today's facts & tomorrow's trends - SPREAD Sustainable Lifestyles ...

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