New Clear Vision


constructive commentary for the chronically farsighted


Debranding

July 06, 2012 By: NCVeditor Category: Ecology, Economy, Sarah (Steve) Mosko

Creative New 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. (more…)