today's facts & tomorrow's trends - SPREAD Sustainable Lifestyles ...
today's facts & tomorrow's trends - SPREAD Sustainable Lifestyles ...
today's facts & tomorrow's trends - SPREAD Sustainable Lifestyles ...
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
<strong>SPREAD</strong> project we will develop and portray a vision and scenarios of possible<br />
futures where these challenges have been overcome and more sustainable<br />
ways of living have been enabled. Promising sustainable lifestyle practices revealed<br />
in this study will be tested for their resilience in the future.<br />
“To unlearn unsustainable habits and mindsets to transition to different ways living,<br />
doing and being, the <strong>SPREAD</strong> project can add value by delivering insights and deeper<br />
understanding of individual motivations and triggers to behaviour change.”<br />
— Kerstin Ochs, (Dipl.-Kfm. - Head Laundry & Homecare, International<br />
Governmental Relations & Public Affairs), HENKEL, <strong>SPREAD</strong> project advisor<br />
Understanding lifestyle needs and desires from around Europe<br />
This study identified the need to provide people-centred solutions that enable<br />
more sustainable ways of living while meeting the diverse needs and desires<br />
of people across Europe. The <strong>SPREAD</strong> project People’s Forum is working with<br />
groups of people from different parts of Europe (north, south, east and west)<br />
and representing different household contexts. These groups will test the vision<br />
developed in the previous envisioning and visualising step. This primary<br />
research will explore what drives, influences and motivates everyday lifestyle<br />
decisions, the importance of different local contexts, and cultural legacies, as<br />
well as differing needs, desires and visions of the future. The People’s Forum<br />
will inform the future sustainable lifestyle scenarios and the strategic action<br />
roadmap to ensure a people-centred approach.<br />
“The <strong>SPREAD</strong> project is an important European effort that can take the new consuming<br />
concepts of sharing, aggregation, openness, and cooperation forward through<br />
supportive policy innovation, business model innovation and social transformation.”<br />
— Rachel Botsman, Author and Founder, Collaborative Consumption, <strong>SPREAD</strong><br />
project advisor<br />
“The <strong>SPREAD</strong> project’s human-centred approach will provide important insights for<br />
companies to develop sustainable product options that people also desire.”<br />
— Per Stoltz, Deputy sustainability manager, IKEA Sweden, <strong>SPREAD</strong> project<br />
advisor<br />
Enabling environments, infrastructure and innovation<br />
This study identified the need for increased development of the systems and infrastructure<br />
that will help to make sustainable living easy. It also highlights that<br />
these enabling environments will need to carefully consider the differing needs<br />
and desires of people, as uncovered for example through participatory processes,<br />
if change is to be resilient. Backcasting from our future vision the <strong>SPREAD</strong><br />
project will develop a roadmap of action strategies for individuals, businesses,<br />
civil society, research and policy. Outputs of this step will include a policy brief<br />
and recommendations for future research.<br />
“The <strong>SPREAD</strong> project puts people at the centre of sustainable growth, which will provide<br />
very important learnings for creating sustainable change and futures in Turkey.”<br />
— Engin Guvenc, Executive Director, Turkish Business Council for <strong>Sustainable</strong><br />
Development (TBCSD), <strong>SPREAD</strong> project advisor<br />
122<br />
SUSTAINABLE LIFESTYLES: TODAY’S FACTS & TOMORROW’S TRENDS