Being A Conscious Consumer

“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in a democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of this country.”

“…We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which this democratic society is organized. Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society.”

“…In almost every act of our daily lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons…who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind.” [unknown author]

To be a Conscious Consumer, one must deliberately answer the 3Ws: why, what, whom. Why I am purchasing this item? What is the value of the purchased item? From Whom is the item being purchased?

I was born in a time and place where “quality” and “service” mattered. There were underlying reasons for the decision to support that merchant. Purchasing goods and services from local merchants was, and still should be, the order of the day for South Los Angeles local communities. Purchasing from local merchants is a key stabilizing factor that stimulates economic growth and development in a given region. Today with big box stores, minimal locally produced goods, foreign shopkeepers, and purchasing on-line; Consumers have a myriad of choices on how they allocate their discretionary income.

New, does not necessarily mean better, nor does “convenience” equal-cost savings! Many Consumers too often make the mistake of just using “price” as the only determinative in purchase consideration. You get what you pay for. The latest, “I got to have it first” purchasing strategy, allows you to pay the highest retail mark-up.

A Conscious Consumer must understand “monetary value”:

Monetary value is an economic term that describes the value a good or service brings in the open market when sold to a willing buyer. In a free-market economy, price is the determining factor that drives the voluntary actions of individuals. Buyers and sellers are typically less willing to engage in an economic transaction where no value exists. The monetary value for goods and services is also driven by the utility of value. This concept describes how much use a buyer will receive when purchasing a product.

Local Conscious Consumers support local merchants. That
merchant, in turn, will have more buying power and thus be able
to offer more competitive pricing to their loyal local conscious
consumers. Supporting a local merchant allows local hiring from
the community surrounding that business. Local residents know
the area, it allows for great customer service when a person asks
for directions or suggestions.

As the consciousness of consumers elevate, local businesses
need to open up. Customers are demanding transparency as they
take an increasing interest in the ethical practices of those they
buy from. The tide is turning with increasing awareness of making
positive decisions about what to buy and look for a solution
to the negative impact consumerism is having on local communities.
Issues such as equal pay, environmentally conscious manufacturing
processes, prevention of counterfeit goods, human
trafficking, responsible farming practices and overproduction of
goods are all at the forefront of consumers’ minds when making
these choices.

According to Jessi Baker, a contributing writer for The Guardian
states, “corporate social responsibility marketing campaigns are
no longer enough.” In an increasingly open, digital world where
authenticity is the buzzword of choice, businesses must keep up
with growing demands for ethical behavior and transparency in
everything from customer service, employee rights, gender and
racial discrimination to the supply chain.

Conscious Consumers and Conscious Business Owners in our
communities must understand that collectively it brings economic
stability and growth to local neighborhoods. We at the LA
South Chamber of Commerce is here to make business owners
accountable when doing business in South Los Angeles.

Khalifa Bey
President and COO of South Los Angeles Logistics /
Leimert Park/Crenshaw District Ambassador for the
Los Angeles South Chamber of Commerce.
Contact: (213)590-2700