The word “Akatu” A = seed / world (+) katu = good / better

1. The word “Akatu” A = seed / world (+) katu = good / better Good Individual for a Better Collective Good Seed for a Better World =

2. 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

3. 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

4. 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

5. 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

6. Why sustainable consumption?

7. 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

8. 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

9. 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...

10. 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

11. Sustainability equation = Conscious Consumption + Technology Change + Public Policies

12. 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

13. 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”

14. 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

15. 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

16. 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

17. Live to consume? Or consume to live? 2009  Instituto Akatu Somos livres? – Maurício Chiminazzo

18. Where am I running to? 2009  Instituto Akatu Somos livres? – Maurício Chiminazzo

19. 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

20. 1950dream of consumers:Heaven is in what one can buy Saturday Evening Post August, 1959 Image provided by Fátima Milnitzky

21. 1980/90Heaven came to Earth:Marketing and credit make the dream come true American Express Card 1990’s Image provided by Fátima Milnitzky

22. There are things money can’t buy 21st Century: emotions more than products Master Card 2003

23. And more good news: conscious consumption is becoming desirable to consumers • Consumers start to realize that happiness and consumption do not walk together

24. 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

25. 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

26. 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

27. Next step: dream? Or nightmare? Photo: Gilbert Garcin, L’ambitieux

28. 13 leverage points for consumer organizations to contribute towards conscious consumption • To raise the awareness of consumers about the positive transforming power of consumption

29. The tremendous impact of the individual acts of consumption Source: Wee Man Organization, 2005

30. 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

31. 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

32. 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

33. 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

34. 1 more leverage point towards conscious consumption • To educate consumers about products being a result of supply chains

35. 2007  Instituto Akatu Deforestation of the Amazon

36. 2007  Instituto Akatu Deforestation of the Amazon

37. Amazon Forest Pasture Agriculture Soybean oil Deforestation of Amazon 2007  Instituto Akatu

38. 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

39. 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

40. Thank you ! Helio Mattar helio.mattar@akatu.org.br