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Ines Imdahl at the IKW Mittelstand Conference
lönneker & imdahl rheingold salon
What does the broad majority think of sustainability? Those who are not active in the sustainability bubbles?
We conducted a study for the IKW Industrieverband Körperpflege- und Waschmittel e. V. together with Birgit Huber a study. At the IKW Mittelstandstagung on September 26th in Frankfurt, our Managing Director Ines Imdahl was able to present the study on cosmetics & sustainability.
People are noticing that the internal conflict surrounding sustainability is increasing. They want to behave more sustainably, don't want to be to blame for the "worsening" of the climate, but often don't know how. And: they don't want to do without.
You try to solve the inner conflict with various methods and approach the topic of sustainability:
1. Reinterpreting - motto "It wasn't and isn't all bad". Many say: I've always done many things right, like saving water when showering. I'm not to blame for climate change.
2. Omission - motto "I no longer do certain things or do significantly less than before". I mainly do this with things that are not difficult for me personally. I cycle more often, leave the car behind more often. I buy less clothing, eat a little less meat.
3. Reorienting - motto: "I try to improve, inform myself, and improve again and again". Whenever I think I'm behaving more sustainably, someone comes around the corner who says something different. It's frustrating, but I'm starting over again.
4. Focusing - motto: "One area is better than none". I behave as sustainably as possible in one area, I can do that. Doing that everywhere would overwhelm me massively.
5. Feeling compassion - motto: "I can't stand seeing the animals, people, and earth suffer" - and try to limit myself where I can, I don't experience that as a sacrifice, but as suffering and feeling compassion.
