What do the markings to encourage sustainable consumption?
The creatives have a great responsibility in promoting sustainable consumption. Should not be seen as mere passive interfaces, but rather as active constituents, said Guta Moura Guedes this morning, at the Conference of Green Project Awards "Sustainable Consumption-consumer power"."While designer when I'm designing a bottle, I can tell the client what you're asking is not feasible the sustainable point of view. I have this responsibility, "explained the President of Experience Design.An opinion was refuted by Carlos Coelho, Chairman of IVITY Brand Group, which stated that "doesn't fit to be creative agents of change. The creatives are creators of interaction between audiences and producers or vice versa "."Companies active in the market does not have on its agenda the concern of sustainability as they should have and are not creatives to do this role," he explained.Ana Morais Wheat, Director-General of the Portuguese Association of distribution Companies (APED), who also participated in the Panel "Stimulating sustainable consumption practices: design, brands and consumption", stressed that companies look increasingly for sustainability in their business models and that 80% of the decisions that are taken by companies in developing a product start in design, IE"environmental concerns have started many behind in the production chain and from conception, design".Citing a Eurobarometer survey of the European Commission, Ana Morales said that Wheat 56% of the population is aware of the environmental impacts of consumer products. Thus, he added, "the consumer assumes behaviors according to the information we have, so it is essential to invest more in awareness-raising campaigns".Vasco Colaço, President of Deco, believes that the national panorama also has influenced the consumption pattern of consumers. "This crisis we live in forced people to rethink their consumption habits, looking to be more selective in their choices, either by difficulty, either by the price increase," he said, adding that the Government did not always take advantage of the change."Nearly 56% of the energy consumed in Lisbon is linked to transport. What happened is that the income of households has decreased and there was a tendency to pass to ride public transportation. However, what happened is that there has been a significant increase of transport charges, which led to the loss of passengers ", exemplified.For the President of Deco, the solution would "maintain the tariffs so that people use in a natural way transport. But there was the obligation of the people change their habits and the politicians did not know take advantage of the move to consolidate more sustainable behaviours ".However, the responsible considers that not only the Government that has a role to play in promoting sustainable consumption. "Companies should do something so that green products are not seen only as something distinct or as a marketing strategy. This is a systematic process and everyone has to assume their responsibility in the system ".Organized in conjunction with APED, DECO and ICS, the Conference of Green Project Awards was still as one of the high moments the signing of a cooperation protocol between the GCI and the Business Association of Portugal (AEP), with the aim of coordinating efforts between the two entities.After the debate on sustainable consumption, the GPA now prepares its next conference dedicated to sustainable cities, which will take place July 15.Foto:  JC i Núria / Creative Commons
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