The business case in sustainable living

We know of a lot of businesses that have closed during the Covid-19 pandemic. Conversely, small and medium enterprises are consistently looking for new opportunities to invest in. As a matter of fact, the pandemic opened new opportunities for many of us, especially in the areas of food, logistics, and health and wellness, among others.

Sustainability is also a big word these days and a relatable one, too. In fact, in a special issue published in 2021 of the Journal of Cleaner Production focused on achieving the United Nations’ Sustainable Development Goals (SDGs), younger generations, such as millennials and Generation Z, are found out to be more sustainability-oriented in their behavior and decision-making. The paper’s co-author, Shinji Kaneko, also a Hiroshima University professor, further quipped that, “In 2030, the younger generation will be the central working force in society and is expected to make real efforts to create a sustainable future and likely play a substantial role in achieving the SDGs.” This translates to “corporations being able to incorporate the SDGs into their strategies and seriously contributing to those if they want to attract younger people to buy their products or services or to work for them.”


Incorporating sustainability in an individual’s lifestyle presents in itself various opportunities. Behaviorally, and partly also due to the pandemic, individuals tend to prefer sustainable choices especially when such choices affect bigger social issues such as those relating to our planet, environment, agriculture and many other things. Opportunities in sustainable living range from clothing, food, lifestyle and many more. In the Philippines, bamboo plays a key role in making sustainable products as our country is rich with this resource. The use of bamboo has transformed to also include bamboo bedding and other interesting products.

Of course, sustainable living also starts at home. In a time of pandemic when a strong immune system is a basic requirement to be Covid- or Covid-variant free, traditional food methodologies are coming to play such as fermentation and preservation to sustain a strong immune system. In addition, maintaining a practical garden that can be used for both meal preparation and medicinal purposes prove to be a sustainable practice. Practicing this mindset presents opportunities that will benefit a lot of people in the process.


Catch the Agriculture Training Institute Region 4A’s (Calabarzon) webinar titled “Building A Sustainable Home” happening on March 1 to 2, 2022 presented by Flor’s Garden and A Plate of Bahay Kubo. Hear more on best practices and new ideas on sustainable living and opportunities available. For more information visit the Facebook pages of Flor’s Garden and A Plate of Bahay Kubo.

Kay Calpo Lugtu is the chief operating officer of Hungry Workhorse, a digital and culture transformation firm. Her advocacies include food innovation, nation-building and sustainability. The author may be reached at