the story of stuff

Annie Leonard the author of The Story of Stuff tells us the story of how excessive materialism is hurting the planet and affecting our happiness. The Story of Stuff Project's mission to educate and transform the way people use things and make them more aware of where things come from. The underlying message is that when you start examining the whole life-cycle of stuff, you begin to realize how environmentally harmful many of the things you use can be.

After the success of the 20 minute web film entitled 'Story of Stuff' where Annie does a detailed LCA of where stuff comes from and where they go, she has done several other short films. She has done a video of Story of Cap and Trade, Bottled Water and most recently Story of Cosmetics.

The Cap and Trade story talks about why it is not the solution to reduce carbon emissions and why people should not buy into it. This is the simplest explanation of C&T that I have come across and would recommend the video for anyone who wishes to understand what it is. The Story of Bottled Water is rather poignant because it talks about the globalization of trash. Annie mentions how plastic water bottles that are manufactured in America end up in landfills in Madras, India. Pollution outsourcing anyone??

The story of cosmetics was done in conjunction with the Safe Cosmetics Campaign and highlights many of the things that I talked about in my earlier post about cosmetics. Annie's environmentalism was sparked when she visited a landfill in Staten Island when she was in college and saw with her own eyes, the effects of consumerism. Reading Annie's article on abcnews gives a detailed picture of how her upbringing and her 20 years of research shaped her into the 'systems thinker' that she is today.

Thinking about the environment requires this kind of brain-power. It requires knowledge of free-market economics, marketing, manufacture of products etc to know that consumerism is a phenomenon that is not innately human but it is a learned behaviour that has been reinforced by marketing strategies to make consumers dependent on the cycle of use and throw. Why is this done? - to ensure that manufacturers can carry on with 'business as usual' i.e., make more stuff so people can buy more stuff. This the basis of economy - "manufactured demand" which pushes what we don't need and destroys what we need the most.

The story of stuff is powerful in its message and a consolidation of painstaking research into an easy to understand video. So watch and learn. The next time you buy something really ask yourself whether you need it.

to buy or not to buy

Human beings are creatures inclined to excesses and whilst this broadens horizons of endeavour, it also closes off avenues for frugality. As creatures of habit, excess consumerism has become a way of life rather than an occasional luxury. In order to understand the importance that consumerism plays in shaping the global environs, it is essential to understand first, the process of manufacturing.

Every product goes through a cradle-to-grave process - from obtaining raw materials for manufacture to final break-down. The analysis of this process is 'life-cycle assessment' or LCA in eco-parlance. The goal of LCA is to compare the full range of environmental and social damages assignable to products and choose the least burdensome one. It refers to the notion that a fair, holistic assessment requires the estimation of raw material production, manufacture, distribution, use and disposal including all intervening transportation steps necessary or caused by the product's existence.

Needless to say that every product in the market has its impact on the environment - our way forward as a responsible consumer is to recognize that impact and find ways to reduce it. This is where thinking back along the production-line comes useful. Consumer choices play an important role in choosing the ecologically right option in any society. Bear in mind that even if the end product is 'green', the production process of such a product may not be eco-friendly. I will leave out the the nitty-gritty and focus on what can be done to reduce carbon footprints.

Firstly, think twice before you buy. Weigh up your 'needs' versus your 'wants' - the economic incentives include a fatter bank balance! The adage 'reduce, reuse and recycle' will always hold true - finding new ways of using old things not only tests your imagination but goes a long way in reducing wastes.

Secondly, start by making simple choices from the food you eat, to the clothes you wear and your means of transportation. To those of you to whom this is applicable - eat organic, locally produced food which is better for you and the ecosystem. Buy vintage clothes, have a clothes swap with friends and give away old clothes. Rethink your means of transportation - car pool, take the bus, walk.

Thirdly, try and go a step further and extend your eco-goodness to your community and your friends.

Remember that as consumers you have the choice to choose something that is a better option. Exercise that right. Consumers of the world, unite!