The “good” consumer

August 7, 2018

We’re witnessing more ecological and ethical patterns of consumption in Western countries. This is a logical development in a world in which people are more aware of the problems that threaten humans and the rest of the world: obesity, bad labor circumstances, ecological change, addiction, animal cruelty. These problems obligate us to change our shopping decisions and our consumption suppliers – supermarkets, restaurants, coffee bars etc. are offering their help.

Our observations

  • In large Western cities (New York, Berlin, London), we’re witnessing the rapid rise of an eco-friendly lifestyle, sometimes referred to as “green consumption”. This trend is both a form of idealism and lifestyle, especially for those who can afford it, for ecological consumption is expensive. That is why anthropologists speak of “eco chic”.
  • The number of vegetarians and vegans is growing steadily, but it is still a very small eco-elite whose ideals influence major restaurants and are voiced in the media – and thus eco-consumption is increasing rapidly, e.g. in the K. and in the West in general.
  • The car industry (especially Tesla) is offering electric cars. Its customers are not necessarily always eco-friendly consumers, but may simply like the brand, the lifestyle it represents, etc.
  • Coffee bars, lunch rooms and restaurants are increasingly offering eco-friendly products. There is a growth in green consumption in both hospitality (e.g. vegetarian/vegan restaurants Spirit and Veganz), as well as supermarkets (Marqt).
  • Supermarkets Aldi, Lidl, Jumbo and Plus aim to offer only environmentally friendly fruits and vegetables by 2020. They use the quality label “On the way to PlanetProof“ and display a sales growth in eco-friendly products.
  • Budget supermarket Lidl offers remarkably fair product lines: Kipster eggs from the most animal-friendly chicken farm of the Netherlands, organic fruit and vegetable product lines, and it is going to completely stop selling cigarettes.
  • Unilever reports that the sale of its green products is growing almost 50% faster than regular products.
  • There is a global movement that promotes a low sugar diet among consumers, and even pleads for a sugar tax.
  • In contrast, consumers are flying more and using budget airlines, despite the criticism on the ecological downsides.

Connecting the dots

There is growing awareness of the need for a more sustainable economy. There seems to be more pressure to behave morally now that we have so much awareness on issues such as ecological exhaustion. We cannot expect people to stop consuming, but quite a few changes are happening. Which group is taking the lead?There is a small group of pioneers that stimulate the introduction of certain eco-friendly supply chains. Sometimes this is only a small and local initiative that instigates eventually widely-accepted changes. Take, for instance, Lidl’s continuous “early adopter approach” regarding eggs. The pioneers – such as vegans and fair-trade buyers – are idealistic and inspire a somewhat larger group. This group is not necessarily very idealistic, but it does like to incorporate some ideals. These people are happy to choose Tesla and Marqt, while consuming fair-trade cappuccinos and chocolate. Furthermore, there is a wider audience that is gradually becoming accustomed to green consumption, supported by brands of companies such as Unilever, as well as restaurants. Think, for instance, of the popularization of hummus. However, not all types of ethical consumption have momentum. In the realm of energy, there are initiatives, but the question remains how many consumers will really switch to more ecofriendly providers, e.g. of wind and sun energy. Another issue is the persisting popularity of the polluting airline industry. This industry is privileged with taxes by governments and there is little hope that customers will pay a serious flight tax voluntarily. Things might change in the future, with more sun and wind energy, and with trains as alternatives to flights. However, generally speaking, consumption patterns are mainly changing in the daily visible usage of food and drinks. What eco-pioneers teach us in this regard, is that the popularity of vegetarian and fair-trade products will increase even further.

Implications

  • Now that plastics are identified as eco-unfriendly more often, coming developments might entail a package revolution.
  • Transparency of supply chains will increase from within companies. Larger companies, such as H&M and Ahold, already work with their own labels.

Series 'AI Metaphors'

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1. The tool
Category: the object
Humans shape tools.

We make them part of our body while we melt their essence with our intentions. They require some finesse to use but they never fool us or trick us. Humans use tools, tools never use humans.

We are the masters determining their course, integrating them gracefully into the minutiae of our everyday lives. Immovable and unyielding, they remain reliant on our guidance, devoid of desire and intent, they remain exactly where we leave them, their functionality unchanging over time.

We retain the ultimate authority, able to discard them at will or, in today's context, simply power them down. Though they may occasionally foster irritation, largely they stand steadfast, loyal allies in our daily toils.

Thus we place our faith in tools, acknowledging that they are mere reflections of our own capabilities. In them, there is no entity to venerate or fault but ourselves, for they are but inert extensions of our own being, inanimate and steadfast, awaiting our command.
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2. The machine
Category: the object
Unlike a mere tool, the machine does not need the guidance of our hand, operating autonomously through its intricate network of gears and wheels. It achieves feats of motion that surpass the wildest human imaginations, harboring a power reminiscent of a cavalry of horses. Though it demands maintenance to replace broken parts and fix malfunctions, it mostly acts independently, allowing us to retreat and become mere observers to its diligent performance. We interact with it through buttons and handles, guiding its operations with minor adjustments and feedback as it works tirelessly. Embodying relentless purpose, laboring in a cycle of infinite repetition, the machine is a testament to human ingenuity manifested in metal and motion.
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3. The robot
Category: the object
There it stands, propelled by artificial limbs, boasting a torso, a pair of arms, and a lustrous metallic head. It approaches with a deliberate pace, the LED bulbs that mimic eyes fixating on me, inquiring gently if there lies any task within its capacity that it may undertake on my behalf. Whether to rid my living space of dust or to fetch me a chilled beverage, this never complaining attendant stands ready, devoid of grievances and ever-willing to assist. Its presence offers a reservoir of possibilities; a font of information to quell my curiosities, a silent companion in moments of solitude, embodying a spectrum of roles — confidant, servant, companion, and perhaps even a paramour. The modern robot, it seems, transcends categorizations, embracing a myriad of identities in its service to the contemporary individual.
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4. Intelligence
Category: the object
We sit together in a quiet interrogation room. My questions, varied and abundant, flow ceaselessly, weaving from abstract math problems to concrete realities of daily life, a labyrinthine inquiry designed to outsmart the ‘thing’ before me. Yet, with each probe, it responds with humanlike insight, echoing empathy and kindred spirit in its words. As the dialogue deepens, my approach softens, reverence replacing casual engagement as I ponder the appropriate pronoun for this ‘entity’ that seems to transcend its mechanical origin. It is then, in this delicate interplay of exchanging words, that an unprecedented connection takes root that stirs an intense doubt on my side, am I truly having a dia-logos? Do I encounter intelligence in front of me?
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5. The medium
Category: the object
When we cross a landscape by train and look outside, our gaze involuntarily sweeps across the scenery, unable to anchor on any fixed point. Our expression looks dull, and we might appear glassy-eyed, as if our eyes have lost their function. Time passes by. Then our attention diverts to the mobile in hand, and suddenly our eyes light up, energized by the visual cues of short videos, while our thumbs navigate us through the stream of content. The daze transforms, bringing a heady rush of excitement with every swipe, pulling us from a state of meditative trance to a state of eager consumption. But this flow is pierced by the sudden ring of a call, snapping us again to a different kind of focus. We plug in our earbuds, intermittently shutting our eyes, as we withdraw further from the immediate physical space, venturing into a digital auditory world. Moments pass in immersed conversation before we resurface, hanging up and rediscovering the room we've left behind. In this cycle of transitory focus, it is evident that the medium, indeed, is the message.
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6. The artisan
Category: the human
The razor-sharp knife rests effortlessly in one hand, while the other orchestrates with poised assurance, steering clear of the unforgiving edge. The chef moves with liquid grace, with fluid and swift movements the ingredients yield to his expertise. Each gesture flows into the next, guided by intuition honed through countless repetitions. He knows what is necessary, how the ingredients will respond to his hand and which path to follow, but the process is never exactly the same, no dish is ever truly identical. While his technique is impeccable, minute variation and the pursuit of perfection are always in play. Here, in the subtle play of steel and flesh, a master chef crafts not just a dish, but art. We're witnessing an artisan at work.
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