The Plastic Bag New Year's Resolution

In response to both the Sams’ posts, I would like to bring a few other related suggestions to the table.

In both previous articles, the ideas of ‘seductive apathy’, unwillingness for the individual to ‘give up economic gain’ for global benefit, and the significant role that large companies play in issues such as consumerism and waste disposal were discussed. To extend the argument, Sam H. touched on the notion that it is surely in the nature of designers to experiment and push for change, and in this case, the suggestion of rethinking our approaches to excess consumerism should not be so easily dismissed.

The position of the designer as an individual within such a large scheme run by ‘global companies’ and ‘product hungry consumers’ is, I feel, questionable. What is not debatable however, is the power that fields such as advertising employ, and the successful effects that can result through well thought-out exposure.

As with advertising as a whole, the approach utilised must be suitable for the target audience in question. Be it a class in society, a niche market, or a specific gender, there are few successful advertising campaigns that have relied purely on their subject matter to win consumer votes.

Unfortunately, the general approach employed in newspapers and televised news features ignores this to an extent, and so does not entirely hit home with any of the parties in question. Approaches to consumer waste and its effects thus far have been to shock and to persuade with hard-hitting facts, countless graphs, tables and images of the earth at risk. Complete faith is placed in the notion that within every individual there are universal morals and forms of ‘correct judgement’ through which one will be touched enough to make an effort.

Though we understand that the issue in question is significant, one gradually becomes desensitised to topics presented in such an authoritative tone of voice – not dissimilar to a regular announcement heard when travelling the tube. The headline ‘Climate change is a matter of life and death’ (The Independent) is soon replaced by ‘Bird Flu Outbreak’ (The Guardian), which in turn is replaced by another phrase determined to startle readers more than those of its rivals. At times, it seems that ethics and sound moral judgement can become secondary to desires for personal improvement, a particular example being working parents juggling both a career and raising a family. At what point does an individual place aside his own short-term ‘benefits’, including those related to those close to him, in favour of a global cause?

With regards to consumer culture, advertising is unquestionably a language that is understood by all, and yet it is used to a relatively minor extent when attempting to promote serious issues such as human waste and climate change. A possible reason could be that the cost of successful advertising can only be afforded by companies that are certain to earn considerable profits through their use, although I find it difficult to believe that such funding could not be raised by local councils if the need was seen to be urgent.

A final point to emphasise is that though the consumer may at times be ‘hooked’ to a brand, commodity or concept, one is ultimately fallible in that it is only a matter of time until he is won over by another campaign or product. Whether or not the individual consumer makes any kind of conscious decision to change brand is irrelevant somewhat –continual change is purely the nature of consumerism, and through this there is an opportunity to promote rethought of our lifestyles. Look no further than the change in eating habits in the UK over the last decade for proof of this.

And so for the general consumer population, it is the small scale that seems to hold most weight. Touch on facts that affect each individual, and maybe one can remove oneself from past methods of thought in favour of those seen to be more readily accepted by an increasingly globally aware population. While I certainly do not discount the potential for radical change (as history proves - for example, the reinvention of recycling in the 1960’s), I feel that an approach to consumer lifestyles, especially in regards to waste, through clever advertising and exposure could lead to significant results in the meantime.

Hawkins, Gay. Plastic Bags: Living with rubbish (London: Sage, 2001)

Olins, W., On Brand (Thames & Hudson Ltd, 2004)

The Guardian
The Independent

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