Not Only Quality Products, But Local Brands Are Increasingly Being Demanded To Consider Environmental Sustainability By 2025

@claurakieh

Not Only Quality Products, But Local Brands Are Increasingly Being Demanded To Consider Environmental Sustainability By 2025

Friday, 31 Jan 2025

The awareness of the importance of environmental sustainability is increasingly recognized among Indonesian consumers. This shift has led to heightened expectations regarding the operational practices of producers, including local brands. Those who prioritize profit while neglecting their environmental responsibilities are gradually being left behind.

"Sustainable products and those with socio-environmental impact will be in the spotlight by 2025. Consumers will no longer focus solely on product quality but will also seek items that align with their values, particularly those that fit their lifestyle," stated Achmad Alkatiri, CEO of Hypefast, a company managing several local brands, in a recent release to Lifestyle Liputan6.com. He predicts that by 2025, sustainability regulations in major global economies will become more stringent, accelerating the environmental, social, and governance (ESG) agenda within companies. His analysis aligns with data from Kantar's Creator Digest, a leading global marketing data and analytics firm, which indicates that 93 percent of consumers aspire to adopt a more sustainable lifestyle.

This finding is further supported by the rising popularity of the You Only Need One (YONO) trend, which is replacing the YOLO (You Only Live Once) mentality among Generation Z. According to various sources, the YONO trend encourages individuals to live more critically and wisely, particularly in their purchasing decisions, driven by economic factors and environmental awareness.

The principle behind this trend is to prioritize owning a single item rather than indulging in excess due to popularity. This approach aims to help individuals achieve financial stability and reduce stress related to financial matters.