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Anti consumerism online




    Ann Longley, Head of Social Media MEC
               Visiting Lecturer
                  6 Dec 2011
Topics for today

Anti-consumerism


Recent activity


Implications for consumer PR
Topics for today

Anti-consumerism


Case studies


Implications for consumer PR
Consumption continuum
    Anti-consumerism                         Ethical consumerism                         Consumerism



     Anti-consumerism refers          Ethical consumerism is the               CONSUMERISM - a social and
     to the socio-political           intentional purchase of products         economic creed that
     movement against the             and services that customers              encourages us to aspire to ever
                                      consider to be made ethically.           more than our share of material
     equating of personal
                                      This may mean with minimal harm          possessions, regardless of the
     happiness with                   to or exploitation of humans,            consequences.
     consumption and the              animals and/or the natural
     purchase of material             environment.                             Supporters of consumerist
     possessions                                                               culture offer economic growth
                                      Ethical consumerism is practiced         as a solution to world poverty.
                                      through'positive buying' in that         They propose that impoverished
                                      ethical products are favoured, or        nations and individuals can
                                      'moral boycott', that is negative        eventually attain a standard of
                                      purchasing and company-based             living similar to our own through
                                      purchasing.                              the 'trickle down' of wealth
http://www.enough.org.uk                                                       creation.
http://www.ethicalconsumer.org/ShoppingEthically/Topethicaltips/WhyBuyEthically.asp
Topics for today

Consumer empowerment


Recent Activity


Implications for consumer PR
Anti-consumerism in action
Culture jamming Canadian-style




          http://www.adbusters.org/
Anti-consumerism Online
Canadian ‘culture jamming’
Anti-consumerism Online
Anti-consumerism Online
Anti-consumerism Online
Where did Buy Nothing Day come from?
Buy Nothing Day was started by Adbusters in the early 90's and has
grown into an international event celebrated all over the world.

What is so bad about shopping?
It’s not shopping in itself that’s so harmful, it’s what we buy. The rich
western countries - only 20% of the world population are consuming
over 80% of the earth’s natural resources, causing a disproportionate
level of environmental damage and unfair distribution of wealth. As
consumers, we should question the products we buy and the
companies who produce them.

The idea is to make people stop and think about what and how much
they buy effects the environment and developing countries.
Increasingly large companies use labour in developing countries to
produce goods because its cheap and there aren’t the systems to
protect workers like there are in the west.
http://buynothingday.co.uk/faq.html
Church of stop shopping




http://www.youtube.com/watch?v=4wxjl2ERhnI
Ad busters in action




The ideology of the free market, once seemingly unassailable, lies in tatters. While the death
knell of capitalism may not yet be tolling, the crisis is undoubtedly of a different order of
magnitude than anything seen in decades. Crises can be openings: moments when the
stanchions are kicked out from under the status quo, when the pieties of the recent past fall
away and a revitalized sense of collective power takes shape.
http://www.adbusters.org/magazine/99/crises-can-be-openings.html
WHAT IS OUR DEMAND?
#OCCUPYWALLSTREET is a people
powered movement for
democracy that began in America
on September 17 with an
encampment in the financial
district of New York City. Inspired
by the Egyptian Tahrir Square
uprising and the Spanish
acampadas, we vow to end the
monied corruption of our
democracy.
http://http://www.occupywallst.org/
Manifesto




http://www.youtube.com/watch?v=Qb1aXmhu44o
http://http://www.occupywallst.org/
We are the 99%




http://wearethe99percent.tumblr.com/
http://www.youtube.com/watch?v=znlOIvi9joA&feature=related
http://www.youtube.com/watch?v=hW8e95ITb1Y&feature=related
Anti-consumerism Online
The London Riots – On                 “There are pockets of our
Consumerism coming                    society that are not only
Home to Roost                         broken, but frankly sick...It
      By Zygmunt
09/08/2011
                                      is a complete lack of
Bauman                                responsibility in parts of
“These are not hunger                 our society, people
or bread riots. These                 allowed to feel that the
are riots of defective                world owes them
and disqualified                      something.” David
consumers.”                           Cameron
http://www.social-                    http://www.telegraph.co.uk/news/ukn
europe.eu/2011/08/the-london-riots-   ews/crime/8692996/London-riots-
on-consumerism-coming-home-to-        David-Cameron-approves-water-
roost/                                cannon.html
"Every time we witness an act that we feel to be unjust
   and do not act we become a party to injustice."
Anti-consumerism Online
Anonymous TV




http://www.youtube.com/user/0407Anonymous?feature=watch#p/a/u/0/99cNEOS9Gvw
Topics for today

Anti-consumerism


Recent activity


Implications for consumer PR
Sustainable development
Sustainable development has been defined in many ways, but the most
frequently quoted definition is from Our Common Future, also known as the
Brundtland Report:[1]

"Sustainable development is development that meets the needs of the present
without compromising the ability of future generations to meet their own needs.
It contains within it two key concepts:
the concept of needs, in particular the essential needs of the world's poor, to
which overriding priority should be given; and
the idea of limitations imposed by the state of technology and social organization
on the environment's ability to meet present and future needs.“

All definitions of sustainable development require that we see the world as a
system—a system that connects space; and a system that connects time.
http://www.iisd.org/sd/
" To achieve sustainable development and
a higher quality of life for all people,
states should reduce and eliminate
unsustainable patterns of production and
consumption..." (our emphasis) Principle
8, The Rio Declaration on Environment
and Development, 1992
Anti-consumerism Online
Businesses supporting sustainable
              development




´Sustainability-Driven` Innovation means the creation of new
market space, products & services or processes driven by social,
environmental or sustainability issues”
http://www.adl.com/reports.html?view=13
Celebrities supporting sustainable
           development
Strategic Philanthropy/
   Social Enterprise




http://www.youtube.com/watch?v=zQo4VoLyHe0
http://www.youtube.com/watch?v=nEZ30K5dBWU
Social enterprise




Ethical businesses like Toms keep fresh with new
cause marketing campaigns.
Anti-consumerism Online
Anti-consumerism Online
Principles of critical collaboration
                           Balancing power asymmetries


                           Acknowledging critical rights


                           Negotiating conflicting and converging
                           interests
                           Managing relationships with key
                           stakeholders
Jane Covey, Critical Collaboration: An alternative form of civil society -business engagement
http://www.worlded.org/docs/Publications/idr/pdf/17-1.pdf
THANK YOU

a.longley@gre.ac.uk
   @annmargaret

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Anti-consumerism Online

  • 1. Anti consumerism online Ann Longley, Head of Social Media MEC Visiting Lecturer 6 Dec 2011
  • 2. Topics for today Anti-consumerism Recent activity Implications for consumer PR
  • 3. Topics for today Anti-consumerism Case studies Implications for consumer PR
  • 4. Consumption continuum Anti-consumerism Ethical consumerism Consumerism Anti-consumerism refers Ethical consumerism is the CONSUMERISM - a social and to the socio-political intentional purchase of products economic creed that movement against the and services that customers encourages us to aspire to ever consider to be made ethically. more than our share of material equating of personal This may mean with minimal harm possessions, regardless of the happiness with to or exploitation of humans, consequences. consumption and the animals and/or the natural purchase of material environment. Supporters of consumerist possessions culture offer economic growth Ethical consumerism is practiced as a solution to world poverty. through'positive buying' in that They propose that impoverished ethical products are favoured, or nations and individuals can 'moral boycott', that is negative eventually attain a standard of purchasing and company-based living similar to our own through purchasing. the 'trickle down' of wealth http://www.enough.org.uk creation. http://www.ethicalconsumer.org/ShoppingEthically/Topethicaltips/WhyBuyEthically.asp
  • 5. Topics for today Consumer empowerment Recent Activity Implications for consumer PR
  • 7. Culture jamming Canadian-style http://www.adbusters.org/
  • 13. Where did Buy Nothing Day come from? Buy Nothing Day was started by Adbusters in the early 90's and has grown into an international event celebrated all over the world. What is so bad about shopping? It’s not shopping in itself that’s so harmful, it’s what we buy. The rich western countries - only 20% of the world population are consuming over 80% of the earth’s natural resources, causing a disproportionate level of environmental damage and unfair distribution of wealth. As consumers, we should question the products we buy and the companies who produce them. The idea is to make people stop and think about what and how much they buy effects the environment and developing countries. Increasingly large companies use labour in developing countries to produce goods because its cheap and there aren’t the systems to protect workers like there are in the west. http://buynothingday.co.uk/faq.html
  • 14. Church of stop shopping http://www.youtube.com/watch?v=4wxjl2ERhnI
  • 15. Ad busters in action The ideology of the free market, once seemingly unassailable, lies in tatters. While the death knell of capitalism may not yet be tolling, the crisis is undoubtedly of a different order of magnitude than anything seen in decades. Crises can be openings: moments when the stanchions are kicked out from under the status quo, when the pieties of the recent past fall away and a revitalized sense of collective power takes shape. http://www.adbusters.org/magazine/99/crises-can-be-openings.html
  • 16. WHAT IS OUR DEMAND? #OCCUPYWALLSTREET is a people powered movement for democracy that began in America on September 17 with an encampment in the financial district of New York City. Inspired by the Egyptian Tahrir Square uprising and the Spanish acampadas, we vow to end the monied corruption of our democracy. http://http://www.occupywallst.org/
  • 18. We are the 99% http://wearethe99percent.tumblr.com/
  • 22. The London Riots – On “There are pockets of our Consumerism coming society that are not only Home to Roost broken, but frankly sick...It By Zygmunt 09/08/2011 is a complete lack of Bauman responsibility in parts of “These are not hunger our society, people or bread riots. These allowed to feel that the are riots of defective world owes them and disqualified something.” David consumers.” Cameron http://www.social- http://www.telegraph.co.uk/news/ukn europe.eu/2011/08/the-london-riots- ews/crime/8692996/London-riots- on-consumerism-coming-home-to- David-Cameron-approves-water- roost/ cannon.html
  • 23. "Every time we witness an act that we feel to be unjust and do not act we become a party to injustice."
  • 26. Topics for today Anti-consumerism Recent activity Implications for consumer PR
  • 27. Sustainable development Sustainable development has been defined in many ways, but the most frequently quoted definition is from Our Common Future, also known as the Brundtland Report:[1] "Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs. It contains within it two key concepts: the concept of needs, in particular the essential needs of the world's poor, to which overriding priority should be given; and the idea of limitations imposed by the state of technology and social organization on the environment's ability to meet present and future needs.“ All definitions of sustainable development require that we see the world as a system—a system that connects space; and a system that connects time. http://www.iisd.org/sd/
  • 28. " To achieve sustainable development and a higher quality of life for all people, states should reduce and eliminate unsustainable patterns of production and consumption..." (our emphasis) Principle 8, The Rio Declaration on Environment and Development, 1992
  • 30. Businesses supporting sustainable development ´Sustainability-Driven` Innovation means the creation of new market space, products & services or processes driven by social, environmental or sustainability issues” http://www.adl.com/reports.html?view=13
  • 32. Strategic Philanthropy/ Social Enterprise http://www.youtube.com/watch?v=zQo4VoLyHe0 http://www.youtube.com/watch?v=nEZ30K5dBWU
  • 33. Social enterprise Ethical businesses like Toms keep fresh with new cause marketing campaigns.
  • 36. Principles of critical collaboration Balancing power asymmetries Acknowledging critical rights Negotiating conflicting and converging interests Managing relationships with key stakeholders Jane Covey, Critical Collaboration: An alternative form of civil society -business engagement http://www.worlded.org/docs/Publications/idr/pdf/17-1.pdf