scenario?
The best-case scenario relies on all the participants’ fundamental readiness to try new approaches and their common will to act. Consumers, policymakers, industry, NGOs, and all other stakeholders must get in step and provide mutual support. There is no point in working against each other, because in the end we share the same goal. That unifying, inspirational element must be exploited to achieve what you might call an “Obama effect” with the theme of ethical consumerism.

The Aid by Trade Foundation is pursuing a new approach to development aid with the Cotton Made in Africa initiative. How would you assess it as a case study in ethical consumerism?
As far as we can tell, it is fundamentally a step in the right direction, because it’s not based on one-sided giving. Charitable donations tend to cement existing structures and inhibit the development of new ways of thinking. The initiative allows a metamorphosis to take place. Farmers get the chance to put their livelihoods on a stable footing, both to take care of their families and to develop their infrastructure. Of course, there is criticism that the initiative does not go far enough. That’s always a discussion-killer. I prefer to see it more positively. With full awareness that we have a hundred steps left to go, we still have to take those steps one by one. Change doesn’t happen overnight. So the initiative is an important step, and it remains to hope that it will see additional development, that others will follow its lead, or simply join and pull together.

Interview: Sascha Hellmann