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Seth Godin: Zero is the New Black

by Lloyd Alter, Toronto on 03.26.07
Business & Politics

sethhead.jpgYou don't need to be a weatherman to know which way the wind is blowing; you just need to read Seth Godin. Here he nails the impact of No Impact Man:

Ever since he was written up in the Times last week, No Impact Man has been causing shockwaves. Here's a guy who, with his family, is going without... reducing his intake to local foods and his output to a tiny fraction of the typical American's.

I was at the Union Square Market last week, buying some local eggs. A well-dressed woman marched up and handed two empty cardboard egg trays to the farmer, for reusing (a step better than recycling).

Suddenly, $40 an ounce for raspberries flown in from Chile isn't so sexy any more.

Now, people look at someone driving a Chevy Suburban the same way they look at a fit person parking in a handicapped space. "Why," they wonder, "do you need to do that?" It's sort of a mix of suspicion and pity.

The richest and best-educated people in our economy are shifting, and pretty quickly. They're just as willing to spend money as they always were, but now it's not focused on fancy organic stuff at the Whole Foods Market or giant bulletproof cars from Germany or private jet travel. Instead, the market is trying as hard as it can to spend time and money without leaving much of a trace.

I think this story has legs and is going to be around for a long time. Zero is the new black. ::Seth Godin

Comments (16)

It's fascinating. And it is heartening that consumerism is now not quite as fashionable as it once was.

One thing though, as regards local consumption, having just moved to Nicaragua - I want to know, where does this leave Fair Trade farmers in the hills here?

Are these guys going to be left to their own devices if everyone just buys local? It's not an argument, just a curiosity.

Secondly as regards consumerism. Nicaragua is the second poorest country in the Americas - but has the lowest crime rate. Why? I am increasingly convinced that consumerism is a larger prompter of crime than poverty.

There appears to be a real desire to change. Greed is not good any more. Sex in the City, Jimmy Choo shoes, all that bullshit. It's all over. Didn't you hate reading people's likes in personal ads as "shopping"? How vacuous did it make them sound?

Retail therapy, shop till you drop. It's all gone. Thank you. Did we finally get Reagan and Thatcher out of our system?

The green movement can help not only our environment but also our social conscience and our value system.

These are exciting times.

jump to top ourman says:

There's a homeless alky (could be a crack-head, not really sure) who mainly lives in the alley behind my apartment. He basically has the same environmental lifestyle and "eco-footprint" you describe. Except, I sort of doubt anyone has ever payed enough attention to ooh and ahh about how chic and trendy he is.

I'm glad upper-class white people are finally making the homelessness lifestyle the vainglorious fashion statement it was always meant to be.

jump to top Anonymous says:

If you think consumerism is what causes crime, then how do you explain a country like Japan -- certainly one of the most consumer-happy places in the world, having one of the lowest property crime rates in the world?

And if you are advancing the argument that poverty is a virtue the happy peasants can't be bothered to rob anyone, then how do you explain hugely wealthy countries like Yemen, Qatar, and Saudi Arabia having the lowest crime rates anywhere -- aside from the fact that they tend to cut people's hands off?

I'd suggest you reconsider your romantic views.

jump to top Anonymous says:

It's great to finally see a sensible and substantial rebuttal to consumerism. One that has more to it than just ideology.

But human greed is hardly going to just fade away.

Hopefully what will stick is a better appreciation of the limits of our resources, and a longer term view. Because up 'til now, what possible reason has there been for people to say no to more things, apart from not having the cash?!

jump to top MY says:

in response to the query about the fair trade farmers: instead of being forced to grow our food, they'll be able to grow food for themselves, and that too will empower them. it seems when we set up all those profitable coffee plantations for our consumption, the farmers grew less for themselves. not that i am saying "it'll be all right, because it takes concern like yours to make sure we take care and stop exploiting others to grow our food. i look forward to a time when we relish the exotic but valuable imports (like coffee, chocolate & mangosteen fruit) yet also relish the seasonally grown foodstuff in our respective areas. otherwise it seems we're just paying for gas to truck in apples from chile, when with a little patience, i can enjoy apples from my own backyard.

Anonymous- you were saying about the Japanese crime rate:

http://tinyurl.com/yy66qx

Having lived in Asia, in Vietnam, where it is amongst the safest places you will ever live, as the country gets richer the crime rate rises.

jump to top ourman says:

ourman --

So your solution to crime rates is to keep people poor? Interesting logic.

jump to top Anonymous says:

So your solution to crime rates is to keep people poor? Interesting logic.

jump to top sohbet says:

Having lived in Asia, in Vietnam, where it is amongst the safest places you will ever live, as the country gets richer the crime rate rises.

jump to top chat sohbet says:

in response to the query about the fair trade farmers: instead of being forced to grow our food, they'll be able to grow food for themselves, and that too will empower them. it seems when we set up all those profitable coffee plantations for our consumption, the farmers grew less for themselves. not that i am saying "it'll be all right, because it takes concern like yours to make sure we take care and stop exploiting others to grow our food. i look forward to a time when we relish the exotic but valuable imports (like coffee, chocolate & mangosteen fruit) yet also relish the seasonally grown foodstuff in our respective areas. otherwise it seems we're just paying for gas to truck in apples from chile, when with a little patience, i can enjoy apples from my own backyard irt is interesting

jump to top oyun sitesi says:

Are these guys going to be left to their own devices if everyone just buys local? It's not an argument, just a curiosity.

Secondly as regards consumerism. Nicaragua is the second poorest country in the Americas - but has the lowest crime rate. Why? I am increasingly convinced that consumerism is a larger prompter of crime than poverty.

There appears to be a real desire to change. Greed is not good any more. Sex in the City, Jimmy Choo shoes, all that bullshit. It's all over. Didn't you hate reading people's likes in personal ads as "shopping"? How vacuous did it make them sound?

Retail therapy, shop till you drop. It's all gone. Thank you. Did we finally get Reagan and Thatcher out of our system?

thanks..

jump to top chat says:

So your solution to crime rates is to keep people poor? Interesting logic.

So your solution to crime rates is to keep people poor? Interesting logic.

jump to top youtube says:

tSo your solution to crime rates is to keep people poor? Interesting logic.

jump to top Anonymous says:

thanks wonderful text.

jump to top hikaye says:
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