Generation Green, Cultivating a Community of Conscious Consumers

Located in the heart of Winnipeg, Manitoba, Generation Green is a small but mighty shop, representing so much about what is at the core of the environmental movement; the health of the planet, the health of its people, the intention behind the ways and what we consume, and the community created around those pursuits. The walls are adorned with every kind of sustainable and ethical goods, the refilling station features 20 different every day products to fill your own container with, and the amazing Acorn Café occupies the back corner, tempting anyone who walks by with their treats and eats. The sun streams in, familiar faces pass in and out, the staff is excited to share their latest favorite product, and the air smells like fresh coffee.

During our travels we found ourselves in this haven of hospitality on an early August morning, and meandered around with founder Sherry Sobey to talk about the business of conscious consumerism. 

Playing on the adage of good coming from bad, Generation Green began as a response to a health scare. “I started to really think about what we put in, on, and around our bodies.” Sherry explained as we walked around the store. This sentiment raises a very important point: the things we ingest, use and wear, they all have an effect on our physical well being, good or bad. It may not seem significant at the time of an easy TV dinner or drinking out of a single-use plastic bottle, but these things compound over time, and this is something that Sherry felt compelled to confront. With a knack for making connections, both of the personal and material, and a talent for curating beautiful pieces, Sherry made her move. Born out of a need, a want, and a calling, Generation Green opened in Winnipeg’s landmark community hub The Forks Market in 2012.

Rooted in trust and authenticity, Sherry’s goal is to stock the shelves with eco friendly consumer goods and to support local makers in the process. This is evident as we walk around the shop, Sherry picking up items along the way, going on to share their purposes and a bit about the makers behind them. This may be a contentious statement, but it becomes obvious that the “goal isn’t profit, it is education and caring for others.” as Sherry puts it. She views the monetary success and each individual dollar as an endorsement of higher standards in consumer goods, and a vote of support for the local economy.

There’s interconnectivity between sustainability, the natural world, and human well being, and there isn’t a product in the shop that doesn’t meet this standard. Everything has a certain intention and purpose, with an end result of positive change for people and the planet.

One of the core components of the Generation Green way is sourcing locally. “There’s a level of transparency in a shared community.” Sherry explains when asked why supporting local makers is part of the GG ethos. Sourcing locally provides an advantageous availability that a shop doesn’t usually get: suppliers, owners and makers are available for pop ups or workshops, to answer questions, and to meet special requests. If something doesn’t go right for one reason or another, there’s more accountability when you see each other at your kids’ soccer game. The ability to order in small batches and have timely deliveries also reduces waste, especially with food and perishable products. Supporting local closes the loop and minimizes the environmental and monetary toll of transporting products farther distances. Finally, there is an opportunity to connect a product’s creator with the end customer.

The customers are another piece of the Generation Green puzzle. Over the course of the thirty-five minutes I shared with Sherry, she stopped to welcome each of the seventeen customers who came in, addressing nearly half of them, and their dog, by name. These are the people who show up for community events, give their honest feedback on products, and tell anyone who will listen how amazing the shop is. The customers have created the community, because Sherry gave them a reason to. This effort has since expanded into its own entity as The WildFlower Project, which encompasses workshops, pop ups, retreats, and a podcast centered around community and connectivity.

When you buy intentionally, you’re buying more than that product or service. You’re contributing to the community, becoming a part of it, the same community that will build you up and support you through any positive change you’re trying to make, no matter where you are on your sustainability journey. There will be someone who knows your name when you walk in the door (or at least smiles like they know you), a helpful newsletter in your inbox, or a kid on your child’s soccer team whose parents you support by spending locally.

When you buy intentionally, you not only increase your awareness of the interconnectivity of all living things, you actively become a part of it.

Written by Brittney Wynnyk.

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If interested in further reading, or shopping (!), we encourage you to check out Generation Greens website, https://generationgreenonline.ca/,