Annotations - frictionless ethical consumerism

As a radically sustainable brand, Naadam provides a million and one reasons to feel good about buying its clothes. But from the buyer’s perspective, sustainable promises are all fine and dandy until a price tag slaps us in the face and drags us back outside. Not so with Naadam. Just like its ethical production values, its price points are also radically accessible. The Summer Cashmere collection starts at just $75 for tanks and goes up to $195 for the cardigan dress.

(here Naadam provides the reasons to the consumer, so that the buyer doesn't have to think through the sustainability issues)

Imagine a world where everything you buy will inevitably have a positive impact on the developing world, such as: ● helping to uplift the poor and marginalized ● aid in fighting corruption ● insurance of animal welfare ● guarantees of ethical sourcing

From the opening sentence of the report. This is a variation of #transformative-values , and potentially #consumer-self-awareness , but the appeal is directed to a consumer who has not already thought of these issues: the reader is invited to "imagine" a world, which assumes they have not already done so -- in the sense that they are not already committed to ethical consumerism. The projected future in which "everything you buy will inevitably have a positive impact on the developing world" implies a frictionless altruism, whereby the consumer can be comfortable with the knowledge that their product choices are "inevitably" good, without the need for deliberate engagement. #frictionless-ethical-consumerism The specific claims relate to #poverty-reduction , #governance , #animal-welfare , #ethical-sourcing