The turn of the economy & the power of the consumer

"I am convinced that the Society developed a new awareness. The consumer deals with issues such as sustainability and is becoming more critical. Companies will no longer be able to avoid responsibility. ”Isabella Hollerer, Head of Sustainable Development at bellaflora, is no longer alone with her opinion. Many companies have now come closer to sustainability, organic and the like or even prescribed them. But what's behind it? Is it consumer pressure? Purely economic consideration? Or is it actually a responsibility towards people and the environment?

Sustainability & Economy - Everything is possible

At least since last year bellaflora is considered a great role model. Hardly any other company has taken the turnaround as consistently as the garden center chain: Last year, all plant sprays were banned from the shelves with pesticides; this year, the synthetic chemical fertilizer will fly out. And not only private labels have been converted, suppliers are only ecologically welcome, they want to continue to be represented at the "green number 1". "We do not understand this as a PR gag, but as a philosophy. Ecology can be reconciled with profitability without any problems, "says bellaflora CEO Alois Wichtl.

"Ecology can be reconciled with economy without problems."
Alois Wichtl, bellaflora

Despite all the courage, there was still concern, Hollerer tells us: "Of course, there were considerations whether we could afford it. Whether the customer accepts that. But we decided to do it - and it works. "The success - whopping 20 percent sales increase in the field of sprays - bellaflora is right - and courage to take further steps.

The "Green Corner"

Alexander revolts in a completely different market area Skrein. The Viennese goldsmith has only been producing from "fair gold“- in other words: precious metal from old jewelry recycling or fair trade gold. He wants to ensure more humane conditions in the gold mines of the world. Despite all idealism, apparently not for everyone. The realist Skrein estimates: “60 percent are primarily interested in what the necklace looks like. A third asks. About every twentieth is thrilled. ”A start, but fears of losing existing customers still remain open:“ Because we are placed in the Green Corner. In our segment in particular, you have to be extremely careful. ”

"Profit maximization is a disgrace today and no longer takes sustainability and people into consideration."
Alexander Skrein, goldsmith

The economy and its responsibility

In any case, the economy traditionally goes the way of sustainability. Skrein critical: "If she is not perverted. Profit maximization is today a shame and takes no account of sustainability and people. In corporate forms away from family-owned companies to public companies there is no longer any responsibility and loyalty. Nobody who feels responsible. "

Is it really like that? bellafloras Sustainability Commissioner Isabella Hollerer confirms this from her point of view: "For sure, private companies are quite different from large corporations. Our discontinuance was not the first step. Sustainability is demanded by our owner Hilde Umdasch. Only then was my job created. "

"Economic success is our top priority, but always taking into account the ecological factors and also social issues."
Isabella Hollerer, bellaflora

Business as a driver

However, lump sums are out of place. And Hollerer confesses: "Economic success is our top priority, but always taking into account ecological factors and also social issues." Sustainability is also a big topic in many companies. Not to deny is the pioneering work of Rewe. Where would organic be today - without the brand "Yes! Of course, "which is just celebrating 20 anniversary? The subsidiary Bipa will voluntarily exempt 2014 own-brand MY products from 23 for criticized ingredients, or change the composition of 14 products. "Sustainability is not a trend for us, which we follow like many others, but part of the corporate strategy," explains spokeswoman Ines Schurin.

Here, too, the numbers speak for themselves:Yes! Naturally"Its turnover from 290 million euros in 2010 to 323 million in 2012." Pro Planet "started in 2010 with seven million and in 2012 already had a turnover of 58 million. Schurin: “In addition, the company recently increased its focus on regional products, such as the Billa Regional Regal or the Merkur Regional Initiative. The Rewe Group also made encouraging progress in the area of ​​"Energy, Climate and Environment". The climate protection target originally set for 2015 - a reduction of greenhouse gas emissions by 30 percent - was already achieved in the previous year through many different measures. As part of the "klima: aktiv pakt 2020", Rewe International AG is also striving to further reduce CO2 emissions by 16 percent by 2020. "

"We are firmly convinced that we can only be successful in the long term by acting responsibly."
Friedhelm Dold and Günther Helm, Hofer

The same applies to Aldi Hofer. In particular, an initiative to offer green electricity directly on the market attracted attention. Since spring 2013, Hofer has been bundling all of its sustainability activities in Austria with the “Project 2020” initiative. “We are firmly convinced that we can only be successful in the long term if we act responsibly. In addition to simplicity and consistency, responsibility is one of Hofer's core values ​​and shapes our business activities from the ground up. Accordingly, we understand responsibility as an integral part of our corporate decision-making processes and a few years ago we summarized all of our principles in our own "Corporate Responsibility Policy" ", Hofer general directors Friedhelm Dold and Günther Helm explain in unison.

"We are the reflection of our customers. You decide where to shop and what to buy. "
Ines Schurin, Rewe

The power of the consumer

Rewe spokeswoman Schurin puts it in a nutshell "We are the reflection of our customers. They decide where to shop and what to buy. "Everyone agrees. "If you look at all the social media channels, you know that topics can reach the masses very quickly. In this respect, I am convinced that the consumer has enormous power, "confirms bellafloras Hollerer. And Rainer Dunst, founder of the startup GoFair, which is whipping the market with a sustainable system for hot drinks machines: "The consumer has the sole power over the trade. Only he ultimately decides by his buying behavior, which products come on the market and which disappear. "

The future of the economy

GoFair originated in the Kaindorf region. Dunst: “The Kaindorf eco-region has been intensively concerned with the topic of sustainability and a sustainable economy since 2007. GoFair should show a new, fair and sustainable way in the vending area and thus contribute to the fact that the entire industry will ultimately change. "

"In ten years, a minimum of sustainable business will be standard on the majority of companies."
Rainer Dunst, GoFair

The ambitious entrepreneur also looks to the future: "We are convinced that sustainable business will and must be the future. There is no alternative if we want to leave our descendants a livable environment. More and more companies are moving in this direction and are increasingly looking for these criteria from their partners and suppliers. In ten years, a minimum of sustainable business will be standard on the majority of companies. "

Photo / Video: nun, Pflügl, Skrein, Hofer, Rewe, GoFair.