“Traceable Retail”–providing a product’s backstory–is a growing trend. We first saw this happening in philanthropy, where givers wanted to see exactly where their money was going and how it was being used (think Oprah’s Angel Network that let you buy a placemat for a Katrina victim). Now this has filtered into consumer products–people want to see how and where a product was made, who it was made by, and how it got to them. As Trendcentral pointed out, there’s a growing number of companies providing this info such as Patagonia, Timberland, Love, Earth and Icebreaker.
At the Interesting NYC Conference this past weekend, we heard from Scott Ballum, a Brooklyn-based graphic designer who has been doing this sort of thing on his own for awhile–six months, actually; he started the year-long project on his 30th birthday in March. We learned about Scott’s quest earlier this year and were intrigued. We asked him to share with us a bit more about it.
Can you explain what it is you are doing, exactly?
It’s an experiment in conscious consumption, which I’m calling it the Consume®econnection Project. Basically, I will only buy something if I can trace it back to an individual involved in the production process, someone who worked to bring that object to the marketplace. It’s so
easy to walk into a store and think that everything there just sort of appeared for the sole purpose of me buying it. I forcing myself to know at least some of the backstory to everything I buy. I started a blog about my experiences and what I’m learning, so that I felt like I had something to hold me accountable, and so that I would have a record of the whole thing when it was over to turn it into something. It’s not really about what I’m doing and more about what we as a society do – or don’t do.
What inspired you to do it?
As a student at SVA, I began getting interested in the choices we have, versus the choices we
make, as a consumer. I created a magazine called Consume®evolution, focused on criticism of global corporations, sweeping marketing campaigns, and unconscious consumption. The intention had really been to find alternatives and highlight people and organizations who were doing something unique, but it was so much easier to be negative. Three years passed and I started to get antsy to create something again, so I decided I’d take a year making my own content, seeing if the lifestyle I was advocating was viable. Basically could I not be a hypocrite and do something that made me hyper-conscious of everything I bought?
Can you give me an example of a product you’ve done this for?
In June I took a road trip and made several New England visits, including the Seventh Generation headquarters in Burlington, VT. Initially, I was a little disappointed to be going to an office building, because I was afraid of getting the public relations company pitch, and not really a personal connection with someone actually involved in making the products. Instead, my boyfriend and I ended up spending over an hour with an amazing guy named Martin Wolff, the chemist who designs all of the formulas for all of their cleaning supplies. He said he’s been working there 7 years and we were the first of their millions of customers to ever call and ask if we could come meet the people who work there.
Generally, what are the steps you take to accomplish this?
The process definitely varies depending on the product, where it’s made, and how big of a company it is. Sometimes it’s as easy as going in to a restaurant (on a slow afternoon) and asking to talk to the owner or head chef, small business entrepreneurs are extremely passionate about what they do and love talking about it. With national companies, like Seventh Generation, I call ahead, explain my project, and try to make an appointment to meet with someone. And sometimes I just go to the factory and take the tour, and sneak off to talk to folks that work there, without even trying to explain anything about the project. If someone feels like their being interviewed, they’re probably not going to say much.
What have been your limitations?
Primarily just getting into really large corporations. The big companies don’t know what to do with me, whether my call is a customer service issue, a public relations request, or what. There used to be a time when we would go to the cobbler who made our shoes, and the butcher who carved our meat. The connection between consumer and producer is so far removed today, that there really isn’t an infrastructure to support it. And of course, there is the obvious obstacle of so many products being manufactured overseas now.
How has it been going? Are you finding yourself a bit limited?
For the most part, it’s been really fun. It’s given me the excuse to talk to lots of new people, learn a ton about how and where things are made, and travel all over the country. To that end though, there’s also the financial limitation — all this travel adds up. So I do find myself going to the same restaurants and buying the same types of things over and over — or I just don’t buy anything at all. If I could get a new pair of shoes and find a few more local restaurants, I think I’d be happy.
Right, have you found an alternative to that one Mexican restaurant you mentioned?
I haven’t branched out yet, but there’s no excuse other than being focused on other things, like doing this interview. I’m think I’m ready though, and I know my boyfriend is ready to eat someplace else.
Read about Consume®econnection Project at Scott’s blog: www.sheeplessco.com
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