This is how shaming for profit works

Deep down, we all recognise the pattern. We are being shamed into shopping. We are made to feel like we are not good enough, like we don’t belong, so we will spend money on the items that’ll solve this. At the same time, we are aware that people and the planet are in trouble, and that we need to change our consuming behaviour to get us out of this climate and social crisis. How come we have such a hard time actually doing this? Well, partly because of the shaming system. Because we are being brainwashed – kept hostage almost – by these norms and taboos, that teach us time and again we’re not okay until we spend more (and more and more and more). We need to actively recognise and resist the way shaming for profit works, to not only save ourselves, but the world too.

We are all perfect, just the way we are. There is nothing to be embarrassed about. We are all human, we all have a shape, a colour, and we all have flaws. Nothing we buy, can increase our self-worth and self-love. That is entirely ours. Generally, the fashion, accessories, beauty, gadgets, sports and diet industries beg to differ, and many media do too.
We are not good enough. You are not beautiful enough. Your skin isn’t smooth or the right shade. You are not skinny or fit enough, don’t wear the right clothes and are not on trend. You don’t look like the model, which is almost impossible anyway, as (even though things are changing in this area) they’re almost without exception very young, slim, tall and white. The ideal we have to live up to in the lifestyle business is ridiculously limited. Much of the messaging is specifically intended to make us feel bad about ourselves, to then offer the solution: their products. So we’re talked into having a problem, which makes that whole generations of us develop a negative self-image. And we’re tricked into incessantly buying more and more, which makes it nearly impossible to become truly sustainable. Businesses are getting rich thanks to our low self-esteem, doubts and insecurities, and the world suffers.

This commercialisation of our body and being lies at the heart of our struggle to change our behaviour. As long as you don’t like yourself, it’s okay, because then you remain vulnerable for the idea that you can fix this by shopping. The pressure on our looks doesn’t only affect our happiness, and our mental well-being, but also how sustainably we can act.

This is what you can do

This movement is aimed at brands, stores and media. You can contribute by (please tag me so I can share! @mariekeeyskoot on Instagram):

– Sharing examples on social media of shaming advertisements or articles, with hashtag #SustainabilityAgainstShame.

– Sharing pictures of yourself defying these tactics: bring on the gorgeous body hair, wrinkles, cellulite and all you want to free (#SustainabilityAgainstShame)!

– Urging brands, shops and media to sign the #SustainabilityAgainstShame pledge, which you can find below. Also scroll down to discover who have already subscribed.

– Sharing examples of positive, inclusive ads or communication, so we can jointly learn to be better.

– Being very conscious of this way of communicating, resisting the message and spreading the word. And by all means does this go way beyond the internet. It really helps to start being conscious of this way of communicating, resist the message and spread the word. It can be such an eye-opening moment to hear someone talk about how this works. Every time we have these conversations, we grow stronger together. Imagine what would happen if we all decided to no longer be convinced to dislike (parts of) ourselves…