Anyone who has purchased shampoo, toothpaste or body wash in the US within the past five years knows what a nightmare of options such an excursion presents. Improvable claims about 'beautifying effects' tempt even the most cynical, constantly growing and shrinking bottle sizes baffle the budget-conscious, and assertions of 'purity' lure those concerned about their health and the environment.
Acculturated to the idea of "consumer choice" by our corporate - dominated society, most of us latch on to our primary objective (beauty, frugality or health and sustainability) as a light house - a beacon to help us navigate the sea of choices.
In my household, our concern was health - for us, for the environment, and for society. Even before my husband was diagnosed and treated for cancer in early 2008, we made a concentrated effort to weed out toxic ingredients. This meant purchasing brands that most mainstream consumers had never heard of, like Tom's of Main and Burt's Bees.
Our pro-active toiletry purchases complemented our diet. We had recently begun eating organic and minimally processed food to the extent possible - discovering among others brands such as Kashi, Odwalla, Naked Juice, Cascadian Farms, Barbara's, Health Valley, Arrowhead Mills, Stoneyfield Farms and Dagoba Chocolates.
That was in 2004. Still in college and working several jobs, we could justify more expensive purchases on our tight budget for moral reasons: I simply couldn't fathom knowingly using a product loaded with carcinogens - toxins that I would massage directly onto my own scalp and then rinse down the drain out into the lakes and streams. We also wanted to help smaller, environmentally conscious companies succeed in a market dominated by Archer-Daniels Midland and Unilever.
Just five years later, our attempt to "do our part" for the planet through eco-conscious purchases seems sadly anachronistic. If we make the same purchases today, we are no longer helping mom-and-pop enterprises, but are instead lining the pockets of the largest multinationals we set out to avoid.
In her recent Alternet article, "In Burt's Bees, Tom's of Maine, Naked Juice: Your Favorite Brands? Take Another Look -- They May Not Be What They Seem", Andrea Whitfill reveals that not all "natural" brands are as sustainable as their marketing and bucolic origin stories make them appear.
http://www.alternet.org/healthwellness/131910/burt%27s_bees%2C_tom%27s_of_ma?page=entire
Whitfill's research will make most of us think twice about the supposedly progressive brands we purchase:
Burts Bees is now owned by Clorox. Tom's of Maine is now owned by Colgate-Palmolive. Brown Cow Yogurt is owned by Danone, which also owns a majority stake in Stoneyfield Farms Yogurt. Horizon Organic (milk and eggs) is owned by Dean Foods. Odwalla is owned by Coca-Cola. Pepsi owns Naked. Smuckers bought R.W. Knudsen and Santa Cruz Organic.Kellogg's now owns Kashi, Kraft (itself a subsidiary of Altria, which also owns Phillip Morris) bought Back to Nature, General Mills owns Cascadian Farms, and Weetabix owns Barbara's. Mother's is owned by Quaker Oats (in turn owned by Pepsi)and both Health Valley and Arrowhead Mills are owned by Hain Celestial Group (which Whitfill points out is traded on the NASDAQ and partially owned by Heinz). Green & Black's chocolate was bought by Schwepp's, and Dagoba Chocolate is now owned by Hershey's.
Surprised? I consider myself relatively up to speed on which of my (formerly) special brands have been purchased by a global corporation, but even I was shocked by the almost complete degree to which this process has taken place. What's left? Maranatha Peanut Butter? Annie's Organic Bunnies? Muir Glenn?
There may be no way to tell. Whitfill points out that such corporate ownership is rarely made obvious on the packaging.
She includes a revealing quote by Laura Christenson of Spins: "There is frequently a backlash when a big cereal package-goods company buys a natural or organic company.I don't want to say it's manipulative, but consumers are led to believe these brands are pure, natural or organic brands. It's very purposely done."
This leaves advocates for the environment turned concerned shoppers in a serious bind. Do we submit and buy regular Clorox and Colgate on the cheap? (They are much less expensive, after all). Or do we continue making our old purchases, knowing that the money is going to the multinational instead of a man out in the forest tending his bees? If we choose the second, do we comfort ourselves with the thought that we are still using a product that is less harmful? (As far as I know, the parent corporations haven't fiddled with the ingredients - that would kill the golden goose.) Or do we tell ourselves that 'at least we are making a values statement?' Or is it none of these but something else altogether - a positive development by which healthier products are becoming more widely available to the masses at potentially lower cost?
I'm not entirely certain. What I do know is that the idea of 'buying our way to sustainability' - if it ever had any real hope- is now officially dead. If we want truly sustainable goods (organic in the fullest, original sense of the word), we have to start at the beginning. We have to see daily hygiene and sustenance not as a cache of favorite labels, but with an eye toward simplicity and the home-made.
We've already begun making our own toothpaste, have recipes for shampoo and conditioner, and make our own kitchen and bath cleaner. We make our own bread, and cook dinners not from a box but from the garden - even if we have to buy the produce from store. By slowing down and looking to commercial products only when we truly require them, we can all live more simply. Which is, after all, the heart of sustainability.
