Guest Blog: The Hidden Cost of Sparkling Homes: Overconsumption & Unethical Marketing
Guest Blog: The Hidden Cost of Sparkling Homes - Overconsumption & Unethical Marketing
This article was written by ESGmark® Community Member Lavender & Lemon.
Lavender & Lemon is a purpose-driven start-up whose mission is to transform household cleaning products. Their refillable cleaning products are made with organic, non-toxic, ethically-sourced ingredients. Morgan Bagshaw, Founder of Lavender & Lemon shares her industry insights into the issue of toxic cleaning products and overconsumption, particularly in the leadup to Black Friday.
Unraveling the Glossy Facade: The Dark Side of Cleaning Products
I recently came across a social media reel showcasing a collaboration between a large cleaning product brand and a prominent influencer. The content, polished and captivating, promoted the use of multiple products, all in the name of achieving impeccably clean laundry and refreshingly fragrant bed linen. This reel struck a chord with me and served as a catalyst for this blog post - a deeper exploration into the world of cleaning products, unethical marketing and their impact on our lives and the environment.
In our quest for immaculate homes, such collaborations are flooding our screens, persuading us to buy an array of cleaning products. This seemingly innocent pursuit of a sparkling abode hides a darker reality, where overconsumption and unethical marketing converge, wreaking havoc on our health and precious environment.
Navigating the Irony: A Marketer’s Ethical Manifesto
Before I go any further, I want to point out that the irony is not lost on me that I am someone who formulates and markets a range of cleaning products. It's a dichotomy, balancing between promoting products and advocating for mindful consumption.
While I am part of an industry that produces cleaning products, my foremost priority is not to drive sales at the expense of consumer and environmental well-being but to educate and foster responsible consumption. Thus, I do my best to navigate the fine line between commerce and sustainability, championing informed choices and environmentally conscious products in a world abundant with options. By instilling these values, I strive to navigate the intricate balance between business and sustainability, aiming for a future where every consumer decision is made with awareness and every product is designed with the well-being of our planet and its inhabitants in mind. In a world cluttered with choices, education and awareness are our most potent tools in fostering sustainability and breaking the chains of overconsumption.
The Overconsumption Dilemma: Do We Really Need That Many Cleaning Products?
The short answer is "No!" but sweeping through the aisles of your local supermarket, it’s hard to miss the myriad of cleaning products, each promising a cleaner, fresher, and brighter home. The marketing allure is compelling, with influencers and big brands joining forces to tout the latest cleaning potions. However, beneath the shiny exterior lies a critical question: Do we genuinely need a multitude of toxic cleaning products to maintain a clean home?
The truth is that overconsumption of cleaning products fueled by aggressive marketing strategies is not just a drain on our wallets but a silent assailant on our well-being and the health of our planet.
The Unethical Symphony: Marketing’s Role in Overconsumption
Marketing, particularly in the digital age, has an unparalleled influence on consumer behaviour. Armed with persuasive narratives and captivating visuals, big brands and influencers have mastered the art of creating perceived needs. The relentless promotion of multiple cleaning products as indispensable household essentials is a testament to this.
This marketing symphony is not only unethical in how it fosters overconsumption but is also a significant contributor to a plethora of health and environmental issues. Consumers, swayed by these glossy narratives, often find themselves with an arsenal of cleaning products, many of which are redundant and potentially harmful.
A Toxic Cocktail: The Health Implications of Toxic Overload
The proliferation of cleaning products in our homes isn’t just an issue of clutter – it’s a ticking health time bomb. Many conventional cleaning products contain a cocktail of chemicals that can be detrimental to our health. From respiratory irritants to endocrine disruptors, the toxicological impacts are vast and varied.
Indoor air pollution, a less-discussed yet critical consequence of using multiple cleaning products, is on the rise. A study by the Environmental Protection Agency (1) revealed that indoor air could be more polluted than outdoor air due to the volatile organic compounds (VOCs) released by cleaning products. This revelation is particularly concerning, given that individuals spend approximately 90% of their time indoors.
Moreover, exposure to a mixture of chemicals from different products can lead to ‘synergistic toxicity’ – a scenario where the combined effect of the exposed chemicals is greater than the sum of their individual effects. This raises serious concerns about the long-term health implications of our cleaning habits.
Environmental Fallout: The Ripple Effect on Our Ecosystem
The environmental impact of overconsuming cleaning products is equally alarming. These products' production, packaging, and disposal contribute to pollution, resource depletion, and climate change. When washed down the drain, the chemicals in cleaning products can contaminate waterways, harm aquatic life, and disrupt ecosystems.
Furthermore, the plastic packaging predominantly used for cleaning products significantly contributes to the plastic pollution crisis. With only 9% of all plastic waste ever produced being recycled (2), the environmental fallout of our cleaning consumption is both undeniable and unsustainable.
Charting a Sustainable Path Forward
As stewards of the Earth, we are responsible for reassessing our consumption patterns and making informed, sustainable choices. Embracing eco-friendly cleaning products, reducing reliance on single-use plastics, and being critical of marketing tactics are small yet powerful steps towards a healthier and more sustainable future.
Opting for natural, homemade cleaning solutions like vinegar, baking soda, and essential oils can also significantly reduce our exposure to harmful chemicals and lessen our environmental footprint. Moreover, supporting brands prioritising sustainability and transparently disclosing their ingredients is pivotal in fostering ethical consumption.
Time for Change
The impact of overconsumption and unethical marketing of cleaning products is a multifaceted issue with far-reaching implications for our health and the environment. As we navigate through the glossy allure of marketing and the plethora of cleaning products, we must pause, reflect, and choose sustainability over convenience.
By questioning the narratives sold to us, making informed choices, and advocating for transparency, we can safeguard our health, protect our planet, and usher in a cleaner, greener future. The road to change starts with each one of us. Start by assessing your cleaning habits, reducing your reliance on toxic products, and exploring multipurpose, eco-friendly alternatives.
Rethinking Black Friday: Conscious Consumption Over Compulsive Buying
And finally, I wanted to touch on Black Friday. As the Black Friday sales approach, the air buzzes with the tempting call of hefty discounts and once-a-year deals. It's a siren song for mass consumption, urging us to buy more, more, and then some. But let's hit the pause button on that rushing impulse. Remember, the power of choice lies with you—don't let the pressure of slashed prices dictate your purchasing decisions.
Instead, let's use this time to reflect on our actual needs. Make considered purchases rather than giving in to the fleeting excitement of a bargain. Ask yourself, "Do I really need this, or am I being swept up in the tide of consumerism?" It’s essential to recognise that true savings come not from purchasing discounted items but from not buying unnecessary goods at all.
This Black Friday, I urge you to support the backbone of our communities—small makers and independent high street shops. These local artisans and entrepreneurs pour their passion and craftsmanship into every product. When you choose to buy from them, you're not just acquiring a unique item; you're investing in someone's dream and injecting vitality into our local economies.
By opting out of the Black Friday frenzy, we can take a stand against the cycle of overconsumption. It's an opportunity to shift our focus from quantity to quality, from global to local, and from corporate giants to neighborhood gems. Let's make mindful choices that echo our commitment to sustainability and community support—because every penny we spend is a vote for the world we want to live in.
REFERENCES
Environmental Protection Agency, (2023), Introduction to Indoor Air Quality
National Geographic, (2018), Here's How Much Plastic Trash Is Littering The Earth
Head over to the Lavender & Lemon blog to find more of their insights on cleaning products, health, wellbeing, and sustainable living. You can find the original blog post there, too.
You can also find out more about Morgan and Lavender & Lemon in their Founders Q&A.
To make the shift away from cleaning products that are toxic for people and planet, head to Lavender & Lemon to shop their range.
