The Rise of Invested Consumption

Ever since the idea of consumption appeared (etymologically, the word comes from sumere – taking from, composed with the prefix con – with intensity) it has been opposed to production, with alternating – and competing economic theories on whether our way to salvation as a human race is the pursuit of production as the fundamental means for wealth creation – and consumption will follow – or whether it is the pursuit of consumption that ought to be the leading factor for the growth of our wellbeing… and happiness.

But does the divide between production and consumption have to be? More and more, people—conscious of the disconnect and in search for new sources of balance—have embraced new behaviors that aim to re-anchor consumption in origin, in the place, the process, the person or the community behind the products, re-emphasizing the importance of the production factor of our foods, of our clothes, our daily sources of joy.

Fairtrade, farmers markets, farmer owned, organic and the like are the new rallying cries. They guide our changing behaviors and identity. They are… the new brands. They are the new brands because like brands, they answer people’s fundamental question. Why do consumption and production have to be divided? Tired of the growing disconnect, and in a growing search for transparency, people are using their consumer power to change the game, showing with their wallet a vested interest in how their products are made and where they come from, investing their money not just in the consumption of the product, but also in the success of the producer.

We call this new and growing behavior Invested consumption. And with the Hoop, we offer people to even go further—to become aware and get personally invested in the actual needs of the producer of their favorite food, clothes, and other products to help them expand their ability to succeed, at the very root of the value chain. You can buy your favorite product at Wholefoods, Starbucks, your local store and lend money to the local grower or farmer that works behind the scene to preserve the quality – and the soul of the product, day in day out, at its very source. You can consume and invest in the success of a community of farmers in Thailand or Peru and promote your passion with your friends, inviting them to invest in the producers and consume the products you favor or others that might fit better their personal preferences that are part of the Hoop offering.

“I invested in this Coffee Grower: try out a Cup!!!”

By offering people the ability to be invested in the success of the producers behind the products they consume everyday, the Hoop gives people a new level in their desire to have a say in the impact their consumption has—or can have—in the future of the world!

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Marc Mathieu is co-founder of the Hoop and CEO of BeDo