Sustainability has been a hot topic in the business world and is starting to contribute to companies’ decisions on manufacturing their product. In John Izzo’s blog he posted that the consumers nowadays, no matter in developed countries or undeveloped countries, prefer to consume without feeling guilty. To be precise, he mentioned that a large percentage of consumers actually values how the making of the products affects people, society and nature, and the planet. Thus it would be wise for firms to now focus on guilt-free consuming.
It is great that consumers are concerned about the impacts of the products they buy, and as a result many firms are starting to to shift towards a sustainable business model. However, in many cases, firms market in a way such that consumers believe the products are not harmful to human and the society while they are. The consumers’ guilt-free shopping psychology is taken care of but the planet still takes the hit. In a market as competitive as today’s firms are still price driven and will have to do whatever they can to stay in business and maximize their profit. Reaching the goal of sustainability may be a wise choice in the long run but it sure will burden the firm with debt in the short run. That being said, it is still difficult to balance between cost minimization and not harming the society, the planet, and its people.