Awareness around consumer rights related to sustainability is becoming increasingly important as individuals aim to make environmentally conscious choices that benefit both the planet and their personal well-being. In Fiji, a nation facing significant challenges due to climate change, efforts are underway to inform consumers about their rights to access sustainable and ethically sourced products and services.
During the recent World Consumer Rights Day observance, Manoa Kamikamica, Deputy Prime Minister and Minister for Trade, highlighted the critical role these rights play. He pointed out the hurdles faced by micro, small, and medium enterprises (MSMEs), which account for over 60% of Fiji’s workforce, in adopting sustainable practices due to limited resources. Kamikamica stated, “The Access to Funding Bill is your tool to lead this transition,” emphasizing the need for a fair transition that not only boosts the profitability of MSMEs but also fosters environmental conservation.
The Deputy Prime Minister underscored the importance of effective policies and governance structures to direct Fiji’s sustainability journey. He called for empowering local communities in resource management to ensure long-term sustainability efforts. Echoing this, Seema Shandil, CEO of the Consumer Council of Fiji, stressed the necessity of cooperation among government entities, businesses, and consumers to align sustainability with consumer rights. “A just transition demands action from all stakeholders,” she asserted.
The theme for World Consumer Rights Day 2025 is “A Just Transition to Sustainable Living,” focusing on inclusivity and accessibility in sustainability practices. For all Fijians, the ability to choose eco-friendly options is crucial to ensure that the push for sustainability does not widen economic inequalities.
Despite the progress, challenges such as financial barriers and greenwashing continue to hinder access to sustainable products, which often come at a premium price. Clear labeling and increased public awareness are vital for helping consumers discern between truly sustainable options and misleading marketing tactics.
As Fiji moves towards enhancing consumer rights and sustainability, the collaboration among various sectors offers hope for establishing a more equitable market. The government’s commitment, alongside the Consumer Council’s advocacy for ethical business practices and consumer protection, points towards a positive future. Fiji serves as an emerging example to the world, showing that it is possible to marry sustainable living with economic growth, ultimately paving the way for a brighter future for its citizens.
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