Sustainable development - What does it mean ?
It is linking economic fulfilment with social development and environmental protection.
A firm is responsible to whom ?
– the shareholders "The only responsibility for a firm is to maximize profits for its shareholders"
– its clients, its workers, civil society, the authorities, the sub-contractors, fauna, flora, minerals, air and water quality...
On one hand it's financially profitable, on the other it's moral values and the way one behaves and lives. Put humans at the center of the picture after they declare their emancipation from nature now it is the period when profitability and yield replace man. It's profits that rule mankind. Wanting to make profit at any cost, a label is at risk of losing its image and diverting consumer's attention away from its products.
Sustainable development : a two way street
Certain properties like the climate are shared by everyone, so it is legitimate to ask ourselves if a State, a firm or an individual has the right to do harm to the community. The most vulnerable and least responsable countries of global warming are the most affected by the consequences of this process (Africa/desertification-drought, South-East Asia/floods, the polar caps/melting). These wealthy countries, firms and certain people pay a contribution that is given to the poorest countries. But can we accept that paying taxes gives us the right to pollute? These measures could then be used to decrease the negative effects of activities. What consequence can we expect for climate from the industrialisation of developping countries?
Political parties and National sovereignty are they slowing down sustainable development ?
The sharing of ideas concerning economic models requires intellectual, moral and political efforts. The construction of this takes a long time and requires an international environment. This construction risks clashing with National sovereignties which therefore might have the reaction of countries reverting to Nationalistic economic policies and the personal interests of politicians which show a lack of willingness to have progressive policies for the successors.
Is it possible to define an objective containing a sustainable development concept ?
The concept of sustainable development evolves, it contains different criteria for each of us on a variable scale. It is difficult to judge fairly because we are involved in the social economy with its ecological consequences. As a result of many suggestions or by popular demand, businesses find themselves developing labels, logos and guarantees that give the maximum amount of information about it's contents, packaging, service, produced by the label and enterprise concerning sustainable development.
Does the economy need to be the predominant element regarding sustainable development ?
We shouldn't ignore economie's role in sustainable development, because the consequences would be harmful to people living in poorer countries. But do we consider that brands are the authorities answerable for social and environmental norms by their commitments and the fact they work under permanent scrutiny. The risk could also be coming from local companies without a "logo" who don't need to justify to anyone and with whom the Legislation could be a somewhat "don't care" type of attitude. The weak point is the combination "reputation - public opinion", for example: Shell and Greenpeace in Germany, Triumph underwear and clean clothes campagn in Birmany, Nike in Asia, Lapeyre and the Amazonian forest, Danone and fire in France... Keep in mind the difference between the "corporate" entreprise and the brand. A brand can make an error and be saved by the positive corporate image of the entreprise.
Development, a cost that is uninsurable ?
Climate change costs exists and will become prohibitive. Will insurers and reinsurers refuse to insure natural risks ? We are going into an era that doesn't want to insure anymore the risks that it takes. Is that an indication that men are losing control of their pratices (not assuming responsibility for their actions) ? Man thinks that he has full control of his situation but in fact he is just an element that is used in political and economic systems. The flipside of the success is the loss of control by Man by the tools that are used to develop their activities.
We don't want to know and we don't want to think about the questions as a multitude of interactions. As long as our view remains local and that we don't evaluate the consequences that our activities are having on other sectors we'll continue to have negative impact on the earth. Last but not least, we count the profits today and we postpone the cost of our practices to the next generation.
Sustainable development, is it a criteria that is taken into account by clients ?
Consumers are more sensitive to sustainable development in their global relationship to brands than in their actual act of buying goods. Sustainable development is often associated to the social awareness and responsability of the company. The consumer/citizen considers that social awareness is the responsability of Institutions and not of the consumers. So, they behave without any guilt during their purchases. We can understand and credit consumers to their attention of being selective during their purchases. They will associate "price" with sociological and ecological considerations about unemployment, equitable businesses among other things. But, if we accept that the consumer is egotistical, hypocritical, likes to take the easy route, we can remain sceptical about the influence of sustainable development on their purchases.
Northern European countries which have Prostestant faith develop more easily sustainable development concepts. Latin cultures that are generally Catholic faith put their destiny in God's hands who takes care of them. So, for some of us the planet is considered borrowed and for others it's as if "After us come what may". Where as in Germany, Holland, Sweden, Switzerland they emphasise the product for its positive and significant impact on sustainable development, in France we point out that its easy to use.
What are the obstacles that prevent sustainable development from becoming a privileged direction for marketing ?
The demand of all the actors confronted with reality, the commitments more or less respected, the concept of sustainable development that itself evolves.
Could sustainable development's constraints become a strategic direction for firms ?
The struggle against global warming and the increase of energy efficiency are becoming economic activities. Carbon economy links economy to ecology. The environment constraints become a strategic opportunity. The challenge accompanies a technological rupture where firms can benefit and or make profit.
Which direction is advised ?
● Respecting International Labour Organisation rules about worker's age, labour, work schedules, salaries...
● Respond to waste problems which are increasing in weight and volume :
– by creating recycling networks, recyclable packaging and by evaluating the impact of ecological measures
– by educating young people and informing adults
– by reducing packaging volume and excessive packaging
● Reconcile two approches, the first one which proposes reglementation with the second one which prefers Research and Technical processes to promote innovation and not limit growth. The opposition between the two conceptions illustrated by the global warming problem underlines the different approachs according to countries and their development levels.
● Use less basic ressources, enforce product efficiency
● We need to rethink our way of consumption and doing business
● Reconsider our productivist vision based on goods and capital to introduce other criteria based on human development (social indicators) such as Health, Education, well being of the population... With for consequences, to substitute Growth National Product (GNP) indicator by standard of living indicator which includes environmental phenomenon...
How to evaluate the impact of firms behavior on consumers ?
It takes time to get concrete results with sustainable development. Information has to be gathered about processes done by firms. Measure risks and opportunities for firms concerning their clients then analyse the results by category of population. Conclusions of that, is that a public opinion emerges on different subjects. Consumers think that the most important things are Health and Security. Some of the criteria are misunderstood, neglected, by people, thus, the environmental domain: recycling, economising on energy. The main ideas of this opinion refers to requirements of morality, respect of ethical rules (including commerce) and concerns all segments of the population. An important subjectivity of its evaluations remains linked to media phenomena and firms communication, for example Leclerc which was one of the first in its sector, to communicate on ecological subject with the plastic bag policy. It's up to industrial firms to declare their responsibility without omitting and to sell brands that are responsible. Reglementation should if it is well established and applied, help to avoid prejudice.
Nature without humans
The pursuit of happiness and well-being is a well known desire of everyone. Otherwise, it presumes that human life will stop in a predictable future, nature will continue without us.
