The Voice of Color Exchange™.

Now that the western world seems to be accepting eco-products and the issues of sustainability with open arms, we are well on our way to a new era. Thankfully, the stigma that has always accompanied the word "eco-consumer" (a stereotype that conjures up images of hippie-esque individuals living off the land) has since dissipated. However, it appears that one little false stereotype remains; the misnomer that when it comes to consumerism, eco is synonymous with ethical. If you look closely at our society, study its’ people, and follow its’ heartbeat, you’ll find that there are different categories of eco-consumers with unique buying philosophies and habits that suit their particular lifestyle. And hold on to your bamboo hat – not all of these people are buying eco to be ethical.

A great example of this shift is the much-buzzed about new Vancouver boutique simply called M . Founder Carmen Spagnola – a woman looking for a healthier, more organic upbringing for her daughter Mirabella (the boutique’s namesake) – realized there exists eco-consumers with unique types of buying behavior, who choose wellness products for very different reasons.

Walking into Spagnola’s store is like walking into eco-heaven, except everything inside looks anything but eco. The sleekly varnished pine beetle flooring is FSC-certified and without formaldehyde. Walls are covered with low-VOC paints and organic cotton water-based wallpaper. Stunning FSC-certified furniture collection from local designer Amy MacKay decorates the space. The merchandise is forward, proving that design does not have to be compromised when thinking green.

M is unique among retailers because it carries something for a broad spectrum of demographics and price consumptions. Spagnola understands that while the majority of her customers are looking for great green design, they vary greatly in the selection of products and designs they want. At Voice of Color, our coming trends reflect these types of various individuals, in themes called Eco Loco, Fair Trade, Eco Techno and Vintage.

The Eco Loco consumer is a lover of life, extravagant design, popular culture and bold colors. Eco is the trend du jour, and Eco Loco’s are crazy for it because they are trend-driven. For this customer, M has its own version of Anya Hindmarch’s wildly popular “I’m Not A Plastic Bag” shopping bag; interestingly enough, Spagnola created hers before the Hindmarch bag hit the market. Fair trade confetti vases and picture frames from Vietnam, brightly colored cotton fibre giftwrap, recycled glass candlestick holders from well-regarded Esque Design and 100% post-consumer notebooks in fun patterns from Eco-Jot round the options for the Eco Loco consumer.

The Vintage consumer is quite the opposite. He/she is nostalgic, and has a keen appreciation for the quality of things made by hand or from scratch. She values comfort, a calm environment and seeks balance. M offers hand-painted Astier de Villatte ceramics, recycled button frames, bronze circular mirrors, mouth-blown recycled glass whiskey decanters and Lisa Firer ceramic tealight holders (which are stamped with verses of poetry inside).

The Fair Trade consumer is the most eco-typical, and the most ethically-driven of the four consumers. Their buying habits are shaped by earth-conscious and socially-conscious ideals. For this customer, M carries giant hand-woven jungle vine vases, Roost picture frames woven from recycled magazine pages, Riverside Designs recycled seaglass serving platters, hand-carved bamboo wine glasses and a recycled tire tread stool from Morocco.

The Eco Techno consumer is the forward thinker of the group. He/she looks to the future and sees a world in which technology and ecology are in harmony – technology applied to making consumerism less harmful to our planet. Their purchasing choices reflect an appreciation and knowledge of art, design, architecture and all the sub-cultures surrounding the three. Innovation and a simplification of life are paramount to the Eco Techno customer. At the store, this particular clientele can find reclaimed pounded copper wire bowls, a bamboo cube with an optional upholstered black seat from Dominic Design and an automatic composter.

The success of M is a catalyst for more retailers and designers to provide a greater array of options for consumers. It is also proof to the point that diverse eco-consumers exist in the market, each with unique buying behaviors and a willingness to purchase items that seamlessly integrate both being design-conscious and being green. "Basically, I want people to come into the store and say, ‘Wow, you have some beautiful things’," says Spagnola. "It gives me an opportunity to say everything in here comes from a carefully considered source, so it’s either ethical or sustainable. It starts a dialogue."