Consumer empowerment – For a just and sustainable future - Voice of Asia

March 15th of each year marks World Consumer Rights Day, which aims to highlight key issues in consumer protection and advocate for the strengthening of consumer rights globally. The theme for 2025 is "Fair and Responsible AI for Consumers," calling for an inclusive and ethical approach to the development and deployment of artificial intelligence, ensuring fairness and accessibility, especially in countries like Fiji, where climate change and economic challenges intersect.

While sustainability is often perceived as a global issue dominated by major economies, small island nations like Fiji have unique national conditions that require localized solutions. A "just transition" ensures that sustainability does not come at the cost of economic hardship, inequality, or social exclusion. For Fijian consumers, this means that choosing environmentally friendly options should not be a privilege reserved for the wealthy but rather an affordable and accessible choice for everyone.

Promoting sustainable lifestyles is crucial for Fiji because the impacts of climate change—rising sea levels, natural disasters, and threats to food security—are already evident. However, economic realities must be considered when transitioning to greener lifestyles. Many Fijians rely on inexpensive imported goods, so the transition to locally produced, environmentally friendly alternatives must be economically viable.

Fijian consumers face numerous challenges in adopting sustainable lifestyles. Firstly, sustainable products, such as organic food, biodegradable packaging, and solar energy solutions, are often more expensive than traditional alternatives. Many consumers cannot afford these options, despite their long-term benefits. Secondly, many consumers find it difficult to distinguish between genuinely sustainable products and those falsely advertised as "green." False environmental claims make it difficult for consumers to make informed choices. Finally, the lack of recycling facilities, inadequate waste management systems, and weak environmental policies hinder Fiji's transition to sustainable consumption.

Fiji can support a just transition for consumers through various measures. Strengthening consumer rights and awareness, improving the transparency of product labeling, and holding businesses accountable for misleading claims are essential. The government and private sector must work together to reduce the price of sustainable goods, such as subsidizing eco-friendly products, providing tax incentives for businesses that adopt sustainable practices, and investing in the local production of sustainable goods. Additionally, encouraging community-led sustainability initiatives, such as community gardens, shared transportation services, and recycling programs, can make sustainability more practical and affordable. The government should also continue to enforce strict environmental regulations and encourage businesses to participate in corporate social responsibility (CSR) activities.

Businesses play a crucial role in promoting sustainability, which they can achieve by adopting green practices, offering affordable eco-friendly options, and participating in corporate social responsibility (CSR) activities. Businesses can collaborate with communities and non-governmental organizations to promote sustainable development projects, such as waste collection campaigns, environmental education initiatives, and tree-planting efforts. By integrating sustainability into their business models, companies can make a significant contribution to Fiji's transition to a greener economy.

In Fiji's journey towards a just transition, every stakeholder—consumers, businesses, policymakers, and community leaders—must play their part. The shift to sustainable lifestyles must not exclude those with fewer resources, and solutions must be tailored to Fiji's unique economic and environmental realities. The 2025 World Consumer Rights Day reminds us that true sustainability is not just about environmental responsibility but also about ensuring that all consumers, regardless of income level, can participate in and benefit from this transition. By working together, Fiji can set an example, showing the world that sustainable living and economic progress can go hand in hand.