Naomi Klein is a writer and political activist, shooting to fame in 2000 with the release of her book ‘No Logo’. She addresses how the dawn of mass consumption and mass production in the 1950’s affected the consumer’s relationships with products and how corporations aimed to reestablish familiarity and trust by creating brand identities. This developed into the emphasis of selling the brand instead of products and with globalisation, companies were able to offset the high marketing costs by producing their goods for a fraction of the price in developing countries. In a bidding war to win these lucrative contracts, countries offer reduced manufacturing costs to the corporations, diminishing workers wages as well as their rights as a result. Companies such as Sportswear brand Nike, which were exposed by Klein’s book have been highly criticised and some have since taken steps to improve their production methods.
If these improvements are adequate is highly debatable but they are signalling a growing demand by consumers for ethically produced goods, which Klein observed is a movement that started in the mid 1990’s.
This video is showing Klein explaining the main topics addressed in her book ‘No Logo’ and I felt that she did so with great clarity, making this complex topics very accessible.
Video: LorosVerdes (2013) [Online] Available from: https://www.youtube.com/watch?v=_22In38nHgQ&list=PLGIDKY9ZshBppEAhPwCe4gUWYaG7aMLYu&index=4
The Guardian: First Chapters (2000) No Logo by Naomi Klein (part I)[Online] Available from: http://www.theguardian.com/books/2000/nov/27/firstchapters.extract [Accessed 17.11.2015]
Note: I have used this resource in my essay