Today we are rewarding un-sustainability… as a consumer it is always cheaper (in terms of what we actually monetary pay from our pockets) to buy un-sustainable products! How can we transform the way we reward companies aiming at sustaining ability?
It seems clear that our current way of doing is rewarding the wrong behaviour. Thus, what we really need to do is to transform the cost side of the production, i.e. ensuring that every single product contains cogs + real cost of production… if the cost side would fundamentally change it would be financially unwise for companies to produce unsustainable products…by rewarding the right behaviours, i.e. keeping social cost of production down, companies wouldn’t afford not to produce sustainable products…from a consumer point of view it would be cheaper to buy sustainable products and thus naturally the market would transform in the sense there would be no market for unsustainable products as it wouldn’t make financial sense to produce them… this seems super logical that this is how it ought to be, but its not…!
What an opportunity to change the guiding ideas for companies as they are innovating and developing on new products!
Rewarding desired behaviours, another piece in the puzzle…
Until next exchange
Emanuel
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