Can We Quantify Ethical Consumption?: Reflections on a Decade-Long Exercise in Public Sociology

Abstract

In order to contribute to the ongoing discussion of the evolving nature of public sociology, this article reflects on a public sociology research project a decade after presenting it as part of the keynote for the 2009 Annual Conference for the Association for Humanist Sociology. The Better World Shopper project focuses on quantifying 32 years of social and environmental responsibility data on 2,204 companies into numerical values that are then translated into A–F grades for the public through a regularly updated book, smartphone app, and website. Rooted in social movements theory and the growing literature on ethical consumerism, the methodology for the project is discussed in detail, including how data are weighted, updated, and an evaluation of how various biases are addressed throughout the analysis. The project is offered up as one example of how humanist sociology and public sociology can overlap in ways that can generate much needed conversations outside of academe.