Selling Sustainability in Nairobi
Environment friendly does not always mean buying a “green” labelled product, sometimes it is consuming less and reducing waste. In developing economies, rural and urban communities are adept at this, not by choice but because of economic factors.
Growing up in rural Kenya, people lived off the land. Sometimes using farm produce in place of money- to pay tithes in church or school fees. Agriculture was for subsistence. Anything extra was to sell/barter for what you did not have, and only what you needed. People reused, upcycled, and recycled everything they could. Not to be eco-friendly, but because it was economical.
When I migrated to the city, some things felt familiar. Refilling milk or cooking oil in “MILK ATMs.” Not to reduce plastic use but because refilling is cheaper. The working-class bulk purchase from wholesale shops and markets. Not because it reduces wastage, but to save money. Others make products like body lotions, detergents, soaps, and cleaning solutions at home. Not to avoid harmful ingredients from polluting the environment but to save money and earn some income. Others walk or cycle to work, not to reduce emissions, but to save money. Buying used clothing and shoes, not for upcycling, but because it is an affordable option.
For groups with limited disposable incomes, sustainability is not a choice, it is embedded in everyday lifestyle, dictated by affordability. Does it mean they do not care for a bamboo straw? They do, but cannot afford to pay extra for it. Products with a “green” label cost more, up to 75-80% of the cost of conventional products. The price gap occurs due to production markups, certification e.g., organic produce certification costs and reduced economies of scale among others. So how should we sell sustainability?
By not selling it. Mainstream eco-friendly products so that they are affordable and available in the same distribution channels as conventional products. Selling sustainability as an exclusive club only alienates people, and we need everyone on board.
Most importantly, people should not have to choose between eco-friendly and conventional – everything should be eco-friendly. Corporations such as those who make plastic bottles have millions in Research & Development budgets – surely, we can invest some of it to finding a biodegradable soda can? Or continue watching people break their backs collecting bottles even when we know plastic recycling is a scam?