Consumption and production have always been mutually influential and interactive. In the current era where green and low-carbon have become the trend, this influence is becoming more prominent and urgent. Green consumption drives green production. Enterprises on the production side should also take the initiative to actively promote green consumption.
 

Two years ago, the Global Sustainable Consumption Initiative, launched at the first China International Consumer Products Expo, established the core task of driving the close integration, mutual promotion and development of sustainable consumption and production.
 

Similarly, in the "GoldenKey - SDG Solutions" Campaign from the past three years, the practical cases of enterprises promoting green consumption have also been recognized and encouraged by all parties. These actions have formed a strong driving force from the production side to promote green and low-carbon sustainable consumption.

Make green products mainstream and ensure sufficient supply. There is often a misconception about green products, that they are niche, expensive or even products with poor user experience. In fact, green consumption does not mean paying extra costs, nor does it mean compromising on user experience.
 

For example, in cities or regions with well-developed and convenient public transportation systems, green travel will become the mainstream choice. Moreover, over a decade ago, the transition from incandescent lamps to energy-saving lamps in the lighting industry in China achieved environmental benefits, industrial transformation, and user benefits, without increasing additional costs for consumers. This win-win situation also accelerated the process of enterprise transformation.
 

Therefore, companies should increase their efforts in developing green products, improve the supply and competitiveness of green products in the market, and free consumers from the dilemma of choice. This is an inevitable requirement for enterprises to accelerate green consuption and transformation.
 

Let green become the symbol of quality products and drive consumer trends. Green consumption is redefining the quality of products, and products without green attributes will increasingly fail to meet consumer demands. Currently, more and more companies are focusing on enhancing consumers' perception and experience of greenness.
 

For example, Starbucks' "greener stores" have enhanced the concept of low-carbon space in the consumer environment. Besides, the carbon information of products has become a core content in the product manuals on Apple's website. Yili and other companies have successively launched "zero-carbon factories" and "carbon-neutral" products... These measures have won the appreciation and support of consumers, especially those who value green concepts.

Make green the content of communication and shape a low-carbon brand. Enterprises not only need to disclose the measures and achievements they have taken in green design, green production, etc., but also need to strengthen communication with consumers. For example, WeChat Pay launched the "National Low Carbon Day" Q&A challenge activity, aiming to help popularize carbon neutrality knowledge among the public. China CITIC Bank credit cards took the lead in launching carbon reduction personal accounts which can show accumulated personal carbon reduction through scientific measurement methods, digitizing, visualizing, assetizing, and valuing green consumption behaviors, thereby guiding the transformation of green consumption by citizens. Conveying green consumption knowledge, guidelines, and other information to consumers all contribute to the construction of a green and low-carbon brand for enterprises.
 

Green consumption and green production should embrace each other. The promotion and implementation of green consumption cannot be achieved without the awareness and efforts of consumers, and it also requires active participation from enterprises as the main body of production. Forming a closed loop between consumption and production is the fundamental force for comprehensively promoting the transformation and upgrading of green and low-carbon consumption.
 

Written by Yu Zhihong, President and Editor-in-chief, China Sustainability Tribune

Source: China Sustainability Tribune