Post on 08-Jul-2015
2011
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Helio MattarPresident
Akatu Institute for Conscious Consumption
Conscious Consumption and Sustainability: Opportunities and Threats
Walmart ChileLauching of the Sustainability Consortium
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
2011
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The word “Akatu”Tupi : “a” (seed / world) + “Katu” (good / better)
Good Seed
or
Better World
Good Individual
or
Better Collective
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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Akatu’s Mission
To mobilize people to use the transforming power
of their conscious consumption acts as an instrument to build
the sustainability of life in the the planet
Among the 100 most competent NGOs
in the world to work with companies.
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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WORLD POPULATION
2 billion (123 years later)
2010: 7.0 billion
2020 Forecast: 7.7 billion
2050 Forecast: 9.0 billion
1804 1927
1960: 3 billion (33 years later)
1974: 4 billion (14 years later)
1987: 5 billion (13 years later)
1999: 6 billion (12 years later)
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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1960 2010
Source: State of the World Report 2010
3.0 BILLION 7.0 BILLION
5 TRILLION 32 TRILLION
$$$$$$$$$$$$$$$$$$$$$$$$$
World Population2.2 times more
Consumption6.0 times more
In only 40 years: 2.2 x population and 6.0 x consumption
CONSUMPTION AND THE WORLD POPULATION
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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InSustainability
Use of Natural Resources
Source: Living Planet Report 2010 – World Wild Foundation / Global Footprint and Living Planet Report 2010 / WWF
1960 1965 1970 1975 1980 1985 1990 1995 2000
0.2
0.4
0.6
0.8
1.0
1.2
1.4
0
1961-2010
Number of Planets
0.5
0.70.9
1.0
1.5
2005
Use of Natural Resources per population around the planet
Capability of the planet regenerate (Biocapability)
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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SUSTAINABILITY OF LIFE ON THE PLANET
Today the world already consumes 50% more renewable resources than the Earth can regenerate
And only 16% of humanity consumes 78% of total
consumption
Living Planet Report 2010 / WWF
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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FONTE: WWF BRASIL
If all of humanity were to consume as the average consumer of the most developed countries such as
USA, Europe, Canada and Australia...
We would need around 5 planets to supply that consumption.
ECOLOGICAL FOOTPRINT
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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Technology change, by itself, would be sufficient to attain sustainability in natural
resources?
NO !!!To supply the natural resources for the
consumption of the whole of humanity with only
1 planet, it would be necessary to use
almost 5 times (!!!) less natural resources
per unit of products or services than today’s.
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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Sustainability equation, necessarily involves =
Conscious Consumption
+ Technology Change
+ Public Policies
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
2011
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Corporations, consumption and sustainability
in an interconnected world
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
2011
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Paradigm shift
3. Reduction in role of the state
personal insecurity
uncertainty about thehabitat
uncertainty about thestate's role as protector
2. Instability and constantchanges in the workplace
1. Perception that natural resources are not infinite
Uncertainty about the future = insecurity
CONSUMERS IN THE XXIst CENTURY
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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Solidarity that leads to demand that the environment and society be protected from
negative impacts (for the world he/she lives in)
Understands that what happens to other people may happen to him/herself
Clear perception about interdependence,
that leads to solidarity
CONSUMERS IN THE XXIst CENTURY
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
2011
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Powerful should take care of others = nurture good quality relationships
Expectation of consumers
Powerful should take care of the environment and society
Expectation of corporations: Good quality relationships and contribution to the
development of society
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
2011
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Activist media: environment and society
Is Brazil different?
Strong culture of solidarity among the poor
Globally: media portrays expectations of consumers and citizens.
Occupy Wall Street was global!!!
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
2011
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CONSUMERS IN AN INTERCONNECTED WORLD
Consumer 2.0 – 3.0
Almost any action or omission of any corporation is visible to the consumer and to stakeholders in general
Access to information from increasingly diverse
sources
Changes the process of establishing
public opinion
Stakeholders are vehicles of communication: the reputation of a company depends more and more
on what is said about it and less and less on what it says about itself
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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Digital social networks
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
2011
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Threats for corporations in the XXIst century
Threats
Hyper competition
Hyper comoditization
Hyper speed of change
Interconnected consumer
Hyper sensitivity of the consumer to social and environmental questions
Difficult balance for corporations to keep their licence to operate
Licence to operate depends on ethical values and principles taken to practice
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
2011
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Opportunities for corporations in the XXIst century
Opportunities
To comprehend in real time the changes in the expectations of stakeholders
To differentiate by the quality of its relations
Quality of relations reflect the real principles and values of the corporation
Day to day practice of values and principles leads to loyalty of consumers to the brand
Radical transparency in a continuous dialoguewith all stakeholders
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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Opportunities and threats come from the visibility and transparency of the impacts of companies
and their supply chains
Opportunity: Radical transparency given to what the company (a) does and does well, (b) does and
needs improvement, (c) does and should stop doing, (d) does not do and should start doing
Never pretending: it is a bigger threat – boomerang in the digital social network
Stakeholders tell what they see and feel and become loyal and cause others to be loyal
to the brand (or not)
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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XXIst century companies:condemned to be ethical
Acid test: redefine products to reduce negative social and environmental impacts
Importance of life cycle analysis leading to changing production impacts
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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Major Challenges
Educate consumers about sustainabilit and the fact that it is a process of continuous improvement: helping consumers to become more conscious of the impacts of consumption – consumers as allies
Agressive transparency to gain credibility: differentiate from opportunists
COMPANIES: PART OF THE PROBLEM OR PART OF THE SOLUTION?
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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AND TO:The purpose of business should be
redefined as shared value creation and not just profits.Michael Porter
TO: Companies make profits to exist, but exist for a
higher purpose.
Ray Anderson
FROM:
Companies exist to make profits
Milton Friedman
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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Sustainable Future
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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A different consumption • From disposable to durable
• From global to local
• From individual to shared use
• From waste to full use
• From excess to sufficiency
• From unhealthy to healthy
• From material to virtual
• From tangible to experience
• From competition to cooperation
• From unsustainable to sustainable
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
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A different consumption
From a paradigm of products to a paradigm of well being
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
2011
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Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente
Society of conscious consumers
2011
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Thank you!!!
Helio Mattar
helio.mattar@akatu.org.br
Instituto Akatu pelo Consumo ConscienteInstituto Akatu pelo Consumo Consciente