As consumers start to embrace sustainable living and actively try to ‘greenify’ their lives, green credentials are rapidly gaining popularity, according to global trend spotters. GreaterGood SA takes a closer peek into ‘green’ as the new status symbol and shares some tips on ethical consumption.

The green consumer movement is gaining momentum and the law of demand and supply is answering the call. More eco-friendly goods and services are sporting bold, iconic designs that help eco-conscious people show off their green credentials to their peers. And you may have noticed the recognition now being bestowed on Prius and Insight owners, while former status symbols like gas-guzzling 4x4s (and their owners) are being frowned-upon for their overt over-consumption.

Telling a green story

Consumers now share detailed information on eco-friendly sourcing, production, ingredients and distribution of the products they are buying. Using the many user-generated content platforms, like Facebook, Twitter and blogs, these trendsters are able to share their green status stories and keep the moral high ground.

Unconsumption

For an increasing number of consumers, the mere act of consuming less is the greenest status fix of all. Needless to say, practitioners of ‘unconsumption’ depend heavily on telling green stories to make their low or no impact lives known to others.

“I believe that the greatest crime against humanity has been committed by most adults alive today: what we’ve done to the planet and how we’ve left it for our children,” says self-styled eco-warrior Braam Malherbe. Mahlerbe is certainly no passive spectator when it comes to living the green movement authentically. This man is on a mission and whether it’s running along the Great Wall of China or as the presenter on conservation programme 50/50, he champions the green cause in the full glare of the public spotlight.

“Even though going green is all the rage nowadays, bandying about these buzzwords isn’t nearly enough,” maintains Malherbe.

Green pioneers

As one of South Africa’s most respected retailers, Woolworths has succeeded in not only pioneering the introduction of environmentally kind, ‘greener’ products, but has also integrated this philosophy into every aspect of their business. Their consistent focus on sound farming practices and environmental awareness is influencing lifestyle choices.

Take a look at some of the innovative sustainable practices they have introduced:

• They convert old plastic bottles into filling for duvets and pillows and recycle their hangers through Hangerman - a company they helped establish that uses a workforce that includes many disabled workers.
• Their wine suppliers use sustainable production methods.
• Where possible, the sleeves on ready-made meals, dips and other food products are made from cardboard with 80% recycled paper content.
• They use gases in their refrigeration processes that do not cause damage to the ozone layer.
• Their hake is only bought from Marine Stewardship Council (MSC) approved suppliers. This means that the fish comes from a well-managed fishery and has not contributed to the environmental problem of over-fishing.
• More than 50 previously unemployed people make their free-range biltong – contributing to the prosperity of their community in the Molteno area of the Eastern Cape.
• Their Ntingwe Tea Estate in KwaZulu Natal estate tea has provided 900 people with jobs, brought electricity and running water to the area and helped build schools and clinics.
• The Woolworths Trust EduPlant initiative teaches sustainable permaculture to young South Africans and helps them grow good, healthy food for their communities.

Woolworths’ innovation in this arena has been to integrate green and sustainable practices into how they do business – from supply chains, to packaging, to their corporate social investments. And it shows. South African consumers now recognise Woolworths as an environmentally-concerned and responsible retailer.

Top tips for ‘eco-nistas’

Here are some sustainability tips for shoppers with an eye for the environment:

1. Know where it comes from – eat locally produced food that is in season. If you eat meat and dairy, choose products that are ethically farmed and slaughtered.
2. Don’t buy bottled water – it takes seven times the amount of water in the bottle to make the bottle. Our tap water is just fine.
3. Say no to plastic packaging. Be an eco-activist and leave unnecessary packaging at the till!
4. Consume less. Turn down your geyser, ditch the gas-guzzler, switch off lights, spend less time in the malls and more time in the outdoors.
5. Spread the word – help others understand the impact of their consumption. They are more likely to listen to someone who walks the talk.
   .

Give to your planet

At GreaterGood, our philosophy is that everyone has something to give. We think giving also means giving to our planet by doing your bit and changing your lifestyle choices.

You could also choose to give to one of many environmental and conservation causes that work to conserve our planet’s assets and raise our environmental consciousnesses.