Abantu bazi kangcono ukuthi ukukhetha kwabo kuyithinta kanjani imvelo namuhla. Amabhizinisi adinga ukujwayela lolu shintsho futhi agxile ekuzinzeni ekukhangiseni kwawo. Kodwa kungani izinkampani kufanele zikhathalele ukumaketha okusimeme? Futhi amabhizinisi angakwenza kanjani?
Ngaphambi kwalokho, amabhizinisi kufanele agweme ukuzenzisa imvelo (i-greenwashing). Esikhundleni salokho, kufanele kube umzamo wangempela wokunciphisa i-carbon footprint yabo futhi basekele ikusasa elisimeme. Lesi sihloko sizogqamisa amasu okumaketha esimeme abathengi bebhizinisi abangawasebenzisa ukuze banciphise umthelela wabo kwezemvelo futhi bahehe abantu abakhathalela izindaba zomphakathi.
Okuqukethwe
Kuyini ngempela ukumaketha okusimeme?
Ukumaketha okusimeme vs. ukumaketha okuluhlaza: yimuphi umehluko?
Izinzuzo zokuqala ibhizinisi elizinzile, elilungele imvelo
4 amasu okumaketha ukusiza ukuqala ibhizinisi elisimeme
Ukuqonda izincwadi zokudlala zokusimama
Isiphetho sendaba
Kuyini ngempela ukumaketha okusimeme?
Ngaphambi kokukhuluma ngezinhlelo ezithile zokumaketha ezisimeme, kubalulekile ukuqonda ukuthi kusho ukuthini ukumaketha okusimeme. Ngokuyisisekelo, ukumaketha okusimeme kumayelana nokukhangisa imikhiqizo noma amasevisi ngendlela engalimazi imvelo noma umphakathi. Kungasho ukusebenzisa amandla amancane, nokukhiqiza imfucuza encane, noma ukusekela ukuphathwa ngendlela efanele kwabasebenzi nokuvikelwa kwezilwane zasendle.
Ingxenye enkulu yokumaketha okusimeme ukucaca nokwethembeka. Abantu namuhla bafuna ukwazi kahle ukuthi bathengani nokuthi kuwuthinta kanjani umhlaba. Ngakho-ke, abathengisi kufanele bavuleleke ngalokho abakwenzayo ukuze bazinze. Banganikeza imininingwane mayelana nokuthi yini abayisebenzisayo emkhiqizweni, ukuthi bawenze kanjani, nokuthi kwenzekani ngemva kokuwulahla.
Esinye isici esibalulekile sokumaketha okusimeme ukuba nesibopho emphakathini. Lokho kusho ukwenza izinto ukusiza imiphakathi lapho amabhizinisi asebenza khona. Bathenga izinto ezisetshenziswayo endaweni noma banikeze enye yemali engenayo ezintweni ezinhle. Abathengi bebhizinisi bangathuthukisa idumela labo futhi bahehe abantu abathanda imbangela ngokubonisa ukuthi bayawukhathalela umphakathi.
Ukumaketha okusimeme vs. ukumaketha okuluhlaza: yimuphi umehluko?
Ukumaketha okuluhlaza kanye nokumaketha okusimeme kokubili kukhuthaza imikhuba nemikhiqizo eco-friendly, kodwa kunokugxila okuhlukile nezinjongo. Ukumaketha okuluhlaza yilapho izinkampani zikhuluma ngezinzuzo zemvelo zemikhiqizo yazo. Izinkampani zingasebenzisa amalebula akhombisa ubungani bemvelo noma zigqamise ukusetshenziswa kwezinto ezivuselelekayo noma amandla emikhiqizweni yazo.
Umbono uwukuheha amakhasimende anendaba nemvelo futhi akhombise ukuthi umkhiqizo wawo ungcono kuneminye ngoba uhambisana nemvelo. Ukumaketha okuluhlaza, ngakolunye uhlangothi, akubheki yonke into ngaso sonke isikhathi futhi kungase kungakhulumi ngezinye izinto ezibalulekile njengezimo zokusebenza eziqotho noma ukuthi umkhiqizo usiza kanjani imiphakathi. Ukumaketha okusimeme kuwumbono omkhulu.
Ukumaketha okusimeme kubheka imithelela yemvelo, yezenhlalo, nezomnotho yemikhiqizo kusukela ngesikhathi abakhiqizi beyenza kuze kube yilapho abathengi beyilahla. Umgomo uwukwenza nokukhuthaza imikhiqizo namasevisi ahlangabezana nezidingo zanamuhla ngaphandle kokulimaza izizukulwane ezizayo. Ukumaketha okuzinzile kumayelana nokulinganisa abantu, iplanethi, kanye nenzuzo.
Izinzuzo zokuqala ibhizinisi elizinzile, elilungele imvelo
Isithunzi somkhiqizo esithuthukisiwe
Namuhla, abantu banendaba kakhulu nokuthi ukukhetha kwabo kuyithinta kanjani indawo ezungezile nomphakathi. Uma amabhizinisi ekhombisa ukuthi anendaba nokusimama, kuwenza abukeke emuhle futhi ahehe abantu abanendaba nokwenza umehluko omuhle. Eqinisweni, ngokusho UMcKinsey, ngaphezu kuka-60% wamakhasimende azimisele ukukhokha okwengeziwe ngemikhiqizo enamaphakheji alungele imvelo. Khanyisile ithi ingase ifinyelele ku-72%.
Ukuthembeka kwamakhasimende okukhulisiwe
Uma abantu bezizwa bejabule ngokusekela ibhizinisi elilungele imvelo, maningi amathuba okuba babe abathengi abaphindayo. Ngokuvumelana ne Capgemini, amakhasimende angu-64% ajabule kakhulu lapho ethenga izinto ezisimeme. Futhi Forbes uthi abantu abangama-88% banamathela ezinkampanini ezikhathalela imvelo nezindaba zomphakathi.
4 amasu okumaketha ukusiza ukuqala ibhizinisi elisimeme
1. Yenza ukusimama kube yinani eliwumongo
Enye yezindlela ezibaluleke kakhulu zokwenza ukumaketha okusimeme ukukwenza kube ingxenye eyinhloko yebhizinisi. Kusho ukucabanga ngokusimama kukho konke okwenziwa yinkampani, okuhlanganisa ukwakhiwa komkhiqizo, ukukhiqiza, nokuthengisa. I-Patagonia iyisibonelo esihle sebhizinisi eligxile ekusimameni.
Bayayikhathalela imvelo, banomthwalo wemfanelo, futhi bakubonise ngezenzo zabo. Isibonelo, i-Patagonia isebenzisa izinto ezivumelana nemvelo, yenza ukumosha okuncane, futhi inikeze enye imali ekhiqiziwe ukusiza imvelo. Ukwengeza, banohlelo olubizwa nge-Worn Wear, olukhuthaza abantu ukuthi balungise futhi basebenzise izingubo zabo esikhundleni sokuzilahla futhi bathenge ezintsha, okungcono emhlabeni.
Lapho izinkampani zenza ukusimama kube yingxenye enkulu yalokho ezikwenzayo, kwenza ukumaketha kwazo kuthembeke futhi kube ngokoqobo. Kubonisa ukuthi banendaba nemvelo futhi abakusho ukuthi bathengise izinto eziningi. Kuyisu elihle elizoheha kalula abathengi abagxile ekusimameni.
2. Shift ubheke ekufakweni okusimeme
Ukupakisha kuyingxenye ebalulekile yokumaketha umkhiqizo, futhi izinketho ezivumelana nemvelo ziba zibaluleke kakhulu kubathengi. Ukupakisha okusimeme kusho ukusebenzisa izinto ezigaywe kabusha, amaphakheji amancane, namakhemikhali ambalwa ayingozi. Thatha i-Lush Cosmetics, isibonelo; bahlinzeka ngemikhiqizo ngaphandle kokupakishwa uma kungenzeka futhi basebenzise amapulasitiki agaywe kabusha ezitsheni zabo. Abathengi bangakwazi ukubuyisela lezi zitsha kunoma yisiphi isitolo se-Lush.
Ukusebenzisa ukupakisha okusimeme kungenye isu elihle lokuqala namabhizinisi akhona. Ngayo, izinkampani zingaheha amakhasimende aqaphela imvelo, zehlise i-carbon footprint yawo, futhi zonge imali.
3. Sebenzisa ukukhangisa okuluhlaza ngaphandle kokuwasha
Njengoba kushiwo ngaphambili, ukukhangisa okuluhlaza kugxile ekugqamiseni izinzuzo zemvelo zomkhiqizo noma isevisi. Nakuba kungase kuhlanganise ukusebenzisa amalebula e-eco, ukukhuthaza izinto ezivuselelekayo, kanye nokubonisa umthelela omuhle wemvelo womkhiqizo, amabhizinisi akumele neze ashise.
Ukugeza i-greenwashing kuhlanganisa ukwenza izimangalo ezingamanga noma eziyihaba mayelana nokuthi umkhiqizo unobungani bemvelo. Ukuwasha ngotshani kungalimaza isithunzi senkampani ngokushesha futhi kudukise amakhasimende. Ukuze ugweme ukushiswa luhlaza, qinisekisa ukuthi zonke izimangalo zemvelo zinezitifiketi ezithembekile nobufakazi obuzisekelayo.
Futhi, thatha indlela ebanzi yokumaketha okusimeme. Kanjani? Ngokubheka imithelela yemikhiqizo kwezenhlalo nezomnotho, hhayi nje eyemvelo.
4. Imakethe yezigaba ezifanele zokusimama
Izici zomphakathi nezemvelo zingashintsha indlela amakhasimende ahlukene abona ngayo umkhiqizo. Izinkampani eziningi zisebenzisa indlela yokulinganisa eyodwa ekumaketheni okusimamisa, okungavala amanye amakhasimende. Esikhundleni salokho, amabhrendi kufanele ahlukanise amakhasimende awo ngokusekelwe emibonweni yawo ngokusimama futhi enze imilayezo yawo ifanele. Abathengi bebhizinisi bangahlukanisa abathengi ngamaqembu amathathu:
- Imifino (“Amakholwa Eqiniso”): Laba bathengi bazisa kakhulu ukusimama, bakufuna, futhi bangase badele ukusebenza ngenxa yakho.
- I-Blues (“Agnostics”): Laba bathengi bakhetha ukusimama uma kungasho ukudela okuningi ngentengo noma ukusebenza.
- Izimpunga (“Abangakholwa”): Laba bathengi abanandaba nokusimama futhi bangase babe nokungabaza ukushintshela emikhiqizweni enjalo.
Kuyathakazelisa ukuthi amakhasimende angashintsha phakathi kwalawa maphrofayili kuye ngomkhiqizo. Othile angase akhethe amandla aluhlaza ngokukhethekileyo, akhethe ukupakishwa okugaywe kabusha kuphela uma kungathathi hlangothi, futhi agweme imikhiqizo yokuhlanza eqhubekayo ethatha ukuthi awenzi kahle. Ukuthenga izinqumo kuyinkimbinkimbi futhi kuncike kwengqondo.
Isibonelo, ukulayisensa kokuziphatha kusho ukuthi umuntu othenga imoto ebizayo evumelana nemvelo angase angachithi imali eyengeziwe emikhiqizweni eluhlaza ngokuhamba kwesikhathi, azizwe enze ingxenye yakhe. Ukubonisana komphakathi nakho kungashayela ukukhetha okubonakalayo kwe-eco-friendly, njengamaphaneli elanga, ngaphezu kwalawo angabonakali, njengephepha elivumela imvelo. Abathengisi kumele baqonde lezi zindlela zokuziphatha ukuze bakhuthaze imikhiqizo esimeme ngempumelelo.
Ukuqonda izincwadi zokudlala zokusimama
Imikhiqizo eminingi esimeme iwela ezigabeni ezintathu: ezimele (akukho mthelela ezinzuzweni zendabuko), i-dissonance (ukuncipha kwezinzuzo zendabuko), kanye ne-resonance (ithuthukisa izinzuzo zendabuko). Kodwa-ke, ochwepheshe babiza lezi zigaba ngokuthi “izincwadi zokudlala,” futhi amabhizinisi kufanele aziqonde kahle ukuze ethule uhlobo oluqhubekayo. Nakhu ukuhlolisisa ibhuku lokudlala ngalinye elisebenzayo nokuthi lisebenzisana kanjani namaqembu ahlukene wamakhasimende.
Ibhuku lokudlala elizimele
Cabanga ngalokhu: Ibhizinisi le-B2B manje lisebenzisa izinto ezivuselelekayo kumapayipi abo e-PVC, okokufakwayo, namavalvu, lisika ukukhishwa kwe-CO2 kufika ku-90% ngaphandle kokuthikameze ikhwalithi. Ngabe leli bhizinisi kufanele likudlulisele kanjani lokhu kumakhasimende? Kuncike eqenjini lekhasimende eliqondiwe.
Kumakhasimende ampunga, ungagcizeleli ukusimama, njengoba angase asole izindleko ezifihliwe. Nokho, kumakhasimende aluhlaza naluhlaza, amabhizinisi angagqamisa ukuthi inhlaka ye-PVC eco-friendly igcina ukusebenza okuphezulu. Bangase futhi banikeze ukucwaninga okusekelwe kwisayensi ukufakazela umthelela wemvelo womkhiqizo.
Amasu okuzimela anganikeza izinzuzo zesikhashana, kodwa izinzuzo ezisimeme ngokuvamile zidinga ukonga imali. Abathengi abaluhlaza, ikakhulukazi, bafuna izinketho ezithengekayo. Uma amabhizinisi esimeme engakwazi ukugwema ukukhokhisa iprimiyamu, ungakwenzi ihaba, futhi ubuyekeze njalo izidingo zamakhasimende kanye nokuncintisana kwezimakethe.
Incwadi yokudlala ye-dissonance
Imikhiqizo ehwebelana ngokusebenza kokusimama isengaphumelela. Izinkampani zingathengisa lezi kubathengi abaluhlaza futhi kwesinye isikhathi kwabaluhlaza okwesibhakabhaka, futhi. Elinye isu ukukholisa amakhasimende athile aluhlaza ukuthi amukele ukusebenza okuphansi ukuze athole izinzuzo zomuntu siqu ezihambisana nokusimama.
Isibonelo, ubisi lwe-Oatly olusekelwe esitshalweni ekuqaleni lwalunzima ngenxa yemibono yokunambitha. Kodwa ukuyiqamba kabusha njengendlela yokuphila esemfashinini kwayisiza yaphumelela, yafinyelela ku-US $722 wezigidi ekuthengisweni komhlaba wonke ngo-2022. Ukwengeza, i-hybrid Prius yakwaToyota nayo yaphumelela ngokunxenxa abathengi abaluhlaza yize ibibiza futhi ingenawo amandla.
I-Toyota isebenzise amasu angamaketheki, njengokunxenxa izinzuzo ze-hybrid e-California, ukuheha amakhasimende aluhlaza. Ngokuhamba kwesikhathi, bathuthukisa i-Prius futhi bathengisa ama-hybrids ayizigidi ezingu-2.6 emhlabeni jikelele ngo-2022.
Incwadi yokudlala ye-resonance
Imikhiqizo enezici eziqinile zokusimama ezithuthukisa ukusebenza ingakhanga isisekelo samakhasimende esibanzi. Umlayezo ulula: "Uthola ukusebenza okungcono nokusimama." Womabili amakhasimende aluhlaza naluhlaza athanda le nhlanganisela. Kodwa-ke, amakhasimende ampunga angase angakuthandi ukugxila kokusimama ngaphandle kwalapho amabhizinisi egqamisa izinzuzo zendabuko futhi athethelele noma yiziphi izintengo zeprimiyamu. Isibonelo, i-GEA, ibhizinisi lokukhiqiza i-B2B, iklama okokusebenza okusimeme futhi okongayo.
Isixazululo sabo se-AddCool sokukhiqizwa kobisi lwempushana sinciphisa ukukhishwa kwekhabhoni ngo-50-80% kanye nezindleko zokusebenza ngo-20-30% ngaphandle kokudela ikhwalithi. Nakuba amakhasimende ase-Europe, ikakhulukazi imifino kanye namanye ama-blues, evame ukukhokha amanani entengo ephezulu, amanye amaklayenti ase-US nase-Asia (ama-gray) awanawo umdlandla wokusimama. Ukuheha bona, i-GEA igcizelela izinzuzo zezomnotho, njengokusebenzisa amandla aphansi namanzi, esikhundleni sokugxila kuphela ekusimameni.
Isiphetho sendaba
Akuwona wonke amasu anikeza amandla afanayo empumelelo yesikhathi eside. Imikhiqizo ye-resonant inesithembiso esikhulu kakhulu ngoba ingakhanga zonke izinhlobo zamakhasimende, okwenza ukusimama kube yithuluzi elinamandla lezinkampani ezintsha nezikhona. Imikhiqizo ehlukile ingase isebenze ezindaweni ezithile noma ezimbonini kodwa izohlala iyinhle kuze kube yilapho abathengi abaningi bebeka kuqala ukukhetha okuluhlaza.
Imikhiqizo ezimele ingaheha amakhasimende aluhlaza naluhlaza, kodwa ingase iqhudelane nezinye izinketho ezisimeme ezigabeni ezihlukahlukene. Nakuba ukumaketha kuyingxenye eyinhloko yokwakha amabhizinisi asimeme, ukusungula izinto ezintsha kuzohlale kuyiyona nto abathengisi abanganikela ngayo ukuze uthole ukuthengisa okwengeziwe—ukuqamba okusha akunandawo emhlabeni ovumelana nemvelo.
