Mindful Consumption, Systemic Change: Why Individual Actions Still Matter

The sustainability debate is heating up. Recently, Hans Stegeman, Chief Economist at Triodos Bank, shared a compelling critique of green consumerism. He argued that while planting trees for purchases, offsetting carbon footprints, or buying “eco-friendly” products may feel good, they do not fundamentally change the system. Consumption remains the engine of our economic model, and as long as that logic is untouched, sustainability risks being co-opted into yet another form of growth-at-all-costs.

It’s a sharp reminder: we cannot buy our way out of the climate crisis. True transformation requires more than green labels and optimized shopping carts. It requires rethinking what we value, how we live, and how our systems are structured.

At the same time, Project Drawdown has launched an inspiring new initiative called SHIFT, which highlights something equally important: individuals are not powerless. By making different choices in what we eat, how we move, what we buy, and how we use our voices, we can directly influence up to 25% of global greenhouse gas emissions. That’s not trivial: that’s systemic leverage.

So, who is right? Is individual action a distraction, or is it part of the solution?

At Terry, we believe it’s both.

The Limits of Green Consumerism

Hans Stegeman is not alone in pointing out the flaws in the current sustainability narrative. Academic research confirms that “green growth” often sustains the same exploitative structures, just in new packaging. Whether it’s bio-based plastics, tree-planting campaigns tied to products, or CO₂ offset schemes, these approaches often:

• Shift responsibility away from governments and corporations onto individuals.

• Perpetuate the illusion that we can continue with business as usual, just a little “greener.”

• Focus on short-term optics rather than long-term systemic change.

The result is a dangerous paradox: the more we try to shop our way into sustainability, the further we may drift from the real transformation that’s needed.

We at Terry agree with that critique. Our mission is not to encourage more consumption. In fact, our core message is simple: buy only what you truly need.

The Power of SHIFT: Individual Actions Add Up

But here’s the other side of the story. Project Drawdown’s SHIFT initiative, co-developed with climate scientist Kimberly Nicholas, puts evidence behind something we have long believed: individuals have climate “superpowers.”

According to SHIFT, our top five actions as individuals are:

1. Eating more plants, less meat.

2. Flying less and choosing sustainable transport.

3. Wasting less food.

4. Reducing energy use at home.

5. Making thoughtful consumption choices.

Together, these actions account for nearly a quarter of global emissions. That is huge. If millions of people shift their behavior, even slightly, the collective impact is transformative.

It’s not about one person eating less beef or buying fewer flights. It’s about millions of people doing it together. That is the heart of systemic change: individual actions at scale.

Where Terry Fits In

This is where Terry comes in.

We know people will keep consuming: at least to cover their basic needs. We also know that many feel overwhelmed, uncertain of how to act, or skeptical about whether their individual choices matter.

That’s why we designed Terry as a bridge solution.

• We don’t tell people to buy more. We say: if you do need to buy, make it count.

• We redirect the existing commissions from affiliate marketing, money that would otherwise go to ad platforms or middlemen, straight into climate and social projects.

• We guarantee transparency: users can see exactly which projects their purchases support.

• We partner with initiatives like The Pollinators, Land van Ons, One Tree Planted, and Sheltersuit, to make sure every euro flows into real, tangible change.

In other words, Terry doesn’t solve overconsumption. But we do hack the current system so that the money already circulating works harder for the planet and for people.

Data Matters: Everyday Choices Aren’t Small

Consider this: food production accounts for around a third of global greenhouse gas emissions. The carbon footprint of beef is more than 60 kg of CO₂ per kilo, while peas are less than 1 kg. One dietary swap, say, choosing beans over beef once a week, saves more emissions than skipping plastic straws for a year.

Or take shopping: when you buy electronics, fashion, or home goods, retailers already pay commissions to digital platforms for marketing. Terry diverts part of that money into ecosystem restoration. Your new laptop? It might plant trees. Your winter jacket? It could help fund regenerative farming.

This is the hidden power of mindful consumption: not to encourage buying more, but to shift the value of what’s already being bought.

Urgency Without Cynicism

The climate crisis demands urgency. Reports like the one Hans Stegeman highlights remind us that green consumerism is not enough and may even be harmful if it blinds us to the need for systemic reform.

At the same time, initiatives like SHIFT show us that people are not powerless. By changing our habits, by consuming less, and by making the things we do buy work harder for the planet, we build momentum toward transformation.

At Terry, we are honest: we are not the final solution. But we are part of the journey. We are helping people take the first steps, while also advocating for the deeper systemic changes we all need.

Conclusion: With Mindful Consumption To Systemic Change

So, where does that leave us?

• We agree with Hans Stegeman: shopping our way to sustainability is a contradiction.

• We agree with Project Drawdown: individual actions, multiplied, can drive real impact.

• And we believe in Terry’s role: to connect the dots between today’s reality and tomorrow’s transformation.

We encourage everyone:

• Buy only what you truly need.

• When you do, let your purchase fuel climate and social impact.

• Don’t stop there: keep pushing for the systemic change we urgently need.

Mindful consumption is not the end goal. But it is a step. And with millions of steps together, we can change the system.

Sources:
Salovaara, J. J., & Hagolani-Albov, S. E. (2025). Why we can’t buy our way to sustainability. Futures, 168, 103409. ScienceDirect
Project Drawdown & Kimberly Nicholas (2025). SHIFT Initiative. Drawdown.org
Join the SHIFT Initiative
Nicholas, K. (2025). Your top 5 climate superpowers. We Can Fix It Substack
Project Drawdown (2025). What’s the best climate action you can take? Drawdown Insights
Our World in Data. Food emissions by supply chain. Link
Terry Blog: The Power You Didn’t Know You Had: Turning Everyday Shopping Into Real Climate Action. Terry.earth