Assignment 2: The Post Consumer

After carrying out some personal research on the topic we met up to discuss post-consumerism, this is the idea that some things have value, which is immeasurable in monetary terms. For example something, which helps others, or allows for quality family time has a value. This is because people have come to realize that happiness is not only about money and material items.

We began with a general discussion on the topic, talking about what we think post-consumerism is and what a post-consumer would be like in terms of age, appearance, personality etc. We created a mindmap, looking at areas such as products a post consumer might purchase, what their interests would be and who their celebrity icons might be. For example Russel Brand and Prince Charles have been determined as post-consumer celebrity icons. Prince Charles has spent time running the Prince’s Rainforest Fund and educating people about the reasons why we should try to live environmentally friendly lives. Natalie Portman can also be seen as a post-consumer as she is not only a vegan but also refuses to wear animal products. Another celebrity post-consumer is Harry Potter actress Emma Watson who collaborated with People Tree an ethical and environmentally friendly clothing company to create the current spring/summer collection.

Here is a basic outline of characteristics that we think might fit the profile of a post consumer:

Age: We think a post-consumer can range in age from late teens through to the elderly. Anyone aware of issues such as climate change, exploitation of the poor, child labour, animal cruelty, carbon emissions etc can make a conscious design to make a difference by altering their lifestyle.

Income: The income of a post-consumer could vary considerably but we think that most post-consumer are likely to be relatively wealthy/have a comfortable income. This is because with a relatively high income and the ability to buy any material item you desire, it will be easy to see that happiness is not solely dependant on income.

Communication:

Likely to be involved in protests/create petitions (perhaps against companies which cause significant environmental degradation for example)

May be involved in educating others-campaigns, schools, posters/leaflets/merchandise

Raise awareness of global issues relevant to a post-consumer

Shops/Companies:

Charity shops- Oxfam

People Tree- Ethical and Environmentally friendly

Style Junky- Women’s fashion. Social and ecologically conscious. Does not support disposable fashion.

Timberland- Earthkeeper range. Eco-conscious footwear.

Services:

Recycling schemes

Reduce, reuse, recycle

Conservation schemes

Volunteering

Forest Stewardship Council

Could be a member of WWF-tackle climate change, poverty etc

Travel:

Walk/bicycle/car share: reduce carbon emissions

Public transport

Eco holidays/Ecotourism

Responsible tourism

Support for local people/projects

Volunteering holidays

Carbon offsetting schemes-First Choice holidays

Rainforest protection scheme-First Choice holidays

Food:

Organic

Home grown

Allotments

Local produce- reduce air miles

Perhaps vegan/vegetarian

Fair trade: Ben and Jerry’s, Bananas, Green and Blacks etc

Sustainable

Clothing:

Recycled- Oxfam

Make do and mend- fixed, altered, personalized

Home made- crafts person. Knit, crochet.

Fair Trade

Organic Cotton

Biodegradable-Bamboo/ other natural fibres

Celebrity Icons:

Natalie Portman

Jack Johnson

Emma Watson

Prince Charles

Russel Brand

Below are some images of my group creating a mindmap and poster centered around post-consumerism and the profile of a post consumer.