How sustainability has become a commodity fetish

How sustainability has become a commodity fetish, and how to avoid the greenwashed price tag. 

What is a commodity fetish?

Coined by philosopher Karl Marx, commodity fetishiation refers to the ‘made-up’ value that society gives to commodities. Instead of the amount of work and quality of materials, determining the price, we instead create our own value detached from the production process. 

A common example you might be familiar with is a plain white t-shirt, unbranded the price is £10 but when a Nike Tick or a Fred Perry Wreath is added, it can now rise to £25; without any real change in production methods.

How did eco-friendly products become a fetish?

Companies are always looking for ways to access a wider market and make themselves more attractive to consumers, so it's no surprise that greenwashing has become a trend. ‘Eco-friendly’, ‘green’ or ‘sustainable’  have become a feature that consumers are looking out for, so we value things with that label higher than those without; even if there isn’t proper commitment from the company. For example, in 2019, McDonald’s came out with paper straws in response to growing concerns over the impact of their plastic counterparts, yet these straws were also non-recyclable. Showing that although  companies can preach for better alternatives, they are not always moving forward.

Should sustainable products actually be more expensive?

Yes. Materials are often higher quality, labour is more expensive and sourcing is done more ethically, which adds up. In order to be better for the planet, companies cannot cut corners, which is then reflected in price. But we can be cautious in making sure we aren’t paying the extra price just for the green label and no progress. 

4 ways you avoid the extra price tag on ‘eco’ products

1. A little bit of research goes a long way. There are Third-party certifications that are more reliable, like ‘Fair Trade’ and the ‘Rainforest Alliance’ that can verify a company's practices. 

2. Don’t always believe what you read. A company is always going to say positive things about its products, so dig a little bit deeper and see what is going on behind the scenes. If a company has good production processes, they will be transparent and you will be able to access their progress reports. 

3. Be cautious of vague marketing. What does ‘green’ actually mean? How is something ‘good for the environment’ or ‘friendly to ecosystems’? Are companies being honest?

4. Watch the price tag. Just because we expect sustainable products to be more expensive, that isn’t a reliable barometer for whether they are delivering on their promises. 

Don't stop there! Keep up to date with sustainability efforts and download the UK ZERO APP where you can track clean energy usage in the UK, in real time.