According to a post in Korn Ferry Institute’s blog, Unilever (a multinational corporation owning famous brands like Dove, Lipton, Knorr, Domestos, ecc.) announced a plan to reduce by almost half its use of new plastic by 2025. This is a huge step towards sustainability if you take into consideration that this reduction would consist of more than 386,000 tons of plastic per year!
If we observe spots on TV, many companies don’t focus solely on the product anymore, they talk about how they are working for sustainability (some organize waste collections, some other make their goods with local raw materials, some others turn to organic-produced food…).
These are huge steps for big companies, but what strikes me even more than this is from where this push comes from: not from governments and their laws but from CONSUMERS.
As you may know, many big companies make regular surveys or send some specialist to observe consumers behavior while shopping, and in the US they observed that nearly 70% of consumers consider sustainability when buying products. Another survey showed that 47% of consumers would be ready to pay more for sustainable goods.
It is clear how sustainability is becoming a moneymaker for some industries, especially consumer goods ones; but, in the end, if it helps to live in a better world and take care of it, who cares?
This reminded me of my first trip to London, almost 25 years ago. I noticed that clothing was cheaper there than in Italy (and the sterling was worth double the Italian lira!). I remember me thinking that maybe english people didn’t want to spend too much for clothing, so expensive shops may have started to close down and be replaced by cheaper ones – in a different field, maybe I did understand that the main push to change comes from us, the consumers, even though we are not fully aware of the power we hold in our hands…