Gabbing about sustainability and consumers today. Sustainability… has there ever been a word so misunderstood? Maybe the term “green” is more misunderstood, but that is about it. What does it mean to be a a sustainability consumer? Sustainability consumers are seeking sustainable authentic accountable companies,
Some people will always feel these terms are political buzzwords to be ignored. Others think of these words as a mainstream way of life. So what is the truth?
The principles of “green” and sustainability have been around ever since humans have walked the earth.
In the beginning, all cultures sought to use materials that were plentiful in their ecosystem. They built shelters and homes which took advantage of nature and the elements where they could. Back then these were just normal, best practices. In today’s society, mass production and our desire for inexpensive goods have helped us move away from traditional best practices. As society has started to move back to these older methodologies, new terms had to emerge to distinguish themselves. Hence, we have “green” and sustainability.
Today’s sustainability consumer is looking at both the sustainability of the product and the company behind it.
Who seems to be the driving force behind the purchase of green and sustainable products? That’s easy…women. And advertising agencies have noticed this. The majority of green and sustainable products have been marketed toward women, but what about the men? Are advertisers missing the boat? While women understand the health implications of buying green or sustainable products, should products be marketed specifically to men as well? I think so. We read an article “Is sustainability a woman’s business?” that really fueled this conversation. More men and women than ever are doing their research online to see how sustainable a company is, long before they start purchasing a product.
Sustainability consumers seeking sustainable authentic accountable companies
As companies share or begin making corporate sustainability plans, companies need to remember what they say does matter. Transparency and authenticity are expected in today’s world.
As we were writing the podcast notes for this episode, Marla read a definition of “sustainability” that we wanted to share with you. It is from the prologue of The Grand Strategy on pp. ix-x (see link below).
“Sustainability describes the state in which biological systems are able to ‘remain diverse and productive over time.’ Porter and Mykleby (2 of the authors) believed this definition fit nicely into America’s purpose: diversity fosters resilience, and productivity leads to growth – resilience and growth being two critical aspects of America’s enduring national interests of security and prosperity. Equally important, ‘over time’ reminds us that we must think and act in generational terms, not just in the here and now.”
Articles referenced or in support of today’s Green Gab
Book The New Grand Strategy by Mark Mykleby, Patrick Doherty and Joel Makower