The video uses the same style as Story of Stuff (simple black-and-white animation) to discuss environmental and health issues stemming from the use of toxins and chemicals in cosmetics. Describing these complex issues in such a simple, widely-understandable way is not easy, but they do an excellent job. Watch.

Btw, I love the depiction of Proctor & Gamble around 3:30.

The Guardian recently cited an interesting study, published by researchers at the University of Minnesota, which examines the reasons why consumers make environmental product choices. The study says that it’s not financial, ethical, or environmental reasons that drive “green” purchases; rather, consumers make sustainable choices in an attempt to elevate social status.

Furthermore, consumers were interested in green choices only when their purchases were conspicuous – if others could see that they made a green choice or the green products were high-end and could signal wealth. It’s sort of like the whole thing where people wash their hands more when being watched. Yuck.

The Guardian points out that this study helps to explain why greenwashing is so effective:

Confronted with a problem like climate change, our consumption-based economy responds in the only way it knows how – by selling sustainability like it sells soap. But while a desire to be "seen to be green" clearly leaves us vulnerable to the dubious motives of commercial marketing campaigns (not to mention some ribbing down the pub), harnessing the primal urge for social status is critical for promoting pro-environmental behaviours that are more substance than spin. We may currently compete through demonstrations of conspicuous material consumption, but material goods are simply a marker for social status. It's the social status that's important – and the markers we use to signify it can easily change.

The Guardian seems to be ending on a positive note, suggesting that if everyday conspicuous consumption becomes conspicuously green, it shouldn't matter what the motivations for that consumption are. True, perhaps. But it matters even more, then, that promises are kept: the claims made about green products must reflect actual environmental benefits.

I've found the idea that consumers will start spending less or change their spending patterns pretty encouraging. However, last week, Grant McCracken had a piece on the HBS Blog arguing that there is no new normal: consumerism is driven by deep-rooted cultural motives, not just greed, vanity, or desire for status. I think his article is worth a read. He also makes reference to a book on "Shoptimism" which seems to dive deeper into many facets of consumerism and retail consumption, and supports the prediction that spending will start again once confidence and credit come back. Sigh.