In the season three premiere of No Hacks, I had the privilege of speaking with Maren Costa, one of the stars of Netflix’s “Buy Now” documentary and a formidable advocate for climate justice and workers’ rights. Our conversation explored the often-hidden impacts of technology on our planet and society, and how collective action can drive meaningful change.
From Amazon UX Designer to Climate Activist
Maren joined Amazon in 2002 when the company had just 3,000 employees. As a UX designer, she initially found excitement in improving Amazon’s user experience, making it more accessible to a wider audience beyond the “white male geek” demographic.
“At first there was so much low-hanging fruit at Amazon,” Maren explained. “It was really exciting and fun, and Amazon wasn’t the big evil that it sort of is today. I didn’t feel so much like I was compromising my values to work there.”
However, over her 15+ years at the company, Maren witnessed a gradual erosion of her values through what she describes as “death by a thousand paper cuts.” As Amazon grew into a global giant, she became increasingly concerned about the environmental impact of the company’s practices and the treatment of warehouse workers.
The Rise of Tech Oligarchs
Our discussion turned to the massive concentration of wealth and power in the tech industry. Maren pointed out that eight of the top ten billionaires on Forbes’ list are from big tech – what she calls “tech brolegarks.”
“There’s a massive concentration of wealth and power happening at big tech,” she noted. “Tech is really just becoming embedded in everything we do… and the people who own it are going to become the oligarchs.”
This concentration of power has real-world consequences, from influencing government policy to shaping our daily lives in ways that often remain invisible to the average person. As Maren put it, “It’s hiding in plain sight.”
Amazon Employees for Climate Justice
The turning point in Maren’s career came when she helped found Amazon Employees for Climate Justice. After attempting to work within the system to promote climate-friendly initiatives and being met with silence, she realized that meaningful change would require collective action.
“In order to change the system, I had to go outside of it,” she explained. “You can’t use persuasion. It’s about power. Fundamentally, it’s about power.”
The group successfully mobilized nearly 9,000 employees to push Amazon to adopt a climate plan, resulting in the Climate Pledge and the $10 billion Bezos Earth Fund. However, Maren’s activism ultimately led to her firing when the group attempted to organize a town hall between tech workers and warehouse employees during the COVID-19 pandemic.
Dark Patterns and Environmental Impact
One of the most enlightening parts of our conversation centered on how e-commerce giants like Amazon have designed their platforms to encourage constant consumption, often at the expense of the environment.
Maren shared the example of Amazon Smile, which initially appeared to be a charitable initiative but was actually designed to prevent users from going through Google, saving Amazon the ad click costs. She also discussed how Prime’s two-hour delivery and one-click purchasing have transformed shopping habits in ways that are far from environmentally friendly.
“When you would go to the store, you’d buy 40 items. You’d wait a week and buy 40 items,” Maren pointed out. “Now we start buying one item at a time… an Amazon truck goes by your house four times a day.”
The Road to Change: Collective Action
When I asked about making the world a better place, Maren’s answer was clear: “The most powerful thing that an individual can do is stop being an individual.”
She emphasized the importance of talking to coworkers, family, and community members to raise awareness and build collective power. Her advice for tech workers was particularly poignant:
“Be wary of compromising your values. Notice when these little paper cuts happen and understand the power structure and why it’s happening. Then talk to your coworkers – start to build power with your coworkers so that when the time comes, you will have enough power to call your company to the negotiating table.”
Hope in Numbers
Despite the challenges, Maren remains what she calls an “optimistic pessimist.” She shared that significant social change has historically occurred when just 3.5% of a population actively stands up for change – a statistic that gives hope that transformation is possible with enough committed individuals.
This resonated strongly with me, as I shared the recent successful protests in Serbia that led to the Prime Minister’s resignation. It was a powerful reminder that strength in numbers is real, and speaking up can reveal that you’re not alone in your concerns.
A Call to Action
For listeners of No Hacks – particularly those working in tech, digital marketing, and UX – Maren’s call to action was twofold:
- Be vigilant about your values in your professional life, and notice when you’re being asked to compromise them
- Build connections and power with your colleagues, preparing for the moments when collective action becomes necessary
As we wrapped up our conversation, it was clear that while the challenges we face are significant, there’s real potential for positive change when people come together with purpose and determination.
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