‘Into the LABel’ and the challenge of responsible consumption
By Cecilia Seppia
Grocery shopping is demanding, it often sees us rushing through supermarket aisles at the end of the day or on the weekend with a list in hand, aiming to fill the cart without forgetting the essentials. Yet, the act of choosing and buying one product over another can make a difference and make us active participants in what experts define as "economic democracy." Luca Guandalini, coordinator of Into the LABel, emphasizes the consumer's role: "What escapes us is our role as consumers. We can guide demand and enable companies to become more ethical and sustainable through our choices."
To become active agents of economic change for environmental protection, it is essential to understand, inform ourselves, and then act. Into the LABel literally means "inside the label." Why this name? Luigino Bruni, professor of economics and scientific director of "The Economy of Francesco," explains, "We pay attention to the labels on our food and cosmetic products to know their calories and chemical properties, but we are less interested in the moral labels of goods, the sugars of justice, and ethical calories." Professor Bruni promoted this initiative involving thousands of people, encouraging them to make more conscious and ethical purchases by thoroughly reading product labels and researching company practices.
Economic Democracy
In Italy, starting from 2012, events were organized in front of supermarkets, following the trend of the moment: ethical flash mobs called CASH-MOBs. The challenge was to bring together groups of young people promoting responsible consumption, not only in shopping centers or large grocery chains but also in schools through workshops and specialized training.
Guandalini highlights the significant parallel between the buying process and the political choice process, stating that grocery shopping should hold the same value as voting in elections. Therefore, when selecting a product for their basket, consumers should consider not only price and quality but also how the product is created and the entire production process before it reaches the supermarket shelf. To make informed choices, consumers should ask questions like: Do I really need this product? Is it fair trade? Have workers received fair compensation? Where and how was it produced? Is it sustainable, organic, or produced with ethical methods? Is the company socially and economically ethical? Does the company pay taxes regularly, and where is its legal headquarters? What impact has the production of that product had on the environment?
Through these questions and the answers provided by the flash mob, Into the LABel reminds us that we have the power to transform shopping into a significant social action and a moment of active citizenship.
Responsible consumption as a lifestyle
Speaking of responsible consumption is not just for economists and entrepreneurs but for all of us. If we collectively change our behaviors and choices, influencing market demand, companies will be compelled to become more sustainable and ethical for the well-being of our common home. Catalina Hinojosa, a young Ecuadorian ambassador for a united world and a participant in The Economy of Francesco, describes responsible consumption as a lifestyle, a human right, an opportunity, and a choice of respect for all humans, nature, and the living space.
According to Catalina, practicing responsible consumption is also a concrete way to "live and build a united world because it means thinking not only about myself but about the community. A community formed not only by humans but also including nature. Responsible consumption allows us to build much deeper relationships because it helps us discover what others experience, their sufferings, generating empathy and unity with others."
The weight of public opinion
One of Into the LABel's main slogans is "vote with your wallet," as it believes that purchases and money spent on a particular product support a company's practices. With Into the LABel, citizens become protagonists in an experiment of economic democracy, making consumption decisions based not only on price or quality but also on social value.
The laboratory does not aim to discover the "best" product or endorse specific brands over others but to show that behind every product and every company, there are different ethics, each with its value. In the last 15 years, companies have become sensitive to public opinion, making significant strides in social and environmental sustainability, transparency, and corporate welfare. The goal is not to categorize the world into good or bad but to be an active and aware part of a process involving consumers and companies, shaping production styles and society according to our values.
Cooperating for the common good
Laudato si' - Luca Guandalini concludes - inspires us deeply, because Pope Francis addresses all people of goodwill. Emphasizing personal responsibility, the Pope encourages cooperation for the common good. Cooperation is a central aspect because everyone is called to play their part. Flash mobs are conceived as a kind of political rally: individuals stand in front of supermarkets, some personify products, others represent companies, initiating a real debate. Brands are compared, evaluations are made, suggestions and argumentations are welcomed.
After shopping, consumers can anonymously fill out a questionnaire, helping compile a ranking of the most sustainable products and ethical companies, published on the Into the LABel website for everyone to see. While the initiative has yielded excellent results in Italy, it can be adapted to other countries based on their consumption patterns. In some remote areas, supermarkets may not even exist, and local markets are the norm, requiring different demand and supply dynamics, but always with a focus on environmental responsibility.
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