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Danone-AQUA educates youth about conscious consumption with #PikirinDulu campaign
Danone-AQUA has officially launched #PikirinDulu (think first) campaign with the aim of raising awareness and encouraging the younger generation to be critical before consuming by first thinking about the impact of the product they will choose (conscious consumption).
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anone-AQUA has officially launched #PikirinDulu (think first) campaign with the aim of raising awareness and encouraging the younger generation to be critical before consuming by first thinking about the impact of the product they will choose (conscious consumption). As a company that balances not only quality of a product, but also its impact on health, environment, and consumers, Danone-AQUA conveys a message to the younger generation that behind every product, there are many important values to consider, so it is very important to think before buying or consuming a product.
"Since the beginning of our journey, Danone-AQUA has been committed to bringing health and goodness to many people through quality Bottled Drinking Water [AMDK] products. In addition to providing quality drinking water to meet hydration needs that support public health, we also always try to maintain a balance between business continuity and nature conservation for a healthier Indonesia, as well as providing the best efforts to manage environmental and social impacts in accordance with the company's vision. In this regard, we feel the need to instill a culture of critical thinking first in consumption to the younger generation as the nation's next generation through the social campaign that we launched today. Moreover, this is in line with the Sustainable Development Goals which have been continuously carried out by Danone-AQUA," said Arif Mujahidin, corporate communications director of Danone Indonesia.
Based on data published by NielsenIQ, an additional 46 percent of consumers want a brand to be able to create the sustainable change they are looking for. The same research also found that consumers consider the overall impact of a product where they assess ingredients, production processes, and even the impact of a supply chain on the planet before consuming something, starting from food, drinks and various other products.
“The conscious consumption behavior of #PikirinDulu [think first] is good behavior that needs to be habituated in the young generation from an early age, in our home environment and education units. This competence fosters awareness in making decisions, regarding the long-term impact of whatever is consumed - for example for personal health. More importantly, there is also a greater collective responsibility, to environmental sustainability and people's welfare,” said Najelaa Shihab, educator and founder of Sekolah.mu, responding to the research.
On the same occasion, Andien, singer, as well as social and environmental advocate, said, "As consumers, buying an item is not just an economic action, because we choose a product through various considerations of its various implications ranging from health, environment, social, culture and even from a psychological standpoint.”
"By buying products as needed, we should not only think about how we can save costs by using one product for a longer period of time, but also think about how these products are produced including consideration of responsible practices for the workers involved and natural resources used. Then, also think about how waste from a product that is no longer used will affect the environment in which we live. So, if I can conclude, basically when buying something, we don't only think about the benefits that can be obtained from the product, but also think about the benefits of the good things we can do by protecting the environment and society. Therefore, in my opinion, raising awareness to always #PikirinDulu [think first] before deciding to consume something is very important, especially among the younger generation,” she added.
"In making choices of the products consumed, from a health point of view, of course we have to consider various factors. For example how are the raw materials sourced, what is the quality and are they produced from sources that are good? The impact of health factors starting from the source, how the product is produced, quality assurance and what the impact of the product is on oneself and others and the environment, is very important to consider. Especially because the condition of the ecosystem and the surrounding environment will certainly affect our health. For example, in choosing a mineral water product, the hygiene factor in the processing process will greatly affect the quality of the mineral water produced because pure and healthy mineral water can affect health. Maintaining good hydration and nutrition is very important to maintain the body’s immunity. Based on Health Ministry Regulation No. 75/2013 on nutritional needs, children are required to consume 1,900 ml/day of mineral water for 7- to 9-year-olds and 1,800 ml/day for 10- to 12-year olds. These needs will be completely fulfilled, by consuming quality mineral water products,” explained Diana Felicia Suganda, clinical nutrition specialist, at the same occasion.
Danone-AQUA is inspired to keep producing quality products that are also responsible in a sustainable manner.
"Through the #PikirinDulu social campaign, we invite all levels of society to inspire each other in spreading goodness by practicing thinking before choosing products that fulfill their environmental, health and social responsibilities. That way, we all play an active role in creating sustainability for the future,” concluded Arif.
As part of the #PikirinDulu campaign, Danone-AQUA partnered with the University of Indonesia to also invite students from all over Indonesia to participate in an innovation competition related to health and environmental sustainability entitled "Voice of Youth Challenge 2023". Details about this competition can be accessed through the Instagram account @voiceofyouthchallenge.
