There is a tendency within our millennial generation, we work hard, we have a lot of options in the market; it is hard to make a decision. Often we are told to consume organic food, to go to supermarkets like whole foods, to live in Brooklyn and discover yourself; dress up hip; look like you do not try hard but look cool; you have the control on your creativity. Therefore you have to seem rebellious, but it is becoming increasingly apparent that the very the idea of the alternative is being co-opted as simply another valency within the mainstream. Perhaps the solution entails a shifting of focus, from the end result to process, from product to production.
There is a thin line that defines what is ethical and what is healthy. According to the Oxford dictionary Ethics refers to the moral principles that govern a person’s or group’s behavior, this means that many times we confuse organic by healthier or better than the non-organic products. But is there a change in the flavor of the product? Or for that matter the production? Have we forgotten about the people that produce it and we have focused too much on the media and the constant advertising that says that by being cool you are helping the world?
Collapsing the complexity of the production process into the superficial application of a brand. Specifically there is a fracture between the standardized processes that entail organic production and the branding of a product.“The moral position of organic food is binary opposition to fast food is equally problematic” (Counihan, Van Esterik, 497).
According to a poll interview in the school of design, when choosing chocolate at the counter a consumer usually choose familiar brands like cadbury and hershey’s. These two are well known in North America, however, in the last couple of year it is becoming more trendy to consume cool boutique products that look good to the consumer’s eye. In this way the word organic or fairtrade appeal to a consumer’s lifestyle and not so much to the economic process of the product. It seems like our society reacts to social media and fashion exclusive social fleeting trends rather than actual social implications, productions and productive consciousness.
After last class, I was disappointed to find out that the word organic refers merely to a branding process rather than to a legal framework that ensures the quality of life of the cacao farmers.
As a consumer, in the future what I would like to see more is a greater clarity in the description of the product, perhaps a more standardized way of communicating the economic processes that entail the product after it reaches the counter. Despite, being part of a culture that has the urgency to be cool, I am also part of a culture that has realized that global warming is real, and therefore we cannot keep blinding ourselves by the advertising of a single product without an impact in the human hierarchy of existence.