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COMMUNICATION TO CONSUMERS MUST INCLUDE ENVIRONMENTAL ASPECTS BUT ALSO SOCIAL ASPECTS

Posted: Monday 2 April 12, 9.30am GMT

The Club de Excelencia en Sostenibilidad and EROSKI released the report “Responsible Consumption and Sustainable Development: Responsible Consumption Trends 2012”, elaborated with the collaboration of IPSOS Spain and the support of the Spanish Ministry of Labor and Social Security.

This study, prepared from the surveys of 1.000 citizens and the development of several focus groups, outlines the responsible consumption trends in Spain and analyze how they have been influenced by the current economic crisis, identifies its main barriers and calls to the role that economic actors might play to encourage it.

  • Responsible consumption is associated to environment and savings, being necessary to include also social aspects
  • Study reveals the increased worry about the economic crisis and the poverty and social inequalities
  • Responsible habits refer mainly to recycling, water saving and energy saving
  • Consumers believe that lack of motivation to sustainable development is due to the lack of information

During the presentation, Agustín Marcaide, president of the EROSKI Group, said that “companies must assume our role in integrating sustainable development into our strategies and goals. As part of this role it is essential to communicate our performance to consumers and give them information that allows them to choose a better consumption, more sustainable”

In that regard, the study reveals a clear worry about the economic crisis (30%) followed by poverty and social inequalities (25%), while problems relating to the environment become less important (8%) as less urgent issues.

José Longás, president of the Club de Excelencia en Sostenibilidad and president of BSH Electrodomésticos Spain, highlighted that “in this context, energy and water saving and recycling are one of the consumer-citizen most remarkable collaborative actions. Their paradigms are the super-efficient appliances and recyclable bags”.

He also indicated that “the communication with the consumer becomes an important factor to raise society awareness in other issues of undoubted interest”.
In general, the study shows that the behaviors that guide the responsible consumption nowadays are mostly linked to the day-to-day habits such as to buy what is necessary (44%) and household related factors as services and the appliances efficiency (30%), while sustainable development is more associated with environment.

The Costumer-Brand Marketing manager at EROSKI, Leire Barañano, pointed out that “companies should adopt socially responsible behaviors. The consumer doesn’t reward committed companies at short term but punishes those who don’t practice and assume it”.

Finally, the Spanish Self-Employment, Social Economy and Corporate Social Responsibility general director; Miguel Angel García, closed the presentation of the study corresponding to second of the series launched in 2008 “Responsible Consumption and Sustainable Development: what do the Spanish citizen think?”




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