CONSUMERISM IN PUBLISHING

Abstract:

This article examines the influence consumerism has in the contemporary publishing industry. The key issues discussed in the article regard the social burden consumerism places on the individual, as well as the environmental impact it has. Publishers are central to influencing the ways consumers engage with products and through Corporate Social Responsibility (CSR) initiatives, publishers may help to promote sustainable practices and encourage consumers to make more socially responsible purchasing decisions. The article suggests how, with the continuing advancements in technology and the development of new alternatives to traditional print books, consumer buying habits may continue to change in the future.

Keywords:

Consumerism, Advertisement, Environment, Sustainability, Corporate Social Responsibility, Solutions, Greenwashing, E-device, E-reader, E-books, Audiobooks

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Introduction

Consumerism is the cornerstone of capitalism, operating in tandem with materialism and perpetuating the narrative that people’s quality of life and overall happiness stems from the quantity of commodities they own. The issue lies in that, with the advancement of technology, most products can and are mass-produced on immense scales, creating a situation wherein the supply simply outweighs sensible demand. Some economists may argue that stimulating production (and by extension encouraging economic growth) is a positive phenomenon, but this does not take into account the consequence of persistently high consumption including social, environmental and psychological issues (Investopedia, 2021).

Publishers have a role to play in this. First and foremost, publishers are businesses and therefore should want to maximise and maintain profits. Whether this is through advertisement, promotion or alternative means, it is in their best interest to increase their exposure and reach as many potential consumers as possible. However, this may unintentionally result in readers feeling pressured to spend more than they can afford in order to keep up with new releases. Publishers aim to elicit a response from their target audience through advertisement, either in their attitude, emotion or behaviour. They do this by using their ‘toolbox’, which refers to any tools, media and content they use to advertise their books (Somerville, 2021). People see approximately 1,700 banners each month but, due to the sheer number, they have become desensitised and only acknowledge about half (Goran, 2022). This suggests that the influx of advertisement may make it difficult to reach the desired audience, due to consumers automatically filtering them out.

Influencers

Conversely, this simply means that marketing must be directed at the intended audience, which is why publishers and authors cultivate their own social media presence. This allows them to engage with their audience in a more personalised and direct environment, as well as allowing interactions to occur organically. Book-related communities are present on platforms such as TikTok, which boasts 732-million active users each month, so there is clearly a market for book related content that can be exploited (The Bookseller, 2021). Community involvement is a valuable aspect of book culture, and social media platforms have been easily accessible and popular gathering spots. Yet, even members of these groups feel that there is pressure ‘set by the community unintentionally, and [it is] affecting everyone, whether they are aware of it or not’ (Cait’s Books, 2019).

For example, book influencers might unintentionally put pressure on members of the community to purchase more books. This discussion is much broader and older than the emergence of ‘BookTubers’ though. Thorstein Veblen (1899) suggested that the spending of the leisure class is: ‘Related to the display of status and not to functionality or usefulness.’ By using their platform to advertise the latest releases, decorating their backgrounds with shelves filled with books for aesthetic purposes and showcasing their merch and book subscription services, influencers may create a sense of anxiety in their followers as they recklessly buy books to meet their perceived impression of the ideal reader (Cait’s Books, 2019). Newer influencers may also feel the need to buy numerous books to fit in and keep up with the lates trends, some of these books may go unread and, ultimately, be discarded.

Moreover, there is a certain degree of privilege in the ease book influencers tend to have in obtaining books which isn’t necessarily reflected in their content. They may be approached by or approach a publisher, using their following as leverage and receive free proofs or publicity copies which the average reader would not have access to. Libraries have a limited budget too and may not be able to stock the newest releases either, meaning that the people who rely on them will feel left out. Within the book community, bloggers have described this as an issue of not knowing your audience (Cait’s Books, 2019).

Despite this, it is important to note that supply follows demand. The very fact that groups are formed around books, as seen by the 732-million active users on TikTok alone, indicates people are genuinely passionate about them (The Bookseller, 2021). As a corporate industry, publishers have a Corporate Social Responsibility (CSR) to fulfil, and one way they are accomplishing this is by encouraging consumers to interact with people who share similar interests as them and becoming part of their community via social media.

Environment

One of the central issues with buying physical books is what happens when you are done with them. 320-million books are tossed out annually, resulting in 640,000-tonnes ending up in landfills rather than being recycled or reused. Not only does this demonstrate an excess in consumption, but poor management of waste flow and lack of awareness of recycling alternatives. Publishing as an industry has made an effort to be more aware of its environmental impact, but consumers are left in the dark and only have a very narrow view of just how labour-intensive book production actually is, leading them to be over-enthusiastic with their collections. Surveys have shown that consumers are willing to do more for sustainability as individuals, but they want brands to take the lead. 50% of consumers cited that clear information on recycling alternatives would motivate them (Deloitte UK, 2021). Other fields are already doing more to raise awareness about sustainability. For example, here at Kingston University, a new postgraduate degree in sustainable fashion not only raises the plethora of issues caused by fast fashion, but also enables students to find innovative methods to cut down on wasted clothes (Kingston University, 2022).

Nevertheless, placing too much emphasis on recycling alone could border on greenwashing, wherein businesses display themselves as environmentally friendly by using recycled or sustainably-sourced paper, disregarding the sheer number of books which will end up pulped, as well as the emissions produced during transport. A rather ironic example of this would be the case of Martin Dorey, author of No. More. Plastic., who was surprised to find his novels wrapped in plastic. The fault lay with the distributers, but the publisher’s oversight in not picking a more environmentally aware business partner is part of the problem.

Publishers need to be prepared to not only focus their attention on their direct impact but also on the accountability of their value chain. Research shows that sustainability is a key point for 32% of consumers, with ‘Gen-Z’ in particular being keen on this stance. 50% are actively reducing how much they buy, and 45% boycott certain brands entirely based on ethical or sustainability concerns (Deloitte UK, 2021). It is reasonable to assume that this trend towards the awareness of sustainability influencing consumers buying habits will continue with future generations. These generations will not only inherit wealth but the burden of protecting the environment, which is why it is important that publishers take care to cater to the next generation of potential readers. Most publishers have already made the effort of following the Forest Stewardship Council (FSC) paper guidelines. Penguin Random House even fulfilled its pledge of using 100% sustainably sourced and FSC certified paper. In addition to becoming climate neutral in their direct operations, they hope to do the same for the entirety of their value chain by 2030 (The Bookseller, 2021).

Continuing on from this, future advancements in printing technology could mean less waste being produced. Canary Wharf shopping-mall for instance, is utilising print-on-demand (POD) technology through ‘Short Story Stations’ that can be found around the premises that rely on thermal technology and recyclable paper, cutting out ink, cartridges, as well as minimizing paper waste (Canary Wharf, 2022). This is a wonderful example of possible ways to further cut down the impact publishing has on the environment, it is only a matter of replicating this on a larger, more efficient scale.

Publishers can’t simply reduce the quantity of books they publish in a print-run because an abrupt decrease in supply risks the false perception of scarcity by consumers, which could lead to ‘scalpers’ and an increase in piracy. Textbook publishing already has an issue with managing duplication in addition

to the pressure it receives due to the shift towards an Open Access model. There is also free, readily available content publishers have to compete with, such as Wattpad, a platform that allows writers to publish their works immediately. Traditional publishers add value to work though, and can curate, proofread, typeset and more, which is why consumers are willing to pay for their product. However, if said product is no longer available or appears to be selling for more than they are willing to pay, they may turn to cheaper alternatives, eventually costing publishers more.

Alternatives

The production of compatible devices, such as the Amazon Kindle and other E-readers, produces approximately four times less greenhouse gas than traditional book publishing (Kindermusik, 2021). However, the downside of this is that, with the constant onslaught of advertisement and newer

models being pumped out by conglomerates like Amazon, although significantly better, the excessive emissions are still a problem, so it is still a matter of encouraging responsible consumer buying habits. Although digital books tend to be more user friendly than traditional print books thanks to their adjustability, the experience is inherently different and lacking in the sensory stimuli that physical books provide through touch and smell. Consumers may be more receptive to physical alternatives when conscious of their limited space. E-readers can hold 3,500 books (8GB), which would be enough to keep even the most active of readers satisfied for years (Penn Book Center, 2022). Reducing the number of printed books consumers buy, by instead choosing E-books and audiobooks on occasion, could drastically decrease the extent of excess purchases and the subsequent waste.

Another way to curb the wastefulness of excess buying is by purchasing second-hand books instead of brand-new copies. Henry Miller (1961) declared that: ‘Like money, books must be kept in constant circulation’ to hold value. One way of interpreting this is by sharing stories you assign value to, you are connecting with other readers and creating communities of likeminded individuals. A small-scale example would be how some book influencers host giveaways and competitions. A larger and much more community driven instance would be Bookswap, a platform which enables readers to exchange books they have already read or simply are not interested in reading anymore. Mainstream E-commerce

platforms such as eBay and Amazon also allow you to buy used books for less.

This does not just involve traditional consumer publishing. Academic publishers have a similar problem when it comes to how textbooks are reused, since they tend to be too complex to appeal to anyone outside of the field. Fortunately, there are organisations such as R.E.A.D International and

Community H.E.A.R.T which aim to collect books from the UK and redistribute them to East and South Africa, respectively. The British Heart Foundation also have specialist bookstores so that even niche books can be utilised and resold.

Nevertheless, initiatives that encourage second-hand reading or increase a consumer’s ability to make libraries order new releases do not undermine publishers. They have been around for years already with no significant impact on the sales of new releases. Arguably, they may even reinforce consumers perceived value of books, beyond the financial cost, by allowing them to measure the sentimental value they have attached to them when swapping and witnessing the impact they can have on disadvantaged communities.

Conclusion

In the end, consumers are the ones who hold the power to choose how they spend their money. They have already demonstrated the desire to strive for a more sustainable future and are willing to take responsibility for their own purchases, but they require transparency from businesses like publishers to make fully informed decisions (Deloitte UK, 2021). Moreover, publishers are providing an important service to society by creating and distributing books which share diverse perspectives and allow individuals to stay involved and informed. There are innumerable benefits to reading and these contribute to the publisher’s fulfilment of their CSR duties. Book publishing is a fundamental pillar of our contemporary society and, although it must evolve with the changing social climate, its advantages are too substantial to disregard.

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Bibliography

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