Christopher Marquis: From Mass Consumption to Mindful Choices

While some consumers today are making more conscious choices and challenging businesses to align with ethical values and sustainability, much more needs to be done. Our Featured Article explores the evolving landscape of ethical consumerism, where companies like Patagonia and platforms like Vinted are shifting from a model of endless consumption to one focused on durability, repair, and circular economies. As mindful purchasing gains momentum, businesses must rethink their strategies to prioritize long-term value over short-term sales.

In Essential Reads, we delve into different aspects of ethical consumerism—from consumer behavior in tourism to the role of governments in promoting responsible consumption. We highlight the challenges of making ethical choices in a capitalist system, the importance of teaching smart shopping habits from a young age, and how industries like luxury goods and plant-based food certification are adapting to new consumer demands.

Our Research Corner examines how ethical concerns influence purchasing decisions, particularly in response to global sourcing practices. With growing consumer awareness, companies must navigate ethical expectations to build trust and maintain their market position.

For ethical consumerism to reshape industries we need many more companies to build on these examples. Let’s explore what this means for the future of commerce.

Featured Article:

The Future of Business in a Post-Consumption Era

In a world built on mass consumption, businesses have long relied on ever-growing consumer demand to fuel their success. But as attitudes shift towards mindful purchasing, second-hand shopping, and resource-sharing, the traditional model of consumption is being redefined.

For this Forbes article, I discussed with Alex Bee, a semiotician at cultural consultancy Space Doctors, how businesses can adapt to this changing landscape in a way that encourages more mindful consumption. Companies like Patagonia have pioneered sustainable business practices by encouraging customers to repair, reuse, and extend the lifespan of their products. Meanwhile, digital platforms like Vinted make second-hand shopping more accessible, showing that convenience and sustainability can go hand in hand.

We discuss how rather than viewing reduced consumption as a threat, brands must embrace long-term value creation—through repair services, circular business models, and deeper consumer relationships. The future of commerce lies not in selling more, but in offering meaningful and durable solutions that align with evolving consumer priorities.

Essential Reads:

Challenges of Ethical Consumption

Navigating ethical consumption under capitalism is nearly impossible, especially for students. Balancing affordability, accessibility, and moral responsibility—such as boycotting unethical brands or prioritizing sustainability—poses constant challenges. The key lies in informed, mindful decisions rather than perfection. Small efforts, like buying secondhand or prioritizing sustainability, collectively make a difference.

Teaching Smart Shopping

Parents can help kids develop consumer competence by involving them in grocery shopping and explaining their choices. A study from the University of Otago found that children aged 10–12 make thoughtful decisions, balancing family needs, budgets, and ethical considerations. Parental guidance shapes their long-term attitudes toward spending and consumption.

Luxury with Sustainability

Sarah Arora, Co-founder & Creative Director of Sansaar, discusses how luxury and sustainability can coexist in home textiles. She highlights the industry's shift toward eco-friendly materials, ethical sourcing, and technological innovations like AI and digital printing. Sansaar aims to educate consumers on mindful living while maintaining high-end aesthetics and durability.

Raising Smart Shoppers

A University of Otago study reveals that involving children in grocery shopping helps them develop strong consumer skills. Kids aged 10–12 made thoughtful choices, balancing budgets, nutrition, and ethical values. Parents play a key role by explaining their purchasing decisions, shaping children's long-term spending habits.

Consumer Rights & Sustainability

Bahrain’s Industry Minister, Abdulla bin Adel Fakhro, reaffirmed the commitment to consumer rights and sustainable consumption on World Consumer Rights Day. He highlighted the need for collaboration between government, private sector, and civil society to promote responsible consumption. The ministry aims to educate youth and enhance ethical business practices for a fair and sustainable economy.

Women Leading Sustainability

On International Women’s Day 2025, inspiring women entrepreneurs are driving the sustainability revolution across industries. From ethical fashion and eco-conscious beauty to green architecture and plant-based living, these trailblazers are redefining business with purpose. Their ventures champion mindful consumption, environmental responsibility, and social impact, paving the way for a greener future.

Research Corner:

Published in the Journal of Operations Management, this study explores how U.S. consumers form ethical judgments about controversial global sourcing practices and how these perceptions influence their purchasing decisions. Using the Hunt–Vitell framework, the research examines the role of deontological (principle-based) and teleological (outcome-based) evaluations in shaping consumer responses. The findings reveal that ethical concerns significantly impact consumer behavior, with many willing to alter their purchasing decisions based on perceived corporate misconduct. The study also highlights demographic differences in ethical evaluations, offering insights into how businesses can navigate consumer expectations in global supply chains.

Quick Takeaways:

Consumer behavior: Ethical consumption insights shape sustainable strategies.
Consumer rights: Collaboration is key to responsible consumption and fair business.
Mindful choices: Small sustainable actions matter more than perfection.
Smart shopping: Teaching kids consumer skills builds lifelong habits.
Sustainable luxury: Eco-friendly innovations redefine high-end textiles.
Women in sustainability: Female leaders drive eco-conscious business growth.