The Fallacy of the “Conscious Consumer”

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My NoSmalltalk session with Shashank Noronha

by Albert Schiller

In the complex discourse of sustainability, responsibility is often treated as a diffuse, shared burden. The consumer is told to choose wisely, the government to regulate, and the corporation to comply. Yet, a more rigorous analysis, guided by the pragmatic insights of manufacturer Shashank Noronha, suggests this distribution is flawed. He posits a compelling and disruptive thesis: the primary ethical responsibility for a product’s lifecycle rests not with the end user, but squarely with the creator. This is not an attempt to absolve the consumer, but a logical reallocation of duty based on who holds the most critical information: the "why" behind the product.

The solution, according to Shashank, is a radical shift in the manufacturer's role from mere marketer to proactive educator. He points out that industries have continually evolved by solving the "why" for their benefit, creating a better, more desirable product. As he puts it, "the why has always been solved. But the consumer never understood. Why was it being solved?". The manufacturer's new responsibility is to make this internal "why" transparent. A brand's duty is not just to sell a product, but to explain the logic and the trade-offs behind its creation across all four phases.

This information asymmetry is precisely where greenwashing thrives. Brands understand that consumers will focus on the most visible attributes, such as being "natural," "organic," or packaged in a recyclable bottle. This allows them to "whitewash a consumer for... a phase" by checking a single box while potentially ignoring significant ethical or environmental failures in the hidden phases of manufacturing and logistics.

This level of transparency is the ultimate antidote to deceptive marketing. A brand that is willing to educate on its entire process is demonstrating a more profound commitment to its values. As Shashank concludes, if a brand provides this deep context, then "my story points on my product will speak a lot more regardless, even if I have a very monochrome black and white package". It is a powerful assertion that in a truly informed market, substance will triumph over style, and integrity will become the most valuable brand asset of all.

5 Lessons I Learned from this Encounter:

Open Questions for Discussion

1. Suppose manufacturers hold the primary responsibility for educating consumers. What is the most effective and ethical way for them to convey complex supply chain information without overwhelming or misleading the public?

2. Shashank argues that education is more powerful than policy for changing mindsets. In a competitive market, can voluntary brand education truly succeed without strong, enforceable policies to punish dishonest actors and level the playing field?