2010. The beginning of a new decade, but by no means has it been a fresh or easy start. With the world having been through a serious economic downturn, political unrest, having experienced significant natural disasters from earthquakes to Tsunamis and volcanic eruptions, to hearing more news of unprecedented population growth, it has become very clear that our future is fragile and unpredictable.

We are also realising more and more that we simply can’t go about our daily business as we have been for the last couple of decades.

Consumers have, as a result of the recent global economic climate, had to seriously tighten their belts and think hard about the purchases they make with their hard-earned money. New purchase behaviour has begun to emerge; people are not buying and spending the way they used to. All sorts of new conditions are entering into the purchase consideration set – and not all purchase decisions are simply made by habit, brand loyalty or price anymore.

With the dying myopia of the past, there is a new wave of consumerism worldwide that has made consumers hungry for information, demanding of accountability and looking for brands that they can really trust.

Consumers have a greater need to trust that brands will deliver not only on the brand promises they advertise, like quality or good service, but more importantly, on other initiatives that protect the dignity and integrity of every step involved in getting a product to market. It starts right at the people of the source, and ends with a responsible product offering that you and I find on the shelf in the supermarket.

Sustainability is becoming a buzz word, gaining heightened awareness and importance amongst the hot topics of this century like “Recycling”, “Organic”, “Fair Trade”, “Green” and “Eco-Friendly”. The days of single-minded, volume-driven mass production are numbered, and with exploding populations and diminishing natural resources, an almighty shift needs to take place in our production methods globally – and in the way that we as consumers make our purchases.

Looking Back

Taking a leap back in time, sustainability was the key for longevity and survival of the indigenous peoples that once inhabited our lands. At the tip of Africa, our ancestors were hunter gatherers, intimately connected to the environment through their beliefs, rituals and daily lives. Not taking any more food or natural resources than they needed, and leaving a temporary location the same way in which it was found, their footsteps are hard to trace—except for the exquisite paintings left behind on rock surfaces and in caves.

It’s a perfect model of sustainable consumption: take only what you need and be sure to put everything back so that you can ensure a repeat harvest at some other time in the future.

In today’s language, sustainability encompasses many facets, all of which I wish to explore with you in future articles. Here in Africa where we (Red Espresso) base our operations, we have a unique and fragile environment – the only one of its kind in the entire world – and I look forward to sharing our stories of delight, awe and concern for the natural ecosystems that exist there.

Although it is encouraging to note the steady progress of brands in response to the global sustainability issue that affects every single living being on Earth, there is so much more to be done to make these brands earn our trust – and our hard-earned money. Let’s start talking and sharing ideas on how we can achieve this – every little step counts!

I hope that you will feel inspired and compelled to seek transparency and accountability with the brands you love, and use the power of knowledge and consumerism to affect more positive and sustainable changes for our own, and our planet’s longevity.

Source: Good Eater

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