Helio mattar - Akatú


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Helio mattar - Akatú

  1. 1. Instituto Akatu pelo Consumo Consciente Conscious Consumption and 2011 © Instituto Akatu Sustainability: Opportunities and Threats Walmart ChileLauching of the Sustainability Consortium Helio Mattar President Akatu Institute for Conscious Consumption
  2. 2. Instituto Akatu pelo Consumo Consciente The word “Akatu”Tupi : “a” (seed / world) + “Katu” (good / better) 2011 © Instituto Akatu Good Seed Good Individual or or Better World Better Collective
  3. 3. Instituto Akatu pelo Consumo Consciente Akatu’s Mission To mobilize people to use the transforming power 2011 © Instituto Akatu of their conscious consumption acts as an instrument to buildthe sustainability of life in the the planet Among the 100 most competent NGOs in the world to work with companies.
  4. 4. Instituto Akatu pelo Consumo Consciente WORLD POPULATION1804 19272 billion (123 years later) 1960: 3 billion (33 years later) 1974: 4 billion (14 years later) 2011 © Instituto Akatu 1987: 5 billion (13 years later) 1999: 6 billion (12 years later) 2010: 7.0 billion 2020 Forecast: 7.7 billion 2050 Forecast: 9.0 billion
  5. 5. Instituto Akatu pelo Consumo Consciente CONSUMPTION AND THE WORLD POPULATION 1960 2010 World Population 2.2 times more 2011 © Instituto Akatu 3.0 BILLION 7.0 BILLION Consumption $$$$$$$$$$ $$$$$ 6.0 times more $$$$$$$$$$ 5 TRILLION 32 TRILLION In only 40 years: 2.2 x population and 6.0 x consumptionSource: State of the World Report 2010
  6. 6. Instituto Akatu pelo Consumo Consciente InSustainability Use of Natural Resources Number of Planets 1.5 1.4 1.2 1.0 2011 © Instituto Akatu 1.0 0.9 1961-2010 0.7 0.8 0.5 0.6 0.4 0.2 0 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 Use of Natural Resources per Capability of the planet regenerate population around the planet (Biocapability)Source: Living Planet Report 2010 – World Wild Foundation / Global Footprint and Living Planet Report 2010 / WWF
  7. 7. Instituto Akatu pelo Consumo ConscienteSUSTAINABILITY OF LIFE ON THE PLANET + 2011 © Instituto Akatu 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
  8. 8. Instituto Akatu pelo Consumo Consciente ECOLOGICAL FOOTPRINT If all of humanity were to consume as the averageconsumer of the most developed countries such as USA, Europe, Canada and Australia... 2011 © Instituto AkatuWe would need around 5 planets to supply that consumption. FONTE: WWF BRASIL
  9. 9. Instituto Akatu pelo Consumo ConscienteTechnology change, by itself, would besufficient to attain sustainability in natural resources? NO !!! 2011 © Instituto Akatu To supply the natural resources for theconsumption of the whole of humanity with only 1 planet, it would be necessary to use almost 5 times (!!!) less natural resourcesper unit of products or services than today’s.
  10. 10. Instituto Akatu pelo Consumo ConscienteSustainability equation, necessarily involves = 2011 © Instituto Akatu Conscious Consumption + Technology Change + Public Policies
  11. 11. Instituto Akatu pelo Consumo ConscienteCorporations, consumption and sustainability 2011 © Instituto Akatu in an interconnected world
  12. 12. Instituto Akatu pelo Consumo Consciente CONSUMERS IN THE XXIst CENTURY Paradigm shift1. Perception that natural uncertainty about theresources are not infinite habitat 2011 © Instituto Akatu2. Instability and constantchanges in the workplace personal insecurity uncertainty about the3. Reduction in role of the states role as protectorstate Uncertainty about the future = insecurity
  13. 13. Instituto Akatu pelo Consumo Consciente CONSUMERS IN THE XXIst CENTURYUnderstands that what happens to other people may happen to him/herself 2011 © Instituto Akatu Clear perception about interdependence, that leads to solidarity Solidarity that leads to demand thatthe environment and society be protected from negative impacts (for the world he/she lives in)
  14. 14. Instituto Akatu pelo Consumo Consciente Expectation of consumersPowerful should take care of the environment and society 2011 © Instituto AkatuPowerful should take care of others = nurture good quality relationships Expectation of corporations: Good quality relationships and contribution to the development of society
  15. 15. Instituto Akatu pelo Consumo Consciente Is Brazil different?Strong culture of solidarity among the poor 2011 © Instituto Akatu Activist media: environment and societyGlobally: media portrays expectations of consumers and citizens. Occupy Wall Street was global!!!
  16. 16. Instituto Akatu pelo Consumo ConscienteCONSUMERS IN AN INTERCONNECTED WORLD Consumer 2.0 – 3.0Access to information from Changes the process of increasingly diverse establishing sources public opinion 2011 © Instituto Akatu Almost any action or omission of any corporation isvisible to the consumer and to stakeholders in general 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
  17. 17. Instituto Akatu pelo Consumo ConscienteDigital social networks 2011 © Instituto Akatu
  18. 18. Instituto Akatu pelo Consumo ConscienteThreats for corporations in the XXIst century Hyper competition Hyper comoditization Hyper speed of change 2011 © Instituto Akatu Threats 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
  19. 19. Instituto Akatu pelo Consumo ConscienteOpportunities for corporations in the XXIst century To comprehend in real time the changes in the expectations of stakeholders To differentiate by the quality of its relations 2011 © Instituto Akatu Quality of relations reflect the Opportunities 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 dialogue with all stakeholders
  20. 20. Instituto Akatu pelo Consumo ConscienteOpportunities and threats come from the visibility and transparency of the impacts of companies and their supply chains Opportunity: Radical transparency given to whatthe company (a) does and does well, (b) does and 2011 © Instituto Akatu 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)
  21. 21. Instituto Akatu pelo Consumo Consciente XXIst century companies: condemned to be ethical Acid test: redefine products to reduce 2011 © Instituto Akatunegative social and environmental impactsImportance of life cycle analysis leading to changing production impacts
  22. 22. Instituto Akatu pelo Consumo Consciente COMPANIES: PART OF THE PROBLEM OR PART OF THE SOLUTION? Major ChallengesEducate consumers about sustainabilit and the factthat it is a process of continuous improvement: 2011 © Instituto Akatuhelping consumers to become more conscious ofthe impacts of consumption – consumers as alliesAgressive transparency to gain credibility:differentiate from opportunists
  23. 23. Instituto Akatu pelo Consumo Consciente FROM: Companies exist to make profits Milton Friedman TO:Companies make profits to exist, but exist for a 2011 © Instituto Akatu higher purpose. Ray Anderson AND TO: The purpose of business should be redefined as shared value creation and not just profits. Michael Porter
  24. 24. Instituto Akatu pelo Consumo Consciente 2011 © Instituto Akatu Sustainable Future
  25. 25. Instituto Akatu pelo Consumo Consciente A different consumption• From disposable to durable• From global to local• From individual to shared use• From waste to full use 2011 © Instituto Akatu• From excess to sufficiency• From unhealthy to healthy• From material to virtual• From tangible to experience• From competition to cooperation• From unsustainable to sustainable
  26. 26. Instituto Akatu pelo Consumo Consciente A different consumption From a paradigm of products 2011 © Instituto Akatu to a paradigm of well being
  27. 27. Instituto Akatu pelo Consumo ConscienteSociety of conscious consumers 2011 © Instituto Akatu
  28. 28. Instituto Akatu pelo Consumo Consciente Thank you!!! Helio Mattar helio.mattar@akatu.org.br 2011 © Instituto Akatu