Introducing A New Consumption Culture

Unconscious capitalism has led us to consume much more than the planet can regenerate. In order to end this dangerous cycle, we need innovation and cultural changes.

The large-scale challenges that our world faces today are not simple to solve. We are dealing with the greatest environmental threat ever seen by humanity, with impacts already affecting living standards and worsening inequalities.

Unconscious capitalism based on consumerism has led us to exploit more than the Earth can provide. By 2050, with global population reaching over nine billion, we might be consuming 2.3 times the resources the planet can regenerate. But still we keep looking for continued growth as if natural resources were infinite. We maintain economic models based on extraction, production and disposal, which increase environmental degradation. We put up with the huge inequality that prevails in many parts of the world.

This is clearly unsustainable. Creating new patterns of consumption and production, as proposed by the Sustainable Development Goal 12, is about building the foundations of a sustainable society to avoid a future collapse. In order to escape this dangerous cycle, we have to change the way we see and do things. Things must no longer be planned for obsolescence. We need to be both conscious and competent to design products that emulate nature’s life cycles, making sure that they endure and are either recycled or absorbed. We must also optimize the use of our resources and goods, just like the sharing economy has recently enabled us to do. Technology certainly has a key role in this, but so does our consciousness. Businesses should be aware that their impacts reach way beyond their walls, developing therefore the tools to either mitigate them or generate positive externalities.

At Natura, we have long been committed to measure and improve the impacts of our —> Read More