Momentum

The Metaconsumer Manifesto

* by Marcos Gouvêa de Souza, CEO, GS&MD - Gouvêa de Souza

If the Metaconsumer could express his opinions in a structured way, much

probably he would come up with this Manifesto defending his ideas:
“I, the Metaconsumer, would like to know in detail the Corporate Social
Responsibility and Sustainability initiatives of the companies I interact with in my
personal and professional activities, and mainly the ones from whom I purchase
products and services.
I’d like to find, in the packages of the products and in the description of the
services I intend to purchase, information that show the brands I’m considering
also take into account um beliefs and expectations on the importance of a more
conscious and sustainability-driven behavior.
I’d like to see, in a crystal-clear way, in all stores’ and digital channels’
touchpoints, that the companies selling products and services have green
supplier relationship policies and influence these suppliers to take the same
attitude to the entire supply chain.
I’d like to find, in the companies’ websites, deep information on the programs
developed by the brands, stores and digital channels, showing the evolution in
the last years and, additionally, what they intend to do in the next ones.
I wish to not pay a premium for all of this, as I believe the adoption of
sustainable initiatives, if can add investments and operating costs, in the
midterm cut costs. I’d like to know what brands have been doing toward children
to help creating a global consciousness on the importance of the issue, to make
natural in the future society’s behavior, attitudes alligned to Sustainability and
Conscious Spending.
I’d like to see the government driving companies, by tax cuts, that show
consistent natural resources’ spending cut initiatives and stimulate the use of
renewable resources. I’d also like to know that companies are stimulating
employees to have a more conscious spending attitude, defending sustainability
and awarding the best employees in this sense.
In an election year, I’d like candidates to detail their propositions on
sustainability and, if elected, to give continuous feedback of their initiatives in
these fields.
I’d like the press to focus this issue in their publications, stimulating and
valueing a more conscious behavior on sustainability. This is all I, the
Metaconsumer, would like to see and will value, but pretty soon it will not be a
matter of liking or valueing, but separating. I’ll simply ignore brands, products,
services, stores or other channels that do not share these ideas.

This is another article on the Metaconsumer, theme to be debated during

the 13th Latin American Retail Forum, organized by GS&MD - Gouvêa de
Souza on October, 19th - 20th, in São Paulo.