"Freedom today means choosing not to buy.
Hello Amélie! Could you tell us a little about yourself?
Amélie: I'm Amélie Deloche, a consultant in responsible communication and influence. I've been involved in ecological transition issues for over six years. I first joined the Pour un réveil écologique collective in 2018, then joined the Agence française de développement (AFD) in 2019 to raise awareness of sustainable development issues among 15-25 year-olds. In 2021, I co-created the Paye ton influence project, which aims to denounce the anti-ecological practices of influencers and to change the imaginary images they carry.
Why are we "slaves" to consumerism?
Amélie: The industry has made us believe that our individual freedom comes through consumption. Our identity as consumers has taken precedence over our identity as citizens. We're constantly bombarded with messages telling us what to buy, what to own, and this has become a form of enslavement. We buy our "social value" by giving in to the latest must-have micro-trend that will make us "stylish". We fill a gap, a need, artificially created by advertising and popularized by influencers, which creates such frustration that we MUST have this object.👉 We link our happiness to the ability to acquire more and more, and to never being satisfied with what already exists. To free ourselves from this, we need to understand that freedom lies in what we choose not to buy.
Honestly, do you think ethical influence is possible?
Amélie: Yes, there are already influencers who embody a form of ethical influence. They include Swann Périssé, Globetolter and Lecoindelodie. They don't call for over-consumption and have all decided, for example, not to accept partnerships with companies linked to polluting sectors (such as fast fashion, airlines or Amazon-type marketplaces). They also promote lifestyles more in line with ecological issues. That said, the goodwill of certain influencers is not enough to transform the practices of the entire sector. That's why laws are essential, like the one against fast fashion, which aims to ban advertising for brands like Shein or Temu, which would prevent influencers from promoting them. As for brands, they must assume their responsibilities: tomorrow's world cannot be built on today's models.
"Let's cultivate what can't be bought: human relationships, connection with what surrounds us...".
But how, in concrete terms, can we avoid succumbing to the siren song of consumerism?
Amélie: I think the first piece of advice is to be less on social networks! The more you scroll, the more you become the target of marketing strategies... Another method would be to postpone your purchase. You say to yourself "come on, I'll buy it tomorrow" and often, that impulse is gone. There's also the BISOU method, which consists in asking yourself questions before buying: Do I really need this item? Can I wait a few days? Do I already have a similar item at home?
Personally, I try, but every time I do, I relapse... And I feel an enormous amount of guilt. What do I do with this feeling that weighs me down?
Amélie: Accepting that we are imperfect is already a big step. We live in a system where consumption is omnipresent, and this creates cognitive dissonance: we know that it's not always in line with our values, but we're constantly pushed to consume. Feeling guilty is normal, and already shows that you're aware of it. But we mustn't let ourselves be paralyzed by the quest for perfection.
The important thing is not to do everything well, but to be more thoughtful in our choices. If you wait until you're perfect before you act, you'll never get anything done. So, instead of feeling guilty, let's celebrate every little bit of progress and move forward at our own pace. Asking the right questions is essential: "Does this action make sense? Does it bring me closer to the person I want to be?"
Do you ever despair in the face of the enormity of the task?
Amélie: Yes, of course, almost every day. But I think we can manage to find joy in our world, even with the challenges we face. One way of doing this is to cultivate the things that can't be bought: human relationships, time to recharge our batteries, moments of sharing and connection with what surrounds us.
The most important thing is not to sink into fatalism, but to make choices every day to build a better future. We have the individual and collective power to change society, and we must never forget this. Let's become citizens again, and not just consumers, as the politicians call us.
Did you know?
Edward Bernays, Sigmund Freud's nephew, is to some extent the inventor of influence (and propaganda, sisi ohmagad). One of his most striking examples was the campaign he ran in the 1920s to encourage women to smoke, associating cigarettes with a symbol of freedom, emancipation and modernity. Cool psychology for biz!
