Social Visibility and Sustainability

Juliet Shor in the third chapter of her book  “The Overspent American: The Visible Lifestyle”, talks about how consumer decisions in making purchases is being governed by their need to be socially visible.

It is widely believed that consumer goods provide an opportunity for people to express themselves, display their identities or create a public persona. The brand defines the consumer. We are what we wear, what we eat and what we drive. The collection of brands around us is the most direct expression of our individuality – or more precisely our deep psychological need to identify ourselves with others.

The need to identify with others – who we aspire to be or associated with – drives us in making our decisions on socially visible products like car, clothes, wrist watches, Cellular phones etc. Consumers are more willingly to spend higher sums of money for certain brands which are equated with higher status, though there may not be any material difference in the functional value compared to another brand with lower cost. However, consumers may not pay much attention when buying items like the curtains in the bedroom, appliances in the kitchen etc as these items are not socially visible. We have all seen computers with a sticker reading “Pentium Inside” or cars with stickers “4 wheel drive” etc. This is an attempt by manufacturers by spending huge sums of money for advertising; to create a distinct identity for their product / brand which otherwise is not visible.

 

 

In our desire to seek status, several of our actions may not be in accordance with sustainability of nature. Consumer may buy a fuel guzzling automobile to seek status – but it causes a huge drain on natural resources. Also consumers may constantly keep changing electronic goods to keep up with their peers – but these items cause huge environmental destruction as several of them cannot be recycled and are toxic waste.

 

 

We should capitalize on the consumer’s quest for social status by getting celebrity’s to campaign for environmentally sustainable products. We have seen success with organizations like PETA, WHO etc. where a celebrity endorses the cause and there is a lesson in it for all us who wish to work on nature sustainability.

-Rahul