Trend 01
Mycroethics
Mycroethics
Small gestures that change everything.
Trend axes
- Good intentions
- Quantified ethics
- Purpose economy
- Sustainable consumption
Some figures
80%
Germans would save energy and are very willing to change their personal behaviour to protect the climate, according to a 2020 Statista survey.
50%
German respondents would be willing to fly less often. 74% would buy locally and 65% would eat less meat, according to Statista.
76%
Australian respondents in an Ipsos study said they had changed their recycling habits because of concerns about climate change.
88%
Respondents in India report having made changes in their lives to counter climate change, according to the latest Global Ipsos survey for the World Economic Forum.
Quantified ethics
News of textile factory collapses, deforestation, mountains of waste and other consumption-related problems is increasingly frequent in the media.
That is why causing the least possible harm to the environment through small gestures has become the goal of many consumers around the world. The search for ethical consumption is now part of a lifestyle that is spreading ever more widely.
However, the world's growing connections, in terms of information as well as supply chains and flows of goods, have a direct consequence on consumption.
Consumers who want to cause the least possible harm to their environment have to deal with a time-consuming flow of information produced in sometimes contradictory contexts and causes. The pressure to consume “correctly” grows as the amount of information increases.
In this sense, manufacturers are acting to give users ways of bringing sustainability into their daily lives through small gestures. Consumers can thus easily find out how climate-friendly a company is compared with others and choose the greenest option.
Expert view
Mikel Feijoo
Director at SKFK
“The trend towards an ethical way of life is clear. However, we often adopt the discourse but not the actions. Reality is contradictory, and the planet is split between the need for degrowth because resources are running out and demographic and consumption growth, especially in developing areas.
Although the fashion industry is committed to more responsible processes, the market is still dominated by large groups whose actions follow the path of overproduction and outsourcing negative impacts. We consume more and more clothes, but wear them fewer times.
Likewise, since the arrival of the pandemic, there has been a decline in global brands in favour of local ones, closer to the consumer.
Changing consumption habits is an important step, but we still have a long way to go. The keys: honesty and consistency.”
Cases
01 / 05Zorraquino spotlights
- 01
Food date labelling is responsible for 10% of all food wasted in the EU, almost 9 million tonnes a year, according to the European Commission.
- 02
Some brands want to show how easy it is to make climate-friendly choices when products are clearly labelled with their carbon footprints.
- 03
For consumers, the only way for brands to regain credibility on sustainability is to focus on specific problems and not make empty promises.
Zorraquino playlist
- Todo En La VidaElia Y Elizabeth · 1973
- A Ti Que Te ImportaMexican Institute of Sound, Las Dianas · 2021
- Tú No Eres ActivistaPUTOCHINOMARICÓN · 2018
More on the trend
References
- The Climate Store
- Fechas con sentido
- Kai launches "world's first paper razor" informed by origami
- Bioseptyl's Travel-Ready Stick Dentifrice Reduces Water Consumption
- Germany: change in consumer behavior due to climate change 2019
- Consumer behavior changes made due to global warming Australia 2019
- Saving the planet starts at home
- Online Ordering Goes Zero-Waste
- Waste is a terrible thing to waste.
- ¡Mira, huele y prueba para no desperdiciar estos alimentos!
- Waste is a terrible thing to waste.
- VanMoof launches global campaign that poses a critical question: why go back?
Pages 28–46 of the report
