The Power of the Consumer to Buy a Better World

Now that we’ve taken a look at consumers boycotting certain companies due to disapproving of their ethical practices, let’s turn our attention to more positive examples of ethical shopping, i.e. consumers buying products based on their awesome contributions to society.

One of the most famous examples of ethical buying is Fair Trade. Consumers are encouraged to spend a little extra on fair trade produced goods and in exchange they’re supporting the farmers who grew the crops with safer working conditions and better pay. By extension, each purchase of fair trade products is a statement that goods that do not support the quality of life to its workers as unjustifiable irrespective of any cost-saving.

Having been around since 1994, Fair Trade is one of the earliest examples of an organization that puts the rights of the worker and the preservation of natural resources above profit.

Yet in just the past few years we have seen an explosion in the rates of businesses that have ethical stances as a part of their DNA.

Whether it’s women-owned businesses or companies that donate a little profit and time back to the planet, we look at some of the amazing ethical business types out there. But why exactly are there suddenly so many businesses who do want to contribute to a better society?

For decades there have been warnings about how the levels of carbon emissions humans have produced are detrimental to the ecological balance of the planet. However, only in the past few years has public pressure of corporations been strong enough for corporations to be compelled into serious action to contain the crisis.

Consumer goods that have eradicated unnecessary waste are now part of the mainstream. Hummers have been replaced by Teslas, and paper straws have taken over from their plastic counterpart.

While these more eco-friendly options are great, there’s also a rise in consumers tending to purchase from companies that are directly supporting conservation efforts and helping to minimize the worst scenarios we’re facing due to the climate crisis. To see exactly what caused this rising interest in sustainable shopping for the climate, check out this in depth article here.

Fast fashion is rapidly-produced garments aimed at giving the average shopper the latest trends at an affordable price. This is great news for the consumer, not so good for those who have to make the clothes in sweatshops in slavery-like conditions, nor the land that is being devastated for the materials.

One organization that’s looking to change this is Sourcing Sustainably. They do the hard work for businesses – finding ethical suppliers, and supply routes that won’t (literally) cost the earth. They are an operation where ethical trade is at the forefront of what they do, so it’s not just the end consumer who benefits from the latest must-have.

This brief introduction to Sourcing Sustainably doesn’t do justice to everything they do, and we go into far more detail in this article.

There’s no better place to begin than with 1% for the Planet. The goal of this network is to unify businesses, organizations, and individuals into taking care of our planet. Those who sign on, agree to give 1% of profit to charities that support environmental causes.


While 1% doesn’t sound like much, imagine if every business gave this amount back to protecting the world we all share. As Yvon Chouinard, Founder of Patagonia and 1% for the Planet member rightly says: “This is not philanthropy. This should be a cost of doing business.”


To find out more, please read our more in-depth article about this amazing network.

Representation is the hot word in Hollywood, to “better reflect the world in which we live,” says Deadline. Statista found that in 2020, “39.7 percent of lead actors in top movies were people of color, up from over ten percent of the previous year.” 

Aspirations can be crushed when growing up in a world where those in the limelight don’t look like you. A YouGov study found that “over half of black Americans (58%) say that while growing up, it was difficult for them to find role models who looked like them in movies and TV.” 

While the Hollywood scene attracts the most attention, there has been an equal rise in the number of black-owned businesses in contemporary society. “Majority Black women-owned firms grew 67% from 2007 to 2012,” proves Forbes.

Not only is this great for these new business owners, it again proves that industries that were either prohibited or inaccessible for minorities, now have the power to control their own narrative. 

Don’t forget to check back soon for our favorite list of black owned businesses. 

While there is still plenty of work to be done, the 2020s are seeing a growth in women-owned businesses beyond what we’ve seen in any other era. In 1972, only 4.6% of businesses were women-owned, by 2019 that number grew to 42% of all U.S. businesses.

Not only are we seeing a rise in women-owned businesses, but, as Treat Yourself Sweeter writes,  “more brands [are] waving their ‘women-owned and operated’ flag, like a badge of honor.” The impact this has on culture at large is remarkable.

Not only are 9.4 million workers employed by women-owned businesses, but the total generated revenue is $1.9 trillion. No longer is it the case that women have to adapt to changes in market conditions, but are making the change that they want to see. 

We don’t have the space to write all we would like to on the long-due rise of women in business, nor the battles that still need to be fought for full equality. But we did touch on the historic battle of women in business in this article. 

B Corps are a little bit different from the rest of the categories of ethical business types that we’ve looked at so far. 

Unlike 1% for the planet and Sourcing Sustainably, they aren’t directly funneling cash back towards those who need it the most. 

Also, anybody can become a leader of a B Corp, rather than the black and women-owned business model we looked at. So what are they doing here?

B Corps is a legally binding contract between B Labs which certifies businesses, and the company that’s looking to balance profit with purpose. 

The company is rated for how they perform in every major business category: community, environment, suppliers, and workers. 

Purchasing from a B Corp ensures your money goes towards a company that is ensuring all areas of its business receive what they deserve.

We wrote a full article on the power of the B Corp, to go into more detail as to how they can transform the traditional business.