an enabling context for sustainable lifestyles Lewis Akenji Senior Policy Fellow, IGES Japan akenji@iges.or.jp Presented at World Resources Forum 2014, Arequipa, Peru
3 MYTHS Akenji_World Resources Forum 2014_Arequipa
informed consumers will consume unsustainably (consumer scapegatism) • knowledge-action gap • misguided focus on consumer awareness campaigns/eco labels (instead of addressing drivers) the small-action trap: • change light bulb/use eco bag • lack of (accessible) sustainable options • social and physical drivers of lifestyle patterns Akenji_World Resources Forum 2014_Arequipa
sustainable consumption is only for industrialised countries • under-consumption (in developing countries) is unsustainable consumption growing consumer class • in the global south • rural societies tend to live in environmentally fragile environments and depend more on nature for their livelihoods • Resource limits Akenji_World Resources Forum 2014_Arequipa
economic growth guarantees well-being lopsided wealth • distribution (rich getting richer) • the GDP obsession! • beyond basic needs, little or not only marginal increases observed in expressed happiness as a function of increased income Akenji_World Resources Forum 2014_Arequipa
SHIFTING THE CONTEXT OF LIFESTYLES Akenji_World Resources Forum 2014_Arequipa
Policy framework for SCP •Education Values, •culture Knowledge • communication Attitude •Sustainable material •Efficient •Lock-ins Facilitat Incentives, Systems of provision, ors Constrains Physical infrastructure •Laws/policies Infrastructu • Administrative procedure re •Culture •Market Akenji 2012 Akenji_World Resources Forum 2014_Arequipa
• Promote less materialistic and less polluting traditional practices – e.g. community forestry management – protect rural farmers’ lifestyles – e.g. reserve % floor space in shopping malls for “used goods” & repair shops – e.g. trade by barter shops, incentives and licences Protect already • Protect segments living within sustainable limits sustainable – tighten credit card & consumer loans schemes social practices – long product warranties and ensure reparability – capacity building for DIY and life skills (e.g. sewing, gardening, • Protect micro-SMEs – e.g. limit licenses for competitive corporations – license local/farmers/crafts markets in premium locations Akenji_World Resources Forum 2014_Arequipa
• Make the sustainable option default – e.g. charge homes that opt for paper phone bills; – the norm (e.g. show people their neighbours are saving energy!) • Provide actionable info Shift Social – e.g. “non-eco” labels (red stickers!) – feedback mechanisms (e.g. smart Context around meters) Consumer • Highlight positive examples – Name and shame, reward beacons, Behaviour – Be an example (sustainable public procurement) • Encourage collaborative behaviour – provide function, not product (e.g. car sharing, laundromats; – shared equipment (e.g. farmers tools) – Localise (e.g. time banks, local currencies) Akenji_World Resources Forum 2014_Arequipa
• Use progressive taxes – Tax income, property, luxury goods and Progressive charges on basic • utilities (e.g. water, energy) – allow free/subsidized minimum for basic services Address – use exponential unit rates for inequality consumption above set average • Free/subsidised public goods and services for low-income – Health centres, education, public parks, • Ownership title – e.g. to small land owners • Protect micro-enterprises Akenji_World Resources Forum 2014_Arequipa
MAKING LARGER SYSTEMS CHANGES TO ENABLE LIFESTYLES Akenji_World Resources Forum 2014_Arequipa
Who’s framing our lifestyle choices? - engaging the supply chain and marketers - Akenji_World Resources Forum 2014_Arequipa
Who has the power? Relationships and stakeholder influence on packaging Packaging Brand Owner Distributor Producer (Filler) (importer) Raw Material Retailer Supplier Nexus of influence Consumer Material Waste/Recycling Reprocessor Collector Recycled Product Landfill/Incinerator Municipality Manufacturer Dominant significant influence over another stakeholder Less dominant significant influence over another stakeholder Balanced significant influence over each other Balanced less significant influence over each other Akenji_World Resources Forum 2014_Arequipa
Sustainable Supply Chains and Marketing Brokering … …a new pact for businesses • develop science based guidelines • Businesses at the nexus of for choice editing FMCGs • minimum health and • Experts from scientific sustainability compliance assessment, standards and standards labelling, advertising, etc. • advertising : e.g. no-ads zones, limits to children, fact-based • Partner with: WRF, UNEP, Product durability , planned • WEF, CI, GRI, etc. obsolescence, reparability, extended warrantees, reusability, recyclability, take-back schemes, • New products/models for dematerialisation – servicising, Akenji_World Resources Forum sharing, collb. Consumption 2014_Arequipa
Where’re we going? - creating a common vision of the future - Akenji_World Resources Forum 2014_Arequipa
Future scenarios of sustainable living “We need direction, a vision of what lifestyles would look like in the future, an image of how and what people would eat, move from place to place, live at home, interact with friends, etc. The lack of imagery and destination constraints our ability to move into that future.” Akenji_World Resources Forum 2014_Arequipa
Building blocks for the future • synthesize existing • Revisiting traditional research, lifestyles • modelling, • Adaptation in already constraint societies • back-casting, • Technologies • Focus groups • Grassroots innovations • Delphi process – Transition towns – Voluntary simplicity – One-planet living – Local currencies Akenji_World Resources Forum 2014_Arequipa
Project LIFES (Lifestyles for the Future Environment and Society) • WG I: Mapping the drivers of (changes in) consumption patterns in diff. regions and linkages to the environment and societal well-being (see e.g. EEA methodology for Europe) • WG II: use data and valid scientific methods to develop different scenarios and possible targets for future sustainable lifestyles (see, e.g. Tim Jackson, SPREAD, and Global Research Forum); • WG III: options for pathways to sustainable future (with structural, cultural and macro level change options for each), and variations for cultural and economic differences (see e.g. Tellus Institute). Akenji_World Resources Forum 2014_Arequipa
How’s Life? - putting well-being at the centre of progress - Akenji_World Resources Forum 2014_Arequipa
Integrating quality of life in measures of progress A strong mandate…: Agenda 21 (UN 1992, §4.11): “ new systems of national accounts and other indicators of sustainable development” … “ new concepts of wealth and prosperity which allow higher standards of living through changed lifestyles and are less dependent on the Earth's finite resources and more in harmony with the Earth's carrying capacity”. …with a leadership vacuum Akenji_World Resources Forum 2014_Arequipa
A scientific and political momentum for alternative measures Scientific groundwork Political appetite • Human Development Index • Sustainable Development (UNDP); Indicators (UK); • Better Life Index (OECD); • Gross National Happiness (Bhutan); • Happy Planet Index (New Economic Foundation); • The Commission on the • Ecological Footprint (Footprint Measurement of Economic Network); Performance and Social Progress (the “Stiglitz • Genuine Progress Indicator Committee”) (France); (Redefining Progress) • Happiness Indicators (Japan); • Etc… Akenji_World Resources Forum 2014_Arequipa
Leading the process • Capacity building for use • Convene top experts on and integration of existing indicators to framework in national consolidate a major planning; framework for quality of development (QoL); • Comparing QoL to GDP rates; discount rates of • Link to existing government present consumption on “well-being” initiatives; future prospects ; • set standard indicators and • Lodge periodic reporting data sources; within the UN system; • Methodology for • Link to reporting of QoL calculation; achievements under 10YFP and SDGs Akenji_World Resources Forum 2014_Arequipa
Thank you Lewis Akenji Akenji_World Resources Forum 2014_Arequipa
A tale of two footprints why is the ecological footprint of a poor person in London bigger than that of a wealthy person Lima? Akenji_World Resources Forum 2014_Arequipa
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