The current economy clearly makes many uncomfortable and forces them to reflect, especially because it impacts the life of every individual, whether they want it or not. One of the many ways this manifests is in the cost of living and work, where people exchange their knowledge and time for a salary.
In this context, as Kotler et al. (2021) explain, there is a significant generational gap. Five generations coexist today, each with preferences, attitudes, and behaviors shaped by their cultural context and life experiences. This presents a considerable challenge for societies. Moreover, recent global events have made us less empathetic and, in some ways, have caused us to lose some of our human sense.
As if that weren't enough, we cannot ignore how each individual chooses to focus on their professional life and how this shapes their personal life. For example, materialism is where material wealth is the main incentive. A job must meet this aspect for these individuals to be considered suitable.
On the other hand, there's the dilemma between productivity and leisure. A recent example is the adoption of the four-day workweek in some companies and countries. However, some are not motivated by this measure and instead seek jobs that offer expectations of success, meaning they reward effort and dedication.
A "GOOD" JOB OFFER
The labor market and its many facets could fill an entire section of articles. However, what has been expressed so far shows how complex and vast this topic is globally, where the opportunity cost allows each individual to choose what suits them best.
Although, in theory, this seems easy to understand, its application, in reality, is much more complicated. For example, how many things must you consider when looking for a job? How much salary is necessary to live with dignity? How many hours of work does it involve? How far is it from your home? What are your rights and duties? Could artificial intelligence replace you soon? These are just a few of the many questions that arise, and while there is always some level of choice, we often opt for "the lesser of the evils."
Sometimes, we are so accustomed to choosing that we take it for granted. In today's world, nearly every aspect of life requires at least two options. We live in a market flooded with alternatives, with little or no attention given, where decisions are made daily.
But have you ever reflected on what happens to those who cannot choose?
"IT'S VERY BASIC…"
As mentioned in the article Leaks in Our Teapot, the tea market faces many adversities and challenges, like many products in the commodities category, which, despite being a category, have come to give value to the products within it. A commodity is a tangible material that can be traded, bought, or sold. When in its raw state, it holds no added value or differentiation beyond its origin, so it is often used as raw material to manufacture more refined products (Universidad Europea, 2022).
Therefore, the price of tea, coffee, and related products is affected if they are in their "basic" state and have no differentiating value. And what does it matter? That's just the way things are…
Well, the harsh reality is that much of the production still heavily depends on human labor, and these individuals have the same needs, aspirations, and dreams as you might have while reading this. The difference is that some work long hours without overtime pay, without knowing whether they can take sick leave. Some even suffer salary deductions from their 2.50 euros daily salary.
This issue is discussed in more depth in Leaks in Our Teapot, but it is crucial to mention it here to remind us of what many still endure and highlight initiatives seeking to bring light to the horizon.
LIGHT AT THE END OF THE TUNNEL
One such initiative is Fairtrade, which guarantees recognized and reliable sustainability through its label. This organization works to make trade fairer for the people who grow food. Through the global fair trade movement, companies, NGOs, and consumers are rebalancing trade, product by product. For more than three decades, Fairtrade has impacted the way trade works. It believes every farmer and worker should have access to a better way of doing business and a better quality of life (Fair Trade, 2024).
On the other hand, there is Rainforest Alliance, an organization operating in 62 countries that promotes sustainable practices contributing to forest conservation, biodiversity recovery, and strengthening rural economies, which are essential for protecting tropical ecosystems. They also partner with rural communities to promote responsible business practices that increase farmers' incomes, ensure workers' well-being, and prioritize sustainability at all levels (Rainforest Alliance, 2024).\
YOU ALSO HAVE AN IMPACT
However, let's not be mistaken: just because a product carries a label does not mean the problem has disappeared. Usually, to obtain such a certification, a specific structure and financial capacity are required. But even if these were not requirements, we must not forget those who live in inaccessible areas. Take, for example, the coffee-growing regions of Honduras. Often, the families who grow coffee for their subsistence traditionally sell their coffee at what is known as the "dead rooster price"—a price below market value because it is sold to a middleman.
While the middleman may appear as the story's villain, he is the only one who dares to venture inland, to areas where roads once existed, to seek out these coffee growers. This obviously simplifies the case, and what really happens is much more complex. But what is being illustrated here is that when it is said, "Listen carefully and understand what others are telling you," it refers to the fact that many times, what is happening around us and in our reality is the consequence of our decisions. That's why "Every time a consumer chooses a brand of tea, they are making a decision about it." Or better said, every day, we vote for what we want to continue and what we want to stop.
We often don't realize this because we've been made to believe we have no voice or vote. It's true, as the saying goes: "One bird doesn't make a summer," but a flock does.
Let's stop thinking that individualism is the key to everything. We indeed live in a world filled with darkness and evil, but replicating what Mahatma Gandhi said, "An eye for an eye makes the world go blind." Being just as evil will not heal us; however, we must repay the harm done proportionally. Therefore, to start healing our future, we must repair our present and take responsibility for our past actions.
Satoricha ~
References
Fair Trade. (2024, 1 12). What is Fairtrade? Fair Trade. https://www.fairtrade.net/en/why-fairtrade/what-we-do/what-is-fairtrade.html
Finnwatch. (2020, 2 8). Tea but no Sympathy. Social Sustainability of Tea Consumed in Finland. Finnwatch. https://finnwatch.org/images/pdf/Tea_summary.pdf
Rainforest Alliance. (2024, 1 12). Gente y naturaleza que prospera en armonía. Rainforest Alliance. https://www.rainforest-alliance.org/es/nuestro-trabajo/
Universidad Europea. (2022, 12 12). ¿Qué son los commodities? Universidad Europea. https://universidadeuropea.com/blog/que-son-los-commodities/
Ramirez, M. D. (2021, 01 05). “MUNDO NUEVO” DEL MARKETING 4.0. Investigación Y Desarrollo, 3, 73 - 82. https://dicyt.uajms.edu.bo/revistas/index.php/investigacion-y-desarrollo/article/view/9
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