Megatrend Sustainability & Business

More than two decades ago, when the Alliance 90 and the Greens tried to bring environmental issues to the stage of big politics, it was little more than a political niche. Today, globalization, climate change and resource scarcity are of social relevance.

Sustainability is also a megatrend that is becoming more and more deeply rooted in social awareness. The increasing change in lifestyles will inevitably have to be followed by the markets if they do not want to lose touch: Responsible management that takes into account not only economic, but also ecological and social concerns will not only be a challenge for companies, but also offer opportunities.

The opportunities

Of course, the greatest opportunity for companies lies in the fact that consumers’ consumer behaviour is also changing as part of a rethink in the way they shape their lives. From a purely economic point of view, this results in new target groups and new sales markets, which can lead to company growth again. In order for both to be fulfilled equally, however, it also requires the necessary courage for innovations.

Social trend Sustainability

The good news, especially for the climate and the environment, is that sustainability is increasingly being accepted by consumers as a quality feature and purchase criterion. This is often enough due to the fact that the personal benefit – mainly in the form of an advantage for one’s own health – and the contribution to climate and environmental protection can be combined in everyday life. Despite this consistently pleasing development, some problem areas can still be identified.

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Lack of competence in sustainability

It is one of the reasons why sustainable consumption is not yet a phenomenon for society as a whole. In many cases, sustainability is perceived as too complex a topic or there is simply a lack of financial resources.

Education certainly plays a key role in bringing the topic beyond schools to families and beyond. This strengthens awareness of the larger contexts and the importance of one’s own actions. However, companies also bear responsibility for raising awareness among consumers. This would have the added value of strengthening trust in companies and products such as some of the best csr software.

Discrepancy between consciousness and action

Also difficult is consumer behavior in which awareness of sustainability is not consistently incorporated into consumption. Of course, this can have different reasons, most often it will be a question of price. Increased efforts to raise awareness could also provide a remedy here. At the same time, however, it is in the hands of the consumers themselves – after all, the premise of acting responsibly is not exclusive to companies. In addition, sustainable thinking only makes sense if it is translated into sustainable action.

All in all, these are naturally explainable and, above all, remediable problems. Fortunately, these do not change the fact that sustainability as a requirement profile now has a firm place in the field of consumption. This has an effect even if these requirements do not entail a corresponding purchasing behavior on the part of consumers. At least more and more companies seem to be playing their role in sustainable consumption.

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