Yes that’s a picture of my ear and my new haircut. It’s sometimes hard to get good pictures.. Anyway sharing with you this evening a comment I made on an article by Leon Kaye at SustainableBrands.com. It’s just a part of some thoughts that are crossing my mind the last couple of weeks. And this article somehow sparked my reaction. The article was published in a section that talks about communicating sustainability.
Like your article Leon. Just some thoughts from my side… Sustainable consumption can only be achieved after sustainable production. A consumer might ‘demand’ sustainable goods from a company, but will still buy what is available a good price. We did some research on that in The Netherlands. You and me are running out of time if we use the old school marketing. Companies that do well in communicating about their ‘sustainable or responsible’ product / production can only do so, because it’s easier to communicate about something that comes from within than to create an image. Marketers are responsible for understanding their product and how it’s been produced. Too much focus is put on what a consumer wants, focus on your product and make it something that is worth buying because it makes a responsible contribution to society instead of ‘just being a product of marketing, communication and PR’. Shareholders should demand high responsible production methods instead short term gains. Marketers and communication people should do a better job at listening to companies suppliers and those who work in sourcing and production departments to better understand the issues that we face. High oil prizes, high commodity prizes, issues on health and safety, labour issues. How can you expect a consumer to understand what’s going on if you don’t know yourself and are unable to understand the real message?
You can read the article here:
Communicating about sustainability is more than just publishing a sustainability report or putting a sustainability claim on your package. It’s about truely ‘getting it’. Why is it so important to build a sustainable / responsible product? It’s about truely understanding how your product is build. It’s time to put more focus on listening to what is happening with organizations stakeholders and taking action towards what is right. Not just for profit, but also for people and planet. Because to whom will you sell your product if nobody is here to sell it too? Or if you don’t have enough resources to create your product?