Social

Well-Being - Spring 2019

F. Petersen




Theorical Paper – Mindful Consumption





Valentin BOURQUARD, Simon FORNEROD
& Simon FUMEAUX

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Mindful Consumption

1. Abstract

In response to climate change largely caused by human activity, Sheth et al. and diverse
other authors popularised the concept of mindful consumption. Through a customer-centric
approach, they outlined the holistic advantages of a possible shift in purchasing habits. We
found this concept engaging and, with this research paper, wanted to help spread knowledge
of the benefits of mindful consumption.

2. Introduction

Over-consumption is a real problem, in fact, if all the inhabitants of the planet adopted
the current rate of consumption of the Americans (USA), it would take three to four planets
Earth to meet everyone's needs. This shock phrase shows that our consumer choices have a
crucial impact on the living conditions of people all over the world. Fortunately, for several
years now, people have been increasingly aware of the impact of our daily consumption, both
on the planet, the economy and society, but also on our health. As a result, the media,
consumers and companies are increasingly talking about "Mindful consumption".

In one sentence, mindful consumption could be defined as a consumption pattern that
considers the criteria of sustainable development, i.e. consumption that is both
environmentally friendly, beneficial to the economy (we mainly think of the local economy),
good for health, but also more generally beneficial to society (Federal Office for Spatial
Development, 2018).

The term "sustainable consumption" is also often used when we talk about mindful
consumption. However, the definition of mindful consumption is more complex than just the
definition of sustainable consumption. Indeed, sustainable consumption refers more
specifically to the concept of sustainability, i.e. the environmental dimension, either through
the following three dimensions: buying more ecological products that can be summarized by
the key notion of "better buying"; Less wasting, therefore, having a more sustainable
consumption that can be summarized by the key notion of "better consuming"; Considering
recycling that can be summarized by the key notion of "better sorting/throwing" (Rebecca
Gillaspy, 2018).

Mindful consumption refers to a broader and more complex definition, it implies the
concept of consumer responsibility which can concern many areas: ecological impact of
consumption, but also social, economic, health, impact on quality of life, etc. Sustainable
consumption therefore means "consuming in a way that preserves our resources and the
environment as much as possible", while mindful consumption means "consuming in a way
that is more respectful of the environment, but also of social and economic equity" (Federal
Office for Spatial Development, 2018).

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It is therefore difficult to find a perfect definition of mindful consumption, but we can

assume that an optimal definition would be to be able to respect at least one set of criteria
(non-exhaustive list) respecting the three dimensions stipulated above (E-RSE, 2017):

1. With regard to environmental impact, care could be taken to use certified products
that respect the environment or biodiversity; use products with a low carbon
footprint; use organic products rather than pesticides or chemical inputs. The idea is
to be able to preserve the quality of the soil, water and air, thus avoiding pollution,
deforestation and the depletion of natural resources.

2. From the point of view of the impact on society, we could focus on products
manufactured in good working conditions by ensuring, for example, that working
hours are not abusive and that no child participates in the creation of the product;
consume products manufactured in compliance with ethical standards, thus avoiding
any corruption; favour products manufactured in cooperation with local communities;
respect animal welfare.

3. As for the economic impact, we could prefer products manufactured locally via short
circuits; choose products that encourage the economic autonomy of their producers;
prefer products that create more employment, economic and social integration for
workers; choose products that promote the quality of life of employees.

The definition of mindful consumption is therefore not homogeneous and depends on the
criteria chosen by consumers and their sensitivities. Some "responsible consumers" will focus
on the ecological side of their consumption, trying to choose seasonal, organic and ecological
products. Others will focus on the impact of their consumption on the economy, by choosing
to minimize the carbon footprint or by choosing for example products made in Switzerland.
Others will be able to choose their products according to their impact on health, and finally
also according to their social impact (does the manufacture of the product respect human
rights, for example?).

To summarize, the essential point of mindful consumption is to be aware of the impact of
its consumption on these different criteria and to act to make it more positive. Overall, we
can now see that the knowledge about mindful consumption is growing rapidly. More and
more people are adopting new consumption patterns, new ways of shopping, and are trying
to have a more positive impact on society and the environment.

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3. Literature review

The literature about mindful consumption is broad, the main takeaways that highlight this
new way of consumption are that companies shouldn’t focus only on stakeholders when they
try to shift to a greener way of doing business, companies have a tendencies to advertise
more to external stakeholders such as regulators or investors about their effort to become
greener, however, they should involve the consumer in the centre of this transition through
a techniques called customer-centric sustainability (CCS). The idea is to put the customer in
the centre of the whole transition and involve him as much as possible. This will slowly
educate him to the idea of mindful consumption as he will understand that there are viable
alternatives to overconsumption (Sheth et al, 2010).

The whole idea of mindful consumption is of course the complete opposite of selfish
consumption, consumers who are already aware of mindful consumption have the feeling
that they are active members of the community and that their way of consuming goods have
a beneficial impact on the environment, unfortunately they still represent a small growing
minority in comparison with the rest of the population that still consume in a complete selfish
way. The idea is to reject the three pillars on which overconsumption is built. Repetitive,
acquisitive and aspirational consumption. When we are used to live in a system of over-
consumption, we have a tendency to consume only by habits instead of consuming to fulfil
our need. Consumers also like to acquire as much goods as possible as they have the feeling
that it will increase their well-being. Finally, some consumers consume in an aspirational way,
meaning that they will acquire certain luxury goods in order to show a statement about their
life, such as an expensive car or watch. (Sheth et al 2010)

Thankfully though, Studies shows that nowadays consumers are more and more aware of
the importance to reduce overconsumption and turn themselves to companies that propose
greener products, in the way they are made (Sheth et al, 2010). However, consumers will not
agree to trade off quality, functionality or performance for a greener product, if this one
doesn’t fulfil the same functions and most of the consumers are still very price sensitive
(Trudel. R, 2019). The problem is even if consumers are willing to install a more mindful
consumption in their shopping habits and claim that they care about the environment and
reducing their carbon footprint, we can see in reality that these tendencies are not showing
in their true shopping habits, as people still consume more and more cheap and disposable
goods, they also don’t keep their goods for a long time (Poulter, S 2008) which is in the
complete opposition of a mindful consumption. For most people being green is an advantage
but it should not have any negative impact on the feature of the product, some consumers
also associate a greener product with a decline in the overall quality, due to restrictions in the
means of production (Ginsberg & Bloom 2004). Therefore, Companies should focus on
advertising their product as being durable and made from quality gear instead of directly
promoting the greener aspect of the product. The consumer will then see an opportunity in
saving money in the future if he doesn’t have to change the product as often as he would do
if the product was from a lesser quality. This technique will trigger unconsciously the idea of
a more mindful consumption.

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The idea is that consumers are more likely to buy a green product if they think that the
environmental aspect is seen as more unintentional rather than being the main competitive
advantage (Newman, Gorlin & Dhar, 2014). Consumers have a tendency to maintain status
quo and therefore, they rather stick with what they use to consume. There is a cognitive
myopia as consumers tend to not see the long-term benefits of a greener product, and they
will be easily restrained by the direct and short-term downside of a greener product which
usually has a higher cost than the regular version of the product (Tudlel. R 2019). Sheth et al
insist on the fact that the marketing behind products need to be rethink and reshaped in order
to trigger a mindful consumption. Products need to be easy to repair and to fix with the
minimum waste as possible, the promotion of this product need to emphasize on the
education of the consumer towards a more mindful consumption of the products and the
resources and finally, the consumer must have an easy access to the after-sale services in
order to easily fix the product instead of being tempted to throw it away due to complex
return policies. Nowadays an increasing number of companies have understood that
producing more sustainable products and therefore pushing consumers towards a more
mindful consumption will become a possible core business for their industry. Therefore, a
slow but steady transition towards this direction is happening in most of the industries
(Cherian et al, 2012). Finally, and in the complete opposition of the general
assumption, studies have shown that in the long run overconsumption has a tendency to
decrease the marginal utility of business and therefore hurting the profit of the company in
the long run, while a more mindful consumption while decrease the marginal cost of a
business and have a positive impact on the business profit (Sheth et al, 2010).

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4. Concrete positive example of mindful consumption

There are several examples of companies that are currently promoting a more mindful
consumption. One of the most famous companies that have embodied a mindful
consumption in his roots and in its core values is Patagonia. Patagonia have been one of the
pioneers to educate his customers to consume in a more sustainable way. The firm has
launched several programs since its creation to bring awareness towards this subject. For
instance, Patagonia launched a new program in 2017 called “Worn Wear” which is a
subsidiary website to their original one, where people can buy second hand Patagonia gears
for a cheaper price in order to reduce the carbon footprint of the company and to assure that
the gears that are still wearable are not going to waste just because their owners don’t want
to wear them anymore. Patagonia also initiate diverse social actions such as protesting
against new oil rigs. Patagonia power its different factories and offices with solar panels and
use recycled fabrics in the composition of its products. With all those actions, Patagonia
embodied the idea of temperance and reasonable consumption, it is a model to follow for the
entire industry. This company completely follows the recommendations done by Newman et
al 2014, it promotes the quality and the durability of their gears before the ecological aspect
even though this aspect is underling and takes a complete part of the whole concept.
Therefore, Patagonia manages to touch a broader public, consumers who wants the best
quality at any cost and the consumers who cares about the environment. This is one of the
reason Patagonia is so successful. Patagonia could even push this idea of mindful
consumption even further by creating for instance camps in nature where participants could
have the opportunity to test the new clothes and new equipment from the brand and receive
tips on how to be the less impactful as possible in the nature, how to deal with the wastes in
nature etc… This concept could embody the whole vision of Patagonia and would help the
brand to share its message.

The fast-growing company Allbirds appears to be another convincing example. Funded in
March 2014 through Kickstarter, this company manufactures and sells shoes only made with
recycle or ecological fabrics. The wool is locally sourced in New Zealand only from ZQ-certified
Merino Company, implying first-rate sustainability practices in their direct supply chain.
Recycled PET bottles are used for the shoe’s laces and castor bean oil for the insoles. They
also went a step further and pledged to pay a carbon-tax to offset their emissions until their
business is fully carbon neutral. It is also worth noting that they managed to do so in an
extremely competitive and saturated market. This reinforce the value and effectiveness of
mindfully designing ones’ business model.

There are, of course, different examples of smaller brands that follow, at their own level
the path of Patagonia and Allbirds, we could talk for instance about Freitag. This swiss
company sells bags and wallets made of recycle fabric from the tarpaulin on top of the trucks
and used seat belts.

The example of companies that push towards a more mindful consumption, with greener
products are very easy to find. The idea behind all those companies and their concepts is that
we can consume better while being less impactful on the environment. This idea has really
started to catch up in the minds of some enlightened consumers and creative start-up’s CEO.

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The demand for this kind of products exist nowadays. Companies will, of course, respond to
this demand but they shouldn’t fall in the trap of pushing to the overconsumption of green
products as it will end up destructing the whole idea behind mindful consumption. Those
companies should emphasize on the quality of their product and their after-sales services for
reparation. It also allows companies to sell their products at a higher price as people know
that they will be able to keep the product for a longer time and to repair it in case it breaks
down.

5. Disadvantages of Mindful Consumption

Although there are many positive aspects to the concept of mindful consumption, there
are also some negative aspects that should not be overlooked. Indeed, the fear of being
socially disadvantaged by not being able to consume freely is very real. Every day, we are
subjected to advertisements or incentive messages, for example through social networks that
try to convince us that the possession of certain products or services is essential to express
ourselves, to reflect our identities and values, to satisfy our aspirations or that thanks to these
goods we can create a happy and better family than others. The promise of a society in which
it is possible to live better with less consumption is clearly worth pursuing, but mindful
consumption is more complicated than it seems. Not only advertising and social networks put
us in a context of personal and abusive growth, but we are also undoubtedly influenced by
the people around us, whether they are our friends, colleagues or just acquaintances. These
"bad" influences will consume freely around us and will indirectly encourage us to do the
same. In concrete terms, inequality within society generates fear of social disadvantage and
this fear generates self-interest, so these two parameters give rise to a selfish craze that
favours profit and material wealth in the absence of the health of the planet and the people
who inhabit it. The conditions of today's society put pressure on us to acquire and consume
more than we need. Ipso facto not only are people unhappy, unhealthy and socially
disconnected, but they are less flexible, less creative and less productive. If the world does
not change, change will be imposed by economic collapse, political instability and climate
change.

In addition to external influences and various temptations, we are sometimes forced to
give up mindful consumption because of lack of sufficient financial resources. Indeed, if we
take the example of a company that produces locally (made in Switzerland), the consumer
will be confronted with higher prices because of labour costs but also the raw materials used
and the general economy of the country. It is therefore not given to everyone to be able to
consume locally on a daily basis because not everyone has the same financial budget. Poverty
or rather purchasing power is therefore an economic constraint on consumption and the
functioning of the market.

It is generally thought that "made in Switzerland" products are of better quality, it is true
that this is often the case, but some products are copied from foreign products to allow the
user to consume responsibly. These products are locally available and may be lacking, as the
company does not have the years of experience that the offshore company has had for years.
Quality can therefore also be one of the potential disadvantages of mindful consumption.
Obviously, this criterion is not valid for all products.

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The disadvantages mentioned above concerned above all the consumer himself, but what
about the companies? It turns out that the same is true for the last two points, in fact, the
goal of any company is above all to maximize its profit. Showing that a company cares about
the planet and people in general is a good way to be appreciated, however, it is less certain
that this reputation will outperform its revenues. The company will therefore be tempted to
import certain products or stages of construction in order to minimize its costs and thus
benefit from a higher margin on its sales. Similarly, for the notion of quality, if the company
does not manage to reproduce a product in an optimal way when it could do so in China for
example, it will have the incentive to continue in this way.

It is therefore difficult to quantify the sacrifices that the company is willing to make to be
a responsible company, but we must not forget that the company needs money to exist and
perpetuate.

Sometimes, the stakes of mindful consumption can even be contradictory, let us take a
concrete example to illustrate the problem: an English company produces and sells
strawberries "made in the United Kingdom" (E-RSE, 2017). These sales are very good for the
national economy, employment and the economic development of the country in general.
However, a study showed that strawberries "made in the United Kingdom" emit 41% more
CO2 than strawberries imported from Spain (higher carbon impact). As explained earlier in
the introduction, the definition of mindful consumption is broad. It is therefore frequent that
several parameters come into conflict as in the example of strawberries where we have a
benefit for the country's economy but on the contrary a negative impact on the ecology.
In conclusion, it can be said that it is not easy to find the right balance to best agree and
respect the definition of mindful consumption. We are continually subjected to negative
incentives to consume both intentionally through advertising and indirectly through our loved
ones.

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6. Broadening of Mindful Consumption

After having explained the theoretical principles supporting mindful consumption,
performed a review of the literature at hand on the topic, given positive, concrete examples
and detailed negative aspects linked with mindful consumption, we will now elaborate on a
few broadenings that could be implemented by several entities. These broadenings might
differ slightly from the Customer-centric approach (Sheth et al., 2010), as the entities are not
engaging in consumption per se. Yet, we believe our claims are both meaningful and valid.

6.1 States

To our understanding, the concept of mindful consumption is now mostly applied to
individuals and companies. Nonetheless, it would be a great step forward if political
institutions were to consider it as well. Indeed, most countries could benefit from an
increased awareness in the design of their processes. Talking into account the dimensions of
a mindful consumption appears as obvious for engaging in decisions that would benefit
countries, their citizens and the planet on the long-term. A recent case of the increasing
importance of that matter is the social well-being budget voted recently by the New Zealand
politicians. With it, they intend to look after the most vulnerable people in the country. For
this purpose, billions will be invested in mental health services and measures to tackle family
violence and child poverty. With close to two billion NZD, mental health received the biggest
share. This decision was motivated mainly by the fact that the suicide rates have been steadily
growing among New Zealanders. The reaction from the opposition National party leader is
notable, as he said: “This is not a wellbeing budget. Most New Zealanders will be left asking
themselves what’s in it for them. Families want more money in their weekly budgets for food,
petrol and rent. Instead, their taxes are going towards rail, the defence force and trees” (Roy,
E. 2019). This statement is at the total opposite of what is advocated by the mindful
consumption. Ultimately, the goal of this well-being budget is to improve inhabitants living
conditions and promote overall greater self-consciousness. On the long run, it could translate
into diminished health costs and increased well-being.


6.2 Institutions

Likewise, an approach based on mindful consumption’s principles could be beneficial for
several institutions. To justify this claim, we will detail one example.
First, in most Japanese public schools, students are involved in the housework. In turn, they
are in charge of serving the meals to their schoolmates. Additionally, visits are organized in
the local farms so that children can understand how food grows and what kinds of labour lies
behind it. Additionally, as much as possible, the food is sourced locally. It allows for students
to grasp the influence of the seasons and the weather on the different menus they are
proposed. Besides, those menus are designed by a trained dietician aware of children’s needs
and to match them in the best way. Providing an education that takes more into account the
bidirectional impacts of individual behaviours on society and environment is key to building a
more sustainable future.

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Obviously, the case of the Japanese public schools is just an example among others. Many
different institutions could apply more mindfulness in the design of their processes. A few
additional examples we could mention are: airports, hospitals or prisons.

6.3 Companies

We showed through theoretical argumentation backed up by examples that the
customer-centric approach could be applied to some extent to other societal stakeholders
than the customers. Nonetheless, companies’ role is crucial as they can willingly choose to
design business strategies advocating for more mindfulness, leading to more sustainability.
Yet, the focus tends to be placed on the business-to-consumer relations and possible
improvements. By slightly redirecting our vision, we noticed that there is a second dimension
in which the businesses could apply more mindful reasoning: the unlimited and unquestioned
propensity for growth. Most businesses are created and run with the only purposes of
generating more money and increasing in size. Yet, this might not always be the best
strategies for companies’ owners, shareholders, workers and society at large. In his recently
published book Company of One: Why staying small is the next big thing for business, author
Paul Jarvis advocates for the superiority of small but manageable businesses. According to
him, there would be more meaning in being able to allocate more time to one’s personal and
social life rather than spending additional hours trying to gain market shares. We share his
views and believe that the three bottom lines of mindful consumption, namely economy,
environment and society, could all benefit from such mentality changes.

6.4 Individuals

This last example we have provided is tightly linked to the next subject of our research
paper. Indeed, we believe that the customer-centric approach is a strong basis but widening
its possible fields of action could greatly benefit both individuals and society. There are three
areas that have caught our attention.

First, a surge of the usage of the connected devices and the Internet of Things (IoT) is
currently happening and should be approached carefully. Those connected devices are
constantly tracking and aggregating data on our behaviours, health and environment. These
large amounts of information can certainly prove itself to be useful and lead to some
improvements. Nevertheless, we believe that our consumption of these metrics should be
performed in a conscious fashion. The risk of getting overwhelmed by the attractiveness and
availability of this data is large and should not to be underestimated. A striking example is the
on-going epidemic of eating disorders partly caused by the devices providing information on
food’s calories, nutrient density, individuals weight and physical activity levels. This pushes
persons to constantly monitor their eating to the point where they break apart from their
feelings. They are then no longer able to nourish themselves in a conscious way, but only
according to what the data tells them. The advents of personalised nutrition might push us
further on that slippery slope. We have to remain aware that the recommendations and
guidelines provided are designed based on what is best upon considering average values and
outcomes. Practices like mindful eating can help those who are experiencing troubles
connecting to their inner feelings.

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The next topic we will now elaborate on is maybe the one which is most striking.
Nowadays, individuals spend countless hours on their smartphones and particularly on social
media. This growing trend is showing itself as detrimental for various reasons. First, many feel
overwhelmed by the necessity to display fake and exaggerated images of their lives due to
the constant comparison with those of others. This endless pursuit of more is leaving no place
for being average and having a normal life. Which is statistically the case for most of the
individuals. Our feelings of sadness or melancholy are not even to be considered. We are also
living in the loneliest society has ever been. When Americans were questioned on the number
of close friends they have, the most common answer was “None” (Hari J., 2018). This
observation is sadly ironic when we consider the number of ‘friends’ and ‘followers’
individuals have on their social accounts. Part of this silent epidemic of social isolation is
certainly related to our careless usage of mobile devices and social media. As an answer,
engaging in media detox has been promoted by various influencers. Yet, we believe that more
awareness should be raised on that crucial matter and that more should be done to promote
a healthier consumption of these platforms. As Greg McKeown, the author of “Essentialism:
The Disciplined Pursuit of Less” phrases it: “We overvalue non-essentials like a nicer car or
house, or even intangibles like the number of our followers on Twitter or the way we look in
our Facebook photos. As a result, we neglect activities that are truly essential, like spending
time with our loved ones, or nurturing our spirit, or taking care of our health.”

Finally, individuals could benefit from implementing greater mindfulness in another of
their daily consumption patterns. Most of us maybe don’t realize it, but time is an asset that
we tend to overlook and not give it its real value. The saying “Time is money” proves itself as
meaningful, when we consider the numerous hours spent around the globe in jobs that hold
no real meaning to the workers. Recently, society has been reacting to that threat and several
responses have been proposed. Among them, the most noticeable might be minimalism,
essentialism and the FIRE movement (Financial Independence, Retire Early). They highlight
that too much time is currently being spent on meaningless activities. Those currents of
thoughts promote new approaches to work-life balance. Reconnecting with one’s true wills
and wishes is probably what could allow for a better allocation of our time, and in turn to
more well-being. Allotting our time should be based on a sound and conscientious reflexion.
Anew, we will cite the insightful Greg McKeown, who said: “Remember that if you don’t
prioritize your life, someone else will.” Thus, implementing time audits to better understand
how our days, weeks and years are spent could turn out to be a first step towards a more
reasonable management i.e. consumption of the most valuable asset we might possess: our
time.

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7. Conclusion

All in all, we detailed the various theories behind the concept of mindful consumption and
why it is difficult to fully explain it in a unique sentence. The various types of mindful
consumption make it both appealing and promising. Due to this heterogeneity, everyone can
find its own way of contributing and applying a bit more of mindfulness in its consumption’s
habits. Further, we reviewed the literature on mindful consumption and how it opposes to
selfish consumption. We looked at how businesses are impacted and respond to that growing
demand of greener products from customers. We based our observations on several scientific
papers and real companies’ cases. The main evidence is that, if well carried out, implementing
a view which is not prioritizing the interests of the stakeholders might turn out to be better
for the financial health of the company. Next, we reviewed some negative outcomes potential
generated by a mindful approach to consumption. We did so both for the individuals and the
companies. Our main claim is that the pressure created by incentives might show itself as
deleterious. We concluded this research paper with few broadenings to the customer-centric
approach of mindful consumption (Sheth et al., 2010). We advocated for more consciousness
among four different societal stakeholders; states, institutions, companies and the
individuals. Altogether, the concept of mindful consumption is still new and growing. We hope
and believe that it will gain ampleness and reveal itself as beneficial for both individuals and
society.

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