Published: 21 Aug 2021

The Covid-19 pandemic has shattered many aspects of life: social, cultural, economic and business, and much more. Even so, like Pandora's box, this pandemic also opens up many opportunities. The pandemic can be a momentum to encourage people to carry out conscious and more responsible production and consumption activities, including implementing the concept of a circular economy. The pandemic can also be momentum for Indonesia to shift its focus from the material economy to an economy based on intellectual property and technology. In the world, several countries that can accumulate intellectual property and technology can guarantee the welfare and future of their people more than countries that are still material economy-oriented.

As conveyed by Prof. Dr. Chairy in the inauguration oration of a professor of management at President University, Saturday (21/8). Chairy is the second professor inaugurated by President University. Previously on April 26, 2019, President University inaugurated Prof. Dr. Jony Oktavian Haryanto, the Rector of the university, who was the first professor. “I feel proud because today we again inaugurate a professor whom President University carried out. Hopefully, the inauguration of Prof. Chairy inspires other President University lecturers to become professors immediately," said Jony Haryanto in his speech.

Because it is still in the period of Pemberlakukan Pembatasan Kegiatan Masyarakat (PPKM), Chairy's inauguration ceremony as a professor was held by implementing strict health protocols and was attended by a few guests. Among them, Prof. Dr. Ir. Budi Susilo Soepandji, DEA, former Governor of the National Resilience Institute of the Republic of Indonesia (2011-2016) who is now the Chairman of the President University Education Foundation, founder of President University and Chairman of the Jababeka Group SD Darmono, the board of directors of Jababeka and several other companies, several university rectors, professors and officials in the field of education, as well as other guests. Most of the guests attended online.

During the inauguration ceremony, Chairy delivered his scientific oration entitled Imagining the Post-Pandemic Era: The Roles of Conscious Consumption and Influencer Marketing in Fostering Circular Economy. According to Chairy, the pandemic can be a momentum to encourage the emergence of community movements related to conscious consumption. “Conscious consumers see consumption as a social act. This means that they do not consume excessively, but somewhat responsibly,“ said Chairy.

There are three characteristics of consumption as a social act. First, consumers are aware of consuming to improve the welfare of the community and nation. This, for example, is realized by consumers consciously preferring local products over imported products.

Second, consumers are aware that when consuming, they must also reduce various environmental problems, for example, by not leaving excess food residue or waste.

Third, consumers are aware that their consumption activities are intended to promote justice and reduce injustice. This can be done by not buying goods produced at a wage that suppresses labor or employs kids underage. Chairy said firmly, "If there are still consumers who consume goods produced at low wages or employ children, it is similar to supporting modern slavery." (JB Susetiyo, PR team. Photo: Silvia Desi Betrice)