• Consumers are increasingly making informed choices that consider the social, environmental, and economic impacts of their purchases, supporting brands with ethical and sustainable practices, with 49% reducing their purchases from brands that fail to meet sustainability claims and 14% stopping entirely, necessitating brands to adopt transparent and socially responsible actions. 

• Eco-Conscious Week is an event that educates audiences about conscious consumerism, responsible lifestyles, and sustainable shopping through Eco-Conscious Talks, inviting more people to join the sustainability movement and creating lasting impact through their informed choices. 

• The week-long initiative concluded with Car-Free Day in Jakarta on June 9, 2024, featuring community bike rides,Gerakan KeBIKEan, and Rappo Indonesia, a purpose driven brands, promoting sustainable healthy lifestyle and community empowerment through KoltiTrace SHOP’s Tip the Producers feature during the Sunday morning activity. 

Consumers are increasingly seeking ways to make a positive impact with their purchases, known as conscious consumption, by making informed choices that consider social, environmental, and economic impacts, supporting ethical and sustainable brands like Fair Trade and those with reduced plastic use, and avoiding those that don’t uphold these values. In response to this trend, Eco-Conscious Week has been established—an online event created to educate and engage the audience about conscious consumption, responsible lifestyle habits, and sustainable shopping. 

According to Shift-Insight, 49% of consumers would reduce their purchases from a brand if it failed to meet its sustainability claims, and 14% would stop buying from that brand entirely. Meanwhile, 16% would not change their buying decisions. For brands, this trend means adapting to meet consumer expectations through transparent and socially responsible actions, as each purchase is seen as a positive impact choice for the kind of world consumers wish to create. 

In response to this trend, KoltiTrace SHOP, a product by KOLTIVA, held the Eco-Conscious Week, a ‘Hyperlocal Community-Driven Initiative’ aimed at raising public awareness about the importance of shopping sustainably and consuming consciously. By promoting conscious consumerism, the movement empowers individuals to choose products that do not harm the environment or society. It also highlights the necessity for businesses to adopt responsible practices, ensuring proven traceability and avoiding greenwashing. Eco Conscious Week strives to inspire both consumers and businesses to contribute to a more sustainable world through informed choices and ethical practices. The week-long initiative is available on KoltiTrace SHOP Instagram from 4^th – 9^th June and the content are available for the foreseeable future 

According to Daniel Prasetyo, Head of Public Relations and Corporate Communications KOLTIVA, he stated, “The objective of the Eco Conscious Week is to spark discussions, motivate action, and drive substantial change towards a sustainable world for the generations to come and to inspire people on making informed choices where each actions yields a positive impact—benefiting individuals, the environment, and future generations. Through these sessions, ECW also aims to promote more responsible consumption, raising awareness on impacts the people made from their purchases, ensuring the people behind the products and the impact made taken into consideration when making such purchases. It is our endeavor to inspire individuals to embrace conscious consumerism.” 

Eco-Conscious Week highlights speakers from diverse backgrounds, including businesses, environmental activists, and community organizers. Notable speakers include Baldwin Jehanno, Owner of Jika Chocolat; Jane Dunlop, CEO of Aluan; Tara Ainun Adila, Co-Founder of Slow Fashion Indonesia; Candra Febriana, Head of Product Marketing at KOLTIVA; and Andi Nurul Ulum, COO of Rappo Indonesia. These speakers delved into the integration of sustainability across various sectors, providing insights and strategies on how to incorporate sustainability, purpose and eco-friendly practices into business and everyday life.  

Under Eco-Conscious Talks, they emphasize the importance of ethical practices in production, consumption, and community empowerment, discussing topics such as sustainable agriculture, fair trade, reducing plastic use and pollution, and supporting local economies. 

As the Founder of a business that balances economic growth and environmental stewardship, Jane Dunlop of āluān agrees that sustainability and ethical practices are essential. She emphasizes the importance of sustainability, which has caused a huge shift in consumers’ behavior and how businesses approach their business model. “Working with a company like KOLTIVA, we have set up full traceability so that when people buy our product, they can trace all the way to the farm and the producers where our product has come from and that really brings the work that we are doing on the grounds to the buyers. I am very positive that other areas will follow because when we do not know where our product comes from, how can we know the impact that it has. It is the most fundamental tool that we have to ensure sustainability,” Jane said during the Eco-Conscious Talks.  

Baldwin, the Owner of Jika Chocolat, echoes the same opinion, “The traceability gives us all the information that we need. It can give information on how the cacao is processed all the way when it reaches the shop and the consumers. We have a QR code with a lot of information about the location and the producers and this is the tool we have to use more and more to give this information to the consumers.” 

Eco-Conscious Week concluded on June 9, 2024, with the dynamic SHOP Experience Zone during the CFD event in Jakarta. This finale features a collaboration between KoltiTraceSHOP, Gerakan Ke-Bike-an, Rappo Indonesia and the employees of KOLTIVA, organizing community bike rides and walks to promote emission reduction and plastic waste reduction, and healthy living, followed by an exhibition in the Sudirman area to raise awareness on conscious consumerism concept.  

The Eco-Conscious Week Campaign are available to follow through KoltiTrace SHOP Instagram account and additionally an active social media campaign was created to encourage people to join the conversation online using hashtags like #EcoConsciousWeek #SHOPwithImpact #SHOPatCFD, further echoing the campaign to reach more people, thus educating more people in the process. By sharing their experiences and being engaged in the campaign, they can also stand a chance to win exciting prizes. 

This initiative showcased the unique value proposition of KoltiTrace SHOP and empower audiences to make informed purchasing decisions that positively impact through selections of sustainable and traceable products. It enables consumers to impact society by supporting smallholder producers through the “Tip the Producer” feature. KoltiTrace SHOP is committed to promoting traceable and ethical goods, ensuring that every purchase supports local producers and fosters a sustainable future. 

“Eco-Conscious Week” is more than just an event; it’s a powerful movement towards a more sustainable and traceable future. By supporting local producers and making mindful choices, more consumers can create lasting positive change. This week is designed to not only educate but also inspire individuals to consider the impact of their purchases. Through initiatives like ‘Tip the Producers,’ we can directly contribute to the livelihoods of smallholder producers. Together, we can foster a community that values sustainability and ethical practices, paving the way for a brighter, more responsible future,.“concludes Candra Febriana, Head of Product Marketing KOLTIVA.