Spending Justly

Christina Proctor
COLUMNIST: WEAR OUT THERE

I’m often asked whether our individual purchases really make a difference, and my answer is always yes. Consumers have more influence over the products that are produced, and future products that are being developed, than we may realize. With every business striving to make a profit, they look to consumer behaviour to drive their innovation, product development, and marketing decisions to increase the likelihood that us consumers will choose their products over a competitor’s.

A 2013 Business Development Bank of Canada study called “Five Game-Changing Consumer Trends” identified a “Made in Canada” advantage for businesses, as social and environmental concerns have become increasingly influential in consumer purchasing decisions.

The commercial landscape has changed for retailers and they must adapt to meet new consumer standards. Canadians do their research before making a purchase and a majority are now trying to buy local, with many willing to pay a premium for goods that boast a Made in Canada label.

As a result of these shifting attitudes, new businesses are popping up that place doing good at the centre of their business model. These are called social enterprises. From Tom’s Shoes, which give shoes to children in need, to tentree, which plants 10 trees for every purchase, shopping for a cause has gone mainstream.

It’s true that it can be challenging to see how our individual purchases make a difference, but Carmen Clubiné, a local jewelry designer, makes it clear that they can. She created her jewelry line, Alfaro Clubiné, in partnership with Joel, a 23-year-old hearing impaired man living in Paraguay who had few options for employment in his community.

“When our friend in Paraguay met Joel, he had a temper because he really couldn’t communicate with anyone,” explained Carmen. “He was frustrated, and it got to the point where his own community didn’t want him around.”

When Joel was young, he attended school for a while, but it wasn’t set up to meet his needs. As a result, he had a lot of time on his hands, and his older brothers taught him how to work with filigree silver. When they moved away to make a living elsewhere, things changed for the entire family.

“Joel wasn’t in a good place when our friend met him, but when he started working, he became a different person,” said Carmen. “For me, that was the wow moment. Alfaro Clubiné is making a big difference in the life of a man, his family, and his community.”

This is one example of a local social enterprise that, with your support, can continue to positively influence another person’s life. Many more exist in Waterloo Region, and with style and impact combined in a business, it is now easier than ever to engage in socially-conscious purchasing.

Our consumption decisions add up, and big businesses pay attention. Our purchases make a difference, and isn’t that a beautiful thing?