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In a world swamped with ill effects of conspicuous consumerism, eco consumerism is the new reality of our times.

Eco consumerism is about making ethical choices and ensuring the balance of resources on earth is protected. This is what drives the adoption of hybrid cars, organic foods and shunning plastic bags. More and more brands are also looking at recycling the packaging material, using more recycled stuff etc.

Yet, there are issues with the whole eco consumer movement. It has been removed on the fringe and has failed to become main-stream. Consumers are less likely to choose a brand on just green credentials.

I had been a slave of paper, but with minus one, I'm one bondage less-Naresh Gupta

Nor are they likely to pay extra for the green stuff. Just as an example, we are willing to switch lights for one hour, one day of the year but will not proactively buy the more efficient ‘greener’, more expensive LED lamps.

The other issue with eco consumerism is the built-in pain. It is difficult to make the green choice, it is tough to find one, it is tough to find the same brand again when you need it, and it definitely is very difficult to stick to that brand over long term.

The reason why eco consumerism has not moved to mainstream is because making a green choice is like running a marathon. It is glamorous indeed, but it is tough, and hence it is ok to run a short distance and fall out in the middle without completing the race.

Image source:www.chrismadden.co.uk

The minus one project is refreshingly different from that perspective. It does not force you to make a new choice, it does not ask you to alter the existing convention, and best of all it does not preach.  This has the potential to change the way eco consumerism is looked at. And best of all, it is mainstream.

It is a simple action to perform, so I have reduced the point size in what I am writing. Surprise, surprise it looks good, and I feel nice!

Go ahead, Minus One from paper and feel good.

Article by Naresh Gupta, wannabe archaeologist, blogger, an avid stamp collector, digs old hindi music, otherwise a brand strategist.