Blame the believer.
Unpacking the Narratives That Blame Consumers
Marketing can be described as telling stories to your customers that reinforce a point of view. What happens when you need to change the point of view? Can you blame the believer? Some will try.
We all know the sinking feeling. Overconsumption is wreaking havoc on the planet, yet many of us as consumers feel powerless to change the system. The reality is, we’re navigating an incredibly sophisticated infrastructure that perpetuates consumer message that leaves little space for reflection—or alternatives.
The Blame Game: Consumers or Corporations?
Even those in positions of significant influence sometimes claim powerlessness. Take ExxonMobil CEO Darren Woods, for example. Earlier this year, he blamed the public for the world’s slow adoption of cleaner technologies, citing unwillingness to bear the costs.
In an interview with Fortune, Woods remarked:
"The dirty secret is that customers weren’t willing to pay for the added cost of cleaner fossil fuels. People can’t afford it, and governments around the world rightly know that their constituents will have real concerns."
But can we blame consumers for choosing within the limitations offered to them? Henry Ford famously quipped in 1922 that customers could choose “any color they want, as long as it’s black.” Nearly 100 years later, the sentiment hasn’t changed much: businesses shape what’s available and dictate the narrative.
The Filthy Truth: Subsidizing the Status Quo
Meanwhile, the fossil fuel industry continues to benefit from massive subsidies, effectively locking the planet into unsustainable systems. According to a recent IMF report, fossil fuel subsidies reached a record $7 trillion in 2023—a staggering 7.1% of global GDP.
At COP29, Azerbaijani President Ilham Aliyev defended natural gas as a “gift from God,” adding that he shouldn't be blamed for exploiting it. Such statements only reinforce the systemic challenges we face.
Breaking the Cycle of “Consume to Improve”
From the very first advertisements, marketing has sold the idea that consumption leads to improvement. Even sustainability and circularity are framed within this same dogma.
Take the auto industry, for instance. I recently spoke with a major car manufacturer launching a new line of “circular” cars. These vehicles, they claimed, were inspired by a competitor’s circular economy vision. Yet upon closer inspection, these cars won’t truly close the loop or alter consumer behavior for decades—at least not until the first lifecycle is complete.
The underlying message remains: “If you buy this, your life will be better.” As long as businesses market sustainability without addressing the structural changes needed, we remain stuck in a cycle of overconsumption.
Moving Forward: Building Adequate Alternatives
If we’re to tackle overconsumption, corporations must offer clear, accessible, and affordable alternatives while framing communication differently. Empower consumers, rather than blaming them, and create spaces for meaningful reflection about the consequences of consumption.
Real change requires systemic overhaul, collaboration, and bold leadership. It’s not just about swapping one product for another—it’s about rethinking the entire system.
