A day in the life of a conscious consumer family

What we are witnessing today is the rise of conscious consumers – people of all ages but especially Millennials and Generation Z who are increasingly looking to buy products and services that make a positive impact.

Why is this important? Here is a simple fact to illustrate it. Americans donate a record $471 billion to charity – but spend an estimated $10 trillion dollars in consumer spending. The opportunity to unlock some of this spending to solve the world’s problems is huge.

In 2016, she co-wrote “Good is the New Cool: Market Like You Give A Damn” which predicted that brands must learn that in addition to being great, they will need to do some actual good in the world to earn consumer trust and loyalty.

Today, it is possible to live in a world where everything you buy and consume is not only sustainable and socially conscious – but also cool and ambitious. Here’s a shot from a day in the life of a fictional conscious consumer family to bring this to life.

Aaron wakes up at 6 a.m. in Los Angeles, snug in his four-sheet bedding. The alarm quietly rings on his phone (red). He quickly turns it off before his wife wakes up, and walks into his kitchen where the coffee machine is brewing a new pot of Grounds and Hounds, his favorite blend that also supports pet adoptions. He pours himself a glass full of A2 milk and looks at his phone. In a Tesla app, the Powerwall battery also shows a full charge from its rooftop solar array, keeping his family safe from the possibility of blackouts, which are increasingly common in Southern California.

Scrolling through Instagram while drinking his coffee, he checks Good is New Cool for inspiration, pointing out Lomi’s ultra-cool home composter that has garnered great reviews. He’s been looking for a way to use up their leftover organic food in their garden, along with his LettuceGrow hydroponics system. He also examined a story about gray water systems, and how they can help take advantage of the hundreds of gallons a day families use to water fruits and vegetables, as well as a story about urban beehives.

At Amazon Smile, he checks their balance and sees how they donated nearly $1,000 to their local nonprofit this year through their purchases. They ran out of Blueland wash tablets, so he added them to the cart, as well as Mood Tea (which raises money for mental health), his favorite Ben and Jerry flavor (a collaboration with Chance the Rapper who supports the nonprofit Socialworks), and Moonshot crackers, a brand A pioneer in the field of renewable agriculture. In his shopping cart go Chobani’s Hero Batch Yogurt (to support veterans), Hellmann’s mayonnaise (fight food waste), Stacy’s Pita Chips (to support women-owned businesses), Boxed Water, and Triscuit (an investment in a food deserts solution).

He also purchased a bottle of Air Co vodka as well as a bottle of La Caudrilla wine as a home gift for their friends. For their home, he chooses from the One Hope Wine Club with money going to their favorite breast cancer charity. Finally, he sees a notice of Loop’s delivery of household goods in waste-free packaging, arriving later today.

Getting ready to go for a run, he wears the adidas Parley for the Ocean sneakers made of ocean plastic, over his Bombas socks. As he drove around the neighborhood, he saw a plethora of electric cars in his neighborhood – everything from luxury Mercedes and BMWs to the more modest Volvos and Toyotas. He sees that his neighbor has purchased a new Ford F-150 Lightning electric pickup truck and makes a mental note to ask about the experience. He’s heard that it can even supply power to the house in the event of a power outage.

He comes home and throws his running clothes in the washing machine, using Dropp’s plastic-free laundry tablets. While showering, he uses his favorite shower gel (which supports portable shower units for the homeless), followed by Lush shampoo bars.

He takes a look at his wardrobe, and decides what to wear today. Should the kenzo be a vintage kenzo he bought from Depop? The revamped One Golden Thread T-shirt, his Unless Collective work shirt, or the limited-edition King Owusu sweatshirt from GalerieNumber8 dedicated to up-and-coming African designers? He decided to opt for sustainable Mongolian cashmere sweatpants from Naadam, a sweatshirt from Madhappy, a social enterprise that supports mental health, and tucked into a Patagonian shirt.

He’s weighing his shoe choices: Crafted Society leather sneakers, TOM’s espadrilles, Rens (made with coffee) sneakers, but he’s finally decided on the Allbirds x Adidas sneakers with the lowest carbon footprint. Eyewear: A pair of stylish Warby Parker frames for eyeglasses, and Covalent carbon-negative sunglasses. He walks out the door and drives for his meeting day in his new Rivian electric van.

Meanwhile, his wife Keisha gets up and goes about her morning routine. She sits at her Chopvalue desk, turning on her Macbook Air. She had been intending to check her investment portfolio for a while. She signed in to Aspiration to check out a Redwood 401k, an investor in a fossil-fuel-free portfolio. Check out Nico REIT, an investor in real estate in their local Echo Park community, and their C-Note portfolio, which provides loans to underserved communities. They are also investing in Boxabl, a revolutionary startup that creates affordable housing that unfolds in a matter of hours.

She notes that Tulipshare’s activist investment fund is campaigning on a new Coca-Cola transition to a circular economy model. Finally, you check their lemonade home insurance, where you see the amount that has been returned to their favorite charity.

She heads to her lunch meeting at Butcher’s Daughter, a hip super vegetarian restaurant in Abbot Kinney. As she is driving down the busy street, she sees Shinola’s local store and it reminds her that she wants to get a watch as her father’s birthday present. At lunch, she eats the Impossible Burger, while her guest eats a delicious vegetarian zucchini and ricotta pizza.

That evening, she took a break in her day by doing a session on her Breathwrk app, which donates a free membership to a person for every person who joins. I decided to do some online shopping. She’s checked out For Days, a circular fashion brand, as well as Mate, a sustainable women-owned fashion line in Los Angeles, and Triarchy, which makes her favorite denim. Browse The Realm for great vintage fashion inspiration, as well as Cise, who makes her favorite “Protect Black Women” handbag.

She stocks toiletries: her Bite toothpaste, Oui Razor, and Last Swab cotton buds. She checked out the new mascara on Selena Gomez’s Rare Beauty makeup website where 1% of the proceeds go to mental health. She buys more of her favorite Thinx period underwear, as well as some household goods: General Goods conditioner, Grove Collaborative dish soap, and Who Gives a Crap from toilet paper, which funds sanitation projects around the world.

For her son, she checked Thred Up to find a cool vintage AC-DC shirt he was ordering, and also bought him a pair of Fair Harbor swim shorts made from recycled plastic. She put it all into her Aspiration Zero credit card, which plants trees with every purchase, or her Greenwood debit card that supports black communities.

That evening, they both relaxed with a glass of rose from La Fete Du Rose, a black-owned business, and followed their son about each other’s days as they cooked from their weekly order of sustainable aquaculture products from Seatopia as well as veggies from an order of imperfect foods. They watch the documentary ‘We Feed The People’ about Chef Jose Andreas and the amazing work of Kitchen World Central. At night, they change into their favorite Pangaia seaweed fiber pajamas, before retiring to bed.

In the words of Ann Labe, every dollar they spend today is a vote toward the kind of world they want to live in.

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