The 'elephant in the bedroom' (unmissable issue no-one wants to discuss because it is too big to ignore yet also too big to address) for many businesses dealing with corporate responsibility is consumption: we humans are waste processors and the point of many businesses is to make us process more waste.
Talking to someone recently about consumption it occurred to me that a fundamental problem with discussing it is that we don't think about ourselves as consumers until something goes wrong.
You're sold a malfunctioning computer, you contact the Consumer's Association.
You're unsure which camcorder to buy, you buy What Camcorder?
But for most purchases? You're a customer.
Ask anyone in the street if they're a consumer and they'll think for a bit and give a cautious 'yes'. Ask them if they are a consumer and they'll ask, 'Of who?'
The consumption debate won't get off the ground until it becomes a debate about addressing customers, meeting their needs.
Comments