This world revolves around money, the United States is infatuated with capitalism, and we the people love to consume. We believe that the best way to show our love is to give tangible gifts to those we hold special. We also believe self care or a new start means to buy a new wardrobe or purchase a new car. Some hold money with care, others may be more cautious with it. Regardless, we buy for many reasons and it is because of us that our economy flows.

We are thrilled of our BOGO deals, our 5 for $20 undies, and our top of the line brands. With money in our hands, we are almighty and we are ready to pay for what we want. Although it may be difficult to understand or even see what kind of system we take part of when we purchase from certain brands and stores, it still remains an invalid excuse for not taking action and doing our own research upon what messages and system of oppression we are supporting when purchasing our products.

Ethical consumerism can be understood as purchasing with thought. By thought I mean, moral consideration. Who made this item? Who was hurt or what was damaged in the process of making this item? How is this item being sold at the price it is being retailed? Who does this company support or actively discriminate? What is this company’s marketing scheme and does it align with what I believe in?

I must admit that this is not always on my mind. It probably is not in yours either. This is where my question arises. How do we practice ethical consumerism in a society that overwhelms us with large, wealthy, and powerful corporations? Effective marketing works alongside psychology. It is no coincidence that Starbucks is around each corner of your city nor the repetitive clothing store commercials on your tv. To be dramatic, yet realistic, we are being brainwashed. Victoria’s Secret tells you who is sexy and who you are sexy for. Beware, the flat belly and blonde hair is not included alongside your free prison labored “great” purchase. Shall we talk about Carl’s Jr. ads and their objectification of women? Walmart’s cheap prices all made possible because of cheap labor. Does Anita Roddick, founder of Body Shop selling “exoticism” and culture through products and “helping” the indigenous people sound like another white savior narrative?

The list continues. It may appear nearly impossible to avoid these corporations since they are all around us and they are all we know. One may also be well aware of the injustices these companies produce yet must purchase from these stores because it is what they can afford. This is why the battle between capitalism and ethical consumerism seems like one with a foreseeable winner. These corporations have the money and power to appear as legitimate and as a bang for your buck. However, this is exactly how system justification pursues and makes the hierarchical systems in our society seem inevitable and fair. Therefore we should put more effort to keep these questions in mind and avoid what we can. Do your research, support your local community, and never lose hope towards the goal for a just world!