Conscious consumerism is a lifestyle that ensures that your shopping habits are as sustainable as possible. This means that you are conscious of your consumer choices, and their lasting impact on the environment, health and wellbeing, economy, and stakeholders in the value chain
Health
DermiJoy Skincare is a skincare brand that manufactures all natural cosmetics and personal care products. Sustainability and impact is at the heart of our business as we endeavor to provide good quality skincare products to health conscious consumers. The carefully sourced raw materials and botanical ingredients in our products nourish and rejuvenate the skin. Consumers can safely use our products without any risk of adverse health effects. Shea butter which is a key ingredient in our body butters greatly contributes to glowing skin, and helps to heal skin conditions such as eczema, itchiness, burns, diaper rash, and other skin rashes. Our aloe based hair shampoos condition and cleanse the hair while also maintaining a healthy scalp. All in all our products are formulated to deliver both skincare and health benefits.
Environmental Impact
The raw materials in our skincare products include oils, butters and beeswax that are sustainably produced by agro-processors and other suppliers. The oils, butters and botanical ingredients are derived from nuts, seeds, and leaves that are regenerative by nature. It is important to note that the cultivation, harvesting and processing of these raw materials puts into consideration the preservation of the existing ecosystem.
Stakeholders in the Value Chain
The bulk of our raw materials are sourced from agro-processors and small holder farmers who cultivate the crops. DermiJoy Skincare provides a ready market for beeswax, shea butter, cocoa butter, and aloe vera that is produced locally by these farmers and agro-processors. In so doing we contribute to the uplifting of communities through empowerment of stakeholders in our value chain.
Conscious Consumerism in Kenya
Kenyan consumers consider a number of factors when they are making a purchasing decision which include price, utility and sustainability. According to the survey results of consumers sampled in Nairobi, health emerged as one of the leading sustainability considerations for conscious consumers. Consumers are keen on making healthy food choices with many opting to purchase groceries and whole grains over fast food. In addition, consumers are also concerned about the health and safety of all purchased items.
Environmental impact is another sustainability consideration, and majority of respondents had an inclination to products that are reusable and biodegradable. Respondents also cited their preference for affordable green technology like solar lighting, and e-mobility for both public and private transport.
Other sustainability considerations for conscious consumers include economic impact, place of origin and stakeholders in the value chain. A majority of respondents prefer to purchase locally manufactured products as they feel it has a direct positive impact on the economy. The respondents also feel that the onus is on local manufacturers to produce good quality goods in order to boost consumer confidence. Some of the respondents also prefer to buy from small local businesses for a number of reasons such as, economic impact on the value chain and heightened sense of accountability.
Some of the challenges facing consumers in making conscious purchasing decisions include limited availability, and lack of information on sustainable products. For instance, some consumers would like to make healthy food choices, but their schedule and location might be limiting. Others cited a lack of recycling initiative by suppliers and manufacturers. Another concern is the high cost of sustainably produced product e.g. organic products.
Consumers who are keen on seeking information on sustainably produced goods prefer the following channels of communication: social media, product’s label, mass media and newsletters by organizations. Conscious Consumer Kenya (CCK) is an organization that seeks to empower every citizen and business to promote a sustainable future for Kenya. Their objectives include promoting a broad range of sustainably driven initiatives and individuals. CCK also aspires to nudge behavior change through consumer oriented campaigns.
