This initiative draws on information and communication technologies (ICTs) to raise awareness about, and spark action to address, the costs and consequences of consumer culture. Purposefully launched in December (a time when the holiday shopping season - i.e., the quest to purchase gifts in anticipation of Christmas and other holidays - kicks into high gear in the United States), the film-based project urges consumers to think about what happens to their "stuff" from holidays past.

Released online (and available in DVD format) "The Story of Stuff" takes viewers on a tour of our consumer-driven culture — from resource extraction to iPod incineration - exposing the real costs of what activist Annie Leonard (the film's narrator, who is an expert on the materials economy) describes as a "use-it and lose-it approach to stuff" that is not limited to the holiday season alone. In short, Leonard examines the social, environmental, and global costs of extraction, production, distribution, consumption, and disposal. Part of the strategy involves sharing facts while at the same time "delivering a rapid-fire, often humorous and always engaging story."

The film's website serves as an interactive launch pad for information and activism. The site includes links to a large number of different non-governmental organisations (NGOs) working to change the cycle of the materials economy. It also offers viewers concrete action ideas for promoting sustainability and justice at multiple levels to address the problems identified in the film; for example, "...Talking about these issues raises awareness, builds community and can inspire others to action....As individuals, we can influence the media to better represent other important issues as well. Letters to the editor are a great way to help newspaper readers make connections they might not make without your help. Also local papers are often willing to print book and film reviews, interviews and articles by community members. Let's get the issues we care about in the news." In addition, the site includes resources and information, a footnoted script, a suggested reading list, ideas for educational activities, and guidance for local screenings (e.g., post-film discussion tips, screening posters, invitation templates, and group activity ideas). An interactive weblog featuring topics such as environmental sustainability, green design, and social justice is designed to spark e-dialogue.

Environment, Rights.

According to the film, consumer mania may be traced to the post-World-War-II era, but "economic manipulation has driven consumerism to where it is today. From the limited life cycle of personal computers to changes in footwear fashion, Leonard demonstrates that products are either designed to be regularly replaced or to convince consumers that their stuff needs to be upgraded. This notion of planned and perceived obsolescence drives the machine of American consumerism year round."