Creatives must spearhead sustainable consumption
By Phyllis Wakiaga
Our quest to attain a green economy should be broad-based and inclusive. But we cannot achieve this if the vision of sustainability is not shared by every one of us.
The common mistake, when it comes to developing and implementing sustainable initiatives, has been fencing the discussions in boardrooms and high-level meetings and thereafter straight into the grass-roots to begin the implementation. However, while it is inevitable to seek high-level buy-in for sustainable measures, this approach creates a knowledge gap which, in the end, waters down the effectiveness of the strategies we create towards this endeavour.
Growing up, I remember plays, skits, songs, paintings, artefacts and drama being a common thread that united citizenry from different parts of the country. Humour, satire and innovation were widely used as easily palatable ways to relay ideas, influence cultural change and encourage citizen participation on national issues. Cultural expressions have always been strategically positioned to push social, political and economic issues and we, as a nation, need to adopt them to drive smart and sustainable growth towards vision 2030.
One major sustainability concern our country has been grappling with, is how to entrench sustainable consumption. How can we use goods and services responsibly, with an aim to maintain social equity and at the same time minimise the effects to the environment?
Granted, a big part of this challenge has been inadequate infrastructure and systems. Still, to a larger extent, the glaring shortfall has been the lack of awareness by citizens. We have simply not been able to translate the ‘why’ to the most important part of our citizenry, who are also the most affected by adverse environmental changes. Why should they care? Why should they be involved? Why is sustainable consumption important?
Sustainable consumption means using only what we need and disposing any waste in a responsible way. It is about reducing wastage, for example, over-consumption and depletion of natural resources. It means being mindful to minimise pollution, and restore the environment for the sake of future generations.
This ideology has to be ingrained into our culture right from our homes. Our personal space is the first intimate contact we have with the environment. How we treat this environment should be replicated to communal and public spaces. There is no point in having a clean house within a dirty neighbourhood.
The creative industry has the ability to promote these ideas in a memorable and impactful way catalysing the uptake of sustainable initiatives in our homes. They can help us instill the ideas in our children and make sustainable consumption practices common place in communities. Creatives will help bridge the gap between public and private spaces by demonstrating how our connection to vegetation and animal life is vital for our own survival.
There are so many artisans in the creative and Juakali industries turning scrap metal, waste tyres, plastic bags and bottles, wires and rods and even waste paper into art that they sell both locally and internationally. A case in point is Ocean Sole, a company that recycles old flip-flops into sculptures, carvings and jewellery. In fact, many artisans in Kenya could be equipped to teach citizens how to make the most out of used material in their homes. This is where industry steps in to offer support in terms of training facilities and equipment, as well as, financial remuneration and funding to incentivise this business.
It is no secret that creative interventions have been drivers of social change throughout history. Galvanising nations around pivotal causes and helping bridge social divides. Isn’t it time to build their capacity to advance our sustainability vision?
—The writer is the CEO, Kenya Association of Manufacturers and the UN Global Compact Representative for Kenya
