Caring About Conscious Consumerism As A Business Owner

From Conscious Consumerism To Social Entrepreneurship

Learning about conscious consumerism served as my gateway into the social impact sector. I grew up on drugstore and mall brands without ever considering the impact of my purchases. I can’t remember which came first, but I somehow found myself diving down a deep rabbit hole of green beauty, ethical fashion, the zero waste movement, and veganism. Once I found out how my choices as a consumer made a difference in real people’s lives and on our planet, there was no turning back.

This phase of enlightenment probably started around 2015. I remember I was newly married and living in Senegal, largely detached from American consumerism. And I’ve continued my journey to this day, both in my personal life and through my business. The main reason I like working with purpose-driven founders is that it amplifies the positive impact we’re BOTH having—if I can support a business that stands for more than profit, I’m making a bigger difference AND helping that business increase their ability to effect change.

How To Become A More Conscious Consumer

My favorite way to be a conscious consumer is to simply buy less. One look at my house tells you I’m not a minimalist, but I won’t buy something if I can borrow it, or reuse or repair something I already own. There are other options though.

Thrifting

If I do need or want to invest in an item, I always prefer to buy it secondhand. So often, the secondhand things we buy were never used by the original owner, so it saves tons of money and actively prevents useable items from ending up in the landfill.

We use Facebook Marketplace (local pickup, not shipping) on nearly a weekly basis for everything from unopened toiletries and clothes to furniture and tools. Local thrift shops are always great to support, but if you’re looking for a specific brand, style, or size, online thrifting may be your best bet. ThredUp is the best known site, and for good reason. I’ve also used their consignment box, which earned me a few bucks and made me feel reassured that any leftovers would be sent to textile recycling. Swap.com also has a huge selection and is ultra-affordable, but maybe less fashion-forward than ThredUp. And then, there are apps like Poshmark and Depop, especially for designer items.

Of course, sometimes you can’t find exactly what you need secondhand, or it just makes more sense for hygiene or safety reasons to buy it new. So, for those cases, here are a few of my favorite brands I like to support.

Clothes & Accessories

This is one of the easiest places to make a switch toward more conscious consumerism. A: Because so many of us overstuff our closets. And B: Because there are so many awesome options.

For some additional resources, check out Sustainably Chic, Conscious N Chic, and The Ethical Edit‘s blogs, or anyone else you find when you open that can of worms. (I have some favorite sustainability YouTubers too if you’re curious!)

Wama Underwear

Underwear is one of those things that you’ll likely not want to buy secondhand and where fabric choice really matters. Wama Underwear uses hemp as their primary fabric. Hemp is known for its sustainability, strength, and breathability. Apparently Wama underwear also touts antibacterial properties. I also appreciate their external certifications, including OEKO-TEX and Green America Certified Business.

They definitely go for the “better basics” vibe—understated colors, no frills, and simple cuts. I’ve tried their hipster and boy short styles, which I feel run quite small—if you’re between sizes (or even if you’re not), I’d recommend sizing up. Meanwhile, their bikini and high-waisted seem to fit truer to size. My husband didn’t have any complaints about his pair he’s tried either. From what I can tell, the undies hold up well and the color doesn’t fade.

Give this promo code a try for 20% off: FIRSTHEMPUNDIES20.*

Boody Eco Wear

Boody’s vibe is more “elevated loungewear,” bringing a little luxury to sustainability. The brand has attracted the attention of stars and influencers, but I think it’s fairly affordable for the average person (by ethical fashion standards). Their items are ultra-thin and stretchy, thanks in part to their anchor fabric: bamboo. Because everything is so thin, it doesn’t seem to be super durable, but it does feel comfortable while it lasts.

I’ve tried their Shaper Bra and their basic Tank Top. I appreciate that organic bamboo is the spotlight fabric and I love to see “nudes” for many skin tones. Their packaging is spot-on—minimal and plastic-free. They also do seamless cuts really well. [But beware of the Shaper Bra if you care about smoothing anything out under your tops.] And yes, they have lots of certifications to back up their eco-claims too.

Pact Apparel

Pact has been a long-time favorite in our house. It’s one of the most affordable organic, fair trade brands I’ve found, especially because they have frequent sales. Their underwear is sleeker than Wama, but more durable than Boody, and with lots more prints and colors than both. They nail all things casual for women, men, and baby. I highly recommend. The biggest con I’ve found: they still use plastic packaging to ship their items.

Oliberte

There are tons of ethical and sustainable shoe options, but honestly, I generally go secondhand for footwear. That said, Oliberté is definitely a splurge brand worth investing in. They’re chic, but also comfy and slightly rugged. I always get compliments on my Oliberté wedge boots and my husband loves his chukkas.

Jewelry

There are SO many ethical jewelry brands to choose from. I personally know the women behind Many Hands and Sana Crown. And then I own items from Starfish Project, Able, and Sela Designs. They all have gorgeous jewelry (both trendy and classic) and worthy missions.

I haven’t personally shopped for ethical diamonds or other luxury items, but these exist too. And don’t forget: vintage and hand-me-downs could make for the best statement pieces anyway!

Upchoose

I recently heard about Upchoose via Republic (the crowdfunding investment platform) and I was sold. It’s a baby clothes rental subscription, or as they put it, “organic baby clothes delivered to your door at a fraction of the price.” I’ve never tried it personally, but sounds like the perfect solution if you ask me.

Household

Around the house is one of the most important areas where you can buy better, for both your personal health and your environmental impact. Please consider eliminating toxic chemicals from your cleaning and personal care routines. To get you started, check out bloggers like Organically Becca, This Organic Girl, and Jamila Loves.

Branch Basics

I’m a Branch Basics convert. I was using vinegar and baking soda to clean before and honestly, it just didn’t do the trick. When I switched to Branch Basics, I was skeptical, but it’s proven itself over and over. I’ve used it to clean grout and a bathtub I thought were permanently stained, scrub burnt pans, remove old marks from clothes, and do all my daily household tasks.

The founders are extremely health conscious—more than I could ever live up to—so I trust their standards for their own products. I find cleaning products are especially likely to get greenwashed, or if they are non-toxic, they’re simply aren’t effective. But Branch Basics checks all the boxes for me*.

Raw Elements

Sunscreen can be really toxic, even ones that come from “trusted” or “clean” brands. So I stick to physical, rather than chemical, sunscreens. They work to block out the sun and I don’t have to worry about the toxins absorbing into my body. But, they often come with the sticky, chalky problem of being thick, white, and unblendable. Many are also a risk to marine life. Enter: Raw Elements. I find their reef-safe formula to actually blend in and be highly moisturizing. (Yes, bordering on oily, but I have to pick my battles.) They’re also more affordable than many mineral sunscreens without a white/purplecast. The best part: Many Raw Elements products come packaged in metal tins, making them zero waste.

Aether Beauty

Aether is the zero waste makeup brand that’s made the biggest splash in the beauty industry because the products actually perform like conventional ones. I’ve never tried anything from the brand personally, but I’ve watched way too many YouTube videos raving about their eyeshadow palettes, which were their flagship launch. I love it when products are both non-toxic, ethically produced, and sustainably packaged. It’s a rare combo that their founder is passionate about achieving.

Choosing The Best Option For You

The whole point of conscious consumerism is to consider before you buy—literally to become more aware. Do your research about companies, read customer reviews, and look up in-depth features from bloggers. (Keep an eye out for whether they’re sponsored posts—that doesn’t necessarily mean the review isn’t honest, but you don’t know if or how getting compensated impacted their experience.)

For some additional resources, I’ve written articles about ethically sourced rugs, fun and feel-good gifts, and minimalist clothing brands.

I also have a Resources page with some recommendations and discounts for business building tools and personal shopping.

And then consider what you care about most and how the brand in question aligns. Only you know where your values stand. Not every business can nail every single factor. (Although more could definitely try!) So, look at their activism, their treatment of workers, their ads, their prices, their sourcing, their packaging, everything. Filter their messages and actions through your own values.

Be shrewd—greenwashing and virtual signaling are trendy at the moment. For example, I’m writing this article during Pride Month and I recently saw a post calling out some huge companies who made their logos rainbow for the month, but have donated massive amounts of money to anti-LGBTQ+ politicians. The same thing happened in summer 2020 with black squares and empty solidarity statements. Just remember: Things are not always what they appear.

For you to decide what companies—and everything they stand for—are worth your hard-earned money and which aren’t. And as a business owner, you get the privilege and great responsibility of deciding what you and your brand stand for.

If you’d like to chat more about supporting business for good or promoting your own purpose-driven business, reach out anytime!

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