online Shopping during a pandemic…is it ethical?

While fashion brands are encouraging customers to spend big during lockdown with heavy discounts, is it safe & responsible to be shopping at the moment?

A week into lockdown and the cold reality of a springtime in quarantine is starting to set in. Emotions are well and truly frayed, spirits are waning, feuds reignited. Thoughts may naturally turn to retail therapy right about now — something to while away an hour in self-isolation, am I right? But before you fire up the laptop and dust off your credit card, let’s consider the ethics of online shopping during a global pandemic.

Firstly, is it safe and reasonable to expect distribution centres and postal workers to courier our non-essential purchases to us? Are we being selfish in our pursuit of a fashion fix? Or are we providing a lifeline to the businesses facing severe financial turmoil?

A number of companies, such as Net-a-Porter and Next, have announced temporary closure of their online operations — citing difficulties for delivery and warehouse workers to carry out jobs while prioritising health and safety. This shutdown suggests there are real dangers and a human cost associated with shopping online in the current climate. By supporting a ‘business-as-usual’ mentality, our shopping habits could be endangering the lives of workers (and their families) as the virus continues to spread – and that doesn’t sit right.

Last week, ASOS came under scrutiny for its lack of protections for warehouse staff. It’s “playing Russian roulette” with the lives of employees according to the trade union GMB – one ASOS warehouse in Barnsley was visited by three ambulances yesterday. Here workers reported no social distancing measures, a complicated clocking in system which requires large numbers of people gather in a small area, and hundreds of staff all breaking for lunch at the same time. A definite flouting of the government’s advisory “two metres apart” at all times. It might not be long before the nationwide lockdown extends to unregulated sites like these.

In fact, distribution services could prove invaluable when the peak of the pandemic hits, and the facilities will be integral to relief efforts. Case in point: Net-a-Porter have even pivoted to using their premier delivery vans to send out care packages to the elderly. Goodwill initiatives such as this should be encouraged over profit making.

There’s also your own health to consider – many customers are concerned that a stream of packages coming into the home might harbour the virus. But as most infections occur through droplets when someone sneezes or coughs, this theory has been widely discredited. The highest risk of transmission is usually within the first few minutes and most virus particles will begin to degrade on surfaces over time meaning that it’s unlikely to cause you any harm – even if you have fast tracked delivery. That said, it’s still advisable to take extra precautions when letting in a package. For example, ask delivery services to drop the package on the floor as opposed to transmitting by hand, and disinfect the box before handling it.

If the urge to shop is provoking some sort of existential dilemma — to shop or not to shop? – there are a few things you can do to ease your mind. Firstly, before you scroll through any new-in sections or get lured in by a 25% off discount code, contact the brand to enquire about the steps they’re taking to protect their employees and customers. (I mean, if you haven’t already received their mailout). These safety measures should include compulsory social distancing, staggered shifts, frequent cleaning, a ready supply of hand sanitiser and protective gear. 

While safety must remain paramount, it’s worth considering that choosing not to shop could be the death knell for many small, independent businesses. Your order will play a vital role in keeping their business afloat and, in turn, ensure their employees’ jobs remain secure. Fashion companies are hugely vulnerable to this economic uncertainty – Laura Ashley being the first retail casualty of the pandemic – as they manufacture goods in Asia and operate global supply chains. While larger, more established brands might be able to withstand the disruption, it could prove fatal for smaller businesses who depend on the support of loyal customers. Now, more than ever, it’s important to show our support. 

So, is there a way to shop more ethically during the global pandemic? 

• It might seem obvious but start by reducing the number of separate deliveries you make which will minimise the amount of resources needed during the shipping process. 

• Always shop independently and put your money where it will have the biggest positive impact. Trouva has a beautifully curated edit of pieces all sourced from independent boutiques around the UK.

• Likewise, new beauty brands such as Squish and Wild Source are worth checking out if you’re after some pamper time. The latter has specially designed new Ritual Kits to allow you to create new opportunities for self-care at home — combining meditation with skincare.

• Known for its modern heirloom jewellery, Alighieri is also an amazing brand to support with 20% of website sales going to the Trussel Trust, who are supporting Food Banks around the UK. Rest assured founder Rosh Mahtani is currently packaging orders from home.

• If you don’t want to order any IRL products, why not show your support by purchasing gift vouchers for yourself or upcoming birthdays? Or even buying online experiences to keep you occupied during quarantine.