Debranding Movement Takes on Consumerism
by Sarah (Steve) Mosko
Thinking of tossing out a brand name shirt, handbag or backpack purchased with zeal last year but now seems so yesterday? Well, don’t. Debrand it instead to give it renewed life and do the environment a favor too.
What better symbols of the culture of consumerism than branding and logos. Marketers use these visuals in relentless campaigns to convince us that their brand of this or that is more desirable than the rest and that we can’t, and shouldn’t, live without it.
Marketers are not much interested, however, in what happens to all the frivolous extras and redundancies we amass once our attention shifts to the next brand or model that catches our fancy.
Older purchases which have lost their allure may collect dust for a while in a closet, or might even be given a second life if donated to charity, but either way likely end up as fodder for landfills.
People’s everyday refuse is classified as municipal solid waste (MSW). Because waste generation parallels consumption, MSW is a fair yardstick of a society’s consumerism. In the United States, per capita MSW generation rose from 2.68 pounds per day in 1960 to 4.43 pounds in 2010, according to the Environmental Protection Agency. About one-third of this waste stream is currently siphoned off through recycling and composting, and another 12 percent is combusted for energy production. Landfills have to absorb the remaining 2.4 pounds per person of daily rubbish.
Although many of us may feel put off by the material excess we see in others, and even in ourselves, we mostly feel powerless to change it. However, a few rebellious heroes have found ingenious ways to fight back at materialism through various forms of “debranding,” playful assaults on the very symbols of consumerism.