Are We Making A Difference When We Buy Sustainable Products?
In an interview with KUOW’s Ross Reynolds, Temple University history professor and author Bryant Simon raised an interesting question for those of us engaged with the marketing implications of a commitment to sustainability. Simon has recently authored a book titled “Everything but the Coffee,†a book about the impact of Starbucks on culture and society.
In the interview Simon said that buying a cup of coffee whose brand values include fostering a sense of community (the idea of Starbucks’ locations as a social hub or “third placeâ€) does not mean you will actually experience community. This, no doubt, depends on how one defines community. Simon’s definition, as expressed in the interview, includes democratic debate and dissent. Fostering civic dialogue is not a core element of the Starbuck’s store experience so for Simon it’s not creating “real†community. For many of Starbucks’ customers, however, community may be like the old TV show “Cheers,†a place where “everybody knows your name.†Being a “regular” at a particular Starbucks (or any other coffee place), where the baristas know your favorite order can lead to this type of community feeling.
As he concludes the interview, Simon raises an important issue for those of us bringing the values of sustainability into brands and marketing strategies. He says that the values to which brands try to appeal may not be values that can be realized through how we spend our money. My paraphrase of his statement from the interview is that it’s good news if people really want the values that Starbucks promotes, because the brand promotes positive social and environment change. He says, however, if we think we are creating those changes simply by buying Starbucks coffee, we’ve missed the point.
“If we judge our desires by what we buy from Starbucks – if we want a greener planet, if we want more connections, if we want social justice around the world – (these) are values that could build a more democratic order. The problem is we’re not going to get them through buying,†is my rough transcription of his comments.
Purchase decisions alone are not enough to effect the cultural and political change that we need to address society’s most pressing environmental and social needs. However, purchase decisions are not irrelevant. Does buying a sustainable product relinquish us from the responsibility to be citizens who vote and take part in civic dialogue? No. But every purchase decision is a tiny vote for the things we think are important, and a way to support those companies who are sincere in their intent to create meaningful change through their work.
Listen to the archived interview here. Reynolds interview with Simon starts at minute 34 in the Real Audio file. I’d like to know what you think.
Tags: brand, Bryant Simon, Green - Sustainability, Green Marketing, marketing, Sustainability, triple bottom line, values
