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The word “Akatu” A = seed / world (+) katu = good / better. Good Individual for a Better Collective. Good Seed for a Better World. =. INSTITUTO AKATU for conscious consumption. Mission of Akatu. Mobilize people to use the transforming power of their conscious consumption acts

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slide1

The word “Akatu”

A = seed / world (+) katu = good / better

Good Individual

for a

Better Collective

Good Seed

for a

Better World

=

slide2

INSTITUTO AKATU for conscious consumption

Mission of Akatu

Mobilize people to use

the transforming power

of their conscious consumption acts

as an instrument

to build

the sustainability of life on the planet

slide3

INSTITUTO AKATU for conscious consumption

Conscious Consumption

Consuming with consciousness of the impacts of the act of consumption on

oneself,

on social relations,

on nature and

on the economy,

seeking

to mobilize the best possible impacts

and to engage others in the same direction

slide4

Sustainable Consumption and Production (SCP)

  • Production and use of products and services which
  • respond to basic needs
  • bring a better quality of life
  • and
  • 3. from production up to discarding, minimize
  • the use of natural resources and toxic materials
  • and the emissions of waste and pollutants
  • so as not to jeopardize the needs of this generation and future ones
slide5

The “C” in SCP means

  • a process of buying, using and discarding products of services in a way which
  • helps the consumption by the poorest
  • respects the limits of the natural resource base
  • and
  • 3. ensures equitable access to the natural resources by the whole of humanity
use of natural resources

16%of humanity is responsible for78%of total consumption

Use of natural resources

Today, total consumption in the world demands 50%more than

the planet is able to renew

slide8

1.50

1.0

0.9

0.7

0.5

UnSustainability

in the use of Natural Resources

Nº de Planetas

1.4

1.2

1961-2010

1.0

0.8

0.6

0.4

0.2

0

1960

1965

1970

1975

1980

1985

1990

1995

2000

2005

Use of Natural Resources

Biocapacity of Earth

Source: Living Planet Report Vivo 2010 – World Wild Foundation

slide9

With present technology, the consumption of the whole humanity at a level equivalent to that of the average per capita consumption between Europe and USA, would demand more than four planets Earth...

slide10

Technology change, by itself, would not be sufficient for sustainability in natural resources,

since it would be necessary

to use almost 7 times (!!!)

less natural resources to make products and services for the whole humanity

slide11

Sustainability equation =

Conscious Consumption

+ Technology Change

+ Public Policies

slide12

5 reasons why the focus on the “C” of SCP has been insufficient

  • Rio 92 concentrated on clean production
  • Technology change is easier for companies since is does not require changes in consumer behavior and life style
  • Rio + 10 (Johannesburg) stressed the importance of change in consumption behavior
  • But, multilateral negotiations led the media to focus on caps for emissions (climate change)
  • Life style and consumer behavior are more difficult to change and time demanding since they are part of the culture of societies
slide13

11 Barriers for the “C” of SCP

  • Advertising provokes the “desire” to consume
  • The consumption society defines identity strongly based on consumption
  • It is difficult for consumers to define their real “needs”
  • The profit logic for companies is based on excessive consumption
  • Emerging countries and new segments of consumers are coming to the market and saying “it is our turn to consume”
slide14
And more barriers for the “C” of sustainable consumption
  • Consumers don’t recognize the relationship between consumption and the problems in society and the environment
  • Consumers think of individual companies producing products and services and not supply chains
  • Consumers don’t think that the consumption of one individual can have a significant impact on society and the environment
slide15
And even more barriers for the “C” of sustainable consumption
  • Consumers don’t recognize themselves as multipliers of their model of consumption and mobilizers of change in other people
  • Consumers don’t recognize sustainability as a step by step process - companies and products can only be “more” sustainable: look towards the future not the past
  • Consumers think of sustainability as a sacrifice in order to consume less
slide16
6 good news:

conscious consumption is becoming desirable to consumers

  • Consumers are not happy with a “work-too-much-to-consume-too-much” type of life
slide17

Live to consume?

Or consume to live?

2009  Instituto Akatu

Somos livres? – Maurício Chiminazzo

slide18

Where am I running to?

2009  Instituto Akatu

Somos livres? – Maurício Chiminazzo

slide19
More good news:

conscious consumption is becoming desirable to consumers

  • Consumers start to realize that products become obsolete the moment they are bought
  • Consumers start to realize that to base their identities on consumption and brands is very fragile
1950 dream of consumers heaven is in what one can buy

1950dream of consumers:Heaven is in what one can buy

Saturday Evening Post

August, 1959

Image provided by Fátima Milnitzky

1980 90 heaven came to earth marketing and credit make the dream come true

1980/90Heaven came to Earth:Marketing and credit make the dream come true

American Express

Card 1990’s

Image provided by Fátima Milnitzky

slide23
And more good news:

conscious consumption is becoming desirable to consumers

  • Consumers start to realize that happiness and consumption do not walk together
slide24

260

240

200

180

160

140

120

100

80

1946

1956

1965

1972

1976

1983

1987

Income per capita and happiness – United States of America

2007  Instituto Akatu

Income per capita – full line Subjective well being - - - - dotted line

slide25

700

600

500

400

300

200

100

0

1958

1963

1968

1973

1978

1983

1988

Income per capita and Happiness – Japan

2007  Instituto Akatu

Income per capita – full line Subjective well being - - - - dotted line

slide26
And even more good news:

conscious consumption is becoming desirable to consumers

  • Journalists are part of the “work-too-much-to-consume-too-much-society” and are also getting tired of it
  • Indebtedness related to consumption is becoming a nightmare for consumers
slide27

Next step: dream?

Or nightmare?

Photo: Gilbert Garcin, L’ambitieux

slide28
13 leverage points

for consumer organizations to contribute towards conscious consumption

  • To raise the awareness of consumers about the positive transforming power of consumption
slide29

The tremendous impact

of the individual acts of consumption

Source: Wee Man Organization, 2005

slide30
4 more leverage points towards conscious consumption
  • To establish communities of conscious consumers: social recognition
  • To value companies that educate consumers towards conscious consumption and offer more sustainable products
  • To work with governments to establish public policies conducive to conscious consumption
slide31
And 4 more leverage points towards conscious consumption
  • To engage the media and opinion leaders in reinforcing a new model of consumption: leading by example
  • To educate children and youth for conscious consumption
  • To educate consumers on a new paradigm in their relationship to companies and products
  • To depict a compelling and desirable vision of a sustainable future, based on a different (not less) consumption and on more freedom
slide32
Consume differently

From disposable to durable

From global to local

From individual to shared use

From fossil to renewable

From trash to reutilization and recycling

From toxic to non toxic

From material to virtual

slide33
A different society

From waste to integral use

From tangible to intangible

From excess to moderation

From consumption as an end in itself to consumption as an instrument for well being

From “live to consume” to “consume to live”

From “live to work” to “work to live”

From “happiness in consumption” to “happiness in human relations: friendship, love, emotions, and art”

From a consumption society

to a society where life is plenty of meaning

slide34
1 more leverage point towards conscious consumption
  • To educate consumers about products being a result of supply chains
slide35

2007  Instituto Akatu

Deforestation of the Amazon

slide36

2007  Instituto Akatu

Deforestation of the Amazon

deforestation of amazon

Amazon Forest

Pasture

Agriculture

Soybean oil

Deforestation of Amazon

2007  Instituto Akatu

slide38
And 4 last leverage leverage points towards conscious consumption
  • To establish communities of conscious consumers: social belonging and recognition (digital social networks)
  • To value companies that educate consumers to conscious consumption and offer more sustainable products
  • To work with governments to establish public policies conducive to conscious consumption
  • To show consumers that there are also financial benefits in conscious consumption
saving us 1 00 a day since the day you are born up to 65 years of age
Saving US$ 1.00 a day since the day you are born up to 65 years of age:

US$ 334 million

Yearly interest rate

20%

15%

10%

US$ 26 million

6%

US$ 2 million

3%

US$ 283,600

US$ 73,600

0

20

40

60

66

R$ 1,00

Years

Fonte: Adapted by Akatu from “Seu Dinheiro”, by Mauro Halfeld

slide40

Thank you !

Helio Mattar

helio.mattar@akatu.org.br