Have you ever felt overwhelmed by choice? Struggled with a seemingly simple decision? Perhaps you’ve found yourself contemplating all the different options only to end up not choosing anything at all. 

You’re not alone. With so many options available to us in every aspect of our modern lives, most of us feel inundated by all of these choices. Making a decision becomes mentally draining because each option must be weighed against alternative to select the best one. 

And this is why making eco-friendly choices can feel so overwhelming. Most of us want to live more sustainably but with so many different products and categories, it’s impossible to know where to start. 

So let’s look at why too many choices can actually be a bad thing. 

The Paradox of Choice 

There is no doubt that freedom of choice is essential to living a happy and fulfilled life. When we are free to make choices we can steer our lives in the direction of what makes us happy. So the more choices we have the happier we’ll be, right? 

Unfortunately, it’s not that simple. 

In fact, many studies have shown that the opposite is happening. While it’s true that autonomy and the freedom to choose are crucial to our wellbeing, too many choices create dissatisfaction, stress and anxiety. 

For many decades, Western society has attempted to maximise personal freedom simply by increasing choice. And this abundance of choice has infiltrated every aspect of our lives, including eco-friendly products.

But we are just not wired to make this many choices. In his book, The Paradox of Choice, psychologist Barry Schwartz argues that “all this choice produces paralysis rather than liberation”. 

With so many seemingly equal eco-friendly products, we can find it impossible to make a decision. And even if we do manage to overcome this paralysis of choice, we are far more likely to be dissatisfied with our choice. Also known as ‘buyer’s remorse’.  

Simply put, the more choices available the less likely we are to take action and more likely we are to experience regret. 

While it’s inspiring to see so many eco-friendly alternatives for almost every item we use, there’s no denying that the choice of sustainable products available is overwhelming.

Eco-friendly Overwhelm

We seem to have forgotten one of the main philosophies of sustainable living: less is more.

While it’s inspiring to see so many eco-friendly alternatives for almost every item we use, there’s no denying that the choice of sustainable products available is overwhelming. 

What’s more, is that there are also so many areas of our lives in which we are encouraged to be more environmentally friendly. From what we consume to what we wear and how we commute, it can almost feel as if everything we do is bad for the environment. 

So it’s not surprising that so many of us haven’t made the switch to more eco-friendly options. Most of us want to live more sustainably, but we are paralysed by choice. And unfortunately, this means that many of us don’t end up taking any action at all. 

And that is the last thing we want to achieve when it comes to living more sustainably.

Making Eco-friendly Choices Easy

We believe eco-friendly choices should be easy, not overwhelming. So we’re keeping it simple. We’ve done all the research for you and only offer a handful of the very best eco-friendly products from the 7 highest impact categories. 

By reducing the choice we’re making it easier for you to start living more sustainably. Each of our products are high quality and high impact. With many of the brands having a positive impact not just on the environment, but also communities around the world. 

We’ve focused on just 7 everyday categories where you can make the biggest difference with just 1 small change. By simply switching one of your everyday products for our eco-friendly alternatives, you can dramatically reduce your plastic waste. 

So if you don’t know where to start, we encourage you to pick just one product from one category. Ecofriendly choices don’t have to be overwhelming or inconvenient. It’s can be as simple as making one switch. 

Start being kind today. 

Ann Suen

Author Ann Suen

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