In a world where we are flooded with streams of information – the news, health trends and environmental and social concerns – it’s easy to become overwhelmed. Wanting to do all the right things all the time, especially in the food space, can be exhausting. Joon + co coined the phrase ‘ethical overwhelm’, which best describes that feeling, and it seems to be on the rise.
What is ethical overwhelm?
In a sustainably sourced nutshell, ethical overwhelm is when you feel overwhelmed that your contributions aren’t enough to make a sustainable impact.
Let’s unpack this, shall we? Going to the grocery store because you ran out of milk should be a simple errand, right? Suddenly buying almond milk ends up in an existential crisis; you’re buying a milk alternative because you’re concerned about the impact of the dairy industry, but what about the impact of almond milk on the bees? We must save the bees! So you think to yourself, ‘maybe a milk alternative like quinoa would be better.’
Just when you thought you’ve solved your first-world problem, you remember that third-world communities in Bolivia and Peru are impacted by the demand for quinoa and can’t even afford to consume their own produce. At which point you realise that the milk isn’t worth the ethical overwhelm, so you leave the store empty-handed. Sobering isn’t it?
Can you avoid feeling bamboozled?
It’s easy to get caught in the Seaspiracy net of statistics that tell you that by the end of 2048, the ocean will be a creatureless, vast landfill. And even if you wanted to cut down on your fish consumption, it’s still not enough. We’re here to tell you that you’re not alone.
Ethical overwhelm is a thing. Instead of panicking, let’s encourage fruitful approaches, while challenging perspectives. At the end of the day, we need better housekeeping to sustain our ‘home.’
The rise of the conscious consumer
In the past, we were content to leave investigation to the likes of consumer crusader, Isobel Jones, and investigative journalists, Derek Watts, Devi Sankaree Govender and the rest of the Carte Blanche team. We waited on them to do the deep-dives, to uncover what no-good corporates were up to. These days, however, with a wealth of information at our fingertips, we all have a responsibility to ask those questions. It’s no longer ‘okay’ to consume blithely and pretend your choices don’t have consequences – hence the rise of conscious consumers.
Conscious consumers make purchasing decisions based on the environmental, social and moral impact that brands carry. This practice takes brand loyalty to the next level, ensuring that your environmental and moral beliefs as a consumer are aligned with the brands you support. The paradox…? Being a conscious consumer may lead to experiencing ethical overwhelm.
How to deal with ethical overwhelm
No one expects you to be Gretha Thunberg, but it wouldn’t hurt to follow in her carbon footprints. Consider how you can do your bit without sending yourself over the ethical overwhelm edge.
Pick a cause
When you put it all into perspective, we’re all just humans floating on a giant rotating ball – assuming you’re not a flat-Earther. While we might not have the power to put an end to global warming and exist in a climate-neutral world in our lifetime, we do have to consider future generations.
Doing something is always better than doing nothing.
Realistically, we don’t have the capacity to champion every cause. Being selective about what you want to advocate for could alleviate the chaos of ethical overwhelm. It doesn’t mean that you don’t care. Subscribing to specific causes that really matter to you might help put matters into perspective.
Let’s look at some scenarios, shall we?
Don’t want to give up meat? That’s why Meat-free Mondays exist. Research shows that skipping meat once a week could be the carbon footprint equivalent of not driving your car for a month!
Worried about the honeybees? Try oat milk or one of these milk alternatives. Also, resolve yourself to the fact that every action has an outcome – pick a cause that resonates with you.
Not sure if the honey you’re purchasing is real or a cheap import? Support a small local honey producer at your weekend market.
Concerned about the amount of trash you are generating? Try doing some of your shopping at a packaging-free store. Also, don’t forget to take your own reusable bags with you when you go shopping. Some local grocery stores (Woolworths, Spar) even have a take one, leave one bag policy.
Good to know
But how do we ensure that we’re doing our part without trying to do it all?
Stay informed
The great thing about living in the modern age of technology is that we have informative documentaries and shows that challenge our food consumption habits. But, having access to all that information can also be a little overwhelming. In spite of your best efforts, the unfortunate truth is that certain brands dupe us into believing that we’re being conscious with our product choices.
Do your research if you are sceptical about sustainability claims. Turn to a well-informed acquaintance, social media platforms or everyone’s trusty friend, Google. Don’t assume that the first article you read is the gospel truth; be prepared to do your homework.
Beware of greenwashing
Brands are aware of the rise in conscious consumerism and that people are now ‘woke.’ As a result, they tend to make false claims or exaggerate their environmental and sustainable efforts as a marketing strategy known as ‘greenwashing.’ To seem more attractive, they’ll slap an eco-friendly logo on the label and call it a day.
While we don’t want to add to your ethical overwhelm, this is a reality. Demand traceability; don’t just trust what the box says.
Remember, you have the power
Being a conscious consumer is a luxury not everyone can afford. If you have the means, then choose better. As much as we rely on brands and companies for everyday essentials, they depend on us for profits. Understanding the power you have as a consumer is salient. The terms and conditions don’t only apply to you.
Baby steps…
Still feel guilty about the fact that you’re not doing enough? Try to look for alternative solutions. Set yourself goals; you don’t need to become a vegan overnight but you could make the change from just one meat-free meal a week to two. Or perhaps you decide to eat less meat but pay for better quality from a brand that is more transparent.
Maybe your busy career means you can’t build eco-bricks every week, but you can get informed of a project that does make them and make an effort to deliver your recycling to them. Love your Nespresso machine but don’t have time to empty and recycle plastic pods? Support a local business like 4WKS, whose pods and bags are completely compostable!
It’s not easy keeping the ethical overwhelm at bay, but remember: the goal is to be informed, not overwhelmed. Make the better choice where you can; it’s ok if it’s not every time. Doing something is always better than doing nothing.
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