“Human beings will always need food” and “the earth is the only thing they can do”. These are two sayings that have been present in my life since I was a child. In my family, where I have examples of entrepreneurship, social and business work everywhere, the great challenge has been to build an organization aligned with the global trend and need.
The supply of products and services worldwide is evolving faster and faster. Every day we see new businesses and surprising ideas, the challenge is to achieve a permanent emphasis on sustainability that allows us to build a viable economic model, renewing increasingly scarce primary resources.
The world is forcing us to seek a more sustainable and resource-consistent way of life. Trends show how consumers are increasingly interested in cleaner products and services, to what extent are we willing to pay extra for something that does not pollute, is made from recycled material or can be reused in some other way?
The complexity of covering the cost of something we do not directly perceive, such as cleaning the air or producing water, is a very difficult subject to measure. Because resources acquire value as they become scarcer, we are challenged to give importance to resources before they run out, to create collective awareness even if we do not feel that it directly affects our daily lives.
We are getting closer and closer to having to pay for clean air, an available primary resource or an area safe from natural disasters.
The untouchable lands. What if the water runs out, if it becomes difficult to find areas where we can breathe easy, how much will the land that provides us with the resources we receive free of charge from nature be worth?
We are not only talking about a need to be able to live peacefully, it is also an opportunity to invest and increase the value of capital.
Let’s take care of our natural treasures and capitalize on our investments in the environment, let’s start giving more value to the land.