Consumer Demands

Some people might say that being a critical consumer – buying things with due consideration of what you are paying for on a greater scale – is a privilege.

But if you are privileged enough to afford all you want and need, then perhaps you may not be as inclined to scrutinize the pros and cons of every purchase you make. Besides, being a responsible consumer goes far beyond shelling out for the latest buzz-words and clever marketing.

Money may be power, but it’s what you do with yours that makes it so. The real privilege is in putting your money where your mouth is by taking every opportunity you have to do what you believe is right.

In Indonesia, price is all too often the deciding factor. Getting a bargain becomes a good excuse for buying something that you may not really need and overlooking repercussions in the bigger picture. But small “investments”, anything from a cup of coffee to a pair of shoes, really shouldn’t warrant less thought and consideration than investing in something like property or health insurance. As they say, where the streets are paved with gold, “every penny counts.”

The intervening worlds of marketing and advertising will always work together to take note and respond to the consumer demand. So we need to take a closer look at things and to be prepared to do our research, because “the right thing to do” is not of course always as simple as it sounds. And we are all playing active roles in decisions that also effect us all. Consider the following questions that are both your rights and your responsibilities as a consumer and take the time to decide what your own priorities are.

• If the first question you ask yourself when you are about to buy something, whether it is a product or a service, is “do I really need this?” then the next question you should ask yourself is, “do I really really need this?

•  Have you ever thought about how much of what you already have are things you actually need? Get down to basics and go for quality instead of quantity.

•  What are you buying it for? It’s easy to get caught up in the rush of owning something new and desirable, but is that a valid enough reason? Is it really worth the time and work you have sacrificed to earn your money? Think in terms of what you are really trading.

•  Are you buying into a status symbol? Do you really want to support that kind of thinking? Encourage those around you to buy responsibly and realistically by leading with example.

•  Is it something you could buy second-hand? One person’s trash is another person’s treasure. Something that is useless to one person can be really useful to another. This kind of recycling is far more efficient than for example recycling paper and all the processing that requires.

•  Do you have a weakness for “sales” and “discounts”? Be careful of getting caught up in the frenzy. What is retail therapy all about anyway?

•  Who are you buying from? Why do you want to support this person or company? In some cases you might feel that it’s worth buying something you don’t really need just to support people and/or efforts that really need the support. In other cases, you might want to reconsider what you are indirectly supporting.

• Are you bargaining fairly? Are you prepared to make sacrifices on your own behalf for the sake of mutual benefit? A small percentage of savings for you may be a significant portion of another person’s livelihood and a small luxury for you can amount to a large loss for another.

•  Are you contributing to a company that acts in line with your ethical view of the world? Are you indirectly supporting funding of political institutions or decisions that you don’t necessarily agree with? Vote with your rupiah.

•  Does the company you are buying from compensate their employees fairly? Encourage business practices that safeguard your needs as a consumer as well as the needs of others involved.

•  Do they contribute to charities and/or nonprofits that you want to support? If so, let them know and encourage them to keep doing so.

•  Just because the product claims to be Fair Trade, Organic, or to make donations to worthy causes, what do all those terms really mean? Read the fine print.

•  How much are you paying for packaging? Is it excessive? Wasteful? Deceiving?

•  What is the product and the packaging made of? What materials and ingredients have been used?  Are they safe for you? And for the environment?

•  Are your mailboxes and inboxes full of junk mail? You can always opt for online statements and unsuscribe to mailing lists. Demonstrate how you want to be an invested and loyal customer to your banks, universities, hospitals, libraries and shops, galleries or websites that you visit.

•  How long is the product going to last? How long are you going to need it or use it for? And how hard will it be to get rid of when you don’t need it anymore? If you’re thinking about reselling, remember that market value drops as soon as you buy something.

•  How far did the good travel to get to you? Do you really want to waste valuable resources instead of supporting local sources?

•  Would you rather support a global chain or a local business? Is the product mass-produced or is it one of a kind? State your opinions about craftsmanship and your preferences for the landscapes that are being built around you.

•  Are there alternatives? Are you supporting a monopoly? Competition is healthy!

• After you’ve already completed a transaction, are you satisfied with the product or service? It’s never too late. Feedback is always useful.

•  Are you being assertive? Use your power as a consumer, voice your concerns and congratulations in ways that will be heard. Don’t be intimidated by aggressive tactics or discouraged by overwhelming norms. You can always take your money somewhere else.

+ Hana Miller

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