In human history, trade has always been between two parties. Each had an abundance of something and then they gave it to one another which created something of value, and both benefitted from it. Let’s not even go that far. In the past few decades, merchants were all living in the same community or colony. We knew who the milkman was, the vegetable vendor, the family who ran the general store, the
baker or the tailor. We celebrated festivals together and shared books and kites. Things were made in a simple-minded manner. Materials that were used were au natural. People swore by their products and services, so everything was made with character and quality. Consequentially, businesses invested in their people and their communities. Cut to the latter half of the 20th century, mindsets changed. Many businesses tasted success and wanted to grow much bigger. Mass production became the name of the game. Companies were capable of manufacturing things anywhere in the world. There were some benefits to this—products could be churned out more uniformly, less expensively and much quicker. But there were trade-offs. As the big companies chased more profit, they chose the cheapest places and processes for making their products. They realized that the more they manufactured products that would wear out quicker, it would want to make people buy. This led to super cheap, mass-produced products made using artificial, synthetic and toxic materials, which could not withstand the test of time because of poor quality. Workers were mistreated and paid poorly which led to poverty and also destroyed the earth. We sense a paradigm shift. We sense something huge. We know it is here. Buyers or consumers are educating themselves to know the difference between wheat and chaff. What people now are looking for are real products made by real people. Consumers are now preferring craftsmanship to mindless mass-production, 100% organic products over genetically curated, earth-aligned over being numbers-driven. And there are people all over the world that are founding more companies like this. These people are the Buster Douglases against the Mike Tysons of the world, focused to prove to the world that you can build a successful business and make the world a better place, both at the same time. It is with every good intention of bringing to the forefront the awareness of what sustainability is, and what being eco-conscious does to an individual, a family, a community and the world, that EMUSA has been founded on.
