These consumers are rational, understand the consequences of your purchases and actions. They are not interested in luxury or appearances, on the contrary, they seek a balance between the being and the place in which they inhabit. That is why they prefer products and services that allow them to reflect on consumption. There is a bet on emotional acceptance and a sense of community which is reflected in the simplicity.
It is especially evident in the food sector. This is very important since, according to the UN, the way we produce what we eat threatens climate stability and ecosystem resilience. Official data confirms that food systems current account for up to 80% of biodiversity lossthe same percentage for the deforestation and the 70% of all fresh water used. In turn, the 29% of greenhouse gas emissions it comes from the supply chain that brings food from the farm to the table. As if this were not enough, the 35% of everything produced in this industry is wasted. Scientific research indicates that, if we continue without substantial changes in planetary nutrition, by 2050 greenhouse gas emissions from the food industry will grow by 38%.
As a consequence of this alarming reality and the social or personal pressure that this triggers, the echo anxiety. It begins to appear in people feeling of guilt about the environmental footprint that can cause their forms of consumption. And while there are currently no official statistics on how many people are struggling with ecological anxiety, as it is a relatively new phenomenon, specialists say that is not based on individual insecurity, but on concrete scientific data.
In this regard, according to World Health Organization (WHO)the toxic substances we breathe cause acute respiratory illnesses, such as pneumoniaand chronicles, such as the lung cancer and the cardiovascular diseases. Given this complex panorama, thoughtful consumption is the most positive and beneficial trend for society.
Consumers —who are active and empowered on social platforms— demand companies and institutions, consistent practices and strategies that address these issuesaccording to a study carried out World Bank (WB). Also, most agree to pay more for sustainable brands and environmentally responsible 62% say they are willing to change their buying habits to reduce environmental impact.
In response to this, a interest in a fairer and more equal economy. The sustainability begins to be transversal to multinational companies, SMEs and entrepreneurship. In this way, different actions are carried out such as marketing strategies to generate awareness; programs that implement sustainability policies; metrics that assess a company’s impact in environmental, social or governance terms; among many others. Such is the case of the company South Americanwhich is proposed to review from a sustainable perspectivebusiness decisions, investments and operations to contribute to the environmental, social, economic and governance aspects.
In conclusion, there is not only one joint will to transmit the same message of consciencebut also concrete and clear practices that seek to promote sustainable scenarioswith the purpose of build a better future for generations to come.
Leader of the Observatory of Insurance Trends SURA Argentina.