Business Fit Magazine January 2020 Issue 1 | Page 58

Environment
Have you ever felt that you aren’t doing enough
to contribute to solve the environmental
crisis? Or have you ever wondered, why you
constantly feel the need to buy something new
for you or your loved ones in order to make life
more comfortable, satisfying or easy?
In Europe and especially in Switzerland
where I live, we have reached a certain level
of awareness about sustainable practices and
conscious consumption, but the reality is that
we are lost on how to articulate that effectively
in our busy and abundant lives. Sometimes it’s
easier to buy something new than go to the
basement and look for the pair of boots we
bought two years ago for snowy days….Just as
an example.
Conscious consumption is not only about
raising awareness and buying Eco, Bio and/or
certified products. Conscious consumption is
not about switching our consumption to Eco-
consumption, because that doesn’t help natural
resources due to the speed of consumption.
It’s by slowing down consumption on a daily
basis which will help the planet, giving species
an opportunity to use their regenerative power.
Can you see the difference? So, by tapping into
the art of austerity, we all can contribute from
the exact place we are, right now.
Quite often media makes us feel that in order
to contribute, firstly, we have to become, learn,
develop or change something either in our
bodies, our mindset or our physical world.
This repetitive message coming from a system
saying we are not enough is making people,
societies and the planet fall into a non-stop
spiral of consumption which it is unnecessary
and unsustainable.
Have you ever thought that the environmental
crisis could be a humanitarian crisis? Or an
abundance crisis? From the historical point of
view, we are the most comfortable generation
of humans to have ever existed on the
planet. Consider how easy it is for us to get
hot water or warm spaces by just switching a
button or touching a screen. Not one of the
most powerful humans in ancient times could
enjoy those privileges so easily. But does this
correlate with a certain level of happiness
or the feeling of fulfilment? I certainly don’t
know the numbers but what I can honestly
say that for me, it is sad to see friends facing
depression, anxiety and panic attacks.
My belief is that awareness and small actions
are solid bases to create impact, I have proved
that myself and I see that on my clients and
the audience. Well, let’s tap into the idea that
we all can contribute from exactly the place we
are at. through conscious consumption.
Conscious consumption is the cornerstone in
the process of restoring balance from inside-
out to ourselves and the planet.
When you consume less of the things you don’t
really need, you contribute enough.
When you surround yourself with possessions
you feel attached to, connected and happy
with, you contribute enough.
My belief is that
awareness and
small actions are
solid bases to
create impact
You see, your perception about consumption
is a change maker tool when you know how
to use it. Marketing experts have understood
how to give consumers extraordinary and
very pleasant shopping experiences, but what
they haven’t managed to achieve yet is how
to manage our purchase decisions, in other
words, the moment we decide to pay is not yet
manipulated. As a consequence, we still have
the option of choosing which kind of stuff we
will grant the honour to come to our homes
and more specifically to our wardrobes.
Yes, I did say more specifically and yes, I did
say wardrobes. You must have heard before
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that the fashion industry is one of the most
polluting industries in the world and, since
we all appreciate good looks and connecting
with others through the non-verbal tool called
personal image, fashion is an existing platform
to unleash the power of our conscious
consumption commitment.
Bellow, I share with you four of my most
effective practices to impact your closet, your
finances and the world right now.
And remember you are not alone on this,
I’m here to serve you and elevate you in this
awakening path to conscious consumerism.
Practice 1.
Look at the labels
Labels are there to be read, they provide us
with important information in order to reduce
time and money while shopping. Good, ready
for action? This is my number one shopping
ritual.
- In a shop, seek for the things you need, pick
THE one that catches your attention, look at the
label and look for, materials, care instructions
and where it was made.
Materials, you should start considering are
organic ones like cotton, silk, bamboo, linen,
wool or a blend of them, not necessarily
Bio but certainly organic since they will be
in contact with your skin. Why? Because of
performance, toxicity, energy transportation
and environmental impact.
Goal: 100% organic materials as a first layer
Practice 2
Look at the labels : At home
What kind of materials are already in your
wardrobe matters for you and the planet. You
don’t have to run to clean-up and throw away
all your polyester, nylon, polyamide, rayon,
acetate, lycra stuff. You just have to become
aware of how many polymers you own and
start wearing them strategically until they are
ready to be recycled, donated or up-cycled for
you or a company.
Goal: become aware of what used to be your
fashion consumption decisions before this
awakening call.
Practice 3
Do not cut out the labels
No matter how they bother you, please don’t
cut out the labels. Labels are made to give
valuable information to consumers, but also to
the recycling system. Removing a label from a
product means no recycling at all and we are
conscious enough now to understand what
that means at a large scale.
Practice 4
Go beyond the label
More and more often, consumers find on the
labels things like: designed in France, made in
China or designed and made in Europe. This
information can confuse consumers since
they expect higher prices in the case of a
French design and/or European production,
whereas the reality is that the environmental
and social impact of a garment made in
China doesn’t compensate for a beautiful
and functional design made in France; or a
European designed product manufactured by
Chinese people who live in boats off the coast
of Italy under questionable labour conditions,
doesn’t compensate for a Made in Europe
label. it is time to seek out the hidden power
of consumption by letting companies know
that as fashion consumers, we are awake
and we care beyond the prices, seeking for
transparency, fair production and social
responsibility.
Greta Aguilar is an entrepreneur, mother, global citizen with the
unshakeable belief that every women deserves a personal style that brings
her joy and the sense of daily ease. She is a Consultant and coach on
conscious fashion consumption. www.gretaguilar.com
Facebook: www.facebook.com/GretAguilarSustainableFashionStylist
Instagram: https://www.instagram.com/gretaaguilar/
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