By Juan Gonzalez Valdivieso
Since its advent in the 1990s, globalization has transformed the world. One of its many notable effects was the further siloing of consumers from the labor that produced their goods and services. Increasingly complex global supply chains alongside deceptive advertising make it nearly impossible to uncover every step in a product’s production and distribution. Of course, strategic clarification of these processes would come to represent its own form of advertising, as the professed “social and environmental values of consumer products” became reliable selling points in and of themselves. This was mainly due to an increase in consumer consciousness — spurred by globalization’s poster child, the internet — that begged for opportunities to consume “ethically.”
Though such “ethical consumption” marked an improvement over previous consumptive practices, a socialist lens reveals its limitations. As socialists understand, capitalist production relies on the exploitation of workers by capital owners, meaning that no level of consciousness or self-awareness on the part of traditional companies can shed their fundamentally unethical character. Even in instances where a worker’s experience with their employer is satisfactory — as can happen when receiving a high salary or wage, robust benefits, or other perks — the company’s simultaneous profiteering is more than just a harmless manifestation of mutual benefit. The very act of turning a profit beyond that which would sufficiently refinance operating costs is one of theft, particularly of the value that the worker has produced via their labor. This surplus value is not returned to the worker nor does it serve operational ends. It instead comprises the millionaire salaries of executives and further grows the capital to which the company can now claim legal rights. In other words, as socialists often argue, there is no ethical consumption under capitalism. However, when considering the ethics of capitalist consumption, the analysis cannot stop there.
It is not so much ethical consumption but rather ethical purity which is impossible under capitalism. Moreover, beneath such a threshold of ethical purity, there lie two spectra upon which one’s capitalist consumption can and should still be measured: that of ethics and, more importantly, that of the consumer.
The spectrum of ethics — henceforth referred to as the ethical spectrum — is that which the deliberately advertised “social and environmental values of consumer products” implies. In other words, a hierarchy of ethics in consumption does exist just shy of ethical purity. And, most pressingly, that hierarchy is primarily highlighted by the aspects of a good or service’s production and distribution that can be observed, analyzed, and understood. Of course, such aspects are most often only made publicly available for observation, analysis, and understanding at the behest of their corporate manufacturers but they are empirical points of ethical reference nonetheless. Take the purchase of a shirt, for example. When a consumer purchases a shirt, the ethical spectrum offers a host of consumptive options based on the available social and environmental factors at hand, ones which, for the sake of argument, will be boiled down here into three outstanding choices.
The first choice, which will be the optimal form of ethical consumption in this scenario, is one in which it is known to the consumer that the shirt is both the product of union labor and produced in an environmentally conscious way, be that through the use of reusable materials, renewable energy, waste minimization, etc. The second choice, which will be the middle-of-the-road, intermediate form of ethical consumption in this scenario, is one in which the shirt is still the product of union labor but environmental considerations are not present, meaning labor exploitation is minimized through the presence of unionized production but the sustainable nature of the product is lacking. The third and final choice, which will be the worst and least preferable form of ethical consumption in this scenario, is one in which the production of the shirt lacks both union labor and environmental considerations, making it an ethically lackluster product regarding its accommodations for both labor exploitation and sustainability. It is in determining which of the three choices one should pursue, if any at all, that the second spectrum — that of the consumer — becomes relevant.
The spectrum of the consumer — henceforth referred to as the consumer spectrum — is one which makes an even deeper distinction between consumptive practices than that of the ethical spectrum, as it precedes the question of ethics with the question of ability. To consider consumption under capitalism as an exercise of solely ethical dimensions is to neglect the vital reality underlying such a society: inequality is rampant, poverty is ever-worsening, and the material conditions of the masses only become more dire by the day. As such, it is often the case that for many consumers, ethical considerations are an aspect of capitalist consumption in which they simply do not have the socioeconomic capacity to engage. After all, who is to blame a working-class family for neglecting the exploitative or unsustainable aspects of a good or service they’ve consumed when their socioeconomic conditions may not even allow them to ensure their most basic needs?
The consumer spectrum acknowledges this disparity and ensures that the degree of ethical consideration a consumer engages in is proportional to their socioeconomic standing, one best represented by the consumer’s income. However, conditions beyond those of financial earnings can determine whether disposable income in particular will fluctuate over time, a trend that would then require the consumer’s ethical considerations to similarly shift. These outstanding conditions can take on many forms, incorporating factors such as working conditions — a greater likelihood of on-the-job injuries could decrease disposable income prospects due to evermore frequent medical bills — immigration status — undocumented workers have less access to social safety nets and unemployment benefits than their documented counterparts — and living conditions — crumbling infrastructure could gradually increase the financial burden of maintenance faced by tenants, decreasing their disposable income over time. As such, the consumer spectrum adjusts the ethical considerations incumbent upon a consumer based both on their income and on the potential for their disposable income to fluctuate. In turn, the consumer spectrum ensures two important outcomes.
On the one hand, it makes sure that socioeconomically disadvantaged individuals are not burdened with the task of considering ethics when making consumptive decisions to survive. On the other, it holds socioeconomically advantaged individuals to a higher standard of ethical consumption, one in which they would be remiss to not undergo the kind of ethical considerations previously outlined in the shirt exercise. Admittedly, the former assurance has become more widely accepted in discourse regarding working-class consumption. The latter, on the other hand, risks not achieving the same, as the maxim that there is no ethical consumption under capitalism can serve as low-hanging fruit for socioeconomically advantaged individuals to conveniently justify knowingly unethical consumption. The consumer spectrum seeks to account for such co-optation and counter it head-on.
This layout of consumptive spectra can be useful on the individual level of consumption. For those with the appropriate socioeconomic bandwidth, it offers bountiful considerations that can inform the consumption of a given good or service. However, the utility of the model is perhaps best understood on the macro level. Beyond the pressure that socialists must continue to exert on the existing system — uprooting the power of capital owners and corporations in the process — these spectra provide greater nuance to the socialist perspective on individual accountability and action. Through the ethics and consumer spectra, we can better envision the untapped potential of individualized proactivity in creating a less exploitative and more sustainable society, while also accommodating the diversity of lived experiences and forms of exploitation endured under the current economic system.
Thus, the notion of ethical consumption under capitalism should not simply culminate in an indisputable law of impossibility. Rather, it should be understood as a range of activity that can be engaged in — just shy of ethical purity — based on the ethical considerations at hand and, more pressingly, those which directly pertain to the socioeconomic capacities of the consumer. Only in considering this reality can we better understand the role of individual consumption in the broader socialist project of radical change and revolutionary transformation.
Juan Gonzalez Valdivieso is a Colombian Marxist. In his writing, he seeks to interrogate the nuances of socialist thought and praxis.
