Kei te kitea e ngā kamupene e haumi ana ki te oranga tonutanga ka taea e te whakahou waitohu te kukume i ngā kaihoko e hiahia ana ki te utu nui ake mō ngā hua e pai ana ki te taiao. Heoi, i waenganui i ēnei au o te waitohu, e whakatūpato ana ngā tohunga: me whai rautaki e kore e nui noa te whakarerekētanga o te takai, o te waitohu rānei.
E ai ki ngā rangahau a Capgemini, e 79% o ngā kaihoko e pai ake ana ki te hoko hua mai i ngā waitohu whai tikanga tauwhiro, ā, e 44% e kī ana ka pai rātou ki te utu tae atu ki te 20% te nui ake mō ēnei hua. Kua kite kē ngā waitohu nui pēnei i a Natura me Danone i tēnei huringa whanonga, ā, kua nui te haumi ki ngā tikanga tauwhiro e neke atu ana i te whakawhitiwhiti kōrero hokohoko noa, me te whakahou anō i ā rātou tukanga ā-roto.
E ai ki a Ana Celina Bueno, he tohunga hokohoko, he hoa mahi, he kaiwhakaū hoki o Acesso Comunicação, he mea nui te ōritetanga kia angitu ai te rautaki. "Me whakauru e te kamupene e hono ana i te oranga tonutanga ki āna hua, ratonga rānei, ēnei uara ki roto i āna mahi katoa. Kāore e ranea te whai i ngā takai hangarua, te whakamahi rānei i ngā kupu whai pānga. Ka aro nui ngā kaihoko, ā, ki te kite rātou kāore te kōrero e ōrite ki te mahi, ka ngaro te whakawhirinaki," te whakamārama a Ana Celina.
Kei hea te tīmatanga o tētahi whakahou waitohu pumau?
Ko te pikinga ake o te hiahia o ngā kaihoko ki te utu nui ake mō ngā hua matomato e kitea ana i roto i ngā tauira pērā i a L'Oréal, i whakahou i ana raina hua ataahua hei whakaiti i tōna tapuwae waro me te whakatairanga i ngā takai hangarua. I kite te waitohu i te pikinga ake o te tono mō ēnei raina pumau, e whakaatu ana i te wā e kitea ana te pono, ka noho te waitohu hou hei painga whakataetae.
E ai ki a Rodne Torres, te Kaiwhakahaere Auaha i Acesso Comunicação, ko ngā kaupapa matua hou a ngā kaihoko e whakaata ana i tēnei huringa o te hinengaro. "I ēnei rā, kāore ngā kaihoko e kite i te utu o tētahi hua pumau hei whakapaunga, engari hei haumitanga mō tētahi heke mai pai ake. Ko ngā waitohu e mārama ana ki tēnei huringa kei mua i te mākete," te kōrero a Rodne.
Nāna i ārahi te waihangatanga o te kaupapa hou a te Marquise Group. E whakamahia ana e te whakaaro te kōrero "I Tīmata te Ao o Mua inanahi" hei hono i ana mahi o mua, o nāianei, me ngā mahi o muri mai, e whakaatu ana i tana tūranga matua i roto i ngā mahi pāpori-taiao. I roto i ngā take whakahou waitohu, he hohonu ake te mahi, e whakarerekē ana i ngā hanganga tino taketake o te tuakiri o te waitohu hei whakaatu i te kaupapa me te pono.
Ko te whakahou waitohu he mea e pā ana ki te tuakiri me te hononga
He maha ngā kamupene, ina whiriwhiri ana ki te hanga anō i ā rātou waitohu, ka hē ki te arotahi noa ki ngā tae hou, ngā waitohu, me ngā takai me ngā tapanga taiao. Ahakoa he mea nui ēnei huringa, me haere tahi me te whakawhitiwhiti kōrero mārama, mātauranga hoki.
E whakaatu ana tētahi rangahau a te Harvard Business Review he nui ake te mōhio o ngā kaihoko, engari he uaua tonu ki a rātou te mārama ki te hiranga tuturu o ngā tapanga pēnei i te Fair Trade, te Rainforest Alliance rānei. E whakaatu ana tēnei i te hiahia kia whakaakona te marea mō ngā tohu e tohuhia ana e ia tiwhikete.
Mō ngā kamupene e hiahia ana ki te haumi ki te whakahou waitohu pumau, he mārama te ara. Ko te māramatanga, te mātauranga, me te auautanga ngā pou e taea ai te huri i te whakahoutanga waitohu māmā hei whakatairanga tipu.
