helio mattar - akatú

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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

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The word “Akatu”Tupi : “a” (seed / world) + “Katu” (good / better)

Good Seed

or

Better World

Good Individual

or

Better Collective


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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.


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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)





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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


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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)


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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


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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


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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.


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Sustainability equation, necessarily involves =

Conscious Consumption

+ Technology Change

+ Public Policies


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Corporations, consumption and sustainability

in an interconnected world


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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


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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


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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


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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!!!


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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


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Digital social networks


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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


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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


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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)


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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


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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?


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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


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Sustainable Future


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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


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A different consumption

From a paradigm of products to a paradigm of well being


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Society of conscious consumers

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Thank you!!!

Helio Mattar

[email protected]
