可持续发展目标12：确保可持续发展
This story first appeared on the blog of企业公民身份, a global business consultancy specializing in sustainability and corporate responsibility. Its series of articles aboutthe 17 Sustainable Development Goals is running here。你可以9月29日，为公司公民的全球目标网络研讨会IGN UP：企业如何为SDG提供贡献。
可持续消费将很快成为我们星球最大的最大胆的目标之一。我们的政治，民事和商业领袖将联合起来宣布消费可持续的不再是利基追求。相反，我们需要全世界了解它。
对于企业来说，这听起来像令人兴奋的时期。不幸的是，SDG编号12：“确保可持续的消费和生产模式”，混淆了生产和消费的区别，忽略了社会方面，并依赖于我们需要大规模意识对主流可持续性的危险幻想。竞彩足球app怎么下载
首先，这个目标是什么？可持续生产和消费是提高生活质量而不增加环境负担。对能源，食品，水等资源的需求不断增强，导致物质消耗，环境退化和气候变化，将地球推向其环境限制。与此同时，有巨大的机会销售提高健康的产品，提高安全性，使人们能够实现更加满足的生命。至关重要的是，公司（政府监管）负责生产，但消费者是消费的司机。
该SDGS寻求“可持续管理”到2030年，有效地利用自然资源'。这将涉及政府减少化石燃料的补贴和“大幅减少”废物，特别是减半食物垃圾。
房间里的大象，SDGS似乎躲闪的是增长。总体需求正在上升，它将继续上升，特别是如果我们要符合SDG编号1，并将数百万陷入困境。您可以使流程更加可持续，但如果总需求升高得更快，但结果可能总体不断可持续。
A vague and unambitious target for business
该role for business is remarkably vague. The only specific mention suggests multinationals “adopt sustainable practices and to integrate sustainability information into their reporting cycle”. This is woefully unambitious. Given that 10,000 companiesalready producean account of their non-financial performance, the pressing need is for more action and transparency on the right issues, not just more reports.
营销人员可能兴奋的地区是目标12.8：“到2030年，[我们将]确保各地的人们对可持续发展和生活方式的相关信息和意识与自然”。
听起来很棒，对吗？不幸的是，这是两个原因的误导。
Firstly, this target is all about green stuff – it focuses on environmental, not social sustainability. By mentioning “harmony with nature”, the target has landed squarely in the carbon, water, waste and biodiversity space. That’s a shame as campaigners argued that one of the main benefits of a goal specifically on this topic was to “highlight wellbeing as the primary objective of consumption and production.” Environmental impacts are critical, but only half the story.
Some companies providing water, soap, medicines and other life-enhancing products define sustainable products as those with a lower footprint but also higher social benefit. That’s a much broader scope than this SDG target allows.研究shows that consumers are willing to pay more for socially-responsible products than environmental ones (the ranking goes: humans, animals and then the environment). So a major business benefit is seemingly missing. Social aspects don’t just include the products, but also supply chain issues like human and labor rights. These are covered in other goals, but by framing sustainable consumption as solely about the environment, this target is pointing seriously off course.
危险的大众订婚幻想
其次，一个更大的问题是我们希望“各地”的假设具有“相关信息”可持续性。竞彩足球app怎么下载该拟议的指标包括使用因特网关键字搜索来监控世界公民是否（无论如何）是否意识到可持续的生活方式。
This is a big mistake. People going on Google or Bing today and typing in “where can I buy organic chickpeas?” or “low carbon diet” are not representative of our planet’s seven billion people. Sustainability – whether it’s a preference for organic or reading the labels of what goes into products – is unlikely to ever be a mainstream behavior. But that needn’t put the brakes on sustainability.
这突出了SDG编号12的真正问题。它会对生产和消费之间的区别进行模糊。人们涉及采取行动的公司（由政府监管）。另一个要求消费者需求变化。但我们不必等待大规模意识，以创造可持续生产的一步变化。借用消费者购买可口可乐的新型宠物塑料瓶的例子。它是完全由植物材料制成。买家甚至意识到都是可持续消耗的。
因此，我们不需要数十亿人在“与自然和谐的生活中”有关“的相关信息”。我们需要enough人们要意识到市场变化。
可持续产品对不同的人意味着不同的东西
世界上两个最大的零售商采取的不同方法说明了U.N.未能澄清的混乱。
目标 - 美国第二大折扣零售商 - 列出其可持续产品含有道德采购的海鲜，有机杂货和各种“无毒，环保和美丽”的婴儿湿巾和尿布。购买这些产品的妈妈和爸爸可以更容易地睡觉，了解它们都在帮助地球和让宝宝的底部干燥。
相反，沃尔玛 - 世界上最大的零售商 - 刚刚推出了竞彩足球app怎么下载可持续发展领导者店。This sells electronics, toys, groceries, shampoo – pretty much everything but only from companies who have passed their sustainability assessment criteria. So the supplying company is sustainable, not the product. Sustainable production is the attraction for the consumer, not sustainable consumption. The products that Walmart has defined as sustainable are produced by businesses taking action – but not necessarily slapping eco-labels on all their brands.
Don't call it green
该reason for this is that market research shows consumers who shop sustainably always make up a minority. Studies vary by market, but it’s generally between 5 and 20 percent who will actively purchase products that are clearly branded as ethical or sustainable.
As a result, the advice from those who have done it successfully is “不要称之为绿色!” In apublicationI helped Unilever with a number of years ago, we explained that mainstreaming sustainable living (social and environmental) requires making it easy, desirable, understood, rewarding and a habit. It doesn’t require labelling everything “sustainable”.
Most consumer goods companies have woken up to this imperative. They don’t want to sell products to a niche. They want to produce products responsibly and sell them to the mainstream. That sometimes meansnottalking about sustainability to consumers. Although it’s hard for people who feel passionately about these issues to believe, logos saying “organic” or “co-op made” are actually a turn off to some shoppers.
A failure to identify who is responsible
So we can’t wait for billions of people to search for “eco-friendly holidays” or demand “low carbon crisps” to mainstream sustainability. We need more companies to bring responsibly produced products to market and make a success of them. Choice editing means taking the decision on behalf of consumers (like governmentsbanning incandescent light bulbs或仅超市销售公平贸易香蕉）。
通过合并与这个bizarr可持续生产e goal to give the whole planet “information”, the SDGs risk failing to land responsibility at anyone’s door. The power brokers and the decision-makers – in business, politics and civil society – need to be aware. An active and engaged rump of enthusiastic shoppers need to push the boundaries and demand more from the leaders.
统称，我们需要追究冠军和挑战更多公司拥抱可持续发展议程 - 不仅仅报告它。竞彩足球app怎么下载但我们不需要这个星球上的每个人都能理解“与自然和谐的生活方式”。如果我们等待，可持续发展将花费很长时间。为更多公司接受可持续发展，我们只需要竞彩足球app怎么下载enoughconsumers to make it worthwhile.
