Ethical Consumption and Personal Values: Coexistence or Contradiction? – Sep. 2024

In his article “Business Ethics, a Question of Coherence(s)”, Henri Allegra explains that a lasting commitment to ethical consumption emerges when the consumer’s values, the company’s principles, and its actions align seamlessly.

But what obstructs this alignment? What frustrations create barriers to coherence?

Sources of frustration

It all begins with the consumer’s values. And let’s not forget—this consumer is also a part of the company’s workforce. In fact, it’s each one of us. So, where do the frustrations that block our alignment stem from?

One key factor is the constant pressure to maintain a decent standard of living. Expenses like the cost of living, taxes, mortgages, car loans, rent, and leisure activities weigh heavily on us. Health challenges also disrupt our balance, as illnesses often create unforeseen difficulties. Social and family conditioning plays a powerful role too, subtly shaping our choices without us realizing it. Moreover, our emotions and limiting beliefs, such as the fear of financial instability or the need for approval, significantly influence our decisions. Personal comfort can sometimes overshadow our ideals, and in trying to care for others, we often neglect our own well-being.

All these factors can lead to a sense of apathy. External alignment is only possible when we are aligned internally. Without inner peace and a deep connection to our values, contributing to the world without sacrificing ourselves becomes challenging. In such cases, ethical consumption may no longer feel like a priority, even if we firmly believe it’s the right path forward.

Self-love and values

We often associate loving our neighbour with giving, supporting, and being there for them—sometimes to the point of neglecting ourselves. Yet, we often forget the second part of the statement: “as yourself.” Self-love is not selfishness. In fact, it’s the foundation of both ethical consumption and value-driven decision-making in business.

Once we cultivate self-love, we can reconnect with our values, our truth, and our emotions. This connection acts as an inner compass, guiding us in the right direction as long as we remain attentive. However, cutting through the noise of everyday life requires courage, boldness, perseverance, and resilience.

No magic fix

So, how can we overcome these frustrations, rediscover self-love, and reconnect with our values? The truth is, there is no magic pill. The good news, however, is that a solution exists: a path back to oneself. The first step is to reconnect with who we truly are. The hardest part of this journey is unlearning old patterns and beliefs in order to relearn new ones.

Instead of being overwhelmed by these frustrations, we can face them by regularly stepping out of our comfort zones. At 3bconnected, we’ve walked this journey ourselves. Each day, we guide others along this path through our program, “The Path to Self”.

Basma Baouab

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