What is at stake?
Why is it important?
Consumption addresses the economic, social, and environmental aspects of an ESG policy.
The attention that companies must pay to these issues of more responsible consumption is reflected in Sustainable Development Goal 12 - Responsible Consumption and Production, which states:
If the global population reaches 9.8 billion by 2050, the equivalent of nearly three planets will be required to provide the natural resources needed to sustain current lifestyles. (Source)
Startups thus have a responsibility to avoid encouraging the overconsumption, overproduction, and wastage... that pose risks to the planet, as well as to
consider the financial risks for consumers.
Three key steps to take
1️⃣ Educate Consumers to Act and to Engage through Citizen Communications
- Promote responsible and meaningful consumption in your marketing campaigns
- Engage the community in causes that your startup supports
2️⃣ Directly Challenge the Consumer about their Needs
→ Guide the consumer towards an offer that aligns with their needs, even if it generates lower profit margins. This will help prevent customer returns.
Examples of actions: implement self-assessment, develop a buying buyer’s guide, train sensitized customer service personnel.
3️⃣ Limit the Use of Promotional Offers
- Prioritize fair pricing and avoid offers that encourage overconsumption (such as Black Friday)
- Be transparent about pricing, so that consumers can understand your prices and their social and environmental justifications
📚 Resources and further reading
🔍 A Closer Look at Responsibility at Asphalte
/w=750,quality=90,fit=scale-down)