What is our role as consumers?
We've talked a lot about being Godly businessmen, but what is our role as consumers? Is it to consume less? Consume some products and not others?
An interesting phenomenon occurred in business two weeks ago and we have OJ Simpson to thank. OJ decided to write a book titled "If I Did It" that provides a hypothetical account of how he would have killed his wife and Ronald Goldman, if he had done it. It's an astonishingly bad idea but I'm not sure we should have the highest expectations of OJ. But what about the company (ReganBooks) that decided to publish the book? What about companies (Amazon.com) that were taking advanced orders of the book? What about the network (Fox) that decided to air a two-part special about the book during the all-important sweeps month? What about the companies that planned to advertise during the two-part special on Fox? Plenty of people create terrible products but those products disappear into obscurity if no one buys it or helps to sell it.
We can complain all we want about these big, bad companies, but what are we doing about it? Putting OJ and even ReganBooks and Fox/News Corp aside, what role do we have as consumers in this whole process?
The phenomenon that I observed two weeks ago was the reaction and subsequent counter-action. When the book was announced, people went crazy. An industry publication called it an "evil sweeps stunt." Bill O'Reilly (a Fox employee) called for a boycott of the book, the TV special, and every sponsor who advertised during the program. Sales of the book reached the top 20 on Amazon.com but by last Monday, had fallen to number 51. And last week, News Corp Chairman (parent company for Fox) Rupert Murdoch cancelled the book and TV special saying, "I and senior management agree with the American public that this was an ill-considered project."
So while it was a disgusting product and several businesses participated in selling or promoting it, in the end, the reaction from customers got it pulled. This was an unprecedented move...and I have to wonder where else we might be able to exert our influence if we just thought more about our role as customers in the creation, sale, and consumption of products deemed unGodly.
This season is a time for us to focus on the incredible gift God gave us in Jesus but it often becomes more about the new trinkets we buy or get. So it seems this is as appropriate a time as ever to discuss our role as consumers. Here are some examples:
- Tobacco -- I heard a public service announcement the other day dogging tobacco companies saying tobacco kills 400,000 people a year and then I pulled into a Wal-Mart to get gas and the pump was advertising chewing tobacco. If I should boycott the tobacco companies, should I also boycott retailers that sell their product?
- Speaking of Wal-Mart -- We talked about some of Wal-Mart's business practices a few weeks back (http://www.blogger.com/comment.g?blogID=33034334&postID=115964340382678546) and I was particularly critical, yet I still shop there regularly. If I am going to be critical of them, do I need to stop shopping there?
- Starbucks -- I heard a quote recently that essentially said we are perpetuating poverty when we buy coffee that is not fair trade and we are fighting poverty when we buy fair trade. Only one of Starbucks' coffees is fair trade...
- Transportation -- If we care about God's creation, do we have a responsibility to choose the fuel efficient car or public transportation when we can?
- Christmas -- I'd say we all think Christmas is a holy day, a day for rest, reflection, and celebration. But often, my family's celebration takes us to a restaurant or a movie theater whereby we indirectly necessitate that some waiters or ticket-takers work on a day we'd say you shouldn't have to work. Should we stop patronizing businesses on days we think others shouldn't have to work? (Disclaimer: this is a question of consistency in profession/action, not a legalistic debate about keeping the Sabbath)
By buying products, we provide the demand side of the economic equation and, in this capitalistic society, business responds with supply to meet our demand. Sometimes business starts with the supply and tests whether we will buy it, but free enterprise always comes down to demand. The question is, should we demand some products/services and not others?
We have to realize that, whether we like it or not, we live in a community; our actions affect other people. Our actions as consumers introduce products and services to the market, Godly or otherwise. Our actions as consumers also encourage businesses (read: people, employees) to respond to meet our demands in ways that we may consider unGodly.
So what is our role over the next 4 weeks of this season? What are other examples of products/businesses that are unGodly? What are conflicts you expect to face as a customer during this Christmas shopping season? What should be our response as consumers? Do we boycott the product? The business altogether? Do we try to organize more public action like writing to Congressmen or staging protests?