In front of a store shelf, a customer is trying to choose between two sanders.
“Which one would you take?” he asks an employee, only to receive an unexpected anti-consumerist response: “None.” “Why would you buy something you’re only going to use once?” continues the employee, who shows him a tag on his T-shirt that says “anti-seller.”
Have you considered renting or borrowing a sander? It’s better for the planet and more economical for you.”
Of course, “anti-salesman” does not exist either as a word or as a job. It is one of four unconventional commercials recently released by the French Environment and Energy Management Agency (ADEME), in a campaign in favor of sustainable consumption.
In the remaining three videos, customers want to buy new T-shirts, washing machines or mobile phones. The “anti-seller” accordingly suggests other options: avoiding disposable fashion, repairing the washing machine, buying a refurbished mobile phone.
The advertising campaign did not excite companies and retailers at all. They disapproved of the initiative. Some threatened lawsuits. Many protested that it would turn people to online shopping.
Even within the French government itself critical voices were heard. The timing of the awareness campaign against mindless consumption was described by many as unfortunate, to say the least.
Many retail sectors are now struggling to stay afloat amid inflationary pressures, declining purchasing power and exploding costs of living. According to ADEME and France’s Ministry of Ecological Transition, on the contrary, the message was clear.
But in the background of the uproar caused by her public awareness campaign, she revealed the enormous difficulty of moving from words to action.
From overconsumption, to… “deconsumption”?
What is required at this stage is not simply a change in consumer culture. Not everyone, for example, can afford to borrow or rent a machine they need but will rarely use, such as a sander.
Their acquaintances may not have such a tool. There may be no rental service in their area or it may be unprofitably expensive. The latter may also apply to the repair of an appliance, such as a washing machine. It can also take a long time to complete.
Buying a used or refurbished cell phone can be an adventure, depending on its condition and the credibility of the seller.
As for disposable fashion? Although it is harmful in many ways – for the environment, for climate justice, and in many cases for human rights, with the exploitation of workers or even illegal child labor – it remains the “blood supply” of many businesses in the retail sector, with thousands of employees .
In France in particular, consumption has for decades represented almost half of growth. Now especially, in the bad times of economic uncertainty, the belt has tightened.
As in other countries, the French are becoming increasingly reluctant to spend. But they do it not by choice, but by necessity. At the moment, there remain relatively few who change their consumption habits for ecological reasons.
In the short term, the fall in consumption would mean economic and social disaster, with the loss of jobs. In the long term, however, the shift to sustainable consumption will become the only way to preserve natural resources and survive an increasingly threatened planet.
Change of mindset
This concern has existed for years. In 2011, when Black Fridays had not yet become fashionable in Europe, the California-based Patagonia – a pioneer in sustainable development in the field of clothing for outdoor activities – the “Don’t buy this jacket” campaign.
He urged consumers not to buy “this jacket” from the company just because they found it at a good price, without actually needing it. He was, however, the exception to the rule.
Many years later, the trend of so-called de-influencers has begun to develop.
Against the fashion of influencers, who try to influence consumption habits and purchases for all kinds of products through social media, the anti-influencers come to deconstruct it.
They call materialism “overrated,” review products critically, and urge their social media followers to “weigh” whether they really need what they’re buying.
They talk about the sustainability and cost of waste related to specific industries such as beauty and fashion. In the meantime, the growing – even if still timid – circular economy is reviving or creating new service industries. From buying used products, to repairing and maintaining appliances.
Of course, this in turn can lead to an increase in prices, due to increased demand, but also – in some cases – to trade protectionism practices.
