we watch television. On TV, we see ads that let us know that we could do and be a lot better—if only we had the right product. So, we begin to feel less worthy, go shopping and buy that prod- uct that we hope will make us do/be- come/feel better, and the cycle repeats. Today, shopping has become firmly entrenched in the American lifestyle. It is used as an antidote to boredom, a substitute for socializing and a quick fix for a disguised emo- tional need. We continue doing it even when we’re aware that we are buying things we don’t need and can’t afford. The more aware among us also under- stand that all the stuff we buy and store, and cause to be manufactured and distributed, creates a negative impact on people’s lives and the environ- ment—which leads to even more stress.


Stuff versus the Right Stuff


Among the reasons that it’s possible to make shopping different today is the dawning of conscious awareness about the impact a product has through its entire life-cycle, from raw resources through ending up in a landfill or recycled. Daniel Goleman, whose books explore emotional and social intelli- gence, has tackled this topic in Ecological Intelligence: How Knowing the Hidden Impacts of What We Buy Can Change Everything. “Ecological intelli-


gence,” he explains, “lets us apply what we learn about how human activity im- pinges on ecosystems so as to do less harm and once again to live sustainably in our niche—these days, the entire planet.”


Goleman advocates that we take our role as


“Look for the best value, not always the best price.”


~ Leah Ingram


consumers seriously in three ways: 1) Get the information and know the eco- logical impacts of the things we buy; 2) Favor the eco-friendly improvements that companies make to their products; and 3) Share that information. Wide- spread individual support for sustain- able alternatives, says Goleman, “That’s what’s going to give it the magnitude that can actually shift market share.” On websites like GoodGuide.com


and StoryOfStuff.com, we can check on the product life-cycle of everything from cosmetics and bottled water to the electronic gadgets we might be consid- ering as holiday gifts. It’s bound to be a balancing act, unless we elect to forego shopping altogether.


For example, for an e-reader, Goleman counsels, “You’d need to drive to a store 300 miles away to cre- ate the equivalent in toxic impacts on health of making one e-reader—but you might do that and more if you drive to the mall every time you buy a new book.”


Goleman hopes that such informa- tion will lead us to make informed decisions by using our buying power to show companies the direction they need to take to meet a growing, enlightened demand. As we enthuse to our friends about how well the naturally scented soy candles on our holiday buffet table performed, they might also seek them out, and then tell others. Friends might want a fair trade tablecloth of their own when we gather around one at a din- ner party and explain how paying fair wages helps improve labor conditions and supports the local economy of the artisans’ village in India.


Concludes Goleman, “As market share shifts, all of a sudden within companies, the grounds of the debate shifts, because now, doing the right thing is synony- mous with capturing market. Doing good is the same as doing well.”


natural awakenings November 2010 37


SIMPLICITY IS S


NOT A SACRIFICE by Duane Elgin


implicity that’s consciously chosen, deliberate and inten- tional supports a higher qual- ity of life. Simplicity offers lives of opportunity, rather than sacrifice, in that it:


n Fosters a more harmonious relationship with the Earth


n Promotes fairness and equity among the people of the Earth


n Enhances living with balance— inner and outer; work and family; family and community


n Reveals the beauty and intelli- gence of nature’s designs


n Increases the resources available for future generations


n Helps save animal and plant species from extinction


n Responds to global shortages of oil, water and other vital resources


n Keeps our eyes on the prize of what matters most in our lives— the quality of our relationships with family, friends, community, nature and the cosmos


n Yields lasting satisfactions that more than compensate for the fleeting pleasures of consumerism


n Fosters self-discovery and an integrated approach to life


Duane Elgin’s writings, workshops and speaker presentations aim to foster a more sustainable and spiri- tual culture. See AwakeningEarth.org.


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