The innovation of consumption is about the consumption society that we live in, our grandparents, the unknown significant negative impact of production activities and the benefits of re-using = DURABUYING ©.
Nowadays getting enough exercise and eating healthy is generally acknowledged as being important, but we live in a consumption society. Unfortunately, our jobs and life style are not in line with that. Although we live longer, our consumption society is a growing societal problem. For example almost half the population of Western countries is overweight. Their footprint is literally too high. There are some striking similarities with the production phase of products (supply chains): their carbon footprint (CO2 emission) is also suffering from obesity. What can we learn from the hardship of dieting?
The concept of compensation. You probably know it all too well: eating junk food all week and then run 10 miles on a Sunday morning to get rid of the calories. This strongly resembles the carbon compensation schemes of companies. Right. You screw up your footprint by taking a long distance flight and pay a few dollars more to have some extra trees planted (or whatever happens with that money). That is just mainly a 'feel good' solution.
We should lower the supply chains footprint gradually and consistently by changing its eating habits. And in stead of buying new products, we (consumers and companies) should be starting to re-use more and more. Fact is that a significant part of the negative environmental impact occurs in the production phase when producing new products.
Integrate the concept of re-use in your procurement process, that is what we call 'DURABUYING'.
Let's keep our feet on the ground.
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