To want or to need?
Once again we are faced with the fact that increased inflation will cut down our purchasing power. Deflation of the krona, inflation of mortgages and rising unemployment rates simply mean we have to cut down our consumption.
When faced with the necessity to decrease consumption we need to start thinking whether we want some thing or whether we actually need it. Unfortunately we tend to forget this simple exercise when there is abundance of cash and credit.
Another important factor of consumption is to take into consideration who benefits from our consumption. Are we doing business with companies or individuals whom we want to help stay in business? Are these companies running a responsible business? Do they care about their people and for their environment? With our consumption we are funneling money to the closest link in the value chain. We can choose to reject those companies that neglect the environment, violate employee rights or in any other way behave in an irresponsible manner. By our choices we can have an effect on what types of companies thrive and prosper in our community.
The fact of the matter is that Icelanders have never been passionate boycotters, like for instance the French, and therefore we have tolerated quite a bit when it comes to consumer rights. We might complain a bit over a cup of coffee, but won’t actually do anything about it. So why not use the opportunity when we once again face raising prices and decreased purchasing power to rethink weather we actually need something or just want it.
