#consciousconsumer: Why Customers Are Demanding Brand Transparency & How You Can Help Get It


#consciousconsumer: Why Customers Are Demanding Brand Transparency & How You Can Help Get It

Here’s a shocking fact: retail manufacturing is the second most polluting industry on earth, second only to oil. Let’s just let that sink in for a moment…


Every purchase you choose to make, from the hair products you use, to the food you eat, to the clothes you wear and the service providers you pay your bills to: all of this has a direct impact on poverty across the globe, pollution of our planet, responsible farming practices, human trafficking and so much more. It’s easy to forget that such seemingly insignificant, every day choices can change our entire world, but they do.


The good news is, we’re not alone is caring about where our purchases come from and how they affect the world and our fellow humans and animals. A study conducted by the Sustainability Research Institute, School of Earth and Environment, University of Leeds revealed that a third of consumers are in fact very concerned about the origin of products. A study from the Global Poverty Project also showed that 74% would be happy to pay an extra 5% for clothes if this meant that the companies they were buying from were ensuring that their workers were being paid fairly and allowed to work in safe conditions.

5% may not sound like much, but by adding only 1% of profits to it’s employee’s wages, the fashion industry alone could take 125 million people out of poverty. When we see it laid out like that, choosing to be a #consciousconsumer is a no-brainer.

Until fairly recently, it was considerably more commonplace for shoppers to go about their buying business unaware of the affects that their spending was having, but the rise of the #consciousconsumer is calling for brand transparency across the board: meaning more and more companies are doing the right thing and cleaning up their practices, ingredients and trading standards and corrupt companies are getting away with less.


If you’re a passionate #conciousconsumer and you’re ready to see more brands like ours going organic and using fair-trade, ethical and sustainable practices, here’s what you can do to help…

Oh and here are a few of my favorite ethical brands….

Outsider Fashion

India Mahon

Lost Property of London

And don’t forget the amazing dress agencies that sell pre-owned and vintage treasures, the best form of recycling in my view!  Beetroot in Stow on the wold is well worth a visit if you are in our town!


Make Some Noise!


When we want positive change, the only way to get it is to get your voice heard! Inaction is making the choice to leave things as they are, so if you’re not happy, it’s time to do something about it.


The saying ‘think globally act locally’ really does hold true when it comes to pushing brands to become the eco and human-friendly companies that we’re happy to buy from, so if you’ve noticed that your local supermarket has fallen back on their organic produce, make a point of telling the manager that you want it; if you know of a brand that uses unethical practice or animal testing, call them out!

The Soil Association have been doing just this with their campaign against companies that ‘greenwash’ (make out that they are all-natural when they are most definitely not!) and this is a huge step in a very positive direction for chemical-free cosmetics.

Use Your Social Media


A great way to spread the word about fantastic eco-conscious brands worth shopping with or unethical companies to steer clear of is to use your social media platforms.

We all know that Instagram, Facebook and Twitter have the downside of drawing us into the screen and away from enjoying our natural world to it’s full potential, but there are some serious up-sides to having a way to get your voice heard instantly all over the world.

Use the hashtag #consciousconsumer and tag brands you rate and brands you hate! If you’re a fan of our organic haircare, you can rest assured that we are an organic, sustainable, ethical and environmentally friendly brand that never tests on animals – so share your favourite TJK products and all of your other eco beauty heroes to start replacing toxic concoctions on high street store shelves.


Practice Conscious Consumption


A little bit of research goes a long way, so before you do your next weekly food shop or click ‘add to cart’ on your favourite clothing website, dig a little deeper and find out whether or not the companies you are choosing to support are in line with what you want for the world.

It doesn’t have to be a sacrifice – there are plenty of brands out there, like Tabitha James Kraan Organics, who are doing the right thing when it comes to the production of their products so don’t for a second think that giving up some of your usual purchases means that you’ll have to forgo your little luxuries altogether!


If we all work together to promote brilliant, ethical companies it will get easier and easier to find new and better favourites to replace the old.

Just think: issues such as human rights, equal pay and responsible farming are at stake here, not to mention your own health and wellbeing when it comes to choosing organic; so it’s well worth the extra leg-work.