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

munity and businesses. However, it is social innovation that can and does
stimulate and sustain lifestyle changes through, for example, new online or
offline communities or networks that share knowledge, ideas, tools, solutions
and experiences. Social entrepreneurs and designers are important
change agents in the search for sustainable lifestyles.
Economy
• Our aspirations for prosperity are intrinsically linked to current patterns
of economic growth (Jackson 2009). The current situation is the result of
two misconceptions upon which the current economic system rests. The first
is the belief in unlimited natural resources and natural sinks capable of absorbing
environmental pollution. The second misconception is the belief in
continuous economic growth without limit (Daly 1977). For 200 years, these
two assumptions have facilitated constant improvements in labour productivity
at the cost of resources that are underpriced, and at a cost to the environment
that is rarely priced at all.
• Many actors in society now accept the need to redefine the current economic
paradigm to take into consideration the environment, quality of life
and well-being and to balance growth, profits and consumption. Several
multi-lateral initiatives have been launched recently by, for example, UNEP
and OECD, to address the complex task of integrating economic and environmental
considerations into Green Growth Strategies (Sukhdev 2009; UNEP
2009). Such “beyond GDP” discussions aim to develop measurable indicators
to track the transition from consumption- to value-based societies based on,
for example, health, education, sound governance, living standards and biodiversity.
In terms of an individual’s personal life this could imply a reduced
focus on material wealth in place of greater engagement with the environment,
with the well being of one’s self and that of others (SPREAD consortium
2011).
Research
• Research on the sociology of consumption indicates the need for a paradigm
shift in thinking about how to foster changes towards more sustainable
lifestyles; from a focus on individuals, to a focus on wider communities and
social norms and practices; from a focus on changing discrete behaviours
to a focus on changing entire lifestyles, cultures and values; from a focus on
top-down approaches and information provision to shared community approaches
and leading by example (Breukers et al. 2009; Jackson 2005; Mont
and Power 2010; Power and Mont 2010b).
• To date, research priorities have not yet been reconciled with practice
with an emphasis on the aspects of people and lifestyles. The European
Commission’s DG Research has begun supporting socio-technical platforms,
such as a SPREAD project, and societal networks alongside existing
technical platforms to engage different stakeholders in the development of
concrete research agendas and implement research strategies.
Policy
• Effective policy and governance set the framework conditions for business
and societal innovation. There is a considerable body of evidence that
hard policies such as regulatory and economic instruments can be effective
at achieving policy objectives. Governments are beginning to take responsibility
for discouraging or limiting unsustainable consumption options and are
looking to develop new governance approaches to support effective implementation
of sustainable lifestyle measures.
Executive Summary 15