When do we stop being "those people"?

Back during the first Earth Day in 1970, Pogo put "us" all in the same basket, as in humanity vs. the planet. That's changed in the recent years. Have you noticed how the word "consumers" has taken on the derogatory nature of "those people"? The "us" has fractured into two camps.

Maybe it's just me, but it seems like it's getting to be an us vs. them world with corporations lining up on one side and consumers on the other in this big love/hate relationship. The problem is, I live on both sides of the line and it's messing with my head.

When I speak with marketers, they talk about "the consumer" as if they are one, big mass of faceless wallets waiting to be manipulated into a buying frenzy. And because "mommy" gets attached to other words, i.e. soccer mom, mommy blogger, eco mom, enviro mom, moms rising... it's the "moms" that most often become "them" - the unwashed, the sitting ducks, the targets...

Meanwhile, "them" (or us) are being called upon to lead the green charge to change how corporations perform. Apparently they can't do the right thing unless we tell them to do it. 

The article above goes on to say, "In two-thirds of the markets researched (UK, US, Mexico, Brazil, Germany and France) people felt more strongly that companies and their brands should be finding solutions compared to the government."

I agree with that. Manufacturing/consumption did get us into this pollution mess and it will have to get us out. The government is just the middle man in the conversation.

So how do we go from "them" to "us" working together again?

Maybe it begins by stop talking about "us" as someone to market TO and start thinking about "us" as partners to work with.

Is this an impossible balance to achieve in a capitalistic world? I don't think so. Look at Patagonia for some hints on how to do it right. Talk about living your brand. They even Trademarked "Environmentalism: Leading the Examined Life." What does "leading the examined life" have to do with outdoor wear, nothing and everything. For Patagonia it makes perfect sense. They've been walking the environmental walk for decades and the statement rings with absolute authenticity during these paint-it-green times.

Patagonia makes me feel good about the tough decisions I have to make. I can be a responsible adult even though I'm playing in their clothes.

Patagonia IS cooler, faster, stronger, greener...  from the inside out. For that reason, Patagonia continues to build a family of supporters. This is a much different mindset from product evangelists who might just LOVE the functionality of the product, this is about loving the functionality of the whole company and supporting their leadership.

When you cross the line from "home" to "work" the mindset strays from "things that won't hurt my family" to "profit at any cost," but at Patagonia it's home at work. Together we are citizens of the world working together as spiritual and capitalistic partners. They make the stuff I need and I buy it because A) it's going to last a long time and B) I like their style of leadership.

At the same time I'm voting with my wallet for a hoody made of 85% recycled fibers, I'm voting with this post. I want to go on the record that this is the kind of corporate leadership that doesn't make me take sides or feel like a target. We're "us," working together to rebuild society - and definitely not "those people."

Comments

[mvellandi]

Mary,
I also dislike the word 'consumer' simply because it's so vague. Yet it does serve a practical purpose in differentiating the public from business, and government customers.
It's just that whole 'consume' aspect is annoying because of our cultural change.

I've never seen Patagonia's clothes, but understand they're great. Obviously an easier sell than Nau's clothing was - a mix of outdoorsy & fashion.

[Mother Earth]

way to go patagonia to what I like to call choice purchasing, give your dollars to companies that use them wisely

patagonia is a brand created way before it's time, steeping in we know better and we'll proove it - these companies are a huge example to the integrity message that is needed today.

nice post

[Mary]

Mario - I'm old enough to remember when people were called citizens or voters. The fact that we've become labeled consumers says a lot about who is in power seat these days. At least we still can vote regardless.