We’ve Held our Breath Long Enough - and We’re Finally Turning Blue - ecoGURU

Big hug to you Canada – according to a recent Stats Can study, more of us are now making blue, ethical choices - from choosing fair trade and sweatshop-free, to buying more planet friendly, organic and local. We are so proud we're taking our own ecoGURU spot to tell y'all about it!

We do care

According to the study released last week, 27% of Canadian consumers surveyed are steering clear of some products and moving towards others based on ethical concerns. It's a significant movement that's marking the last decade - Canadians have a greater awareness around the impact their daily lives have on mama earth. We've been seeing this eco consciousness manifest in the mainstream through ethusiastic participation in recycling programs, using reusable bags, buying organic and local foods, and using eco friendly products at home. But now we know there’s more… we’re finally consuming with a conscience - By our condemnation of the working conditions and wages of garment and food industry workers, the treatment of lab animals, and dodgy marketing practices.

Like good change agents, we’re taking control and harnessing our buying power by choosing to support ethical businesses, and making that difference in our world through our consumption choices. According to the study, people who had the greatest feeling of personal control were also more likely to participate in ethical consumption (43%) compared to those who felt they had less control (18%). People with a greater feeling of personal control generally believe that they can influence what happens to them (The Secret people), that they have the resources to hurdle problems, and that their future depends mostly on their actions. Well, in fact, all our futures do. 

Another recent study by BrandSpark further supports by telling us that 3 in 4 Canadians are paying more attention to food labels and trying to eat healthier. About 25% of Canadians feel it's important for a new food product they're purchasing to be organic, and when asked about organic health and beauty and household products, this number climbs to 32%. Most interestingly, 84% of those surveyed also feel that companies are exploiting environmentally friendly claims for marketing purposes (gasp! really?).

Testament that we're not just sitting back compliantly anymore. We're educating ourselves (have you seen Plastic Island?!), we know what Monsanto is up to, and we want to know what they put in the stuff we put on us. We want to nourish our communities and support our local economies. And like a loving tribe we're working together to make it happen.

Keep it up Canada. Support our homegrown heroes and backyard revolutionaries! Get blue. Get good.