The role of consumers in driving environmental sustainability

As the world evolves and innovation is embraced, the ecosystem continues to be at threat. The ability of the earth and its inhabitants to sustain life is slowly decreasing. In a report released by the Intergovernmental Panel on Climate Change (IPCC) in 2018, which was also updated on the 9th August 2021, states that if human beings do not take collective action to limit global warming to 1.5 degrees Celsius by 2040, the effects thereof will remain permanent and the devastating impacts we are now facing of floods, hurricanes and cyclones that have killed many and left millions displaced, will become seasonal norms. (Jeff Turrentine, 2018)

In the consumption of resources consumers play an active role as much as the supplying companies. In fact, research conducted through an Accenture survey indicates that consumers are more likely to support a brand that is transparent with the social and environmental impacts its business activities have (André Gonçalves, 2018). In the survey about 67% of American citizens said they expected companies to stand up for social, cultural, environmental issues. A third of the consumers have stated in a Unilever study that they are choosing to make purchases from brands that are doing social and environmental good while 21% indicated that they would choose to purchase from brands that actively work on packaging that ensures environmental sustainability. In essence the consumers partially get to decide the fate of this planet. How?

Responsible use of energy and electricity

Pollution from the emission of greenhouse gases has resulted in global warming and which has proven to be the biggest threat to human life. Research shows that 25% of global warming is caused by consumption of energy and electricity. The more energy and electricity used, the more pollution occurs. The suppliers of electricity being mostly state owned entities, have ignored their effects on the environment and are hardly held accountable for this. Consumers being put in a tight corner, should choose the responsible use of energy and electricity to reduce pollution. Vehicles also contribute to 14% of global warming (EPA). Consumers should also choose to purchase cars that are fuel efficient and eco-friendly by researching brands and making well informed decisions.

Not littering or supporting companies driving pollution

Water pollution is causing the disruption of beneficial use of water and ability of water creatures to live in such water. It has been found that most of the pollution in the ocean, lakes and rivers is caused by plastic. Straws were among the many plastic products causing pollution hence plastic straws were replaced with paper straws which are not favoured among consumers. In 2019 Coca Cola was named the world’s most polluting brand in plastic and waste audit while Nestle came in second and PepsiCo third amongst many others. Consumers' continued support for these brands encourages the environmentally damaging activities these companies do. Another major polluter of water is the disposal of toxic waste into the sea which threatens marine life. Incidents such as the Gulf Mexican oil spill, although occurring inadvertently, show the devastating effects that toxic waste disposal by mining and oil companies can have on the ocean, birds and sea creatures (Raunek, 2019). Consumers should make better choices by recycling and reusing plastic products instead of littering. Consumers could also boycott brands which continue to create an overflow of toxic waste and plastic products adversely impacting the ocean, lakes and rivers.

Mindful use of paper and paper products

The manufacturing of wood and paper has led to deforestation. This is also a major contributor to global warming and climate change. Companies producing wood are demand driven and focus less on the environment. Consumer wasteful use of paper contributes to 14% of deforestation therefore consumers must use paper mindfully. Most South African banks are recognising the effects of wasteful use of paper by discouraging the printing of statements from the ATM. The remaining 96% of deforestation is due to wood production. Deforestation is as a result of not replacing the number of trees used up and this is up to the suppliers to ensure that they match the trees cut down with new trees.

Support brands that care about the society

Companies that are involved in corporate social responsibility initiatives are most likely to be favoured by customers. Companies that treat their employees and take the society into consideration when making decisions draw more customers than those who do not. Regardless, there some companies that still use child labour such as Nestle, H&M, Microsoft and Apple among others (Sion Phillpott, 2019). Making purchases from a certain brand identifies a consumer with that brand. It indicates that the consumer's values align with the brand’s values (André Gonçalves, 2018) In this instance consumers need to ensure that they make careful and conscious decisions about their interaction and support of such companies.

Conclusion

Environmental sustainability remains every individual’s responsibility. The major causes of pollution and gas emissions is from large companies across the world. As much as consumers drive demand the onus is on the supplier to make decisions that affect the environment and society taking them into account. Did you know that Ford has been named as one of the most eco-friendly automotive company for its environmental initiatives such as producing manufacturing cars using sustainable fabric and making the Focus and Escape vehicles using material that is 80% recyclable? Do we research about the companies from which we make purchases from? (Erich Lawson) The point here is that although companies are transparent about their operations, they still might affect the environment negatively. The onus is on consumers to stay informed and make environmentally conscious decisions to ensure the sustainability of the planet.

Live green, see green

Keo

References

André Gonçalves. (2018, December 17). Consumers Want Transparent & Authentic Companies That Care About Social And Environmental Issues. Retrieved from youmatter : https://youmatter.world/en/consumers-expectations-transparent-companies-social-environment/

Christina Nunez. (2019, February 07). Climate 101: Deforestation. Retrieved from National Geographic: https://www.nationalgeographic.com/environment/article/deforestation

EPA. (n.d.). Global greenhouse gas emissions. Retrieved from United states Environmental Protection Agency: https://www.epa.gov/ghgemissions/global-greenhouse-gas-emissions-data

Erich Lawson. (n.d.). 9 Companies with Great Environmental Initiatives. Retrieved from SMARTCITIESDIVE: https://www.smartcitiesdive.com/ex/sustainablecitiescollective/9-companies-great-environmental-initiatives/1193165/

Jeff Turrentine. (2018, October 12). onEarth. Retrieved from nrdc.org: https://www.nrdc.org/onearth/climate-scientists-world-we-have-only-20-years-theres-no-turning-back

Raunek. (2019, December 12). The Gulf of Mexico Oil Spill: The Complete Story. Retrieved from Marine Insight: https://www.marineinsight.com/environment/the-gulf-of-mexico-oil-spill-the-complete-story/

Sion Phillpott. (2019, February 27). 10 Companies that Still Use Child Labour. Retrieved from CareerAddict: https://www.careeraddict.com/10-companies-that-still-use-child-labor

Trevor Nace. (2019, October 29). Coca-Cola Named the World’s Most Polluting Brand in Plastic Waste Audit. Retrieved from Forbes: https://www.forbes.com/sites/trevornace/2019/10/29/coca-cola-named-the-worlds-most-polluting-brand-in-plastic-waste-audit/?sh=79e6601174e0