Consumer

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How sustainable are you?

We all have different roles in our lives, but all of us are consumers. Do you know how aware you are as a consumer about sustainability?

How sustainable are you?

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Sustainability Index

The People 4 Earth sustainability Index is a visual representation of how well a product meets the standards criteria which may be used on the product itself as a label, on the company website, or anywhere the product is depicted.

The use of the People 4 Earth sustainability Index will be granted once a company complies with the general requirements and with minimum criteria related to
People 4 Earth's four pillars. Continuous improvement will be required in order to continue use of the sustainability Index.

Sustainability Index

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Consumer

There is strong growth in consumer awareness about sustainability. Increasingly, consumers are concerned about the health of our planet and their own well-being in relation to environmental issues. The number of LOHAS (Lifestyles of Health and Sustainability) consumers clearly shows this awareness. in Europe the % LOHAS consumers is even higher than in the U.S.

Consumer Segmentation Model

Segmentation model US Segmentation model Europe
Source: NMI (National Marketing Institute), Consumer Trends Database, 2009

Consumers are willing to make a difference by altering their consumer lifestyle. Often times the following hurdles stand in the way of this change: price, trust, and selection of products.

To overcome price, research already shows that consumers say they are willing to spend more on green products (according to a Global Survey in China, Brazil, India, US, UK, Germany and France ). The problem is that consumers do not know which products are sustainable (75% of consumers in the US ), which is why the selection of products is a hurdle. A label would help to give recognition to an environmentally-friendly product, and an NGO would be the best endorser to generate trust.

Credible, easy understandable information will empower consumers to apply their purchasing power in favor of more sustainable products. This is also clearly written by Daniel Goleman, a leading US writer, and author of Emotional Intelligence. In his latest book he introduces a new concept: Ecological Intelligence.

Quote Goleman

Role of People 4 Earth

 

People 4 Earth enables consumers to achieve their full potential to transform markets with a sustainability Index on products. Much of the information currently available is too technical, complicated or inconclusive. A trusted sustainable product Standard and a corresponding Index of sustainable products will enable consumers to achieve their goal of sustainable consumption.

Quote Daniel Goleman

The Standard behind the sustainability Index is built on four pillars of sustainability that fall into two broad headings: PEOPLE and EARTH. The four pillars are: PURE, FAIR, LIFE, and RENEW. Each pillar, in turn, is broken down into three principles, creating a total of 12 principles.

Pure
  • The product is healthy and safe for the user
  • Product information is accurate and complete for an informed purchasing decision
  • The ingredients are authentic
Fair
  • Working conditions are humane, safe and respectful
  • Workers have individual opportunities for professional development
  • Local communities and economies are enhanced
Life
  • Biodiversity is conserved and enhanced
  • Animals have room to express normal behavior and have no hunger, thirst, or pain
  • The use of natural resources is efficient, favoring renewables
Renew
  • Energy use and greenhouse gas emissions are reduced in the making, use, and disposal of a product
  • Shift to renewable energy and offset greenhouse gas emissions that cannot be reduced to achieve carbon neutrality
  • No hazardous waste, reduced air, water and soil pollution, and increased recycling

Shopping aide

The sustainability Index on products provides consumers with point-of-purchase information on the sustainability of a product. Additional information will be available on the People 4 Earth website or via a mobile phone application.

Shopping Aide

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