Sustainability yog dab tsi ua kom cov khw muag khoom tsaug zog thaum hmo ntuj

Lub National Retail Federation, lossis NRF, tau tuav nws qhov Kev Tshaj Tawm Loj Txhua Xyoo nyob thiab tus kheej ntawm New York City Javits Center me ntsis ntau tshaj li ib lub lim tiam dhau los. Raws li koj tuaj yeem xav, cov kev sib tham tau sib txawv rau xyoo no ntau dua li ob xyoos dhau los, lub sijhawm kawg lub rooj sib tham tau tshwm sim. Lub ntsiab lus tseem ceeb ntawm txhua tus neeg lub siab thaum Lub Ib Hlis 2020-pre-Covid-yog "peb tuaj yeem sib tw nrog Amazon li cas?" Xyoo no, muaj kev tsom mus rau kev nce nqi, kev ua lag luam, thiab cov saw hlau. 

Tab sis lub ntsiab lus tseem ceeb tshaj plaws uas tau nce mus ntxiv yog kev ruaj khov thiab yuav ua li cas rau kev taw qhia ntau lub cib fim thiab cov teeb meem uas nws muaj.

Nws yuav tsum tuaj raws li tsis muaj surprise tias lub tswv yim ntawm sustainability tau raug tsav los ntawm cov neeg siv khoom. Yog lawm, Patagonia thiab ob peb lwm lub npe tau ua tus pioneer hauv daim teb no thiab yuav tsum tau txais cov qhab nia uas lawv tsim nyog los sawv cev rau tus qauv kub hauv kev paub txog kev noj qab haus huv. Txawm li cas los xij nws yog cov neeg siv khoom - tshwj xeeb yog Gen Z cov neeg siv khoom - uas tau coj cov kev sib tham ruaj khov mus rau qib tom ntej. Ib qho ntawm First Insight cov ntawv ceeb toom tsis ntev los no pom tias Gen Z cov neeg siv khoom muaj kev cuam tshuam loj heev rau tsis yog lawv cov niam txiv Gen X nkaus xwb tab sis txawm tias lawv cov Boomer thiab cov pog yawg laus thaum nws los txog rau kev nrhiav lwm txoj hauv kev, kev yuav khoom zoo dua. Los ntawm 2030, Gen Z yuav sawv cev 27% ntawm lub ntiaj teb cov nyiaj tau los, tshaj Millennials los ntawm 2031. Cov tiam no pov npav nrog lawv lub hnab nyiaj rau cov hom uas txhawb nqa lawv tus kheej qhov tseem ceeb thiab ua rau. Hom thiab cov khw muag khoom niaj hnub no tau pom meej meej.

Nov yog qee qhov kev coj ua los ntawm ntau qhov kev sib tham txog kev ruaj ntseg:

Muaj ntau qhov tsis meej pem txog dab tsi sustainability yog los yog txhais tau tias rau Cov Thawj Coj Kev Lag Luam thiab cov neeg siv khoom zoo ib yam.

Ntau tus thawj coj muaj kev sib txawv ntawm qhov "sustainability" tiag tiag txhais tau li cas thiab nws cuam tshuam rau lawv lub koom haum. Kuv tau pom tias qhov kev sib txuas yog feem ntau tiam. Boomers, Gen X, thiab Millennials ntseeg tias kev ruaj khov txhais tau tias cov khoom tsim los ntawm cov khoom siv ruaj khov, rov ua dua tshiab, lossis ntuj fibers thiab cov ntaub ntawv. Gen Z xav tias kev siv cov khoom siv ruaj khov yog muab, nrog rau lawv cov ntsiab lus nthuav dav kom suav nrog kev tsim khoom ruaj khov. Cov khw muag khoom thiab cov khoom lag luam yuav tsum tau nyob rau tib nplooj ntawv raws li Gen Z txhawm rau kom muaj kev sib tw. Tab sis, tau hais tag nrho cov ntawd, ob pab pawg tsis nco qab lub ntsiab lus dav dav ntawm kev ruaj khov thiab nws txuas li cas rau ESG (Environmental, Social and Governance) cov hom phiaj.

Sustainability tsis yog qhov zoo rau muaj - nws yog cov ceg txheem ntseeg rooj - thiab koj tsis tuaj yeem ntxuav nws tam sim ntawd.

Ntau lub lag luam pib ntawm NRF muaj nyob rau ntawm lawv lub hauv paus rau kev ruaj ntseg ethos, xws li txwv tsis pub siv ib leeg, lossis siv cov khoom siv rov ua dua tshiab, lossis ua cov khoom uas lawv tus kheej rov ua dua tshiab. Peb paub tias cov neeg siv khoom niaj hnub no thoob plaws txhua tiam neeg xav kom cov khw muag khoom thiab cov khoom lag luam muaj kev ruaj ntseg dua. Ntim yog qhov chaw pom tseeb heev los pib rau ntau lub npe. Txo cov khoom pov tseg uas nkag mus rau hauv ntim yuav tsum yog qhov tseem ceeb ntawm txhua lub khw muag khoom thiab cov khoom lag luam vim nws feem ntau yog thawj qhov chaw ntawm kev sib cuag ntawm cov neeg siv khoom thiab cov khoom lag luam nws tus kheej. Yuav luag txhua tus neeg siv khoom peb tau hais rau tsis ntev los no ntseeg tias kev xa khoom hauv online muaj ntau tshaj ntawm cov khoom ntim. Tau txais txoj cai no yuav tsis yog tsuas yog zoo rau lub ntiaj teb thiab cov khw muag khoom lossis cov khoom lag luam cov duab, tab sis nws tseem yuav txuag tau lawv cov nyiaj hauv lub sijhawm ntev.

Txhua tus paub tias kev ntxuav zaub ntsuab tsis zoo.

Rau cov tsis paub nrog lub sij hawm, Cambridge English Dictionary txhais Greenwashing: kom ua neeg ntseeg uas koj lub tuam txhab yog ua ntau rau tiv thaiv lub ib puag ncig dua li nws tiag. Hauv lub ntiaj teb uas txuas nrog zoo li tsis tau ua dhau los, thiab rau Gen Z thiab Millennial cov neeg siv khoom uas tso tus nqi siab ntawm kev pom tseeb thiab qhov tseeb, kev ntxuav dej ntsuab yog qhov phem heev.

Hmoov tsis zoo, ntau lub tuam txhab ntshai tsam raug iab liam ntawm kev ntxuav dej ntsuab uas lawv tsuas yog tsis tham txog lawv txoj kev txhawb nqa kev txhawb nqa txhua.  

Thaum soj ntsuam cov neeg siv khoom thoob plaws txhua tiam neeg, feem coob ntseeg tias cov khw muag khoom muaj pob tshab txaus txog lawv txoj kev txhawb nqa kom ruaj khov. Kev mloog ua ntej rau lub suab ntawm cov neeg siv khoom los ntawm kev sim kev tshaj tawm kev lag luam ua ntej ntawm cov phiaj xwm tuaj yeem pab txo qis kev iab liam ntawm kev ntxuav zaub ntsuab.

Cov khoom lag luam pheej yig tus nqi - yog vim li cas nws thiaj li yuav tsum raug nqi ntau dua?

Ntau lub tuam txhab tsim khoom lag luam thiab cov khw muag khoom kuv tau tham rau qhib xav tsis thoob tias cov neeg siv khoom puas yuav them nyiaj ntau dua rau cov khoom lag luam ruaj khov. Ib daim ntawv tshaj tawm tsis ntev los no tau pom tias feem ntau ntawm cov neeg siv khoom yuav them nyiaj ntau dua rau cov khoom lag luam ruaj khov. Tab sis cov lus nug zoo dua yog "Vim li cas cov khoom lag luam yuav tsum raug nqi ntau dua?" Kev ua lag luam ruaj khov yuav tsum txuag nyiaj hauv lub sijhawm ntev. Peb tau pom thawj zaug ntawm kev txo cov pov tseg thiab cov nqi uas los ntawm kev sim 3D cov khoom siv nrog cov neeg siv khoom ua ntej tsim khoom. Qhov kev coj ua zoo tshaj plaws no txhais tau hais tias cov khw muag khoom thiab cov khoom lag luam tsis tshuav nrog cov khoom muag ntau uas yuav tsum tau muab tso rau hauv kev muag lossis - phem dua - xa mus rau qhov chaw pov tseg. Nws kuj tshem tawm qhov yuav tsum tau ua, nkoj thiab rhuav tshem ntau txhiab tus qauv.

Kev txhawj xeeb rau lub ntiaj teb, kev lag luam 'cov pa roj carbon hneev taw, thiab kev tsim khoom ntau dhau yog nyob ntawm no, thiab tsuas yog yuav dhau los ua qhov tseem ceeb hauv xyoo tom ntej. Nws yog ib qho tseem ceeb los muab cov pob tshab ntawm cov tswv yim kev ruaj ntseg thiab kev ua tiav nrog rau kev kho dua tshiab thiab tsim cov txheej txheem tsim khoom thiab txo cov khoom pov tseg. Nws yog kev lag luam zoo, thiab nws xav tias zoo, ib yam nkaus.