A Brilliant Father’s Day Gift?
Twas a pretty special Father’s Day for me the other week, because it was my first.
And my daughter rocked when it came to the pressie: a sweet pair of Jack & Jones trainers. Love her work.
They cost a mere £20 – total bargain for what I reckon is a pretty sweet bit of footwear (I know I shouldn’t know the cost of a pressie, but i kinda helped Tils & Mum pick them…)
But that got me thinking. I remember being 12 and desperately wanting a pair of Nike Air Max. But me Mum point blank refused to spend £60 or so on a pair of trainers. I think the words ‘ridiculous’ and ‘obscene’ were used on more than one occasion to describe her position on Nike’s pricing strategy. Needless to say I ended up with something way less cool (Head trainers anyone?!), which came in at much more reasonable £34 (weird what details your mind holds on to, eh?).
20 years later, I’m buying trainers for almost half that.
Now, we like to think we’re pretty good when it comes to ethical shopping. We buy organic food and try to give our pennies to responsible corporations, who give a damn about the world we live in. But still the sales/bargain mindset remains. Did I think about where these trainers were made when I bought them? Did I think about the conditions of the workers who made them? Or did I think “awesome – wicked trainers and half price in the sale. Bonus!”
Yup, I focused on the price.
And that’s the problem that the ethical movement faces. The bargain hunter mentality is so engrained in western society’s shopping habits, that it’s such a hard job to shift that mindset. To get people to think about ethics before seeing the price is an almighty challenge. Took me a couple of days to start thinking about the ethics, having bought the product.
Maybe I’m wrong though. Maybe I’m just sh1te at sticking to my ideals when I walk into a shop full of trainers.
What d’yer reckon?
Filed under: Ethics | 1 Comment
Tags: Ethics, retail, shopping, trainers