Trending Now: Consumer Consciousness

(Frazer Harrison/Getty Images North America; PacificCoastNews.com; Valerie Macon/Getty Images North America)Many celebrities are advocating for a social and economic movement: shopping. They believe that making more mindful purchases can give back in ways that typical charity cannot. The following stars want consumers to know how their products are made and where their money is really going. Further, they are encouraging them to actively support companies that offer an additional benefit, whether that be environmental consideration, proceeds to a specific charity, or simply ethical business practices. 

Following in TOMS’ earnest footsteps, Jessica Alba’s The Honest Company has launched “The Collective,” a selection of products that share her same values of family and social responsibility. The website’s new collection features exclusive designer collaborations for home and baby goods, all marked with Alba’s honest stamp of approval.

Similarly, Olivia Wilde is taking action toward the conscious consumerism movement. The accomplished actress, who is also a contributing fashion writer for various publications, has launched her own initiative for promoting philanthropic purchases; Conscious Commerce is an online magazine-like platform that fosters transparency. Some products are even personally picked out of virtual marketplace Etsy, which just so happens to be a Certified B Corporation—in other words, a morality-centric company that cares about its employees, community, and the environment.

Wilde credits her love for fashion and past humanitarian efforts as the main reasons she co-founded the new site, alongside friend Barbara Burchfield. “The industry that for so long represented superficiality and short-sighted commerce is now a key component of the microfinance movement and a leader in the quest to end both poverty and environmental ruin,” she noted in a Vogue article. Recently, Conscious Commerce collaborated with Yoana Baraschi, a featured designer at Anthropologie, on a flirty dress that benefits women in Calcutta, India through New Light India. The actress was so taken by the garment that she even wore it to a red carpet event in New York City earlier this year (before it was available in stores). 

A cause close to Matt Damon’s heart is water: safe and clean water in developing countries. To execute his mission, he has enlisted the help of water bottles, which also serve the environment as they are reusable and BPA free. By purchasing his collaborative Camelbak canteens, informed shoppers are supporting Water.org, a charity co-founded by the actor. 

“In this time of both great wealth and extreme crisis, it’s time to use one to fix the other," declares Wilde. "We vote with our dollars every day, and every day is a chance to help.”
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