There is a revolution happening, and it’s affecting all aspects of our world and our lives. People from all walks of life are choosing to adapt the way they live in order to align their actions with their values. Ethics, once resigned to philosophical classroom discussions is penetrating its way into our social fabric in every way imaginable.
From social justice movements to organisations passionate about protecting the planet, everywhere we turn there are new causes to support and a myriad of projects championing the rights of those who have no voice. Is society finally waking up to the fact we have a shared and vested interest in being caretakers of our planet, and indeed, of everything on it? It would appear so. It definitely feels so. But why now, and who, or what, is driving this evolution?
​This generation is so much more than the common stereotype. Although often depicted as somewhat narcissistic, entitled and work-shy, millennials are not only the first generation that has grown up in the digital age of the 21st Century, but they have developed a strong social attitude and desire to change things that they don’t agree with, rather than simply settling.
They are likely the most ‘conscious’ generation to date, deeply passionate about equality, not afraid to stand up for their beliefs, and interconnected with others who share their views in a way that previous generations could never have dreamed of. As we become an increasingly global society, millennials typically focus on looking outwards (rather than adopting an insular approach) in a way that is, in all honestly rather refreshing.
​Thanks to social media and accessibility to the internet, it’s easy for anyone to log on to their Instagram, Facebook or Twitter accounts and see relevant, trending articles that appeal to their personal sensibilities, both from friendships and wider connections. But more than that, we can share our own views and help to inspire others in an accessible way that has never been so easy.
Perhaps younger generations are simply feeling decidedly fed-up at the prospect of clearing up the mess that will be left for them and so they are using the tools they have easily available to shout that bit louder in order to be heard and taken seriously.
​Of course, it’s not only millennials who want to connect with purpose to the important issues of our society, but their proactivity has certainly rubbed off on other generations, whilst setting a new standard of expectation when it comes to the way we live. As a company for example we focus on creating an offering for a new generation of morally conscious, demanding consumers, but these people often come from a wide range of demographics and backgrounds.
This attitude isn’t just a social media phenomenon either. It’s seeping through to newspapers, TV and other mainstream media. Where once it would have been shrugged off as “alternative”, a much wider demographic is becoming vocal about their ethical views. Whether the catalyst is climate change, a societal concern for the future of our planet, or a desire to make the world a better place for everyone and everything in it, change is the word du jour.
​There is also the fact that our ability to travel more allows us to see first hand the negative consequences of our collective actions, making the issues much harder to ignore. Whether it is poor working conditions of garment workers or the amount of plastic present in the oceans, we have ourselves personally seen things that have directly affected both the actions we take in our daily lives and the decisions we make about the way we do business.
Naturally, there has been a huge rise in businesses built on social good and responsible foundations. In fact, The Guardian reported in 2017 that “the UK’s ethical goods market has quadrupled in size since 2000, with sales rising by 8.5% a year” - testimony that ethics and business can work together.
Ethical businesses are becoming more mainstream than ever before, and it’s not about cashing in on a trend - it’s about creating brands and products that make a real difference. People are more aware than ever of the challenges that face our planet, but it has been shown that simply telling people they need to make sacrifices does not work. Business can be a force for positive change by creating better and more interesting products around clear sets of values that people can get behind.
Rachel Kennedy is the owner of luxury eco-salon, Grönn, based just outside Manchester in Bury, and says that she’s noticed a shift in what her guests are asking for and what they buy.
​With social media and other online platforms offering like-minded people the opportunity to connect and discuss ideas, it’s no surprise that it has become essential for causes sharing information, concepts and inspiration relating to living a more ethically. This has allowed more ethically-minded businesses and entrepreneurs to gain first-hand insight into their customers’ lifestyles and in-turn create more relevant product offerings.
Pragya Agarwal runs the eco and vegan-friendly subscription box The Art Tiffin and has also seen a shift in attitudes.
“There is more discussion around these topics on social media, in the news, and a stronger community that people feel a part of, able to share ideas and thoughts, and more brands and businesses catering to this. This generation has a wider platform to express their views on, and they have the courage and confidence to express them strongly”.
How Can You Explore a More Ethical Lifestyle?
​If you’re interested in a more ethical way of life, it’s not as scary or difficult as you might think, and taking small steps can make a big difference. Once you begin to become more conscious of your choices it can quickly become overwhelming, but that’s no reason to bury your head in the sand.
As we learn and share knowledge we can gradually begin to make better decisions. As with any lifestyle change, it’s important to realise that you do not need to make drastic changes overnight. You don’t have to throw away your current products and buy new ones straight away; rather allow things to naturally run their course, and then replace old products with better alternatives.
With ever-changing style seasons, it’s easy to see how ‘fast fashion’ has seeped into our high street in a bid to mirror the fashion houses of Paris and Milan for everyday folk, however the constant merry-go-round of buying ‘on-trend’ pieces, only for them to go out of fashion a month or two later is at best wasteful, and at worst devastating for the planet and to the people who work in terrible conditions to create these clothes.
Although it can be budget-dependent, investing in good quality pieces from brands that have a sustainability and quality focus means that not only will your clothes last longer and be of a higher standard, they might possibly even end up saving you money in the long run! It also means your spending will also be more in alignment with your beliefs, and you’ll be supporting businesses that shares your core values.
There are now many smaller, independent brands working to create sustainable options that are good for people, good for the planet, and good for animals too. We’re a big believer in the power of smaller brands and their ability to lead the way for sustainable change in a way that big businesses simply can’t or won’t.
Handbag designer, Ruth Roberts Varghes of Gold Is A Neutral is passionate about creating environmentally-friendly handbags that are animal product-free and match with her lifestyle.
“When starting a brand of my own it was really important to me to carry across the cruelty-free standards I apply in my personal life. No creature or person needs to be hurt in the production of my bags. I was thrilled to find out about Pinatex, as it not only is cruelty-free but uses a natural byproduct that otherwise may go to waste”.
“We’ve seen a shift in the food industry where consumers are desiring organic, low sugar and wholefoods products, and now this movement is taking over the fashion industry, where consumers are seeking out ethical clothing that looks good and doesn’t break the bank”.
Less is more. Opt for a seasonal, capsule wardrobe that allows you to mix and match to create new looks. Select quality, timeless pieces that will last and won’t date.
Replace traditional leather and suede with eco-friendly alternatives such as Pinatex or cork.
Support brands that have clear sustainability goals. Seek out smaller, more independant brands who are redefining fashion sustainability.
​Just because you might not have solar panels on your roof and a vegetable garden out back, doesn’t mean you can’t have an ethical or sustainable home. Whilst you might have furniture and accessories around your home that were expensive purchases but not considered ethical (like leather sofas or animal hide), you can still work towards incorporating ethical elements into your home in no time.
A lot of people know that animal testing within the EU is no longer allowed (more on that below), you might be surprised to learn that this doesn’t include cleaning products. Luckily, there are lots of suitable alternatives that you can pick up in your local supermarket, such as Method, Faith In Nature and Astonish.
Opt for Fair Trade items where possible, this can include coffee, chocolate and even alcohol. This way your money is supporting a business that is actively looking after its people and supply chain.
Simple, yet effective, be mindful of leaving lights switched on, or running water when you don’t really need to. Consider using a water saving showerhead like these ones from ​Oxygenics.
Support local artists who can up-cycle furniture according to your requirements and will create you a bespoke piece.
​There are so many options that tick all the boxes when it comes to ethical skincare and cosmetics. Although products you buy in the EU will not have generally been directly tested on animals since the 2013 ban, the ingredients they contain may well have. Keep in mind that any products developed prior to the ban can continue to be sold and may have been tested on animals. Also, if you’re buying from a brand that sells in other countries where testing is legally required (for example any company that supplies to China), the company will not be classed as cruelty-free and you might no longer feel comfortable in supporting such businesses with your hard-earned cash.
It can be a bit of a minefield so it is always best to look out for products displaying a cruelty-free or vegan logo to be sure you are not contributing to animal suffering. Happily, you won’t be short on companies who have strict moral codes when it comes to looking after our furry friends. Even Superdrug’s B range of skincare and makeup is completely cruelty-free and contains no animal ingredients or derivatives, plus everything is very reasonably priced too!
“People are now a lot more educated, informed and conscious about what is involved in the cosmetics and food industry. It has become a lot more transparent, as there are more platforms on which information is accessible, and more information is shared than ever before. By being vegan-friendly, I can support everyone’s lifestyle choices, and share ethical, cruelty-free products which might not have been discovered or bought otherwise”.
Opting for more natural, chemical-free cosmetics overall will benefit both your health and the planet.
Use up what you have, and gradually replace old items with cruelty-free alternatives. It will take time, but you’ll get there in the end.
When looking for new items, be sure to search for the official cruelty-free logo or vegan certification, and don’t be afraid to reach out to the brand if you want clarification on their stance.
Take advantage of hashtags on social media such as #crueltyfreebeauty #veganskincare for recommendations and new products to try.
The biggest and quickest impact on the environment that you can have is to change what you eat - and it’s something you can do today - right now! Google has reported that searches of ‘vegan’ have now surpassed ‘vegetarian’, and the number of vegans in the UK has increased by 700% in the past two years; it seems that many people are making sure their dinner plates match up to their ethics.
In terms of environmental “bang-for-your-buck”, switching to a plant-based diet can have a disproportionately positive impact compared to many other kinds of personal actions we can take. We mentioned earlier about making an effort to conserve water in the home on a daily basis, and this is of course a noble effort that everybody should try to make, consider though that the production of one single beef burger uses as much water as one hundred days of showering!
From personal experience we know that eating a vegan, whole food, plant-based diet is not only good for the planet but it is truly life-changing for your own health and well-being. We’ve personally seen and felt the remarkable benefits of a vegan lifestyle since making the change many years ago. We think it’s important to not forget the personal benefits along with the wider environmental and animal cruelty issues because in the end, whether a person’s motivation to go vegan is is altruistic or for their own personal health, the overall positive results for our planet are always the same.
Claire Stokes is the owner of All Ethical - The Vegan Directory and is happy to see that more vegan products are freely available in the high streets and supermarkets.
“It’s no harder to do a vegan weekly shop. The damage the meat and dairy industry do to the environment is widely acknowledged. With campaigns like Veganuary putting the spotlight on how easy it is to make the change there’s no better time!”.
“We love it when our clients’ vegan guests realise they’re not an afterthought, and quite how vegan-friendly a BBQ can actually be. We spend a lot of time developing new vegan dishes to ensure there is just as much choice for those that don’t eat meat or dairy, which are then cooked on our dedicated “green machines”. All our plates, cutlery and napkins are eco disposables too. It’s great to see the movement in people caring more about the impact they have on the planet and expecting higher ethical standards from the food industry in general”.
Try to limit the amount of animal products you consume, aim to incorporate one or two meat-free meals into your weekly menu and work up from there.
Supermarkets offer countless veggie-friendly options, from snacks to full meals, so get creative and try something new each week. Mock-meats can be a great way to transition to a more healthy plant-based diet in the long-term.
For fresh produce, local markets offer the best prices, and often the best quality. See if there’s a vegetable box supplier in your town that will deliver in-season food to your door each week.
It’s safe to say that society as a whole is becoming much more aware that the way in which we live our lives and the choices we make have a huge impact on our planet, both now and in the future. There are so many possibilities and new ways we can make a difference. By exploring and learning about ethical alternatives, we can begin to help heal the planet, improve the quality of our own lives and encourage others to do the same.