Critical consumption
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Critical consumption

Critical consumption means, first and foremost, asking ourselves whether or not we can reduce our level of consumption and, if so, by how much, without however depriving ourselves of all of those material and immaterial goods that we need. Critical consumption is an increasingly widespread practice among consumers, who are choosing which products to buy based not only on their quality-price ratio, but also, and most importantly, on the story behind them and the conduct of the companies that produce and distribute them.
Fair-trade purchasing groups (“G.A.S.” in Italian) are one of the things that have arisen in connection with responsible and critical consumption.
Critical consumers apply their knowledge in order to purchase products only from companies that have adopted production systems that respect the environment and the rights of workers. With their purchasing choices, they express their disapproval for “unethical” products and producers, including through boycotts, while rewarding correct production methods, thereby encouraging companies to adopt more sustainable and responsible policies.
In particular, critical consumers consider certain elements of a product’s production method to be essential. These include the environmental sustainability of the production process, the ethical nature of the treatment accorded to the workers, and whether the company that manufactures the product engages in any sort of political lobbying and, if so, of what nature.
Making choices based on critical consumption is a lifestyle that leads you to consume in a better way and, most importantly, to consume less. The money saved in this way can be used to finance cooperative projects, install systems for home energy savings, and so on.
Are critical consumers then a group of remorseful penitents? No, they are not. Basing our choices on our situations day-to-day is more gratifying, pragmatic, and improves our quality of life.
Generally speaking, the larger a company is, the more difficult it becomes for it to control its production and distribution chain.
That is just one more reason why consumers are turning once more to small-scale manufacturers, ones who can provide a product that is natural, simple, perhaps organic, ones that engender a certain trust and offer the right quality-price ratio. The concept of “locally-sourced” also plays a role: local products made, once again, by small-scale producers.
There is an idea of environmental friendliness associated with these products, insofar as pointless and polluting transportation is avoided when a product – one that is certainly more natural – can be obtained from somewhere right around the corner.
Of course, it is not easy to understand all of the dynamics of trade and commerce, but the smaller the system is and the closer its elements are to one another, the simpler it all is.
Naturaequa tries to follow these principles.
A small company, simplicity, transparency, a short supply and distribution chain, locally-sourced, fair-trade, environmentally-friendly.
Its products incorporate locally-sourced ingredients, which include basil, olive oil and aloe.
It also uses ingredients from far-away places, but these are linked to the universe of fair-trade. These include shea butter, argan oil, honey, and some essential oils.
It also directly imports and distributes several products from the workshop of a mission of the Salesian Sisters in Benin, in Africa.
Environmentally-friendly: it does not use plastic, but only 100% recyclable aluminium and glass. Packaging made from recycled cardboard.
Naturaequa supports reuse and recycling, including through deposit-refund systems.


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