Every day, hundreds of decisions are made by thousands of people, which influence the way in which the planet's natural resources are used. Exaggerated consumerism leads to the degradation and overload of the Earth. But there is an alternative: conscious consumption, which prioritizes quality over quantity, more sustainable productions, and methods that value small producers and traditional communities. Even if our individual attitudes do not have the same weight when compared to the impact of large companies - seeking, or not, sustainability in their practices - the more people who engage in conscious consumption, the greater the chances of driving changes in companies and in collective behavior. Next, understand the concept of conscious consumption and how it can be practiced on a daily basis.

What is conscious consumption and why is it important?

When it comes to conscious consumption, there are two main aspects: shopping and the use of natural resources. Being aware of everything that is consumed ranges from understanding the production chain of industries, such as fashion or technology, to controlling water consumption in a household or avoiding food waste, for example.

According to the Akatu Institute, an organization that works to mobilize society for conscious consumption, the practice is defined as “consuming with the best impact, consuming differently, without excesses or waste, so that there is enough for everyone forever”.

According to the director general of Akatu, Lúcio Vicente, a myth about conscious consumption is that the concept necessarily means to consume less. “Every consumption has an impact. Therefore, we have to choose products and services that have the least environmental and social damage, with the best economic viability,” he explains. This means that we need to consume without excesses, assess whether we really need to purchase new products and seek alternatives so that purchases are more responsible, such as buying from companies with good sustainability practices.

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Having that clarity is important for people and the planet. Every year, the international organization Global Footprint Network Disclose the calculation of Earth Overload Day, a date that indicates the moment when humanity's demand for natural resources exceeds the planet's production or regeneration capacity. In 2024 and 2023, the date took place on August 1st and showed that 1.7 planet Earth would be needed to maintain humanity's consumption pattern.

What is the relationship between conscious consumption and sustainability?

Sustainability and conscious consumption are intrinsically connected. According to a survey conducted by the National Confederation of Industry (CNI) in 2024, 81% of Brazilians say they adopt sustainable habits always or most of the time. Regarding the consumption of natural resources, the study showed that: 73% avoid water waste, 69% avoid energy waste, and 50% reduce waste of waste. However, 62% of respondents consider it difficult to find sustainable products in stores. The main obstacles identified to increasing sustainable practices were lack of awareness campaigns (19%), bad habits (15%) and ignorance (15%).

At the same time, a Research conducted by Mercado Livre, in 2024, shows that consumption with a positive impact increased in Brazil and Latin America. Between 2022 and 2024, the platform registered an 81% increase in sales of sustainable products. In the same period, the number of buyers who want to generate a positive impact increased 68%. The categories that grew the most in Brazil were sustainable fashion, energy efficient appliances, games and toys.

To serve these people, companies began to reformulate their production chains in search of sustainability. In the fashion sector, brands have adopted the circular economy to reduce waste, promoting the reuse of clothes and the repair of garments. In addition, there are already sneaker models manufactured from the reuse of waste from shoe production. In the food industry, multinationals seek to minimize food waste and invest in ingredient traceability and regenerative agriculture to reduce environmental impacts.

According to Lúcio, from Akatu, it's important to remember that no initiative will be 100% sustainable. “Any product that reaches consumers will use resources, whether human, transportation, or other resources. As much as it is not possible to declare that a production is 100% sustainable, there is an increasingly responsible production, capable of providing a more conscious consumption with a more positive impact,” he says.

For him, companies use market data and trend research to guide their decisions. However, industry leaders go further: they not only follow trends, but they also have the power to promote them. “Instead of waiting for a general change in the market, they can act proactively, implementing sustainable innovations and influencing consumer behavior,” she says.

How to apply conscious consumption to your daily life

There are several ways to become more aware consumers about our daily choices. Check out some of them:

Avoid single-use plastic

One of the most popular examples to illustrate conscious consumption is the disposable plastic drinking straw. Available in most commercial establishments, the customer has the option of refusing it and thus avoiding the generation of a waste that will be discarded in a few minutes. The refusal of the plastic straw also demonstrates the power of class action. After much popular mobilization because of a video that went viral, in which a marine biologist removed a plastic straw from the nose of a turtle in Costa Rica, a global movement began to reduce single-use plastics and, in this sense, laws were created to ban disposable plastic in cities and commercial establishments in different countries.

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Avoid waste

On a daily basis, conscious consumption goes beyond the measures that each person takes as a consumer. Avoiding overconsumption and waste is an effective attitude that can be taken when planning purchases, prioritizing durable products, and reducing the disposal of food and packaging. Another way to practice responsible consumption is to choose to buy from small producers, which generates income for communities and keeps the production cycle closer to consumption, or to consume from companies that adopt sustainable practices.

Search for information about companies

In the case of companies, it is possible to identify the adoption of responsible attitudes in sustainability reports and when there are environmental certifications or social responsibility seals. Packaging also plays a key role in providing product information. “Every decision goes through the packaging. Communication about the company's commitments should be made in an accessible way in the product itself,” says Lúcio.

Prioritize more sustainable products

When shopping, one option is to prioritize more sustainable products to encourage responsible production. There are traditional products made with recyclable or biodegradable materials, such as notebooks and dishwashing sponges. You can also choose to create sustainable solutions at home, such as recyclable toys made with reused materials. In addition, some brands make it explicit how the production chain of their products works, such as the cultivation of coffee in agroforestry systems, which combine the planting of native trees with responsible agriculture.

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Adopt composting

At home, composting reduces the volume of organic waste destined for landfills and transforms waste into fertilizer for plants and vegetable gardens. Opting for economical lamps and intelligent systems, which turn off electronics that are not in use, reduces electricity consumption and helps with the electricity bill. When using water, turning off the faucet when brushing your teeth, reusing washing machine water for cleaning, and opting for rainwater collection systems help preserve this essential resource.

How to encourage conscious consumption?

Encouraging conscious consumption begins at home. “It is essential to encourage dialogue within families about the impacts of the products consumed. Understanding the life cycle of objects, from their production to disposal, helps to develop a more critical view of consumption,” explains Lúcio, from Akatu. “Often, an item that took time and resources to manufacture is discarded in seconds, generating a significant environmental impact.”

It is important to remember that consumer habits are acquired based on the availability and accessibility of products, making awareness essential at an early age. According to Lucio, children and adolescents have the capacity for transformation and questioning, which can lead them to adopt more responsible practices and to influence more sustainable choices within their own families.

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At the same time, consumption is an inevitable reality in a world with 8.2 billion people. “This increase means that consumption will not only continue but will expand significantly. Given this scenario, it is essential that consumption choices are directed to generate positive impacts, both environmental and social,” says Lúcio.

Conclusion: conscious consumption as a practice to protect the planet

Conscious consumption is an essential practice to balance the use of natural resources and minimize the environmental and social impacts generated by the production and disposal of goods. More than consuming less, it's about making choices that prioritize sustainable products, reduce waste and encourage responsible production models.

The relationship between consumption and sustainability is direct: excessive consumption habits drive socio-environmental crises, while the adoption of more conscious practices has the potential to transform entire production chains.

From small individual actions, how to encourage Garbage recycling, to avoid the use of disposable plastics and to plan purchases, to collective decisions that push companies to adopt more sustainable measures, conscious consumption presents itself as a viable way to reduce the burden on the planet. The change involves educating society and accessibility to sustainable products, reinforcing the importance of creating a market that values responsible environmental and social practices.

How about starting to adopt some attitudes for more conscious consumption?

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