The burden of choice?

What price is choice

What is it that makes a middle-aged affluent man want to drive a bright red, ridiculously over-powered and impractical Ferrari along our green and leafy lanes? Maybe it’s the opportunity to make a statement, or flaunt great wealth, or perhaps it’s the enchanting roar of a V12 engine which, let’s be honest, is probably not Greta Thunberg’s favourite method of automotive propulsion.  What makes us suspend environmental, not to mention economic sense, for the pleasure of consumption?

Are we any different to that Ferrari driver?

We all do the same thing, albeit on a smaller scale, but much more often every single day… in our choices.

In a world where sustainability is at the heart of what many businesses want to achieve, most consumers support the belief that we should minimise our impact on the environment. Why is it that we insist on consuming products that are produced huge distances away and transported at great cost and large environmental impact, when there are perfectly identical, adequate products available that are produced much closer to home and therefore likely to be inherently much more environmentally friendly, like for like.

Will “eat locally” ever become a way of thinking? Some examples (not delivered from my high-horse because I am as guilty as anyone)…..

Across Europe and beyond, it’s not difficult to find diners opting for sparkling water sourced from the springs of Lombardi in Italy. Nor is it unusual to pluck a plastic bottle of French sourced water from the chiller in your local convenience retailer. Why do we insist on buying water drawn from the springs in France or Italy and transported long distances? I can happily confirm that as I sit in the middle of England watching the rain cascade down once more, that there is absolutely no shortage of water here. You might tell me that it tastes different: You might tell me that it tastes better; but you can’t really convince me that it’s worth the environmental impact of the extra transport to bring it to your local store or restaurant.

A similar thing happens in seasonal goods where locally-grown is supplemented by internationally sourced and often the consumer is unaware because we are all used to year-round consumption.

The trade in wine is well-established and many a seasoned wine drinker would prefer a full-bodied Shiraz from the Barossa Valley in Australia compared to, say, France's Rhône Valley – but we don’t give much thought to the environmental impact of that choice.

We have erected long and complex supply chains to feed the retail-cathederals where those hooked on extensive choice come to satisfy their habit…. and if you can afford it then why not? But does this mildly irrational behaviour make sense to anyone other than to the accountants and CFO, who run the businesses that supply us (and sometimes they are equally bamboozled by our choices). Sometimes not. I am as guilty as anyone.

I get that economies and communities around the world depend on food exports, I get that we don’t all want to evolve into woolly jumper wearing, sandal shod, eco-zealots. But….Does it make sense?  Is it time to rethink – just a little -  the way we act, and move towards consuming products that are made (more) locally with a smaller carbon footprint. Maybe, if nothing else, next time you make a choice… stop and read the label and make a considered balanced choice rather than a habitual one - because everything comes at a price.

Oh… but listen to the sound of that V12 !