The demand for environmentally sustainable products has increased drastically over the recent years. The UN Climate Summit of 2019 and youth led movements such as Fridays For Future, spreading awareness about climate change and the need for a climate emergency, have encouraged Indian consumers to make a conscious shift in the products they buy.
Retailers selling organically grown rice, pesticide-free vegetables and fruit that are not genetically modified have seen a rise in customers, as have manufacturers of clothes made from khadi and sustainable cotton. Organic stores selling cruelty free and vegan products with the added bonus of paper or cloth packaging instead of plastic have also become popular.
However, if the environment has become an issue for concern enough for the masses to start buying eco friendly products, why have unsustainable and ecologically harmful industries (fast food, make-up) not seen a reduction in their urban clientele? Why is the full shift to a zero waste lifestyle not on the cards for most, especially those who can afford it?
Apart from the fact that several eco-friendly products are expensive or inaccessible, what are some of the other reasons that this increasing awareness and concern for the environment is not followed by an urge to implement daily cautionary or remedial measures to that effect?
As those who live environmentally conscious lives are aware, there are several ways to reduce one’s carbon footprint, and many alternative options to replace unsustainable practices in our daily lives. These include: recycling paper and plastic, rain water harvesting, thrift shopping, minimal use of plastic, composting kitchen waste and using public transport. Several of these options are actually more cost effective than their unsustainable counter parts. For example, buying second hand is not only environmentally sustainable but also economical.
A study conducted in 2019 found that 65% of the population has intentions to switch to eco-friendly products but only 26% actually act upon those intentions. (1)
The intention-action gap, or the difference between what one says they want to do and what one actually does, is a flourishing phenomenon, aided and abetted by our consumerist economy and our need for economic and technological advancement.
Returning to the question of why the majority is still reluctant to make the switch, many argue that the reason is lack of convenience. For example, it is significantly easier to use plastic disposable cutlery as opposed to carrying your own stainless steel lunchbox when placing a takeaway order from a restaurant. It is easier to put all your waste in the same plastic bag and throw it out, without the hassle of segregating the waste into wet and dry or into compostable and recyclable piles. Out of sight, out of mind appears to have become the motto in our anthropocentric world.
Perhaps another reason is the fear of the unknown. Having been used to a fast-paced life with single use products, needing to suddenly be conscious of your every purchase and its impact, can be disconcerting to say the least. On top of that, having to switch to using products, of which you know next to nothing, having never seen advertisements about them in the media, can be frightening and off-putting.
But could one major factor be the lack of immediate outcome? Or the idea that one is changing easy but wasteful aspects of one’s daily life and adopting sustainable but time consuming practices that need adjusting to; but without seeing discernable results?
For instance: I have recycled my waste diligently for three months, avoided products with excessive plastic packaging, and used soapnut powder for dishwashing and laundry instead of detergent that is harmful for the earth. But there is no difference as far as I can see. Has the state of the earth improved because of my contribution?
It is a natural human tendency to want to see results now. This is instant or immediate gratification, which refers to the need to succumb to the temptation of a brief reward rather than wait for a delayed but better outcome.
In this case, what one may want to see is proof that the new and uncomfortable shifts that one has made, have borne fruit.
Or perhaps our newly adopted consumerist attitude, where we constantly upgrade to better and easier products and practices that are less time consuming and require less effort on our part, has become synonymous with the idea of development or even evolution. Suddenly returning to “old fashioned” and natural ways of living may be perceived as a sort of regression in this evolving and forward thinking world.
Having access to new information at the tips of one’s fingers and watching new trends replace each other in the market every few days have only cemented both these behaviours in us and makes moving away from these habits considerably difficult.
The second major factor could be the human fear of insignificance. What difference will I make by switching to eco friendly practices? I am one in nearly 1.380 billion in my country, and one in 7.8 billion in the world. I am just one; what possible difference could I make?
This, coupled with a lack of immediate outcome could probably explain the reluctance several have to participate in protest marches and online campaigns that fight against ecocide, loss of biodiversity and most recently, against Draft EIA 2020.
The futility of it all sometimes may paralyse even the most concerned of us. It’s far easier to sit at home and switch off the news channels. It feels nicer to be significant at home than be “insignificant” in a fight for the planet.
The reality is, however, that our species as a whole is certainly not insignificant and our impact has been huge and detrimental, as has each individual carbon footprint. By 2030, the systematic damage of decades in the name of development and comfort will become irreparable. (2)
We should start somewhere, and soon. And ideally, sustainability, like charity should begin at home, with the smallest, easiest of shifts (using a bamboo toothbrush instead of a plastic one) and then quickly progress to more sustainable shifts that take longer to get used to.
There is also an increased likelihood of people adopting sustainable practices if someone they know has made the shift. Hopefully, this is reassurance that our efforts are not entirely insignificant.
To conclude, as Greta Thunberg said: “Sometimes we just simply have to find a way…. I’m sure the moment we start behaving as if we were in an emergency, we can avoid climate and ecological catastrophe. Humans are very adaptable: we can still fix this. But the opportunity to do so will not last for long. We must start today. We have no more excuses.”
(1)
https://hbr.org/2019/07/the-elusive-green-consumer
(2) https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwiB1anghvDqAhVSeH0KHSXMAS0QFjAAegQIBBAB&url=https%3A%2F%2Fwww.un.org%2Fpress%2Fen%2F2019%2Fga12131.doc.htm&usg=AOvVaw0hFW4LJe-3kiBjZdl1zkgg
