Critical Collaborations
February 11,2022
Over a year ago I connected with Gala Perfumeries, a chain of 20 stores in the Principality of Andorra specializing in perfumes and selective cosmetics. In this highly competitive market, what separates one distributor from the other? Things like image, price, and location all play huge roles in attracting customers. Does sustainability? The business model objective is to make profit, and expectations are to grow every year. This is the culture we compete and live in. My focus and passion now is not to just be critical of this culture, but to offer improvements to the model. I strive to inspire and challenge people to think of ways to reduce their consumption patterns. I offer alternatives to traditional linear economy goods. But at the end of the day, this is one very small step in the huge global problem we have.
I think it is important that these circular economy ideas are displayed and promoted within businesses that typically follow a traditional linear economy model. To make a change, you need to have more and more participation across all of humanity, not just at the extremes. I applaud Gala for opening themselves to an alternative model. If it is only zero waste or stores focusing on sustainability that promote the idea, how does it spread? We need the mainstream to connect with the importance of the idea. Some may be critical of me working as a “sustainable creator” with a business that contributes greatly to the current waste problem. Each business adapts to the demands of their customers, the laws from their governments and successful companies are the ones that are innovative and open, not resistant. The collaboration I have with Gala is that they give me their advertising posters that usually become trash and I turn them into products. Gala promotes and sells my products inside their stores for a limited time. Their customers have exposure and an opportunity to connect and support the initiative. These customers probably are not expecting to find this type of product in this traditional linear model business and it can be a successful way to connect with a new audience.
So what will your buying patterns demand from the businesses you frequent? And will governments implement restrictions forcing companies to adapt equally? Which current businesses have plans in place to make more sustainable adaptations to their business model? Time will tell, and it is very clear that the clock is ticking. I will continue to offer ideas and refrain from throwing judgment. Failure guides evolution, who will survive?
