Consumer Social Responsibility is what really matters
I wasn’t a very good university student. For somebody studying Economics, I had remarkably little interest in, er… Economics. It seemed a dull and theoretical discipline with little fun to be had. It’s known as ‘the dismal science’ for a reason.
But it turns out that economics is actually quite useful. It has some helpful things to say about supply and demand, and about pricing and supply chains. And one area of particular interest for me is that of Macro and micro scales.
Macro relates to big things. In terms of sustainability that means global brands, worldwide problems and international systems.
Micro means smaller things, like the local economy, regional products and traditional channels.
But it’s important to realise that these are not exclusive things. In fact, they are not even separate things; they are bound up inextricably, part of vast network of dynamic interlinked elements. The Coca-Cola company of Atlanta, Georgia, may own a powerful brand of global significance, but their products are produced and consumed locally in Bolivia, Poland, Ghana, Pakistan and Papua New Guinea. So the Macro and micro are joined by an invisible chain.
Everything should be considered at both scales – and in between, as necessary – for a holistic understanding. Another example is CSR, which at the Macro level means Corporate Social Responsibility, but I would say that what is ultimately more important is ‘cSR’- consumer Social Responsibility. Consumers significantly affect sustainability performance via the price they pay, and their purchase transaction costs, use costs and post-use costs.
Depending on the product purchased, the latter three costs may exceed the original price paid, both in financial and socio-economic terms. Addressing this historic problem requires foresight in all fields. Can this be tackled via carbon data visible at point of purchase? Or penalty taxes as wake up calls? Or incentives for beneficial behaviour?
Unless the consumers of products and services are persuaded to think sustainably and shift their behaviour towards more progressive ways – such as reduction, reuse, recycling – any CSR will ultimately fail. It will go the way of ‘the green consumer’ who never quite materialised, because the cost of being eco-conscious was too high.
The micro (personal) frame must match the Macro (general) frame to make its mark. It’s like when great art transcends the personal to express universal concerns. Global brands and transnational bodies must perform similar magic. They must listen to discover people’s real issues – be they economic, social or environmental concerns – and respond in a way that is meaningful. They must ‘listen with their hearts’ to uplift communities. And give better answers than I gave in Economics class.
FUNKAR.CO 