Whenever I go out for a morning run, I feel very happy that I am in a Tier 3 city. The light, morning sea breeze that fondles my wavy hair. The narrow roads that lead to the beach with coconut trees on the sidelines. And the most satisfying sight of minimal vehicle traffic. These are the things that I would love to experience forever. Things I wish would sustain.
Maybe the run clubs and fitness joints in the metropolitan areas will help with the fitness part. It’s perspective that the sight of lush greens is something soothing. Some might prefer running through the concrete lanes amidst skyscrapers.
But the quality of air we breathe, I guess, there won’t be much of a debate in it. Why would anyone prefer running through smog and pollution? The thought itself is a nightmare to me. Of course, seldom does choice has to play in choosing the place we work in. And everyone doesn’t have the luxury to move to a tier 3 city and expect a corporate employment. But, do we make choices to make our world sustainable? How much do we prioritise sustainability while purchasing something?
Recently, I was reading an article by Bain and Co. on “Sustainability Is a Natural Part of India’s Consumer Journey Not a Marketing Ploy”. We are aware of the adverse effects of climate change. We are concerned about our health and wellness. Yet, do we have the access to sustainable solutions? Whether the labelling on the packaging tells us the complete truth? Could the sustainable products in the marketplace survive? These questions were in my mind.
One thing that struck me most was that how important the brand channel partnerships could become in our markets. And how important the carbon credit policy might become. Rather than being just a policy framework, what will be the implications of it?
The right kind of approach would help us to run, not through the smoggy roads, but to run for a sustainable future.
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