Are we wasting our power as consumers?

I’ve always believed in the power of the consumer and that, for the most part, it is the only power we have. Democracy isn’t very democratic these days especially when you making your voting decisions based on how to keep the most hated candidate out of office or the one you think will do the least damage.

So to me, spending power is more like democracy than the one where you vote once every few years. It’s a choice we make every day and if we all collectively make these choices together, there can be change.

An example that really resonated with me was the consumer protest against GMOs in foods in 1999. McCain Foods was one of the companies targeted due to their use of genetically modified potatoes. Because a large enough percentage of their customers stopped buying their fries, McCain’s made a decision to refuse to use GMO in their products. Harrison McCain said, “We think genetically modified material is very good science but at the moment, very bad public relations.” He added, “We’ve got too many people worried about eating the product and we’re in the business of giving our customers what they want, not what we think they should have.”

Now, ten years on, where has our power gone? It’s not just what we buy now but what we say and to a large part, who says it. And this comes down to the growing popularity of social networks.

The takeover of Nestlé’s Facebook wall in March 2010 could be a recent example of successful protest via social media. Greenpeace and protesters against the use of palm oil linked to deforestation took to the internet to express their frustration. The business handled it poorly and all eyes were on them. By May 2010 Nestle invited The Forest Trust to audit its supply chain with the promise for all contracts to be cancelled if the firm was found to be responsible for deforestation to produce palm oil.

On the other hand, look at what happened with the Gap. They decided to redesign their logo which caused Twitter and Facebook users to protest against the change. Only a few days after the redesign was released, it was rescinded (you can read the official news release here). But was this the wants of their customers or a small number of people who thought the new logo wasn’t fitting or to be frank, just a really bad design? Yes. Gap changed it back. Power to the people and all that. But what did it really achieve? The money was spent already - there were likely months and months of research and redesign after redesign all wasted.

And now Gap can say they are listening to their customers. But was this the fight we wanted to fight? Are these protests being made by customers or is it a growing number of individuals who protest for the sake of it.

My concern is the use of this power. Yes, changes have been made or companies say they are making them but is it really happening? Are these the right changes? And how are these businesses then using the social networks that spurned them into action to keep their consumers in the dark?

I want social networks to be transparent but as much as we say it is, it’s still not. Nestle probably had comments about its use of palm oil before their Facebook wall was taken over, but they didn’t have to make any changes until that point. And now that they are playing nice, those addicted to their 140 character news source can go away happy to find another thing to be incensed about for a couple of days. Is the Gap still using child labour? Does anyone care? After they listened so promptly to their customers, they show they’re a great company right?

It’s still all about perception - how these businesses look to the outside world and in their eyes, to those with thousands of followers on Twitter or Facebook. Those influencers they want so badly on their side.

I’d love 2011 to be about businesses actually changing. How about spending your logo redesign on improving customer service or making sure your product is made from sustainably sourced products. Or let’s change your business into one that embraces the customer instead of giving them what you think they should have. Let’s work with them and maybe we won’t have these social media “crises” anymore. Isn’t it just common sense?