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Marketing strategies have been fooling us to trust that the niche brands continue to be small, environmentally conscious businesses that combine ecologically sound practices with a political agenda to put products out on the market under a business model of "the Greater Good."
In fact, they are frequently cogs in the giant corporate wheel. I like to refer to this "other" business model as "We've Been Had." It is time for we, the consumer, to question how much the ownership and neglectful marketing of these "pseudo" responsible brands warrant crossing them off our shopping list.
And it is time to find products more in tune with our values, which include thinking small. At least until they, too, get bought out by some large conglomerate.
Andrea Whitfill is a freelance writer residing in Brooklyn, N.Y.
View this story online at: http://www.alternet.org/story/131910/