Baggage Issues - Shopping and the Conscious Consumer

Mike Catherall
Ah, shopping, it is a necessary evil for some and a joy for others. But no matter how you part with your cash, there are always ways to put the conscious back in ‘conscious consumer.’

If you can afford it, it is great to buy local organic food, local clothes made with sustainable materials, and anything that cuts down on fuel costs over long distances, etc. However, most people cannot afford these luxuries, so we have to shop at Wal-Mart and Winners and whatnot.

But no matter how expensive that particular bar of soap, or carton of milk, or hemp parka costs, it will always have something in common by the time it crosses the counter.

It will be in a fancy, easy-to-carry container.

Introducing: the bag.

The bag comes in two flavours, paper and plastic. I’ve heard that one is as bad as another. Plastic may be deadly in terms of its manufacturing and disposal, but paper is hard on the trees.

Either way, one thing is for certain, the less bags that are out there, the better off our world will be in terms of sustainability.


When I lived in Sweden a few years back, they had a policy where they would charge you for your bags. It makes you think twice about double-bagging a 4L carton of milk, or box of oranges that already has a convenient and easy to use handle. Most Swedes carried around blue reusable shopping bags with flair, it accentuated their blondeness, and went well with their eyes.

It really is a win-win situation (except for the plastic bag companies that is) – stores can make some extra coin by selling bags, people are more aware of unnecessary baggage, and the blue-bag manufacturers stand to make a fortune.

When you really think about how many bags the average person uses the numbers are staggering. Factories around the world manufacture 4.5 trillion bags a year. To top that off, each year, Americans throw away an average of 100 billion bags (only 0.6 are recycled). That’s a lot of landfill and forest.
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Mike Catherall

Mike Catherall is the founder of Immersion Creative. 



The idea behind this Vancouver advertising agency is that the best solutions are often found by completely immersing the writer in a client's environment, to get a true feel of the business.

Working from within, Mike can produce everything from TV ads, to websites, to brochures, radio and ambient, all the while creating an online presence that will keep you on the first page of Google.

Mike is an award-winning English copywriter and columnist as well as a former Native English teacher. He has worked for some of the world's most prestigious agencies, including Ogilvy & Mather and Publicis on clients such as Disneyland, Mercedes-Benz, Citibank and Western Union.

For years, Mike worked as a copywriter in Hong Kong. He has also written novels, radio plays, children's books, screenplays, and more than ten blogs. He makes smartphone auto apps as well.

His adventures as an English copywriter can be found here. In his American Chronicle columns, Mike's focus is on sustainability advertising.

His current clients include mattress Victoria retailer, Mattress Choice, as well as CRNE prep course instructors - Primed Educational Associates and the best Vancouver mattress store, Simmons Mattress Gallery.

Immersion's other clients are: Vancouver West End Real Estate Agent, Anthea Poon, Mountain bike armour for Iron Mountain Wear, Vancouver Baby Photographer, Petite Reverie and Gibsons Bed and Breakfast A Warehouse Hide-A-Way.

To find out more, visit Immersion Creative, or call 604 537 1874.

Mike supports the Earth Rising Foundation and cancer-fighting Radiochemistry as performed by the Lapi Lab.

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