Let’s refuse

25 June 2020

Written by Max Fraser

What does it take for us to change? Is it a public health crisis like Covid-19? Is it environmental collapse? Is it economic decline? Is it social unrest? Is it a fracture of our supply chain? Perhaps it’s media messaging or scaremongering? Is it personal tragedy? Or perhaps it’s a book, a movie or a conversation?

All of these scenarios have disruption and shock at their core; either temporary or long-term; subtle or seismic; individual, societal or more. Disruption is often linked to negative actions, yet the ensuing shock can jolt many of us to change with the results often positive, even if not immediately apparent. As I write this, the global impact of Covid-19, despite the suffering and tragedy, has triggered much introspection of our priorities. In parallel, the murder of George Floyd has triggered global demands against the all-pervasive racial injustice still prevalent across the world.

When times are stable, humans are rather sedate creatures, forming routines and habits that suit our personal circumstances. One particularly invasive habit is that of endless consumption where a whole cocktail of blatant as well as sub-conscious messaging has trained us to keep buying. We’ve got used to having what we want, when we want it. We work relentlessly to earn numbers that we can exchange for stuff, the vacant promise of greater satisfaction with each transaction.

The pronounced discomfort of today is the knowledge that our unabated consumption is causing considerable environmental damage to the natural world we inhabit. Through the power of connectivity, we are linking up stories of local, regional, national and international damage. We behave like it’s someone else’s problem to fix but we are all complicit. The noise of conflicted messaging teases our guilt and has us confused about the ‘better’ choices we should make. And for those not listening, mindless habits continue to ignorantly fuel harmful practices.

While we navigate the murky world of ‘rights’ and ‘wrongs’, one thing we can all do is slow down and consider before we blithely snatch a product off the shop shelf or ‘click to buy’ online. If Covid-19 has taught us anything, it’s to reconsider what really matters to us. Do you really need that product and if so, could it be second hand? Are you really gasping for that takeaway coffee or bottled water? Must you include animal products in every meal? Why did you accept that free sample? Was it really necessary to buy a gift that the recipient will likely cast aside? Did you have to fly or could you have taken the train? What food do you consume? What price do you pay for it? How has it been grown? What resources have been used?

Harmful snap decisions, however small, accumulate across millions of people. Convenience culture has swept in to serve our over-busy lives and, amid that frenzy, we forgot to ask ourselves what really matters. As life instantly slowed with global CV-19 lockdowns, that most valuable entity – time – has afforded us the space to think and ponder our choices. Widespread reports of people noticing the nature around them, taking the time to cook, bake bread, plant flowers and vegetables, draw, paint and read in the company of our families… Claustrophobic at times, these are nevertheless important values that have come into focus for many. For the most part, they are simple yet enriching endeavours that are free from the noise of consumption and distraction.

Many people are of the belief that government policy is the only way to enact real change. Others believe companies need to change their practices. Both are true but we, as individuals, have a responsibility to collectively question and refuse the artificial world around us. “You may never know what results come from your actions,” said Mahatma Gandhi. “But if you do nothing, there will be no result.” If we start that way, by questioning and refusing more, we can all make a positive impact.

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Follow Max on Instagram @maxfraserdesign

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Max Fraser works as a design commentator across the media of books, magazines, exhibitions, video, and events to broaden the conversation around contemporary design. As a consultant, he delivers content and strategy for a variety of public and private bodies in the UK and abroad, recent clients including A/D/O (MINI), Dassault Systèmes, Norwegian Embassy, Hermes, Dubai Design Week, 100% Design and Clerkenwell Design Week.

He is the author of multiple design books including DESIGN UK and DESIGNERS ON DESIGN, which he co-wrote with Sir Terence Conran. He owns Spotlight Press, a publishing imprint, titles include LONDON DESIGN GUIDE and DEZEEN BOOK OF IDEAS. As a journalist, he works as a design correspondent for CNN Style and contributes to publications including Financial Times, Wallpaper*, icon, Blueprint, Surface, and Newsweek International.