Intention

Making women aware of their consumer power

Diane Ridgway-Cross’ intention with her TED talk “Conscious Consumerism” is to promote the concept of conscious consumerism among women, making them aware of the consumer power they have.

In the speaker’s words, conscious consumerism means “being very, very mindful about the kinds of products we buy, the kinds of brands we choose to buy, and the companies that we buy from” (ll. 36-37). In other words, conscious consumerism means only buying products from companies that promote a better, more sustainable society: “To be more conscious consumers and wield that purchase power in a way that we reward companies and brands that are standing for our beliefs and values, and to hold accountable those who don’t.” (ll. 42-44).

To achieve the intention of making women aware of their consumer power, the speaker uses logos and anecdotes.

Logos gives women fact-based evidence that they are the most powerful consumers: “…three-quarters of all purchases are made by women. We control twenty trillion dollars in consumer spending each and every yea...