Sustainable development: a family issue!

sueli sueishi
Posted June 3, 2012 from Belgium

** Sustainable development:

Brazil is economically emerging so people are able to consume more and, of course, they are producing more waste. Brazilians generate daily 240 tons of waste and only 2% is recycled while the rest goes to landfills causing pollution of the soil and aquifers. There is no doubt in my mind that the present generation -my generation – has the responsibility to guide the future generations through a new path that involves respecting the Earth and causing less destruction. As a mother it is my job to talk to my child about sustainability and how he - as an individual and part of the world community - can help restore the previous damage while resisting to contribute to further ecosystem damage.

It was this kind of thinking and willingness that originated a movement called Infância Livre de Consumismo( ILC), a group of Brazilian mothers gathered together to share ideas on how to teach our children about consuming consciously and making our families´ lives more sustainable. The group, which I proudly voulnteer, was created in March 2012 and since then is attracting more and more people interested in this kind of information. One of ILC´s main concerns is how we can protect our children from all nocive messages/advertisements created specially to encourage them to persuade their parents to buy products whether useful or not. Children become depressed because their parents won´t buy what they want and the parents are upset because the don´t want to see their children sad but, in the other hand, they don´t think what their children want is a healthy choice.

It has already been proved that advertising for children is nocive and disrupt families by making it very hard for the parents to raise conscious kids in an environment where the main message is: you are what you buy! The advertisement generates impulse shopping in children and make them loose the ability to live a life without materialistic joy. When deprived for certains products advertised everywhere children become depressed and with low self-esteem.

It aggravates the problem when we think about families with lower income that can not afford expensive branded clothing and toys. Even experiencing an economic growth, Brazil has 8,5% (16,2 million people) of the population living in extreme poverty and the majority living on a paycheck to paycheck with no money to spare on “fashion” products. Lets be clear: tv is a source of entertainment for children but watching a cartoon should no bring any other problem to a family that is already going through a lot in life.

It is unfair to have big companies targeting such a young group of consumers by creating with the help of researches and psychologists powerful messages that aimed nothing more than increasing the selling rates and consumption indiscriminately. By establishing new rules or even forbidden advertisement for children under 12 years old, the government will protect their childhood and will make easy for parents to send the right message to their children when it comes to teach them how to make good choices and focuses on what really is important. Children do not make money so they can not be targeted directly as costumers. As a mother I can do my job by bringing up a child with values, so should do the government by protecting the children from abusive advertisments and making it hard for companies to profite from a public that do not no what is right or wrong yet. It is time to gather together in a effort to create a collective consciousness.

More information about Infância Livre de Consumismo: United Nations Conference on Sustainable Development

Comments 2

Log in or register to post comments
Jade Frank
Jun 12, 2012
Jun 12, 2012

Dea Sueli,

I found your story insightful and your unique perspective on how companies targeting marketing to youth is hindering progress in sustainable development initiatives—Particularly for youth in Brazil.

Thank you for participating in our Rio+20 initiative and courageously sharing your voice. Your story and recommendations are en route to Rio de Janeiro with our partners at WEDO, and will be presented at the conference to ensure grassroots women's perspectives are included at the negotiating table. Our editorial team is working on an E-magazine for publication next Wednesday which you will receive in your inbox, highlighting selected pieces from our Rio+20 initiative. We will keep you updated on the outcomes of the conference and how you can stay involved as a vocal leader for your community on these issues.

I encourage you to read the stories of your fellow PulseWire sisters and engage in conversation to share experiences, ideas, and best practices for addressing sustainable development issues in your communities.

In friendship and solidarity, Jade

Sep 02, 2013
Sep 02, 2013

I send you the vision of congo osodi organizatio Objectives emphasize the idea according to which both women and men have the right to be protected against all forms of violence. to local leaders aware of different forms of violence against women. give skills for leaders to stop violence against women in their households and communities. Osodi as a basic information Define gender-based violence that results or may result in physical destruction, sexual, psychological, threats, coercion, lack of freedom. Osod patients have focused to eliminate violence against women in order to promote healthier families and stronger communities, (Strong families a strong, strong church, strong nation (A small family, a small country and a small community) Violence because the impact on the economy, when women are abuses in their families, countries, they are sick is it affects their ability to work. The same thing about children, the negative impact on the lives of children see violence done in their household, the children remain orphans, abandoned, Izege, Walungu Kaniola nindja, Kabare with the enemies of peace, many women have become sick, abandoned by their husbands following they have experienced sexual violence or their households (other domestic partner violence, honor killings, Women subjected to violence are at a high risk of contracting HIV-AIDS and many are depressed and traumatized by this experience, the fear of being raped by the enemy prevents women in rural areas to develop the strength of marriage the child 44% of women aged 20-24 were married at the age of 15 years, a lot of girl to marry men who double their age, a tough time they are abandoned by their husbands because of their inability . Widows are also bitter abandoned the death of their husbands Removal: a special way, in post-conflict situations, removal is a continuing threat. Abducted women are often sexually abused, necessarily married or killed. It affects women and girls, but the well-being of children, families and the safety of entire communities. Suggested Osodi Present statistics and local information about violence against women, intervene with specific examples of how violence against women. Discuss how men and women are treated differently and ask every man has to think about Could it be, to be a woman in her family and community. for Osodi Ms. akonkwa cheshe Coordinator