Woman in winter forest
On Good Friday last week, I fell into despair when I saw my life's work of the past 5 years being trampled underfoot by Kaufland Romania.
Yesterday, the news gained a bit more visibility, and the few environmental activists not bound by their funding contracts were able to take a stance against the misleading campaign the retailer is running.
To understand the situation, I recommend reading the article well-documented by Irina Breniuc. I want to show you now, from my inner world, my experience torn from David and Goliath.
My soul was darkened by a keen sense of injustice when I saw Kaufland's printed brochure with "We are the first zero-waste company in Romania" written in large letters. I intuitively knew instantly that it was greenwashing, understanding what such a claim implies. I started researching what it was all about.
I cried for half the day, at times with sobs and muffled shouts of anger, at times with profound hopelessness. I descended into a downward spiral into lightless inner places, where my own thoughts pulled me deeper.
First, there was the Valley of Tears
"What's the point of continuing? Everything I've created so far has been in vain. All the effort put into Zero Waste Shop Bucharest is useless in the face of this dishonest campaign. Why should I continue to support this project, which is still at a loss? I won't be able to have a relevant impact. How could I preserve the essence of the values I strive for, in the face of the monstrosity created by the capitalist Goliath? Everything I've done is in vain; I can't do anything in the future that will make a difference."
Then came the anger at the system
"It's frightening how stupid they think we are. There are people in positions of power who knowingly lie and manipulate for their own interest, regardless of the negative impact of their actions. There is no ethical limit for corporations and no power to hold them accountable; they can knowingly corrupt the good things we have, while their accounts get fatter." And many other similar thoughts about how the capitalist system destroys what is good for profit.
Then came the sense of righteousness and the need for revenge
It was the moment I thanked God I didn't have greater power because I felt capable of destroying without blinking. And then I would have transformed into the abyss I was looking into.
A week after these experiences, I still feel defeated. I feel like I've failed and disappointed. That I should have done more, better, been more vocal, more visible, done more education, that there should have been more of us who truly understand what zero waste is and why capitalism is killing us. I still feel that I won't have the strength to reposition myself after this.
I share this without seeking confirmation that the presence of the store matters.
These are inner processes that need to be honored; I share because a business built with soul and on real values will influence our state of mind when we choose to genuinely dedicate ourselves to its mission. And an ethically assumed entrepreneurial journey leads us to the essence of our being, to fundamental notions about how it makes sense for us to live as humans on this Earth.
Teodora Ghenciu asked me,
Why did it affect me so much, why is what they did so bad?
Why is it so bad? Because it's an abuse of power, and there is no other power in our society at this moment to balance the scales, to do justice, to stand with the truth and seek beneficial impact for all of us.
Because it's misinformation done knowingly; large budgets are invested in wrongly promoting a concept that otherwise would have the chance to help us live more sustainably. But by promoting it as they do, people will associate zero waste with Kaufland and will consider it okay to continue consuming mountains of plastic and packaging. And they will live with the mistaken impression that they are doing what is right and have fulfilled their responsibility.
Because our market education efforts of the past 5 years are being wiped clean. Because the level of awareness that had the potential to grow will be capped at the derisive level promoted by whoever has the biggest megaphone. Because there is no other force/power in the market to counteract their level of promotion, to correct the misinformation and properly educate about responsible consumption practices. So that we can have a real chance of creating a sustainable future for future generations.
Because it is a clear example that evil exists and implies that not taking a stand of resistance makes us complicit. Not from the position of "they are bad/we are good," but from the hope that we can train our discernment not to let such behaviors be part of our society.
I calm my inner turmoil by acknowledging that, like a child still small, the store needs me to be functional, so I get back to work. And I repeat the only words capable of calming the inner judge: "Between justice and peace, choose peace, for I will do justice."
