The Future Issue - SPREAD Sustainable Lifestyles 2050

EUROPEANLIFESTYLESThe Future IssueTHE NEXT BIG IDEA –REDEFINING THE GOOD LIFEFrom collaborative consumption to siesta cities– see what’s happening where you liveWHAT DO YOU WANT TO BEWHEN YOU GROW UP?Test your personal material footprint todayLIGHTEN UP YOUR LIFEFrom 2012 to 2050 – a roadmap for change©Flickr//Thomas HawkJOURNEY TO THE FUTURE –CHOOSE THE FUTURE YOU WANTFour scenarios for Europe in 2050 –From global champions to local loopsSustainable Lifestyles 20501

IMPRINTABOUT THE SPREAD SUSTAINABLE LIFESTYLES 2050 PROJECTPrincipal Report AuthorsVisualisations &EnvisioningReport LayoutProject CoordinatorProject ConsortiumEC Scientific OfficerDurationFunding schemeBudgetWebsiteOnline communityCheryl Hicks (CSCP), Rosa Groezinger (CSCP), Sarah Thorne (CSCP)With input from the project consortium, project advisors and the EuropeanSocial Platform on Sustainable Lifestyles• François Jégou, Christophe Gouache, Adèle Seyrig(Strategic Design Scenarios)• Politecnico di Milano• Tsto, Finland• Kirmo Kivelä / Toiminimi Kirmo• Ina Schneider (CSCP)Laura Schindler (CSCP), Ina Schneider (CSCP)Collaborating Centre on Sustainable Consumption and Production (CSCP)Hagenauer Straße 30. 42107 Wuppertal. GermanyTel + 49 . 202 . 45 95 8 - 17Fax + 49 . 202 . 45 95 8 - 30www.scp-centre.orgCheryl Hicks, Project Director: cheryl.hicks@scp-centre.orgRosa Groezinger, Project Manager: rosa.groezinger@scp-centre.org• Ashoka, France• Demos Helsinki (Demos), Finland• Ecoinstitut Barcelona (ECOI), Spain• Energy research Centre of the Netherlands (ECN), the Netherlands• EuroHealthNet, Belgium• Politecnico di Milano (Polimi), Italy• Regional Environmental Center for CEE countries (REC), Hungary• The International Institute for Industrial Environmental Economics at LundUniversity (ULUND), Sweden• The Northern Alliance for Sustainability (ANPED), BelgiumPerla Srour-Gandon1 January 2011 to 31 December 2012European Commission’s Seventh Framework Programme(Coordination and Support Action):Socio-economic Sciences and HumanitiesEU contribution 1,423,082 €www.sustainable-lifestyles.euwww.sustainable-lifestyles.eu/community2

TABLE OF CONTENTSIMPRINT 2TABLE OF CONTENTS 3LETTER FROM THE EUROPEAN COMMISSION 4LETTER FROM THE EDITOR AND PROJECT COORDINATOR 5CONTRIBUTORS 6THE SPREAD CONSORTIUM 6THE SPREAD PROJECT ADVISORS 9THE SPREAD SOCIAL PLATFORM 10THE FUTURE IS NOW 12FIVE TRENDS THAT WILL CHANGE OUR LIVES 12EUROPEAN LIFESTYLES IN NUMBERS: TODAY 17THE NEXT BIG IDEA – REDEFINING THE GOOD LIFE 19CHANGE MAKERS – UP CLOSE AND PERSONAL 24TEST YOURSELF ON SUSTAINABLE LIVING: TRUE OR FALSE 30LIGHTEN UP YOUR LIFE 32THE MATERIAL BURDEN OF OUR LIFESTYLES 32FOUR STORIES OF CHANGE 33TEST YOUR PERSONAL MATERIAL FOOTPRINT TODAY 41A GUIDED TOUR TO THE FUTURE 44ROADMAP TO THE FUTURE WE WANT 54WORK IN THE FUTURE 58WHAT DO YOU WANT TO BE WHEN YOU GROW UP 58COMING SOON….EUROPEAN LIFESTYLE: THE RESEARCH ISSUE 62LEARN MORE AND GET INSPIRED: SPREAD PROJECT PUBLICATIONS 64REFERENCES 663

LETTER FROM THE ECLETTER FROM THE EUROPEAN COMMISSIONDear stakeholders,the SPREAD Sustainable Lifestyles 2050 European Social Platform project represents a new type ofresearch being tested by the European Commission’s Directorate General for Research and Innovationunder the Socio-economic Sciences and Humanities programme. It is the fourth such Social Platformproject where we seek to demonstrate the benefits of new applied research methods and to fosternew thinking through the engagement of wide groups of stakeholders.The SPREAD project is also a pioneer in exploring the topic of sustainable lifestyles. The EuropeanCommission recognises the importance of the transition to more sustainable ways of living to achievethe Europe 2020 Strategy by reversing negative environmental trends, fostering new business models,green growth and new jobs in Europe.At the global level future environmental pressures and impacts will be exacerbated by an increasingpopulation. The continuation of current consumption and production patterns will increase the useof natural resources (fossil fuels, water, forests, etc), accelerate environmental degradation and climatechange.Technology is an important part of the transition to a more sustainable society but is not the only elementthat needs to change. To meet these global challenges also requires an economic paradigm shiftand changes in individual lifestyles. Therefore, key research areas need to address the demand side,re-evaluate current growth models, find ways to account for major uncertainties and examine in whatways new paradigms and new consumer behaviours are likely to develop.The Europe 2020 Strategy calls for a smart, sustainable and inclusive growth. It aims to transform theEU into a knowledge-based, resource efficient and low-carbon economy. In line with the “20/20/20“climate/energy targets and the roadmap for a competitive low carbon economy in 2050, Europe needsto develop an economy that can secure growth and development while at the same time improvinghuman well-being, providing decent jobs, reducing inequalities, tackling poverty and preserving thenatural environment. Such a green economy means making use of low-carbon and resource efficientsolutions and stepping up efforts to promote sustainable consumption and production. Enabling thiswill require a better understanding of the role and impacts of changes in consumption behaviour andconsumer culture.We would like to thank all of the contributors to this work from the European Social Platform on SustainableLifestyles, and to congratulate the SPREAD consortium for their valuable efforts in providingthe European Commission with a vision, scenarios and action roadmap to more sustainable lifestylesin Europe by 2050.Sincerely,Perla Srour-GandonScientific Officer, European CommissionDG Research and InnovationSocio-economic Sciences and Humanities Programme4

LETTER FROM THE EDITORLETTER FROM THE EDITOR & PROJECT CORRDINATORThe Future Issue – Redefining the good life to 2050In 2050 we want to be living healthy, happy and meaningful lives which are within the boundaries ofour planet. Whether this life will be in dense communities or close to nature; with a strong emphasison community or highly competitive structures; with technological solutions to reduce our resourceconsumption or social innovations to share and consume less... This will be decided by you and thepeople around you in the coming years. This issue will give you an idea of what your future couldlook like.The Future Issue is your guide redefining the good life and enabling the future you want. This issuetakes you on a journey to the future and seeks to inspire the change agents in all of us. In the SPREADSustainable Lifestyles 2050 European Social Platform project we have worked with experts from thescientific and research communities, as well as practitioners from around Europe, to define the currentimpacts of our European lifestyles in order to understand the most urgent areas to address. Wehave quantified targets for the material footprint of a sustainable lifestyle to help us on our journeyand to set milestones for success. We have asked citizens from around Europe to help us redefine ourvision of the good life. We share their stories in this issue as a source of inspiration. We have observedmovements of change currently underway and we have projected these promising living practices,which respect people and planet, to 2050 to present alternative future societies that support moresustainable and desirable ways of living. And finally, we have compiled all of this content, contributedthrough our European Social Platform on sustainable lifestyles, into an EU Roadmap for SustainableLifestyles 2012 – 2050 which provides pathways of opportunity spaces for different actors in society tohelp us get on track to more sustainable ways of living – from social innovation, products, service andbusiness model innovation, skills for jobs of the future, policy and governance recommendations.In 2011 – 2012, the SPREAD Sustainable Lifestyles 2050 project, together with its consortium partnersand social platform contributors has been on an extraordinary journey to the future, to redefine thegood life in order to get on track to more sustainable ways of living in Europe in this decade. Thismagazine is our final report of findings and aims to bring together different actors, different disciplines,and different ideas, in order to inspire change and action to create the future we want. We havelearned in the course of this project that the magnitude of the issues facing us – if we want to createsustainable living, moving, consuming and society – are huge. This magazine is a tool through whichwe can enter possible futures, discuss possibilities for change and re-evaluate our current lifestyles.Activate the future you want today!Welcome, Willkommen, Bienvenue, Bienvenido, Benvenuto, Velkommen, Bem-vindo, Welkom, Välkommen,, Tele Tulemast, Tervetuola, , Bun-venit, Dobre došli, Vítáme vás, Kalós ílthate, Üdvözlet,Laipni lūdzam, Sveiki atvykę, Merħba, Bun venit, Vitaj, Dobro došli, Fáilte go dtí, Benvinguts,Sincerely,Cheryl HicksProject Director,SPREAD Sustainable Lifestyles 20505

CONTRIBUTORS: THE SPREAD CONSORTIUMMany, many people contributed to the SPREAD project through their time, energy andendless ideas. The depth and diversity of the pool of resources we have been able todraw upon through this project cannot be understated and we owe a debt of gratitudeto all who made a contribution. Interdisciplinary input has been provided by universities,research organisations, policy makers, the business sector, government and non-governmentorganisations, civil society, media and citizens from all over the world.Sustainable Lifestyles 2050Presented below are some of the faces from behind the scenes. Find out what they thinkabout sustainable lifestyles!Project CoordinatorCHERYL HICKS // Project Directorcheryl.hicks@scp-centre.org»It is important to first understand your lifestyleimpacts, and then to identify where you can makethe biggest improvements. Inspireothers through action!«NORA BRÜGGEMANN // Project Managernora.brueggemann@scp-centre.org»Every path to a sustainable lifestyle is unique, asliving circumstances, impacts but also referencesdiffer. Enjoy finding your personal way of livingmore sustainably by combiningefficient traditions with new socialand technological innovations.«ROSA GROEZINGERProject Managerrosa.groezinger@scp-centre.org»Most things are so much more funwhen doing them with others. Try usingmore stuff together and find out that it’snot necessary to own nearly as much asyou might have thought.«www.scp-centre.orgSARAH THORNEStudent Assistantsarah.thorne@scp-centre.org»Don’t underestimate the power ofimagination and generosity. We needinner images of the future we want,otherwise we won’t get there!«Project ConsortiumLEIDA RIJNHOUT // Executive Directorleida@anped.orgwww.anped.org»Stop the ridiculous rat race, whichdestroys people and planet andexchange that for more time forfriends, families and culture!«SYLVIA LOREK // Researchersylivia@anped.org»The world has enough for everyone’sneeds but not everyone’s greed. Be thechange you like to see in the world.«SONIA GOICOECHEA // Assistantsonia@anped.org»Make the choice to live in harmonywith yourself and the planet whilerespecting the needs of 9 billion people(by 2050). Each step in the right directioncounts!«6

ARNAUD MOUROT // Director Ashoka FR, BE, CHamourot@ashoka.org»Don’t be the king of the hill, be the hill.«www.ashoka.asso.frALEKSI NEUVONEN // Researcheraleksi.neuvonen@demos.fiwww.demos.fi»Urban planning needs to adopt a backcastingapproach. Planning should focus on thegoal of designing cities, neighbourhoods andvillages that enable sustainable, energy smart livingwithin few decades. Planners and designers, are youready to accept the challenge?«MARIA RITOLA // Researchermaria.ritola@demos.fi»Peer groups have a considerable impacton people’s lifestyle choices. Thereforesustainable lifestyles will have more groundto spread if we learn to tap into the potentialof peer-powered behaviour change.«SATU LÄHTEENOJA // Researchersatu.lahteenoja@demos.fi»It is crucial to analyse sustainable lifestylessystemically in order to map all the relevantgatekeepers of sustainable lifestyles. This hasproved to be a great way to create energy-smartbusiness opportunities with actors such as hardwarestores, catering firms and travel agencies.«KOEN STRAVER // Researcherstraver@ecn.nlwww.ecn.nl»There is still a world of opportunities to gainwhen it comes to insights and actions onsustainable lifestyles; where will you start?«CASPER TIGCHELAAR // Researchertigchelaar@ecn.nl»Change starts with little steps you hardly notice.But all of a sudden a tipping point has beenreached and irreversible change comes asa surprise. So don’t underestimate the effectof todays’ small sustainable initiatives.«MATTHIJS UYTERLINDE // Researcherj.uyterlinde@ecn.nl»Sustainable lifestyles start with reflection onour everyday routines: little things can makea big difference. It’s an exciting challenge forpractice-oriented research to find out what works best.«BETTINA SCHAEFER // Co-Founderbettina.schaefer@ecoinstitut.eswww.ecoinstitut.es»Shared services will transform traditionalhousing typologies and current uses of publicspaces. Create the future that you desire inyour own neighbourhood!!«7

GEMMA SALVADOR OBIOLS // Researchergemma.salvador@ecoinstitut.es»Now there is still time to change, so weshould be acting now to realise significantchange in our habits. This will be best donestep by step and by applying the values ofprecaution, integrity and generosity.«www.eurohealthnet.euCRISTINA CHIOTAN // Senior Public Health Officerc.chiotan@eurohealthnet.eu»What are you prepared to changein your lifestyle to make sure it is bothhealthy and sustainable?«CAROLINE COSTONGS // Deputy Directorc.costongs@eurohealthnet.eu»Sustainable lifestyles can only be consideredsuccessful if the proposed lifestylecontributes to social equity, health andwellbeing for all.«OKSANA MONT // Professor in SCP at IIIEEoksana.mont@iiiee.lu.sewww.iiiee.lu.se»Sustainable lifestyles are as much aboutchanging social norms and values as institutionsand infrastructures. Ask yourself whethera new dress you want has to be newly made orif it has to be just new to you.«ANNA MERONI // Researcheranna.meroni@polimi.it»Think about what you really, really desire andneed to live well. In the end, it is probably lessthan you first believed, but better in quality. Andit is likely to be something you yourselfcan contribute towards creating.«MARTA CORUBOLO // Contract Researchermarta.corubolo@polimi.it»It is possible for collaboration and empathybetween communities and individuals tobecome key values for sustainablefuture lifestyles.«FRANCESCA PIREDDAResearcherfrancesca.piredda@polimi.it»Technologies can help us, but people comefirst. We need visions to create and sharepowerful stories about the future.«www.english.polimi.itFRANÇOIS JÉGOUHead of Strategic Design Scenariosfrancois.jegou@solutioning-design.com»Sustainable living is not less of what you have nowbut more of something else... so we should better hurry toenvision what that might be!«PÉTER SZUPPINGER // ExpertPSzuppinger@rec.org»There are already so many promisingpractices all around us. Check theseout in this booklet, choose some andtry out a new sustainable lifestyle.It is worth it.«EVA CSOBODSenior Expert of Environment andHealth // ECsobod@rec.org»Do you find your lifestyle sustainable?If yes, share with us. If not, take sometips from this magazine. It might be easier andmore rewarding than you think.«8www.rec.org

CONTRIBUTORS: THE SPREAD PROJECT ADVISORS“The SPREAD project’s multi-stakeholderengagement and involvement ofentrepreneurs provides a unique opportunityto question business as usualand scale new solutions.”Kirsi Sormunen, Vice President, Sustainability,Nokia“Creating the conditions that makesa sustainable lifestyle the easy choiceis critical. To accomplish this we needto go beyond the middle class bias tounderstand the living conditions, needsand desires of all citizens.”Prof. Dr. Kim-Patrick Sable, Universityof Vechta“The SPREAD project puts peopleat the centre of sustainable growth,which will provide very important learningsfor creating sustainable changeand futures in Turkey.”Engin Guvenc, Executive Director, TurkishBusiness Council for SustainableDevelopment (TBCSD)“We must work together to better understand,educate and empower youngpeople worldwide so they can becomeactors of change. The SPREAD projectis clearly contributing to the workthat is needed to advance sustainablelifestyles.”Fabienne Pierre, Programme Officer,UNEP“The unsustainable consumptionpatterns and lifestyles are since manyyears a challenge and a contributor toclimate change, resource depletion andbiodiversity losses. Addressing these issuesis becoming the new aspirations ofemerging economies. Europe has theresponsibility to show the world thatwe can live and live very well withinenvironmental limits.”Gunilla Blomquist, Swedish Ministry ofEnvironment“To unlearn unsustainable habits andmindsets to transition to different waysliving, doing and being, the SPREADproject can add value by deliveringinsights and deeper understanding ofindividual motivations and triggers tobehaviour change.”Kerstin Ochs, Head Laundry & Homecare,International Governmental Relations& Public Affairs, HENKEL“We need to bring entrepreneurs andpolicy makers together to design andimplement the policies that foster thetechnological and societal innovationsneeded to achieve more sustainablelifestyles. The SPREAD project canprovide such a platform. Feeding theseinsights into the implementation ofthe resource efficiency roadmap andthe revision of the EU SCP Action Planwould be a great step.”Lars Fogh Mortensen, Head of SustainableConsumption and ProductionGroup, European Environment Agency“The SPREAD project provides animportant space for dialogue and thinkingabout how to meet the needs anddesires of all citizens, while addressingthe global megatrends. SPREAD willadd tremendous value if it can highlightthe “must have” actions that weneed to take in this decade, to get uson track to more sustainable lifestylesfor all by 2050.”Per Sandberg, Senior Manager, AccentureManagement Consulting, AccentureSustainability Services“Motivating people starts from theheart. Understanding what peoplefeel and desire will help us provideoptions that deliver what is desiredmore sustainably. The SPREAD project’shuman-cantered approach will provideimportant insights for companies to developsustainable product options thatpeople also desire.”Per Stoltz, Deputy Sustainability Manager,IKEA Sweden“The SPREAD project is an importantEuropean effort that can take thenew consuming concepts of sharing,aggregation, openness, and cooperationforward through supportive policyinnovation, business model innovationand social transformation.”Rachel Botsman, Author and Founder,Collaborative Consumption“The SPREAD project provides an importantplatform for organisations suchas ours to share knowledge, understandingand ideas as well as to learn fromothers, in order that together we canaccelerate the transition to sustainableliving for everyone.”Thomas Lingard, Global Advocacy Director,Unilever“We need to make healthier lifestylechoices the easiest ones. The SPREADproject’s consideration of health asa cross-cutting issue, linking healthylifestyle knowledge to the way we livein our homes, move around and whatwe eat, will be important in order topromote or deliver holistic sustainablelifestyle options enabled through newpartnerships.”Ursel Broesskamp-Stone, Dr.PH, MPH,Health Promotion Switzerland, IUHPEVice-President for Europe9

Consuming the Wise Personal Food Shopper system can analyze user’s geneticdata and t a healthy diet to his/her food choices; the system can be accessed from any portable device in every foodretail place and restaurant; the device displays properties of food the user would like to eat orpurchase; includes it in the diet balance; shows quantity needed/allowed; it helps to make smart and right purchase choices, to raise individualawareness of responsible diet, consume less high-calorie food, morelocal food, organic food… and enhance sustainable lifestyles…CONTRIBUTORS: THE SPREAD SOCIAL PLATFORMOur project has benefitted enormously from the many people from across Europe and beyond whobecame part of our social platform. These people have supported our work by sharing their ideas andknowledge during our conferences and workshops, both online and offline.Below is a summary of their contributions.May 20112011Launch conference: The Future of Sustainable Lifestylesand Entrepreneurship, Hürth, Germany“People with similar interests are banding together to shareand exchange less tangibleassets such as time, space,skills and money.” LaurenAnderson, CollaborativeConsumptionWorkshop: The Future of Low-Energy Lifestyles,Brussels, BelgiumJune 2011September 2011Working Group Workshop Series II:Envisioning the potential for new sustainable lifestylesand their enabling factors, Milano, ItalyW.P.F.S. WISE PERSONALFOOD SHOPPERElisa, 58-year-old, citizen“...I have just recovered from surgery and with the mix of drugsfor after treatment I can only eat certain kinds of food... Thehospital lease me a Wise Personal Food Shopper set to myexact diet and it’s a relief when doing my shopping. I feel safefor observing my diet and with combined recipes suggested,cooking lessons and information on food origins it’s also mucheasier to achieve a sustainable diet. I think I will use it also afterthe end of the therapy as a guide in my daily life…”How does it work?Comments“I think that the real challenge and possibility is to imaginea sustainable idea of welfare that we can define as activewelfare, a welfare where the people are not individual andpassive, but are capable to be active and to collaborate. It’sa way to be part of the solution. I think that the sustainableservices and the sustainable welfare is a welfare that is builtby the same people with the help of experts, with the help ofthe organizations”. Ezio Manzini – Politecnico di Milano.November 2011Future Scenarios and backcasting stakeholder workshop,Helsinki, FinlandSustainable Lifestyles 2050, Visions andPolicy Actions, Brussels, BelgiumNovember 2011“We can‘t solve problems by using the same kind of thinkingwe used when we created them.” : Martijn van der Linden,Platform DSE, quoting Albert Einstein in his presentationOngoingSPREAD Sustainable Lifestyles 2050 online communityhttp://www.sustainable-lifestyles.eu/community“Creating scenarios with the backcasting methodologyproved to be a very fruitful way of working. We started outdrafting a vision for 2050. Then counted the time backwardsstep by step, working all the time on a very concretelevel covering themes such as infrastructure and educationwithout forgetting our vision of sustainable future for 2050.”Workshop participant“In today’s local paper, there was a very creative job ad: Finnish swcompany Bitwise is looking for an OFFICE GRANNY (or grandpa)with ‚old-time‘s working morale‘ to take care of watering theplants, tidying, shopping, coffee making and most of all: takingcare of BAKING for office visitors and workers. Job may includeoccasional child minding too :-) What a creative way of employingand mixing different generations in one workplace and at thesame time making the office a bit more humane! This is how wecould facilitate dialogue and appreciation between generations.”Community Member Satu on September 22, 201110

2012OngoingFacebook page “Future of Sustainable Lifestyles &Entrepreneurship“SPREAD People’s Forum iFuture Workshopsin Finland, Germany, Spain andHungaryJanuary/ February 2012“The policy makers might have fine plans, but what I seearound me is that (…) most companies only make a turn towardssustainability if there is profit in it... so policy makers:out of the ivory tower and into reality” Ivo, on July 23, 2012on Facebook“I will be taking the aspect of collectiveconsumption more into account. I hopeto start right away with my family andgive away everything I can to promoteresponsible consumption.” Nuria, iFutureparticipant, Spain.June 2012March – July 2012Roadmap Expert Workshop Series: 13 workshops acrossthe EU-27• PERL Conference “Beyond Consumption, Pathwaysto Responsible Living” in Berlin, Germany (March2012)• Geneva Health Forum in Geneva, Switzerland(April 2012)• “Action for future Sustainable Societies”, Brussels,Belgium (April 2012)• WBCSD Sustainable Consumption Working GroupMeeting in Montreux, Switzerland (April 2012)• Global e-Sustainability Initiative in Berlin, Germany(April 2012)• Sustainable Future Workshop Design Bauhaus UniversityWeimar in Weimar, Germany (May 2012)• Conscious consumption seminar at the UniversityCologne, Cologne, Germany, (May 2012)• Barcelona in transition workshop series in Barcelona,Spain (May 2012)• CUMULUS conference in Helsinki, Finland (May2012)• Federal public administration on SD in Brussels,Belgium (May 2012)• Karma Konsum Conference in Frankfurt, Germany(June 2012)• SCORAI conference in Rio de Janeiro, Brazil (June2012)• Deutsche Welle Global Media Forum in Bonn, Germany(June 2012)„SPREAD Sustainable Lifestyles 2050.The Future of Sustainable living, an European perspective“- Side Event at Rio+20, Rio de Janeiro, Brazil“Social and technical innovation are important drivers forchange that create opportunities for sustainable, healthy andequitable lifestyles. Social innovation can stimulate and sustainlifestyle changes.” Cheryl Hicks, SPREAD Project DirectorOctober 2012Policy Workshop on the Research Agenda in Brussels,Belgium“Design and visualisation toolsfor devising future practices playan important role in demonstrating,communicating andconnecting sustainable lifestylesolutions.” Oksana Mont, Professor,International Institute forIndustrial Environmental Economicsat Lund UniversityNovember 2012“People spend 50% of today’s working time with incomegenerating work, and 50% privately where they exchangeservices.” – Participant of Roadmap workshop during theKarmaKonsum conference 2012 on the future of work.Sustainable Lifestyles 2050Final Conference “Catalyzing Action: EU Sustainable LifestylesRoadmap & Action Plan to 2050” in Brussels, BelgiumThe highly interactive conference will bring togetherpolicy makers, business, civil society, researchers, designersand many others in Brussels. For the first time, theSPREAD Sustainable Lifestyles 2050 European Social Platformproject will present the roadmap and action planfor sustainable lifestyles from today until 2050.11

THE FUTURE IS NOWWhat might a Europe that has overcome current lifestyle challenges look like?The key to our journey to the future begins now by understanding the current lifestyle conditions andimpacts that we need to overcome. What impacts do current European lifestyles impose on sustainabilityat local, regional and global scales? How do global issues and megatrends influence Europeanlifestyles? What are the opportunities to promote more sustainable ways of living – and to redefine the“good life”?5TRENDS THAT WILL CHANGE OUR LIVESSECTION GLOBALEU TRENDSTRENDSCHALLENGESfor more healthy andsustainable ways oflivingOPPORTUNITIESfor more healthy andsustainable ways ofliving1Population trendsand urbanisation• global populationgrowth• growing middleclass• urbanisation• aging societies• shrinkinghousehold size• increasingnumber ofhouseholds• increased demandfor healthand social servicesbecause of agingpopulation andincreasing pollution• stress on public financesin Europe• dense living incities can supportmore efficient living(e.g. smallerliving spaces, lesscar use)• collaborativeforms of housingcan emerge asa solution toextend the livingspace and tosupport socialinteractions©pixelio.de//MarcoKröner2Climate changeand health©pixelio.de//Andrea Damm• extreme weatherevents• climate migrationand conflict• increased C0 2and emissionsof fine particulate• increasedhealth risksrelated to diseases• traffic injuries,noise, pollution• heat waves,extreme coldweather, urbanthermal insulation• rising healthrisks, e.g. obesity,cardiovasculardiseases, diabetes,cancerdeterioration inmental health(burn out andstress, leadingto increaseddepression andsuicidal rates)• extremetemperatures,floods, desertification• environmentalconditions thatimpose a negativeimpact on mentaland physicalhealth• people with lowerincomes are athigher risk• unhealthy andunsustainablelifestyles (lack ofphysical activity,unhealthy diets)• growing awarenessof healthissues and exercisebecoming a statusfactor in someparts of population• healthy urbanplanning andtransport• healthy eating andemerging physicalactivity promotionprogrammes12

THE FUTURE IS NOW3Economic growth,jobs, time andwell-being©pixelio.de//Corinna Dumant• economicgrowth as bothcure and causeof poverty anddisease• growing resourcescarcity• decouplingof economicgrowth andsubjectivewell-being inmany Europeancountries• increasingunemployment,especiallyamong youth• higher incomescoupled with lessfree time can driveconsumptionintensivelifestylesand higher stresslevels• lower incomescoupled with highconsumption ofunhealthy and unsustainablefood• sustainable economythat operateswithin thecarrying capacityof the planet• “green” anddecent jobs• alternatives to“consumer culture”are available• value of free timespent on socialrelations• household basedeconomies candevelop newvalue productionmodels4Accumulation of“stuff” and marketing©pixelio.de//Rainer Prautsch• householdconsumption isencouraged todrive economicgrowth• debt levels areincreasing• labour costsare increasing,while productcost are decreasing• short term gratificationfromconsumptionwith long termconsequences,such as indebtedness• sustainable anddurable design,repair and reuseare not economical• advertising instilsdesires for newproducts andservices• “green-washing”• proliferation ofeco-labels is confusing• need to rethinksocial costs ofusing personalcredit to stimulateconsumption• green and sustainabilitymarketingis a growingfield• reuse of “stuff”,• access to stuffthrough servicescan relive fromownership andprovide moresatisfaction5Technological andsocial innovation©pixelio.de//Dieter Schütz• technologicalinnovation atan unprecedentedspeedand level• social innovationemergeas a reactionto the crisis ofproduction,consumptionand welfaremodels• rapid technologicalinnovation,contrastedwith aslow speed ofand low financialsupport forsocial innovation• technologicalinnovation drivesconsumer culture• limited financialpower and businesssupport forsocial innovation• tackling reboundeffects• technologicalinnovation drivesenergy efficiencyand sustainability• sustainable valuecreation modelsand social innovationsupportmore sustainableways of living• the economies ofbarter, gift andsharing offer viablealternativesto conventionalbusiness models13

THE FUTURE IS NOWPOPULATION TRENDS AND URBANISATIONWhy is population growth relevantfor everyone?A key driver of increasing macrolevel consumption is populationgrowth. The world’spopulation reached 7 billion people in2010 (Eurostat and European Commission2011) and is expected to reach some9 billion people by 2050. All of thesepeople will need to meet their basicneeds, and a growing middle class willaspire to higher standards of living andimproved quality of life.How will these trends affect consumption?In addition to population growth, changesin the demographic structure alsoaffect consumption levels and patterns.The ageing population in Europe, forexample, which is a consequence oflower birth rates and increased life expectancy,shapes consumption (Eurostatand European Commission 2009). Theageing population is and will continueto place considerable stress on publicfinances in Europe (European Commis-©pixelio.de//MarcoKrönersion 2009) as more and more peoplewill need to be supported by a smallernumber of people that are of workingage. We are facing the major unemploymentchallenge, particularly amongyoung people that are entering the labourmarket (Eurostat 2011). An ageingpopulation has consequences for consumption,with increased demand forhealth and/or social services, retirementhomes, health-care, and improved technologies.What are the effects of urbanisation?Over 86% of the population in developedregions is expected to live in citiesby 2050 (UN DESA 2010). This figure isdriven by population growth, migration,and employment opportunities.Increasingly dense cities are expected©pixelio.de//K.WielandMüllerto impose significant impacts on ourfuture health and well-being. On theother hand, dense living can reduce environmentalimpact because of opportunitiesto support efficient multi-familydwellings, smaller living spaces, lessprivate automobile use and improvedcommunity cohesion.2CLIMATE CHANGE AND HEALTH©pixelio.de//Rainer SturmHow is our health connected to climatechange?Projections suggest temperatureincreases in some European regionscould be as high as 6.0 °C by the endof this century (IPCC 2007). This willbring serious consequences for water,air, soil, food, ecosystems, agricultureand economic productivity. Populationhealth is strongly dependent on thestability, productivity and resilience ofthe natural environment (McMichaelet al. 2009). Climate change-relatedimpacts due to extreme weather eventsin Europe will likely include increasedrespiratory diseases caused by changesin air quality and pollen distribution,displacement of populations becauseof shoreline erosion, coastal floodingand agricultural disruption (WHO FifthMinisterial Conference on Environmentand Health, 2010).Who is most at risk?Most at risk are children, the elderlyand low income groups. These groupsare most vulnerable and affected byunsustainable environmental conditions(IPCC 2007). Children, for example,are more vulnerable to environmentalhazards than adults. This is due toa range of factors including differentand unique exposures, developmentalphysiology, lower awareness of riskand less control over their environment.Climate change will also increasehealth inequalities between andwithin countries. Deprivation increasesvulnerability to climate change andclimate change increases deprivation(SDC 2010).©pixelio.de//Andrea Damm14

THE FUTURE IS NOWECONOMIC GROWTH, JOBS, TIME AND WELL-BEINGMoney = Happiness?Recent studies that correlateeconomic growthexpressed in GDP valueswith the subjective level of happinessarticulated by people, or with the socalledIndex of Sustainable EconomicWelfare, demonstrate that while GDPgrowth continued across Europe in recentyears, levels of happiness haveeither stagnated or even fallen (Marks,Abdallah et al. 2006). Economic growth– up to a certain GDP threshold – is anopportunity to invest resources towardimproving people’s lives (Marks, Abdallahet al. 2006). But once that thresholdis passed, economic growth and subjectivewell-being – as expressed by theIndex of Sustainable Economic Welfare,for example – are no longer linked.Furthermore social as well as health andenvironment related costs tend to increasefaster than economic growth (Beçaand Santos 2010).A global survey of young adults on theirvisions for sustainable lifestyles was publishedby UNEP in 2011 (UNEP 2011).First findings show that very few youngpeople cited dreams of luxury and unlimitedmaterial comfort. The UNEPsurvey indicated that young adults areseeking security: financial, social, environmentaland personal.What are the positive trends?A trend towards a sustainable economythat can be observed in the developedworld today is the emergence of employmentin the sectors that have beenidentified as addressing critical sustainabilityissues; so called “green jobs”.UNEP estimates that the number of peopleemployed in the renewable energysector alone at 2.3 million worldwide.©pixelio.de//Alexander DreherIn economically advanced countries,awareness of health and environmentalimpacts of products is growing with aconsequent growth in demand for organicand local food. A small, but increasingfraction of the affluent populationis demonstrating post-materialisticvalues. People are searching for waysto break free from the consequences ofexcess consumption such as the increasingpace of life, stress created by thetreadmill of the “work and spend” cycle,an overflow of information and abundanceof commodities, and the sheerlack of time to enjoy life.ACCUMULATION OF “STUFF” AND MARKETINGSpending invisible moneyHousehold consumptionhas been encouragedby the availability of attractivecredit. Researchshows a direct correlation between residentialhome prices and consumptiongrowth, with more and more peopleliving on borrowed money using thevalue of their homes as collateral (Barataand Pacheco 2003; Iacoviello 2004).In recent decades, savings ratios havefallen in many European countries, withpeople preferring to spend rather thansave for future needs.Despite accelerating consumption levels,retailers and lenders have developeda wide range of payment methodsproviding consumers a high degree offlexibility to make purchases (Eurostatand European Commission 2009). Thishas led to an enormous accumulationof consumer debt in many countries(Cohen 2007), as became painfully clearin the recent credit crisis that led to thesecond wave of the international financialcrisis. This highlights the need torethink the social costs of the functionof financial systems and the use of personalcredit as a means of stimulatingconsumption (Michaelis 2000).There is a general trend to accumulate“stuff”. It is not uncommon for EUhouseholds to own between 20 to 30technological items (IEA 2009). Often,the purchase of a product requires orleads to the purchase of another set ofitems.Planned obsolescenceWhile the number of products on themarket is increasing, their useful lifetimeis decreasing (Cooper 2010). Sustainableand durable design, repair and©pixelio.de//Rainer Prautschreuse are not economical because of labourcosts in developed countries whilethe comparative cost of new products isrelatively low.What is the role of the media?Media, marketing and advertising playan increasingly important role in shapingconsumer preferences and lifestyles(Worldwatch Institute 2010), andpeople’s needs and wants (Mont andPower 2009). The advertising industryhas been criticised for its messaging to15

THE FUTURE IS NOWchildren (Barber 2007) and for emphasisinggender difference to sell productscustomised to different target audiences.The media has become a key toolfor translating and dictating trends andspreading information which many relyupon for orientation in the consumerlandscape. This means that the influenceof media on lifestyles is critical. Fora socially responsible media to emergewe need socially responsible mediacompanies which means that a trendfor the future must also include developing“social marketing”.“Green revolution” or “green washing”?Green and sustainability marketing is agrowing field (Belz and Peattie 2009)that aims to green the market by promotingenvironmentally and sociallysound products and services. An impor-tant aspect of sustainability marketingis the provision of sustainability-relatedinformation to consumers, typicallythrough eco- and social labels. Theseaim to create trust among consumers inthe environmental and social attributesof products, devices and appliances.©pixelio.de//Rainer PrautschHowever, concerns about so-called“green washing” are increasing andexamples abound of companies usingquestionable green claims to sell products.A further challenge is the sheernumber of eco- and other sustainabilitylabels. The total number of food labelslinked to quality claims exceeds 90 separatelabels in Europe alone (Tuncer2001). Rather than help consumers withdecision making, the sheer number oflabels can serve rather to confuse.TECHNOLOGICAL AND SOCIAL INNOVATIONTechnological solutions?Technology has been andremains among the primarydrivers of consumption.While technologyhas led to significant improvements inliving standards it has also increasedconsumption levels and environmentalproblems linked to consumption. At thesame time, technological developmentprovides many of the necessary toolsto support sustainable lifestyles such asenergy efficient products and housing.Technology also supports communicationand information services that promotemore sustainable behaviour suchas on-line trading platforms and publictransport information services.What is the relationship between technologicaland social innovations?The sale of new products and infrastructureshapes social practice, institutionsand even entire cultures. The increasingnumber of cars, for example, has influencedinfrastructure development andtown planning, creating car-dependentsocieties that require road networks©pixelio.de//Dieter Schützand traffic administrations, police, drivingschools, and so forth (Sachs 1992).By improving consumer access to informationand expanding markets acrossthe globe technology also has been instrumentalin spreading western lifestylehabits through the Internet and othermedia and through travel (Huesemannand Huesemann 2008). Changes in theuse of technology are driven by socialinnovation like systems of collaborativeconsumption (Botsman and Rogers2010). This increasingly popular approachmeans that people share theirpossessions with other people while notin use through various types of (mostlyinformal) social networks.The future of business?New and innovative sustainable businessmodels are emerging with thepotential to realign technological developmentwith sustainable consumption©pixelio.de//Rainer Hörsterand practice (Mont 2004). Experts, supportedby an increasing number of businesses(e.g. Xerox, DuPont, Interface),advocate a closed-loop economy andgreater design for durability and recycling(Wells and Seitz 2005; Stahel 2006).16

EUROPEAN LIFESTYLES IN NUMBERS: TODAYUNSUSTAINABLE CONSUMING 2012Did you know that…?• Per Euro spent, food accounts for some 20-30% of impacts,the greatest single impact share of any product group (Scholl et al. 2010).• Meat and dairy alone account for almost one quarter of final consumptionimpacts (Weidema et al. 2008).• An average EU household owns between 20 and 30 technologicaldevices (IEA 2009).• Consumer goods account for 14% of individual ecological footprints(Bio-Regional and CABE 2008).• UK households waste 25% of all the food they buy (Tristram Stuart2009).UNSUSTAINABLE LIVING 2012• Living space in the EU is on average 37 m 2 per capita (National Board of Housing, Buildingand Planning, Sweden 2005).• Number of people living in a typical European household is between 2.4 and 2.8(ODYSSEE database 2011).• Since 1998 electricity consumption for home appliances and lighting has increased by1.2% annually in almost every European country (Eurobarometer 2011).• The number of people working in the energy efficient building sector is expected toreach 2.5 million by 2030 (UNEP 2008).• 40% of EU energy consumption and 36% of total CO 2emissions is created by the buildingsector (Holl 2010).• 67% of total household energy consumption in Europe is for domestic heating (EEA 2010).• 40% of Europe’s energy demand is for domestic heating, water consumption, appliances andelectronics (EEA 2010).17

EUROPEAN LIFESTYLES IN NUMBERS: TODAYUNSUSTAINABLE MOVING 2012• Globally, the number of international air passengers increased from88 million in 1972 to 760 million in 2006 (ICAO 2007).• Over one third of the world’s 750 million automobiles are owned by driversin the EU (IEA 2010).• The number of kilometres travelled by members of the 32 EEA countriesincreased by 20% between 1995 and 2007 (EEA 2010).• A closer look reveals that public transportation by road and rail fell, whileprivate car use increased by over one third (36%) and air transportdoubled (Radanne 2011).• In the EU-27 Car ownership increased by more than one third (35%)between 1990 and 2007 (EEA 2010b).• In big cities the average road speed for cars has levelled off at around15 km/h due to congestion (Radanne 2011).UNSUSTAINABLE HEALTH AND SOCIETY 2012• The annual cost of cardiovascular diseases to the EU economy is estimated at €192 billion. Toput this figure in perspective, the total EU budget in 2008 was €129 billion (EC joint ProgrammeInitiative 2010).• Europeans spend between 60 and 90% of their lives indoors – be it at home or in other publicor private indoor environments such as schools, cafes and restaurants (IAIAQ 2011).• Over 50% of the adult population in the EU is currently overweight or obese, and about 20%of children are overweight (WHO and CSDH 2008).• In Western Europe, the poorest are those most affected by obesity. Between 20 and 25% oflow income men and 40 to 50% of low income women suffer from obesity (Robertson, Lobsteinand Knai 2007).• Obesity has more than doubled globally since 1980 (WHO 2011).• Coronary heart diseases are the single most common cause of death in the EU. These diseasesare associated with fatty foods and smoking (WHO 2011).• As many as 56 million people in the largest European cities are exposed to long-term averageroad traffic noise levels exceeding 55 dB (SOER 2010 Urban Environment assessment EEA).18

THE NEXT BIG IDEAREDEFINING THE GOOD LIFETRENDS TOWARDS SUSTAINABILITY:PROMISING PRACTICES AND SOCIAL INNOVATIONThe current state of consumption in Europe, intensifyingclimate change and other environmental problems can makefor an uninviting picture of the future. But this future is byno means inevitable. It is within our means to build a verydifferent future by redefining our lifestyles. In fact, currenttrends show us that many of these changes are alreadyunderway. Europeans today are beginning to challengethe destructive patterns of the past. Taken together, leadingexamples of promising and sustainable ways of livingfrom across Europe provide us with an early indication ofpathways to a positive, innovative and more sustainablefuture. Business, policymakers, cooperatives and individualsare all taking elements of new models of living and workingto become agents of change in their respective spheres ofinfluence.THE NEXTBIGIDEAEveryone can be the change!Some inspiring trends today:• Shifts towards efficient consumption (wasting less),different consumption (shifts to high quality goods andservices), and sufficient consumption (reducing materialconsumption)• Collaborative consumption (sharing, swapping, trading,etc.) that reveals a shift in preferences away from ‘ownership’of goods to ‘access’ to goods and services, andfrom being passive consumers to becoming co-producersof goods and services (e.g. urban farming, growing yourown food, member co-ops)• Household behaviour is changing to conserve energyand toward investments in energy efficiency• Community and city action demonstrates the success ofparticipatory approaches that enable sustainable, longtermliving and mobility through options like eco-towns,sustainable city initiatives and Transition Towns• Promising synergies are emerging for health, equity andwell-being through a re-examination of the way we live,eat and moveBelow are some of the most influential and promisingtrends taken from the SPREAD baseline report (http://www.sustainable-lifestyles.eu/publications/publications.html), theSPREAD online platform (http://www.sustainable-lifestyles.eu/community) and the various SPREAD meetings.• Cities and municipalities are supporting shifts in transportationoptions in favour of walking, cycling andpublic transport as well as supporting new technologies,such as electric vehicles19

THE NEXT BIG IDEAINDIVIDUAL MOBILITY AND TRANSPORT“Looking 40 years ahead, it is clear thattransport cannot develop along the samepath. If we stick to the business as usualapproach, the oil dependence of transportmight still be little below 90%, with renewableenergy sources only marginally exceedingthe 10% target set for 2020. CO2emissions from transport would remain onethird higher than their 1990 level by 2050.Congestion costs will increase by about50% by 2050. The accessibility gap betweencentral and peripheral areas will widen. Thesocial costs of accidents and noise wouldcontinue to increase.” (EC 2011)Luckily there are already many initiatives, incentives and ideas that support sustainablemobility in the future. The general trends can be summarised under threekey areas of change:EFFICIENCYSeveral initiatives are already in place to improve the efficiency of transportationsystems. Examples with potential to influence current unsustainable trends includethe Single European Transport Area, multimodal transportation for goods, vehiclelabelling systems, intelligent transport systems and urban mobility plans. A bigchallenge, however, is to break the transport system’s dependence on oil.EQUITY AND ACCESSIBILITYEquity and accessibility can be defined as “ease of access or reach” for all. The goalis to increase the ability of people to get where they want to go by using differenttypes of transportation to reach different types of locations. Urban planning has agreat role to play to ensure the possibility of this inter-modality and the spread ofSustainable Urban Transport Plans could help this process along.SAFETY AND SECURITYSafety and security initiatives are high on the EU transport agenda. This themedeals with aspects such as the level of danger or risk that is socially acceptable, aswell as the systems, rules and procedures for improving safety including facilitiesfor children and the elderly.HEALTH, WELL-BEING, AGEING, AND EQUITY“The conditions, in which people are born,grow, live and age and the social, politicaland economic conditions within our communitiesare determinants of our healthand well-being.” (WHO, Commission onSocial Determinants of Health, 2007)As indicated by the WHO Commissionon Social determinants of Health,there are a number of important social,political and economic factors thatdirectly influence our health and senseof well-being. The following are a fewof the most important determinants inthe EU today.FOOD & EATING HABITSA healthy diet is one that maintains or improves health. Healthy diets are characterisedby modest amounts of animal and dairy products and more sustainablyharvested fish, seasonal, field-grown and locally produced fruits and vegetables.There is a clear social gradient in eating habits, with more affluent people beingmore likely to have healthier diets. Food labelling can help provide informationon health and sustainability issues.CLIMATE CHANGEChanging water levels, increasing water temperatures and flow will in turn affectfood supply, health, industry, transport and ecosystem integrity. Climate changewill lead to significant economic and social impacts with some regions and sectorslikely to bear greater adverse effects. Certain sections of society (the elderly, disabled,low-income households) are also expected to suffer more (EC 2009).20

BUILT ENVIRONMENTBuildings play an important role in our society and are an important determinant of health and wellbeing.The exposure to particulate matter and chemicals, combustion by-products, and damp or mouldis associated with asthma and allergies, lung cancer, and other respiratory and cardiovascular diseases.Improved standards, new building design and developments in materials technologies in recent yearsare contributing to better health. New materials and technological innovations arising out of climatechange mitigation strategies (e.g. thermal envelope improvements) have immediate co-benefits forhealth and the environment.ACTIVE TRANSPORTATIONActive travel refers to the use of physical activity, like cycling or walking rather that motorised means.Active travel reduces road traffic, noise, greenhouse gas (GHG) emissions, and improves air quality ingeneral, on top of providing significant health benefits. Low income families tend to have less mobility,a lower environmental impact, and are more exposed to and impacted by negative environmentalaspects of transportation. Projects have been initiated by local governments to provide informationaimed at improving awareness and knowledge of environmentally friendly mobility options. Examplesinclude the WHO Healthy cities Initiatives that engage local governments through a process of politicalcommitment, institutional change, capacity-building, partnership based planning and other innovativeprojects.FOOD, HOUSEHOLD AND LEISURE CONSUMERPRODUCTS“A big shift from the 20th century hyperconsumption,to a 21st-century age ofcollaborative consumption is underway.The convergence of social technologies, arenewed belief in the importance of community,pressing environmental concerns,and cost consciousness are moving usaway from the old forms of consumerismtoward one of sharing, aggregation, openness,and cooperation.”— Rachel Botsman, Author and Founder,Collaborative Consumption, SPREADproject advisorOverall, the largest environmental impacts in the consumption domain are linkedto the consumption of meat and dairy products, jewellery and air travel (EEA 2010).Broader impacts of consumption include increased resource consumption productmanufacturing, increased household waste, low levels of recycling, long distancetransportation for non-seasonal and exotic foods and energy intensive food processing.Emerging solutions and promising sustainable consumption practices canbe clustered into the general categories of efficient, diverse and sufficient consumption.EFFICIENT USE OF PRODUCTS AND SERVICESEfficiency offers potential to reduce both waste and the exploitation of non-renewableresources. Today, as an example, use-phase efficiency is an increasinglyimportant factor in the marketing of white goods and appliances with water andelectricity being most prominent. The availability of household paper products thatare 100% free of chlorine-bleach is another successful example.There are, however, significant barriers to a widespread up-scaling of consumerproduct efficiency in general. Upgrading and repairing, for example, are rarelyeconomically viable given the cost of human labour often exceeds that of virginraw materials. Green tax reform offers potential to begin to overcome such challenges.FROM QUANTITY TO ACCESS AND QUALITYConsuming differently implies several shifts. The first is a shift away from ownershipto having access to products. Rather than owning goods that are only rarelyused, having access to products can be organised on the basis of collaborative consumption– an emerging global trend (Botsman and Rogers 2010).21

THE NEXT BIG IDEASharing systems can be established byusers directly through peer-to-peernetworks and sharing can be mediatedby entrepreneurs and businesses.The growth of such schemes is facilitatedby the emergence of new technologiesthat connect suppliers andusers (Kuhndt and Groezinger 2011).SUFFICIENT CONSUMING:FOCUSING ON IMPROVING QUALITY OF LIFEThere is a promising trend toward collective efforts among people who are interestedin alternative and sustainable models of living (Power and Mont 2010).These include eco-villages or Transition Towns. They help reduce dependence onthe market economic system and reduces ecological footprints.The voluntary simplicity movement – where people leave their business-as-usualjobs to focus on local, small-scale activities – is also gaining momentum in the UnitedStates and Western Europe (Alexander 2011). New low impact lifestyle trendsare emerging, including the Slow Living and LOHAS (Lifestyles of Health and Sustainability)movements. There is also a resurgence of public campaigns opposingmaterialistic ways of life, including the “Buy Nothing Day” campaign.BUILT ENVIRONMENT AND HOMES„For the first time in history it is now possibleto take care of everybody at a higherstandard of living than any have everknown. Only ten years ago the ‚more withless‘ technology reached the point wherethis could be done. All humanity now hasthe option of becoming enduringly successful.“– Buckminster FullerHousing accounts for almost 30% ofenvironmental impacts in the EU (EEA2012). Sustainable living encompassconsiderations such as building design,materials and construction, (household)energy consumption, appliances andservices related to the passive use,as well as the (inter)active design ofthe building, and associated productsand services. It also addresses issues ofshared community spaces, sustainablequarters, local air quality, neighbourhoodand community projects that aimto enhance the quality of living (together)and reduce overall consumptionlevels (i.e. social cohesion and inclusion).Waste management strategies,such as source separation, waste reductionand recycling are also vital.EFFICIENT BUILDINGSMuch is being done in the area of efficient housing. Areas of particular progressare in the field of labelling and energy efficiency improvements of appliances. Information,incentive schemes and support help homeowners from all socio-economicgroups and owner-occupier constellations and building types carry out homeenergy efficiency renovations. New building designs aimed at a nearly-zero or positiveenergy balance are at the centre of much attention and research.EFFICIENT BUILDING OCCUPANTSOne of the main emerging trends in housing efficiency is to enable users to tailortheir use of housing amenities through demand-side management systems and thedevelopment of smart consumption feedback technologies. The increased awarenessof the potential for savings and environmental effects triggers and motivateslong-term behavioural changes for many people.EFFICIENT INFRASTRUCTURECollective multi-stakeholder and participatory approaches to urban planning andthe design of transport systems are a growing trend in many cities.22

BOOSTYOUR ACCOUNT:GET CREDITSFOR USING THESHARED FOODFACILITIES.JOIN OUR CLASSES “SKILLS OF THE FUTURE“EVERY WEDNESDAY FROM 1 – 2:30 PMON ROOF OF THE MUNICIPALITY.23

CHANGE MAKERS – UP CLOSE AND PERSONALWhether you shop at an independentsupermarket, use renewable energy,buy second hand clothes, cycle to workor keep your money in a communitybank – you are contributing to a moresustainable future. Many people arestarting to make these small shifts intheir lifestyles but on a larger scale, thesesmall changes are not enough. Thesepractices need to be SPREAD to widercommunities, made accessible to groupswith different abilities and needs, andeffectively marketed, monitored andmainstreamed.We have travelled from Bornholm toBarcelona and Oxford to Oslo to bringyou the most promising practices. Manyof these examples are Pan-European,cross-cultural, international and global.Anyone can get involved in practicingthem.Find out how you can be part of the upcycling,up-scaling and up-lifting uprising!HOW DID WE GET THERE?Promising PracticesMany people all over Europe are already actively making sustainablelifestyles a reality. The initiatives shown here have been presentedon our SPREAD online community by members of the EuropeanSocial Platform on Sustainable Lifestyles, by participantsof our conference and workshops. The examples shown here caninspire, point to ways of changing behaviour and demonstratedifferent sustainable living solutions for individuals and institutions.To ensure that the promising practices presented here reallyincrease sustainability their impact and the potential rebound effectswill need to be monitored over time.31562MOBILITY481The Big Lemon Bus CompanyThe Big Lemon is a Community InterestCompany founded in 2007 with the aimof providing a new kind of bus servicethat is fun, friendly, affordable and sustainable.All vehicles run on recycledwaste cooking oil from local restaurants,reducing emissions compared tothe use of fossil fuels as well as waste.http://thebiglemon.com2Cycle to work-Initiative‘Mit dem Rad zur Arbeit’ (Cycle towork) is an example of an initiativethat addresses health (social) concernsand environmental problems associatedwith traffic congestion. This was a jointinitiative of a large German cycling associationand AOK, Germany’s biggesthealth insurance organisation. The programme required peopleto cycle to work for a minimum of 20 days during thesummer months of each year with the main incentive beingregular prize draws.http://www.mit-dem-rad-zur-arbeit.de/bundesweit/index.php7Bike-to-work campaigns have also been established in othercountries, like Hungary:www.eltis.org/index.php?id=13&lang1=en&study_id=317324

HEALTH AND SOCIETY©Gesundheitsförderung Schweiz/Suisse Balance34Time Bank HelsinkiAn online market where people can offer their time and help to others and receivetime and help for themselves in return. Everyday tasks are exchanged: Babysitting,help with moving, sewing etc. Rather than money as the medium of exchange itis time that forms the currency. One hour is one time credit. Everybody’s time andwork are treated as being of equal value. The credits are collected and memberscan create service change circles.http://www.urbandreammanagement.com/2011/11/2-years-of-time-banking/Programme for a healthy body weightThe Cantonal Intervention Programmes in Switzerland aims to promote health andprimary prevention of obesity in children and adults. Activities include modulesfor age-specific interventions for children, young people and their peers, families,schools and others. Policy recommendations for living conditions, networking andmedia relations and campaigns are also available.http://www.gesundheitsfoerderung.ch/pages/Gesundes_Koerpergewicht/Programme_Projekte/index.php?lang=e56CONSUMINGThe People’s SupermarketFor a yearly membership fee and four hours of voluntary work in the “People’sSupermarket” shop, the members receive a 20% discount on all prices.http://www.thepeoplessupermarket.org/home/EcoScanA mobile technology that enables an exploration of the storiesbehind products by making use of a barcode. EcoScan aims toprovide an overview of the social and ecological background ofthe products we use in our day to day lives.http://www.ecoscan.info/en.html78LIVINGCo-housing in ItalyIn Italy the first co-housing initiative wasdeveloped by the Politecnico di Milano -INDACO Department in partnership withInnosense (a social innovation agency).The initial goal was to design solutionsthat facilitate and replicate co-housingcommunities in Milan and across Italy bypromoting the two initiatives developedby co-housing.it, which is an online community of people interested in co-living.http://cohousing.it/Behaviour change for familiesThe Hungarian energy intermediary GreenDependent implementeda nationwide behaviour change programmebetween May 2010 and April 2011. The focus was on developinga sense of community achievement among 500participating families. The leading 21 families reduced theircarbon footprint by 3.5 tonne/capita/year, which is greaterthan 60% of the Hungarian average.www.greendependent.org25

CHANGE MAKERS – UP CLOSE AND PERSONALMOBILITYHappy BusThe “Happy Bus” project was implemented by the publictransport company of Parma Tep in collaboration with themunicipality of Parma, Italy. The scholastic service collectsyoung students of elementary and middle school ages attheir homes and gives them a lift to their schools. The busesoperate on methane gas and are equipped with technologiesto project films. During the drive, lessons on environmentalissues are given to the students and educational films are alsoshown. http://www.eltis.org/index.php?id=13&study_id=2005Acceleration meter for eco-driving and increasingpassenger comfortThe local public transport company of Pécs, Hungary installedgadgets in 91 buses to measure the level of breaking, acceleratingand taking curves of their buses. Coupled with atraining programme and financial incentives for drivers, thetechnology fosters smoother bus drives, increased passengersafety and comfort, as well as savings in fuel costs.http://www.eltis.org/index.php?id=13&lang1=en&study_id=3340Superblocks in Vitoria GasteizVitoria-Gasteiz in the Basque Country, Spain, envisages a newstructure of mobility and urban space in which city blockscreate a network for different modes of urban mobility. Theintention is to reclaim urban space for the citizen and avertthe negative impacts of excessive car traffic. http://www.civitasinitiative.org/index.php?id=79&sel_menu=134&measure_id=567Redesign of public spaceThe project “Public space, mobility and accessibility in the districtof Gràcia (Barcelona)” increased space for pedestrians,restricted access to private vehicles, introduced collective parkingfor cars, motorcycles and bicycles, and established multifunctional,pedestrian-friendly areas. http://www.bcnecologia.net/en/projects/public-space-mobility-and-accessibility-district-gracia-barcelonaCar free livingSeveral platforms promote life without individual car use.They offer practical tips on alternatives to owning a car, giveaccess to research on the topic and lobby in support of carfreeliving.Global network - www.worldcarfree.net/,In UK - http://www.carfree.org.uk/,In Germany - www.autofrei.de,In CH - www.clubderautofreien.chThe world’s first triple bicycle-hybrid vehicle: and solarhybrid car in oneThe boundaries between various forms of mobility graduallydissolve. An excellent example: the Solo-Duo demonstrationvehicle from Hungary is a four-wheel car, which is driven bythe passengers themselves (by pedaling), by electricity derivedfrom its roof-mounted photovoltaic panels, as well as atiny internal-combustion engine. What’s more, if only 1 or 2passengers use it, it can be taken apart into two smaller vehicles!www.solo-duo.hu/Car and bike sharingA large number of commercial or peer-to-peer car and bikesharing initiatives are available all over Europe.• Cambio: car sharing company in Belgium(and elsewhere) www.cambio.be• Zen car: E-cars in Brusselshttp://www.zencar.eu/en/about_concept.cfm• Tamyca: peer-to-peer car sharing in Germanywww.tamyca.de• Hangzhou: the largest bike sharing scheme in the worldwith 50 000 bikeshttp://www.universalsubtitles.org/en/videos/xwp1xmWSCu7S/• Villo: public bike sharing scheme in Brusselshttp://www.villo.be• Sarecar: a public renting service for shared electric vehiclesin Ataun, Basque Country www.sarecar.netMobility for an ageing societyEurope is facing the challenge of ageing societies. Besides allthe technical innovations and high-speed services, the oppositealso needs to be also cultivated: neighbourhood mobilityplanning, focus on short distances, and the availability of humanassistance. As part of the AENEAS project a number ofsuch innovations were tested, such as the assistant service forolder tram passengers in Krakow, Poland. http://www.aeneasproject.eu/?page=krakowmobilityassistanceDomestic travelNopsa Travels is a new kind of travel agency that promotesdomestic travelling and experiencing local luxury. -http://www.nopsatravels.com/en/routes/26

HEALTH AND SOCIETYMeasurements beyond GDPThe New Economics Foundation has developed a new approachto measure well-being that goes beyond GDP. Theprogress is measured using three main spheres – goals: universallyhigh levels of well-being, resources: sustainable useof environmental resources and human systems: activitiesthat achieve intermediate objectives such as a stable and productiveeconomy, a cohesive society and good housing.http://neweconomics.org/publications/measuring-our-progressUrban health toolURBAN HEART - Urban Health Equity Assessment and ResponseTool (WHO 2010) guides policy makers and communitiesthrough a standardised procedure to gather relevantevidence and assist with efficient planning to address identifiedhealth inequities. Information that illustrates the gapsbetween or within cities is a crucial requirement to evaluateand promote health equity. http://www.who.or.jp/urbanheartj/index_files/UrbanHEART_GUIDE.pdfManger BougerIn France, the national government and the Institut Nationalde prevention et d’education pour la santé (INPES) have developeda website to provide information on how to adopta healthier lifestyle. Information is designed to reach a rangeof target groups (e.g. infants, children, adolescents, pregnantwomen and elderly people) to provide information in afriendly, easy to understand way. www.mangerbouger.frThe School Fruit SchemeThe School Fruit Scheme is an EU-wide programme to encouragegood eating habits among young people. As well asproviding fruit and vegetables, the scheme requires participatingMember States to set up other measures includingeducational initiatives (such as farm visits, gardening sessions,etc.). http://ec.europa.eu/agriculture/sfs/index_en.htmTransition TownsTransition Towns is a movement that aims to develop and implementsustainability plans to transition local communitiesaway from reliance on fossil fuels. They work with existingcommunity groups, local authorities and interested individualsto set up locally-based solutions to achieve their goals. Activitiesthey undertake include promoting practical skills andtraining programmes, establishing land allotments, workingwith local businesses, improving energy efficiency, and establishinglocal currencies. http://www.transitionnetwork.orgSustainable urban city blockThe Low2No project took a multi-disciplinary people-centredapproach to designing an urban city block in central Helsinkito house 500 people and the headquarters building forFinland’s Sitra Innovation Fund. The project employed a multi-disciplinaryteam that used a people-centred participativeapproach to develop an attractive and meaningful sustainabledesign concept for users, visitors and stakeholders.www.low2no.orgHousing community for seniorsLOPPUKIRI is a housing community for mid-life and elderlypeople in urban Helsinki. It is the outcome of a six year projectof the Active Seniors Association that aimed to createan ideal, communal home for elderly people. http://www.arch-1design.com/LOPPUKIRI_HOUSING_COMMUNITY.htmlSiesta cityThe ‘2020 Siesta Network’ for Glasgow seeks to establish abasis for creating a ‘Siesta City’. A city which holds the publicas protagonist, provides city dwellers with the opportunityto indulge in a daily siesta and improves the quality of urbanleisure time and public space.http://www.architizer.com/en_us/projects/view/siesta-city-re-appropriation-of-public-space-for-public-use-through-a-new-networkof-siesta/2404/Co-operativesMONDRAGON Corporation in the Basque Country combinesthe core goals of a business organisation competing on internationalmarkets with the use of democratic methods oforganising its business. It is composed of many co-operativeenterprises in each of which the co-op members (averaging80-85% of all workers per enterprise) collectively own anddirect the enterprise. Through an annual general assemblythe workers (owners) choose and employ a managing directorand retain the power to make all the basic decisions ofthe enterprise. http://www.mondragon-corporation.com/language/en-US/ENG.aspx27

CHANGE MAKERS – UP CLOSE AND PERSONALCONSUMINGSlow Food InternationalSlow Food is a global grassroots organisation comprising100,000 members in 153 countries around the world. It restsupon a global network of 2,000 food communities practicingsmall-scale and sustainable production of quality foods.http://www.slowfood.com/Planting and growing foodTo really understand food, it helps to understand where itcomes from. Northumberland Care Trust has been workingin partnership with Alnwick Garden to deliver a national programmecalled Roots and Shoots. Children are provided opportunitiesto learn how to plant and grow food. This knowledgeis then used to create ‘growing clubs’ in schools. Theseclubs encourage children to eat more fruit and vegetablesover time and support physical activity.http://www.northumberlandcaretrust.nhs.uk/news/press-releases/new-programmes-to-tackle-obesityUrban gardeningUrban gardens are being built all over Europe. People of oneneighbourhood work together to harvest food and flowersin the middle of the city. Often, the fruits and vegetables arealso organic.• Prinzessinnengarten, Germany – urban garden in Berlingrowing organic foodhttp://prinzessinnengarten.net/about/• Capital Growth, UK – Initiative in London to supportcreation of food growing spaceshttp://www.capitalgrowth.org/big_idea/• Jardin partagé, France – a garden sharing initiative inParishttp://www.paris.fr/loisirs/jardinage-vegetation/jardinspartages/comment-creer-un-jardin-partage/rub_9111_stand_10187_port_22123• Garden Tram, Finland - urban garden built from plantsdonated by tram passengershttp://www.planttram.org/about• Grow The Planet, Italy - worldwide – a web based platformthat helps people grow their own organic vegetablesin a smart, fun and social way.http://beta.growtheplanet.com/en/Farms at or near supermarketsBrightFarms design, finance, build and operate hydroponicgreenhouse farms at or near supermarkets to eliminatetime, distance and cost of the food supply. The aim is todeliver products at equal or higher service levels than theretailer currently requires of its other suppliers. The foodcan be sold immediately upon harvesting, with no storageor shipping, resulting in fresher and more attractive food.http://www.brightfarms.com/Outdoor Gym and community workGreen Gym is an alternative fitness program in the outdoorenvironment that serves people seeking to improve boththeir health and the environment at the same time. SomeBoroughs of London offer this gym free of charge and withrefreshments to jointly build green spaces for the community.http://www2.btcv.org.uk/display/greengym_joinA search engine for sustainabilityWeGreen is a search engine, aimed at creating transparencyaround sustainability of companies and products. It combinessustainability assessments of different stakeholders. The centrepieceis the Sustainability Footprint, which enables a quickand simple visualisation of the ecological, social and transparencyperformance of a company, a brand or product. In addition,users can rate the sustainability performance of companiesthemselves, interact with companies and other users andthus actively engage to promote sustainability.http://wegreen.de/en/Up-cyclingThe Fashion Reloaded initiative took place during the BerlinFashion Week in 2009 and 2010. People were asked to bringand swap their unused clothing. Once swapped, the garmentscould be redesigned and restyled at a workshop fullyequipped with materials, tools, sewing machines and practicalassistance. http://fashionreloaded.com/Collaborative consumptionUsing instead of owning has a huge potential to reduce theneed for products while at the same time offering the samebenefits to consumers. It can even be more fun for consumersby engaging with friends or future friends. There are a hugenumber of online portals aiming to support collaborativeconsumption.• International http//collaborativeconsumption.com• Finland and others http://www.netcycler.com/• Sweden http//ateranvand.sgnl.se/• France http//consocollaborative.com/• Spain http//www.consumocolaborativo.com• Germany http//kokonsum.org/• Clothes swapping, Germany http//www.kleiderkreisel.de,Lithuania http//www.manodrabuziai.lt, France http//www.petitsriens.be/• Airbnb, peer to peer room and house renting, Internationalwww.airbnb.com• Land share, Connecting growers to people with land tospare, UK www.landshare.netGLS BankGLS is one of the first social and ecological banks. By puttingyour money in their bank you can invest in ethical individualsand businesses. Their motto is meaning, profit and securityhttp://www.gls.de/28

LIVINGImproving energy efficiency and addressing fuel povertyThe Warm Front Programme in the UK works primarily as agrant scheme, providing funding of up to €6,000 to improveheating systems and insulation in private homes. Its purposeis to help fuel-poor households save on their fuel bills by improvingenergy efficiency. Since 2000, 1.1 million householdshave received assistance under the Warm Front Programme.CO2 emissions in the average household were reduced from7 000 kg to 6 000 kg per year.http://www.direct.gov.uk/en/Environmentandgreenerliving/Energyandwatersaving/Energygrants/DG_10018661Smart grid demonstration on BornholmThe EcoGrid project is an ambitious smart grid project on theDanish island of Bornholm. Through smart meters and otherICT technologies, consumers can shift flexible energy loads(i.e. electricity demand) to times of the day when more renewableenergy, in particular wind energy, is available. The casestudy can work as a benchmark for other European countries.www.eu-ecogrid.netEcovillageVauban in the South of Germany is an ecovillage with themain goal being to implement a city district in a co-operative,participatory way to meet ecological, social, economic andcultural requirements. Features of the village include housesthat are built to a low energy consumption standard, someeven as “passive houses” with a positive energy balance, ahighly efficient co-generation plant, solar collectors and photovoltaiccells, an ecological mobility concept with a reducednumber of private cars, good public transport, a convenientcar sharing system, a higher quality of living, and joint buildingprojects, among others.http://www.vauban.de/info/abstract.htmlEnergy expert programmeThe Finnish government-owned company Motiva and socialhousing association VVO together developed the Energy Expertprogramme in 1993. Since that time over 3,000 volunteershave been trained as “peer to peer advisors” on sustainableenergy and water consumption behaviour in theirneighbourhoods and communities. On average, 5% energyconservation for heating, 10% for electricity and 20% reductionin water use can be achieved.www.energychange.infoMECHansimsThe MECHanisms toolkit has been designed for project managersworking in intermediary organisations promotingchange in energy behaviour, primarily at the local level. Thetool supports climate action groups, local energy agencies,ESCOs, energy consultants, municipalities or others workingwith small energy end-users to enable changes in routinesand habitual behaviours (energy use patterns) and/or changesin how investments are made (investments in energy efficiencyor renewable energy solutions).http://mechanisms.energychange.info/homeSaving Energy in SchoolsThe 50/50 project is supported by the Intelligent Energy Europeprogramme. At least 50 schools will get involved usingthe 50/50 methodology developed in Hamburg, Germany, in1994. The idea is that 50% of the energy savings achievedin the school will return to the centre as economic transfers,while the other 50% will be a net saving for the manager ofthe school building.http://www.euronet50-50.eu29

TEST YOURSELFTEST YOURSELF ON SUSTAINABLE LIVING: TRUE OR FALSETRUEFALSE1. The organic food market in Western Europe currently enjoys an annual turnoverof some 20 billion EUR.2. Between 1999 and 2007 each person generated an average of 524 kgmunicipal waste.3. Overall, the largest environmental impacts in the consumption domainare linked to the consumption of fruit, vegetables andhousehold cleaning products.4. 40% of the EU population is estimated to be overweight, andthe numbers are increasing.5. One ton of 100 % recycled paper saves the equivalent of 26,500 litresof water.6. Doing the dishes by hand uses less hot water than an automaticdishwasher.7. Around 1 million people are employed in the renewable energy sector.1. true // 2. true // 3. false, the largest environmental impact is caused by the consumption of meat, dairy products, jewellery and air travel // 4. false the answer is 53% andnumbers are increasing // 5. true // 6. false. A modern efficient dishwasher saves on average 23 litres of hot water per year // 7. false. Currently there are around 2.3 millionemployed in the renewable energy sector and a further 2.5 million involved in the construction of energy efficient buildings)CelebrityQuiz1. Which Hong Kong movie star launched an EnvironmentalProtection Program in Beijing after his name?2. In 1998 Leonardo DiCaprio started the Leonardo DiCaprioFoundation to promote environmental causes. Whatis the name of his global warming documentary featuringinterviews with global green leaders?3. George Clooney launched Oil Change, a campaign toeliminate America’s dependence on oil. How does hepersonally support this change?4. Which US city did Brad Pitt help rebuild in aneco-friendly way?5. What Hollywood film actors fell victim to a future societyrun by “time banks” – where time was more valuablethan money?301. Jackie Chan // 2. 11th Hour // 3. He drives an electric car. //4. New Orleans // Justin Timberlake & Amanda Seifreid

THINK GLOBAL, ACT LOCAL!WE CAN SUPPORT YOUR KNOWLEDGE EXCHANGEWITH OTHER LOCAL COMMUNITIES.WE FIXYOUR BIKE,REPAIR YOURSMART PHONEAND WATCH YOURPETS. PAY US INCOMMUNITYCASH.31

LIGHTEN UP YOUR LIFETHE MATERIAL BURDEN OF OUR LIFESTYLESHOW DID WE GET THERE?What is a material footprint?The material footprint is a tool to measure, manage or optimize theresource consumption associated with our lifestyles. It includes materialsused in the products and production processes that supportour consumption, mobility, housing, health.A material footprint means the use of renewable and non-renewablematerial resources (excl. water and air) plus the erosion causedby agriculture and forestry. It covers the whole lifecycle from theextraction of raw materials to the processing industry, distribution,consumption, recycling and disposal of all extracted materials.THE AVERAGE EUROPEAN LIFESTYLE,TODAY (PER YEAR)• 10 000 km car• 2 000 km public transport• 546 kg of food with 19% meat, fish and seafood• 37 m 2 person heated living space• Resources for other consumption items and leisuretime= MATERIAL FOOTPRINT OF ABOUT29 000 KGSUSTAINABLE EUROPEAN LIFESTYLE,2050 (PER YEAR)• 10 000 km by means other than private automobile• 500 kg of mostly vegetarian food• 20 m 2 /person in a zero-energy house• 1000 kWh of wind and solar power• Fewer but sufficient household appliances andother equipment• Some resources for leisure time and other purposes= MATERIAL FOOTPRINT OF ABOUT8 000 KGHOW DID WE GET THERE?Assumptions for the 8 000 kgThe calculation of 8 000 kg includes household goods, food,everyday mobility and tourism, electricity, heating and housing.The calculations are based on the following technology andlifestyle assumptions:• virtually zero-emission electricity production becomesmainstream• radical reduction of energy required for heating and coolingof new and existing buildings• decreased need for mobility and radically reduced levelsof private car use• reduced consumption of meat32

FOUR STORIES OF CHANGEMeet four individuals who have made the transition from2012 to 2050 and from an average material footprint of29 000 kg to 8 000 kg!Here they show us how it’s done…ALBERTTodayName: AlbertGender: MaleNationality: SpainHOW DID WE GET THERE?Introducing People Forum iFutureAltogether 75 people from Spain, Germany, Hungaryand Finland took part in the “people forum”aspect of this research project. The aim was toreach out to citizens from different generations,at different stages in their lives, with a varietyof needs, capabilities and interests to ask themabout their visions for the future. The researchinvolved an online questionnaire, a telephone interviewand a group workshop in each respectivecountry. During the four workshops in each ofthe countries, the participants were confrontedwith scenarios of their lives and everyday activitiesin the year 2050. Presented below are theindividuals and the stories of their sustainableiFutures.What do you think about your currentmaterial footprint, Albert?“Although the numbers of kilogrammesemitted may seem high, accordingto the index, I consider that my materialfootprint is quite low, so I‘m satisfied.Still, one can always improve.”Albert’s life in 2050“I live with my wife in a lovely small city. My workplace and local amenities are nearand my kids live nearby. I seldom have to travel anywhere, which I think is very nice:I can spend a lot of time with my family and our nice neighbours.Acting on climate change and promoting sustainable and healthy lifestyles is anessential part of my life, not because of status or trends, but because I find themimportant and necessary. It has become evident that our lifestyles and consumptionhabits have had to change a lot and the infrastructure I need is well establishedto make sustainable and healthy living possible for everyone.I strongly believe that having more time encourages us to invest it towards tocommon good. This has been highlighted by the many different forms of workand occupations that are emerging alongside or beyond traditional employmentchoices.“33

LIGHTEN UP YOUR LIFEHow do you feel about the changes that would need to happen to reach a footprintof 8 000 kg?“We see very clearly that the section that needs to change is my diet, and I thinkyou can extrapolate that to most people living in developed countries. Public transportconsumes much less than the private car, but there are also major differencesbetween different types of public transportation.”Can you see yourself living in 2050 on material footprint of 8 000 kg?“I recognise myself almost entirely in the profile. I would only disagree in the lowfrequency of travel, which is one of my passions and if possible, I would not reduceit. I would obviously always look for an efficient method of transportation. Also Ido not think that materialistic consumption will be completely obsolete by 2050.”Albert’s thoughts on a service that could make his future possible:“People would see with a simple tool what they actually spend and where watercomes from. It would be a measure to encourage saving. The system is easy to apply,no need to wait 50 years.”LivingPERSONAL WATERACCOUNTZhang, 25,“Previously, I took showers as long as I wanted; now I use akey to obtain water. As I plug in the key, the proper 38 degreewater comes out: the key automatically deducts litres from myaccount. If I want to daub soap, I just press the holding button,the water is stopped, which saves water.”How does it work? everybody can use a daily average amount of water that is calculatedaccording to the place of living. This is related to the personal wateraccount and is regulated by a key. People can spend or save water ontheir account; the key is a device needed to get water from whatever tap, shower, orpublic water distributor.CommentsHOW DID WE GET THERE?Emerging Idea CardsThe cards are a pack of cards presenting provocative ideas for 2050,built on present time emerging promising practices and solutions.The SPREAD partners developed them in a workshop together withexperts from all over Europe and used them among others occasionsfor iFuture. They are conceived to support and feed the socialand technical conversation about the future between experts andcivil society. Use them to imagine your future…We present one idea card for each iFuture participant which helpsto make his/her future possible.34

BERNDTodayName: BerndGender: MaleNationality: GermanWhat do you think about your currentmaterial footprint, Bernd?“Mobility is so high on my chart becausewe live in the countryside and are dependenton our car. Heating and energyconsumption on the other hand is solow, as we heat with wood, which is carbonneutral. Regarding food we try tobuy locally, but I have to admit we aremainly driven by comfort.”Bernd’s life in 2050“In 2050 I travel only by train, and if it’s absolutely necessary, I might take the solaraeroplane.I have given up my own car and exchanged it for a membership in acar-sharing scheme. Occasionally I rent an electric car. Otherwise I get around onmy bike or walk to work.I don’t think that everyday decisions have a large impact. Change has to happensystematically on a large scale. The current situation has to change, even if thismeans cultural traditions will be lost in the process.I used to travel a lot by car. Luckily I was able to sell my car because of the many carand travel sharing options. If I really need a car I will rent an electric model fromthe local network. My holidays are spent in local holiday resorts that I can reach bytrain, and I only rarely travel via solar-aeroplane.“35

LIGHTEN UP YOUR LIFEHow do you feel about the changes that would need to happen to reach a footprintof 8 000 kg?“I wonder which technical solutions will be found in the next few years. Somethings I find easy to change: Buying less, buying more consciously at the market,from farmers and buying seasonal products. Transportation (travelling by car),costs for heating and electricity consumption are much more difficult to change.”Can you see yourself living in 2050 on material footprint of 8 000 kg?“The profile fits quite well. I hope to sell my car before 2020 and to use car-sharingservices or taxi cabs. Holidays in local destinations are not so attractive, but totravel around Europe will be excellent. We have so many cultures and differentenvironments here that I do not need to travel to other continents.”Bernd’s thoughts on a service that could make his future possible:“With the luxury taxi service I would be mobile and still have the freedom of individualtransportation without the need for my own car. I would immediately adoptthis system but with my current living situation it is very unlikely.”MovingLUXURY TAXI SERVICECinthia, 45, prêt a porter stylist“..I love my work and I love to have and give all the best I can.I’m used to reaching clients and I love to be e cient and tospend with customers all the time needed to get in tune and inorder to establish a pleasant relationship. That’s why I usuallymove around the city by the Luxury taxi service, it is brilliant!My provider o ers the service included in the business mobileaccount: automatic supercars without drivers bring youeverywhere according to personalized paths that you can planand rede ne along the way…”How does it work? automatic cars without driver; dedicated online and mobile application for fully personalized path; market-based service: partnership between telecommunicationscompanies, private taxis and local transport companiesComments36

TAMASTodayName: TamasGender: MaleNationality: HungaryWhat do you think about your currentmaterial footprint, Tamas?“It was a conscious decision not tomove to a big city and to stay with mywife in my hometown. This way we usethe car only at weekends. But even inthis case we travel to the forest or togo shopping.”Tamas’ life in 2050“In the 2010‘s my life was pretty hectic with work and studies. Since then, I havelearned to balance my life better and find more time to take care of myself and myfamily. I find it much easier to make time for leisure activities and sports. My way ofliving has changed relatively little since the 2010’s, as I have always been interestedin ecological issues. I have reduced the amount of household goods I own and Irent what I need in special occasions. All my household waste is recycled efficientlyand my condominium is self-sufficient.Contrary to norm I live quite spaciously in a row house with my wife. Solar panelsand a wind power plant provide energy for our neighbourhood and I am the energyproduction and distribution director of our local building association.”37

LIGHTEN UP YOUR LIFEHow do you feel about the changes that would need to happen to reach a footprintof 8 000 kg?“I think the most important condition is trust if we would like local communities towork. For example, to borrow something or to lend something I need to know if Ican trust the person. That is quite hard these days.”Can you see yourself living in 2050 on material footprint of 8 000 kg?“Yes I recognize myself in the profile. I am glad to see that there are some aspectsthat are true for my lifestyle today.”Tamas’ thoughts on a service that could make his future possible:“I like the simplicity of it. Clean public transportation to the countryside. It consumesrenewable energy, is cheap and therefore it is sustainable in both environmentaland economic aspects. It can be integrated with other transportation modes,so it can fully meet individual needs. The system should have an on-line page tomake it easy to plan the trip from home. Bicycle storage would be also useful onthe trains and/or at the stations.”MovingPUBLIC TRANSPORT IN THECOUNTRYSIDEPeter, 46 years consultant“…Since I set up my own business I can choose where to workfrom and so I enjoy returning to live at my parents place in thecountryside. To visit friends and family around here the “ruralexpress service” works on-demand: micro-trams start from thevillage nearby, join other micro-trams to make more energye cient trains. We pass from one micro-tram to another beforethey split again and dispatch in all tiny villages…”How does it work? public mobility services for rural areas which are accessible on demandvia online and o ine platforms; small/micro eVehicles joining in small trains and splitting again to reachthe di erent villages using railroads (even old abandoned ones) andalso streets; transport services for all: adults, young, old, disabled... (the number ofpeople with driving licences has decreased dramatically); mobility services are developed locally, create jobs and support thewhole region or a certain number of villages around; a mix of public services supported by volunteers (occasional drivers,light maintenance, co-mobility organization…), a credit system rewardsvolunteers with free access to public transport facilities); even modern zeppelins facilitate slow freight transport in these ruralareas.Comments38

INKETodayName: InkeGender: FemaleNationality: FinlandWhat do you think about your currentmaterial footprint, Inke?“I am not surprised by my footprint. Iwas already aware of what changesneeded to be made.“Inke’s life in 2050“In the 2040‘s I started to cut back on my working hours to spend more time withmy grandchildren and hobbies. I am also an active member of an environmentalorganization.Travelling has been the essence of my life since the beginning of the millennium,and still in the 2050’s, I keep on exploring the world, sometimes by airplane usingsolar electricity and often by rail. When I’m at home, however, I prefer to rent acar. Also local travel has been on my agenda for the last forty years. When I havenot been able to travel, I have taken computerised virtual trips to other continents.I used to live and travel lavishly. In 2050 however, I have a zero-energy home. I travelwith trains and buses, and as a rare luxury, I may fly with a solar-energy plane.My way of life has changed drastically as I have subtenants living in my sizeableapartment.”39

LIGHTEN UP YOUR LIFEHow do you feel about the changes that would need to happen to reach a footprintof 8 000 kg?“Reducing my daily material consumption is a change that I look forward to.“Can you see yourself living in 2050 on material footprint of 8 000 kg?“As children of the Hippie Movement, we have lived communally in the past.We can take advantage of this lifestyle again as we get older.“Inke’s services that could make her future possible:ConsumingW.P.F.S. WISE PERSONALFOOD SHOPPERElisa, 58-year-old, citizen“...I have just recovered from surgery and with the mix of drugsfor after treatment I can only eat certain kinds of food... Thehospital lease me a Wise Personal Food Shopper set to myexact diet and it’s a relief when doing my shopping. I feel safefor observing my diet and with combined recipes suggested,cooking lessons and information on food origins it’s also mucheasier to achieve a sustainable diet. I think I will use it also afterthe end of the therapy as a guide in my daily life…”How does it work? the Wise Personal Food Shopper system can analyze user’s geneticdata and t a healthy diet to his/her food choices; the system can be accessed from any portable device in every foodretail place and restaurant; the device displays properties of food the user would like to eat orpurchase; includes it in the diet balance; shows quantity needed/allowed; it helps to make smart and right purchase choices, to raise individualawareness of responsible diet, consume less high-calorie food, morelocal food, organic food… and enhance sustainable lifestyles…Comments40

TEST YOUR PERSONAL MATERIAL FOOTPRINT TODAYWhat is the material burden of your lifestyle? Estimate your personal material footprint using these simple questions.QUESTIONS1. How large is your home or flat if youdivide the total living space by the totalnumber of occupants?4. Do you prefer to drive a car? Howmany kilometres do you travel aloneper week?a) Less than 20 m2 / persona) Less than 20 kmb) 20-30 m2 / personb) 20-100 kmc) 30-45 m2 / personc) 100-500 kmd) 45-60 m2 /persond) 500-1000 kme) More than 60 m2 / persone) More than 1000 km2. What are your sources and uses ofelectricity?a) I use sustainable electricity (powerfrom renewable resources such as solar,wind, hydro, etc) and try my best to useenergy-saving devices.b) I use sustainable electricity, so I don‘need energy-saving devices.c) I use the electricity provided by mypower utility (which is not from renewables)however I try to use energy-savingdevices as much as possible.5. Do you “car-pool” or use car sharingservices? How many kilometres do youtravel with a car shared with other peopleper week?a) Less than 20 kmb) 20-100 kmc) 100-500 kmd) 500-1000 kme) More than 1000 kmd) I am not aware if my electricity is sustainable.I have not sought out energysaving devices specifically.6. How many kilometres do you travelwith public transport and/or bicycle perweek?a) Less than 20 km3. How is your home heated?a) Passive house, ground source heating,wood pellets or waste woodb) Gas or oilc) Wood fuel or district heatingb) 20-100 kmc) 100-500 kmd) 500-1000 kme) More than 1000 kmd) Coal or electricity41

7. Do you travel for leisure each year? How many hours doyou fly by plane for leisure in a year?a) Fly? Why fly? I keep my feet on the ground.RESULTSb) Less than 8 hours per yearc) 8-20 hours per yeard) 20-50 hours per yeare) More than 50 hours per year1.a) 1 500 kgb) 2 000 kgc) 3 000 kgd) 4 000 kge) 6 000 kg8. How many times per week do you eat meat?a) I am veganb) I am a vegetarian2.a) 1 000 kgb) 2 000 kgc) 3 000 kgd) 4 000 kgc) A couple of times per weekd) Every day9. How would you consider your consumerism / shopping habits?a) I only shop for essential or necessary items.b) I love markets which sell local food and goodsc) I like to refresh my wardrobe regularly and replace oldgoods with the latest trendsd) Shopping is my hobby and part of my social activities.10. How sporty are you?a) Sport? What’s that? I find TV series and sofa more interesting.b) Oh yes, I like to go walking or jogging a couple of timesper week.c) Of course! I go to gym, fitness studio, swimming or a sporthall a couple of times per week.d) Definitely. I spend my spare time training and playing andI spend a couple of active holidays in a year.3.a) 500 kgb) 2 000 kgc) 3 000 kgd) 9 000 kg4.a) 0 kgb) 5 000 kgc) 20 000 kgd) 50 000 kge) 100 000 kg5.a) 0 kgb) 2 000 kgc) 8 000 kgd) 20 000 kge) 40 000 kg6.a) 0 kgb) 1 000 kgc) 5 000 kgd) 12 000 kge) 25 000 kg7.a) 0 kgb) 1 000 kgc) 2 000 kgd) 4 000 kge) 6 000 kg42

8.a) 3 000 kgb) 5 000 kgc) 6 000 kgd) 8 000 kg9.a) 2 000 kgb) 2 000 kgc) 4 000 kgd) 6 000 kg10.a) 1 000 kgb) 500 kgc) 2 000 kgd) 7 000 kgTOTAL SCORES:12 000 kg or lessFORERUNNERCongratulations, you are living the lifestyle of the future.Your material consumption is at or very near to a sustainablelevel! Keep it up and inspire others!12 000 - 25 000 kgADVANCEDYou are making a good effort! You have made many choicesthat can be considered at sustainable consumption levels. Bebrave enough to take just a few more steps and you will benear to a sustainable level of consumption.25 000 - 35 000 kgAVERAGEYour lifestyle footprint is the average in Europe. However, Europeneeds to reduce its material consumption. What areasdo you think you can reduce your lifestyle footprint impact?Start the change today!35 000 - 60 000 kgTRAINEEYour lifestyle footprint is higher than average. This suggeststhat your consumption patterns in terms of the food you eat,the energy you use in your home, the way you travel and thegoods and services you purchase could be reviewed for moresustainable and efficient options that are already availabletoday. There are plenty of opportunities to develop your lifestyleand move toward a sustainable direction. Remember,every tonne matters!Over 60 000 kgBEGINNERYour lifestyle footprint is at one of the highest levels comparedto your fellow citizens in Europe. Your lifestyle should goon a diet. Think positive, there’s a lot you can do to improve.Food, housing, mobility – check out where it’s easiest andstart there!43

A GUIDED TOUR TO THE FUTUREDESTINATION 2050Follow Andy Amberton, our time-traveller, and our guide. Meet future citizensand learn about sustainable living in the year 2050.From the perspective of a traveller from the year 2012 there are many importantquestions about life in 38 years time. What are the things people can’t live without?Where and with whom do they spend time? What does the surroundingenvironment look like? What do they eat and where are the best places for a coldbeer on a hot day? Do people even drink beer any more?The future is not a fixed place. There are many possibilities and where we land inthis sustainable future depends on us. Below are four potential future sustainablelifestyle scenarios. Each scenario is presented as a specific “destination” that suitsthe needs of Europe’s diverse citizens. Each scenario is characterised by differentdegrees of engagement with technology and resource distribution.There are four scenarios:• Singular Super Champions which is global in nature with technology playing amajor role with education, training and skills as key assets for every memberof society• Local Loops where energy and resource systems are traded as local commoditieswith scientific knowledge being global and evenly distributed. This meansthat in their hearts people still recognise their dependence on global networks,but they place a higher value on local products and culture that we do today• Governing the Commons has enabled society to break free from many culturalconstraints and here many institutions of the 21st century through technologicaland scientific developments to enable new forms of collaboration andsharing• Empathetic Communities where decision making is happening at the level ofcities and towns and goods and knowledge are sourced and distributed locallyWe visited each future destination to understand what has become of the megatrendsof 2012 such as climate change, rapid technological advancement, andchanging demographics. We asked what day to day living was like in these differentversions of the year 2050. We also offer potential future travellers useful tips,directions and secrets about popular things to do, the hottest entertainment, thesights to see, the places to shop and how to best relax over dinner or a drink.Enjoy your journey!Andy Amberton44

Activities Entertainment Sights Tours Restaurants ShoppingTHE TRAVEL COMPASS FOR 2050SCENARIOS 2050In the scenario Singular Super ChampionsEurope has made the leap to anew type of sustainable, competitiveand equitable economy: a resultof numerous treaties, declarationsand official goals starting from2035. The leap is achieved with thedeployment of market instruments that also radicallyreform many conditions that have shaped Europeanlifestyles over the past decades. Cleantech and upcyclingbusinesses flourish as sustainability has become thebusiness opportunity of the century. Europe of SingularSuper Champions is a society that celebrates an ethos oflearning, achieving and self-mastery.Governing the Commons is a scenariomostly in digital reality that helpspeople to break free from many culturalconstraints and, eventually, toreach sustainability. Ubiquitous computingenables the smart use of resourcesand, at the same time, redirectspeople’s behaviour and focus ofattention from material consumption and their physicalsurroundings to interaction in the digital realm. Peopleabandon many institutions of the 20th century, liberatethemselves in order to lead more meaningful lives andengage in new forms of collaboration.Local Loops is a scenario in which aradical energy crisis forces societies tore-evaluate fundamentally the foundationsof their well-being. Energy andresource systems are increasingly seenthough “Local Loops”, which is a technicalconcept that can be applied inthe context of local and regional productioncycles. People build their lifestyle and ways ofbelonging around their work, while technology is betteradapted through local design solutions, which createroom for new kinds of professionalism. A new ethosof craftsmanship and professional communities shapethe way people live, organize their work and spendtheir leisure time.Empathetic Communities is a scenariowhere Western societies faced a crisis theyhad long dreaded, and how the changeturned out to be easier and more fruitfulthan anyone had expected. It is a story inwhich the global economy as we knew itin 2012 fails, followed by paralysis of nationstates and their political decision-making structures. By2050 this all leads to lifestyles in which the community andneighbourhoods have an important role in everyday life.New forms of collaboration and governance grow on thelevel of cities and towns making them the most powerfullevel of public decision-making. In Empathetic Communitiesthe many fruits of global culture and advancements in latesttechnological innovation are enjoyed, although people ingeneral focus on communicating and developing solutionson the local level.HOW DID WE GET THERE?Four Scenarios – two critical uncertaintiesTo develop and distinguish between the scenarios we definedfour future “landscapes” and built the scenarios aroundthese potential landscapes. This was done by combining criticalvariables that define lifestyles and societies. The twouncertainties and assumptions about them underlining ourwork were that:• Uniformity of technology development and deployment• Society’s governing principles as either human-centricor meritocratic.45

A GUIDED TOUR TO THE FUTURENAME: Tanja ReinboudAGE: 54PROFFESION: Adult Education Trainer,Subject: History of the AppCleantech house, up-cycled productsand five evening courses alongside myteaching job – welcome to my life!It’s hard to imagine what my day wouldlook like without all the real-time smartinformation I have around me, or what Iwould do if I lived outside of the megacitywhere most people live these days.Change has come fast. I still rememberthe days before the big crisis, beforethe sustainability reforms and the EuropeanGreen New Deal that broughtus global standards on energy and resourceconsumption. But my memoriesof mass consumption and unsustainablelifestyles are rapidly fading and beingreplaced by our super efficient, supercompetitive and super technologicalreality.The initial effects of the Green NewDeal were not easy. Taxes changed dramatically,and the cost of living wentup a lot. Many people fell through thesocial safety net. That was the end ofthe 20s, beginning of the 30s. Almost allmy friends lost their jobs because of thechanging structure of the economy andrising prices. I was lucky to have chosenteaching with personal developmentbeing so high on the agenda of mostpeople today. I started school at theage of 6. My children started attendingclasses as early as 4 doing fun thingslike math with colours or sustainabilitygames. Our youngest daughter waseven accepted at one of the first specialisedmath schools for talented children.Now these schools exist almost everywhere,but at the time it was very special.The most sought after jobs are inthe big corporations because they offervery interesting deals and have the scaleto make a real difference in society.Today I would probably describe my lifeas transparent, digital and urban. Myhome has a personalised sensor thatconstantly monitors energy consumptionthat makes sure all appliances operateas efficiently as possible. One thingthat has really improved my life is thegrowing trend toward up-cycling. Theproducts we buy come with a refundabledeposit that is based on the materialresources contained within the product.This encourages people to return usedmaterials to the retailer. Just yesterday Ibrought my shoes back to the store andgot my store credit returned. Also popularare personalised water accountsthat regulate warm water and keep itstable around 38°. This saves me a lotof money as resource prices are so highand there is a great water scarcity. Interms of transportation I usually takethe train, both for short trips (personalrapid transit, PRT) and long distance(Copenhagen - Barcelona 4.5 hours justopened). I also love to cycle which keepsme fit and healthy.A day in my lifeMy mornings usually begin with an updateof news on my phone. Next to mybed I have one of my many Info screensthat I have set to display my preferredtips for the day ahead as a successfulentrepreneur. When my grandchildrencome to visit I set the Info screen to fun,educational programs that they love toplay on.On my way to work I stop off at a foodstore in the High-End Shopping Centre.Everyone who works around here getstheir food from these very price efficientand nutritious food bars that areopen 24/7. My favourite is the organicdeli.I teach different groups of peoplethrough the day. Education is such animportant asset these days and this meansthat everyone spends most of theirfree time learning. During the day I havegroups of small children and students,in the afternoons children come withtheir friends after school and adults andfull time-workers come for classes in theevenings.Because I love my job I spend most ofmy day at work. I find it fulfilling toknow that I am able to offer peoplesuch valuable resources in a time whenexcellence and personal developmentare such important values for people.My Motto:“Learning before earning.”46

Tips from those who know:Technology Museum – 50 years from smart phonesto smart lifestylesAn absolute must-see to even begin to understandthe massive changes over the last 50 years. Theexhibition is set in an old office block that was abandonedfollowing the financial crisis. Some offices have been left untouchedas they were when the building was built in 2010.My favourite feature is the fast- track simulation room whereone can experience the multitude of technological changesthrough 3D surround screens. Access is easy via a high-speedtrain from the city.ShoppingTailor made: A middle range boutique which hostsfour exceptionally talented designers. Individualbut simple and functional clothing.Games Museum – From Material to SustainableThe Games Museum offers a really fun and educationalday out, especially with kids. This museumshows how games have moved from the board, toonline and how they have become primary drivers for sustainabledevelopment and education.Andy’s Top Tips for travelling into thefutureWhat to pack: Nothing, everything isprovided upon arrival (personalisedinfo screen, tracking guides, highspeedtrain pass and interactive camera).Zero-Waste HQBuilt in 2030, the Zero-Waste HQ was one of theearliest centres of its kind in Europe. It was inspiredby the growing number of zero waste towns thatwere emerging and became an information centre, museum,depot and consultancy all in one. It is still operating todayand is one of the biggest employers in the area. This yearthere will be free guided tours to mark the 20 th anniversary.My favourite Restaurants:1. The Wild Wood – This excellent vegan restaurant ishoused in a large greenhouse surrounded by flowers andfoliage and offers an exceptional, colourful and imaginativekitchen.2. Breakthrough Bakery – Although essentially a bakery,Breakthrough also offers a delicious range of warm mealsthroughout the day. All dishes are available througha touch screen and delivered almost instantly. Great forlunch especially on busy days in the office.3. Jake’s Organic Deli – Delicious meals, very friendly waitersand comprehensive information on nutritious valuefor all ages. The healthy option. Check out three hypernutritious recipes selected for you by top chef Jake.Where to stay: Luxury Pura – Aiming to bring the outdoorsindoors, this stylish, 5-star pad, situated on the 36th floorof an office tower has floor to ceiling windows giving everyroom a stunning view over the city. Crowned with 7 Ecostars,all mod cons and a seasonally changing décor onefeels both in the heart of the city with all the tranquillityof the countryside.How to travel: With the high-speed travel pass, distanceis no problem. Particularly impressive is the new 4.5 hourCopenhagen to Barcelona route.What to watch for: Open-learning flash-mobs held in differentlocations around the city. Anyone can participate andyou can tell who the instructors are by their red t-shirts.Directions and location are spread via info pads.47

A GUIDED TOUR TO THE FUTURENAME: Anna and Dillon MayAGES: 32 & 35PROFESSION: Combined Heat and Power (CHP)Researcher (Anna) & Student (Dillon)Anna: We lead very busy lives, but thisis by no means an exception. Life in generalis very busy these days. However,the things that make us so busy are verydifferent from a few years ago. For example,we no longer do the things thattook up so much time 30 years ago. Lotsof everyday things like laundry and cookingare entirely outsourced. The timethat we free up as a result is dedicatedto long hours of work in our jobs.I work as a Combined Heat and Power(CHP) researcher which is valuable workgiven the energy shortages we face today.By working so hard I keep keyed-into the latest technological and scientificdevelopments. Through my work I findways to best adapt new technologies tolocal conditions.What I love about where I work is theenormous diversity of people I meet.Co-working spaces enable interestingmeetings. Sharing my research findingswith graphic designers, agricultural managersand artists has been hugely fruitfulfor all involved. I am also very gratefulthat my daughter can grow up inthese times. A few years ago, during thebig political and financial transitionsit was very difficult. Now there are somany new opportunities that are emergingfrom the local loops principle andthe focus on education, which is veryimportant for us and for our daughter.Dillon: I have recently decided to returnto university to complete course withthe support of our local business associationand care facilities at our co-workingspace. Because of their generosityI have the time and financial resourcesto follow a real passion. Although I’vebeen working on Urban Planning formany years, I am particularly interestedin the role of imagination and how therelationship between the local and theglobal plays out in public spaces. Thesetwo elements are fundamental to understandinghow society works today.I’ve already been able to contributetoward a regular lecture series in ourbusiness association using the results ofsome of my research.A day in our life:The majority of our day is spent atwork. That might sound boring to someonefrom 2012, but in fact the hubof social life in 2050 takes place in theworkplace. We are lucky because wecan work in the same co-working spaceright next to our home and our daughtercan be next door at home with hergrandmother or a child minder. This makesthe mornings very easy. Children atwork has become a very popular optionand this creates an agreeable atmospherefor almost everyone. We all havebreakfast together in the “co-wo” beforework starts. For meals the food isusually provided by a local food loop,and this year we were lucky enough tohave had vegetables from our officegarden.My latest project at work is to establish aCHP system in a nearby neighbourhoodthat houses many local architects. Thisis an inspiring project as the architectsand urban space developers are interestedin how new local energy systemscan be made more user-friendly. Spacehas been allocated for health and sportsactivities and we share a big garden andleisure field with the neighbouring coworkspace. We usually spend eveningswith friends from work. These eveningmeetings are for training programs,social meetings and time to relax. Veryoften they take place in the “co-wo”spaces. Last week we hosted a big cookingsession in honour of our fresh vegetables.Our Motto:“Local is beautiful.”48

Tips from those who know:Best ways to get around town:Bikes! The changes in infrastructure to encouragepeople to walk or use bikes have really worked! Ionly know two people who have their own cars.The cycle paths are spacious, efficient and are the best wayto see the sights of the town and to get around. A newroute just opened to link up the bike paths in town to ruralbike paths. We haven’t been out on it jet but are hoping totake a weekend trip with some friends soon.Get to know some of the popular professional associationsUrban Planning and the Local Food Developmentprofessional associations – creating new recipes andcooking for the local canteen.Clothing and Design associations offer part time and onedaycourses for people at all skill and experience levels toprovide peer to peer learning opportunities.Favourite outing:Local Food Only Town. Just a few miles south of ourtown is one of the first ever Local Food Only towns.They have an excellent guided tour for people interestedin supporting local food production in theirtowns. There is free food and a drink for all visitors andskill-sharing workshops.Where to listen to the best live music:• Johan’s – An old aeroplane that has been convertedinto a bar hosts some of the best bands in town.Seating and décor have been left almost untouchedfrom the 2010’s, but the old flooring and roof insulationhave been replaced to improve the acoustics, whichare phenomenal.• Lokalitea – A cosy little tea room with numerous roomsand a stunning garden house for evening events. Wehave both played here on the open mic nights andlove it because of the relaxed atmosphere.Andy’s Top Tips for travelling intothe futureWhat to pack: Comfortable shoes andgardening gloves.Where to stay: Almost every “Co-Wo” has at least three small guestrooms for friends and family. If thisdoesn’t sound very spectacular check out the “Milli Co-Wo”rooms. Built in an old, rustic, shoelace factory the guestrooms offer spectacular views over the town from the topfloor. Each room has a large balcony and local food producersprovide a delicious breakfast every day. The sound ofbird song during the morning meal is the icing on the cake.How to travel: Fold-up bicycle, bamboo bike, racer, citybike, tandem, unicycle, electro-bike or three wheeler!Cheap, fast, safe – bikes are the way forward here. Manyplaces are only accessible on bike or foot. It’s also a greatway to meet people.What to look out for: Street parties. Lots of shops opentheir doors and collaborate to organise spontaneous, publicfestivities on the streets.Who to know: Whatever your interest you can find a localbusiness or group that shares your interests. There you willmeet like-minded people, learn all sorts of new and interestingthings and the best thing, it’s all free. Some eventsare invitation only but if you contact the right people inadvance you can usually participate.49

A GUIDED TOUR TO THE FUTURENAME: Vladimir PopovskiAGE: 16OCCUPATION: PupilIf I had to describe my life in 2050 inthree words it would be; digital, wikidemocratic,ubiquitous technology and(can I have one more?) 3D printers! Theseare all things that are very much partof life today. They shape almost everymove I make. I have never really knowna life much different from this. I can’teven imagine a one dimensional worldwithout a digital layer of reality – allthe objects, the environment and thepeople around me exist in both physicaland virtual worlds. Having access toboth enables so much choice but alsoresponsibility. That is why we have specialcourses at school that help us dealwith the moral and ethical implicationsof the enormous individual freedomthat comes from a the three dimensionaldigitalisation of our surroundingsand ourselves. I will admit that ethics ofdigitalisation is not my favourite subjectbut do appreciate that it is important.Absolutely vital is the 3D printer thatwe share in the lobby of my high-risebuilding. They have been around for along time but only recently have greatprinter-sharing schemes been developed.From my grandparents I knowthat this sharing model has led to abig difference in the whole patternsof consumerism, waste managementand marketing by businesses. Anythingfrom clothes, school materials or smartphones can all be printed out and personallydesigned. All this is done usingrecycled materials that are at the endof their lifecycle. This has led to fashiontrends that are much more individualised.It’s great fun experimenting withdifferent materials, colours and cuts.Because of my sister I am also very awareof the many developments in healthcare that make her life much easier. Sheis in a wheelchair but the Peer-to-Peernetwork supports both preventativeand reactive health care. Public fundingis provided by healthcare cooperativesand digital feedback tools are used byeveryone. That means the hospitals arealways informed about my sister’s medicalstatus and can react faster than ifthey waited for her response. Having asister with a partial disability has reallyopened my eyes to the many benefitsthat a digitalised world can bring if it isused and directed in the right way.A day in my life:One of the first things I do when I wakeup is check all the online communities.I’m in for updates, messages or importantinformation for the day (weather,news, whether the trains are runningon time, list of micro tasks, the mostefficient way to plan my day, etc.). Becausewe live in a smart house there area lot of gadgets that help us out. TheWise Personal Food Shopper makes sureI have good and nutritious food thatperfectly matches my genetic profileand needs. I just check my shelf in thefridge and will know the breakfast thatis best for me on that day.Then digital school – with my smart travelapps I know which route will be thefastest. Usually I hop on a train. Evenwhile I’m travelling I can use the time towork off my list of micro tasks that aremostly online. I have school for 6 hoursa day but I am not bound to a specificspace because it’s completely digital.My travel plans depend more on thepeople that I need to meet rather thanthe courses I am taking. In the afternoonswe all hang around our school tofinish tasks but also play virtual gamesor design cool new objects for our 3Dprinters. Also, we are always sure to getenough exercise. This can come in theform of a learning game involving movementor joining one of the many freesport and health clubs available.The school curriculum includes a bigfocus on peer-to-peer learning and interactivelearning by doing. Ubiquitoustechnology enables instant feedbackloops that accelerate the sharing ofknowledge. Unlike the old school systemwe don’t have any class rooms. Welearn in groups and there are plenty ofopportunities for us to use in the surroundingco-working offices.My Motto:“Digital networks make my day.”50

Tipps from those who know:Where to get the best clothing and accessories:Of course most people design and print out theirown clothing but there are still some great shops togo to for inspiration.• The Box: Here you can buy second-hand clothing andaccessories at great prices. I have taken some of theclothes that I designed and produced with our 3Dprinter here and they sold out fast.• Belt and Buckle (B&B): This is one of the biggest retailchains we have. They specialise in gadget clothing,smart accessories and virtual attire. For my last birthdayI got a temperature regulating T-shirt and programmedshoes that can memorise running and walkingroutes.Top activities with friends:• Digital school that I can attend from anywhere. Usuallythere is an area for me to use in my Mom’s coworkingoffice space• Together with four friends we are planning a virtualholiday. Lots of people travel this way. It’s great forkids because they can travel alone, and parents havetime for their own trips.• Ever since I was small I have loved Augmented RealityGames. Of course they were very basic to begin with,but now they are so realistic. These games have becomevery popular and are enjoyed by people of allgenerations.All-time favourite hang-out:The Wise Personal House Tour. At home we havea Wise Personal Food Shopper which proposes thehealthiest diet based on our personal genetic data.Next to the head office of this company they have a Wise PersonalHouse which applies the same technology but to all ofour household goods and services. As a kid I used to play therewhile my parents were in the shop. The gadgets, tips andtricks they offer are tailored to individual data, and changewith age so it’s a great place to visit for everyone.Most useful websites:• Sustainable Apartment Monitoring – for cutting edgeand updated sustainability tips and personalised gadgetsto reduce carbon emissions.• Construction Agencies – sampling the best networkinghomepages.Andy’s top tips for travelling into thefutureWhat to pack: Creative ideas forhours of fun with a 3D printer.Where to stay: The Cherrie Hotel isthe best known celeb hangout and has incredible access toall the newest technology and gadgets. Come to this grandcentral building for a truly 24 hour digital experience.How to travel: Virtual Travels – Destination anywhere. Allyou need is a group of friends, a long weekend and therest is organised for you. A good travel agent to visit isFly-in-Time Travel. They have good prices and lots of greatadded gadgets and apps to make your trip extra special.What to look out for: Self-designed walking pets. You canspot anything from pink fluffy rabbits, to talking kangaroos.Who to know: The online communities are vast, open andvery accessible. Here you can get tips from specialised tourguides or borrow a bike from someone round the corner.Must see sight:Falcons Peer-led Health Centre. This is the biggestand most well known heath centre in our region.My sister is partially disabled and her life has beenmade so much easier by this health centre. The centre is alsoone of the reasons we choose to live where we do. They havethe latest technology that is optimised for people with similargenetic risk profiles. Aside from what they can offer my sister,the building and gardens are architecturally stunning and attractpeople to visit the gardens for sightseeing and relaxingand spending leisure time.51

A GUIDED TOUR TO THE FUTURENAME: Carla da EiraAGE: 97OCCUPATION: Politics teacherIt would be infinitely difficult for anyonefrom the year 2012 to imagine what theworld looks like in the year 2050. Therehave been such radical changes on all levels.Let me paint you a picture… WhileI used to buy all my groceries from hugesupermarkets I now get most of my foodthrough urban farming pools that existaround the city. I receive some of the fooddirectly from our neighbourhood garden.I only buy things from supermarkets ifthey are not easily obtained through localchannels.The view outside my window has alsochanged radically. Most of the space outsideour building is used for farming. Wehad to pay a substantial amount of moneyto get a plot to grow food, but nowwe produce enough for ourselves and ourneighbours. An added benefit is that all Isee when I look outside is green space. Amajor shift has been a very new understandingof space. Today courtyards, streetsand even indoor spaces are consideredshared possessions. I particularly enjoythe regular BBQ evenings we have everyweek on our street. I like when co-housingcommunities get together to cook and eattogether. This strengthens our communitywhich is the basis of society today.Thirty years ago I was working in nationalpolitics. The situation became verydifficult around 2020 when the financialsystem collapsed and resource constraintscould no longer be ignored. Companieswent bankrupt, a lot of people lost theirjobs and their savings, and the politicalsystem as we knew it collapsed. Out ofthis situation emerged “Plan B”. Local solutionsemerged at first by necessity andpeople began experimenting with newways of living and supporting themselvesand others using basic, local resources.Children participated in communal activitiesand from a young age became partof the local social environment. Many ofthese children have now grown to youngadults who attend my political scienceclasses where they learn by doing, whichis an essential aspect of learning and livingtoday.Politics has also changed. The political systemoperates with very different assumptionsand methods. Rather than thinkingat national and international levels, politicsis almost exclusively town based. Thisallows for a far greater awareness andsensitivity toward basic needs of people intheir specific neighbourhoods. This localfocus is enhanced by an increased senseof security through a stronger communityspirit. As a consequence sharing, collaboratingand renting have become major socialand economic principals. I now teach,train and coach young people interestedin getting involved in local politics intheir area. Although I am very old now, Ienjoy sharing my experience from a verydifferent time at work in our co-workingspaces as well as in my home that I sharewith 15 people of all ages.A day in my Life:I have always been a morning person. Oneof the first things I do in the morning istake a short walk around the communityallotment just outside my home. On mywalk it’s great to see people with the flexibilityto work at different times of theday so they have time to get to know theirneighbours. Several of the early morningregulars greet me on my morning strolls.I love the fact that there’s so much sharedspace in our neighbourhood and so muchspace for kids to play in the Toy Housesome friends recently built. My neighbourhoodis one of the best in the areawith the highest happiness index scores. Ibelieve that this is the result of the strongand resilient sense of community we havebuilt.Because of the flexible work hours andmulti-use work/recreation spaces I am ableto mix my work with relaxation throughoutthe week. My students come to me ingroups or individually. Because of the flexiblecommunal sense of space we are usuallyable to use a free room or courtyardin the shared living/working space whereI live. If this is not possible I can take publictransportation to get to my studentsmyself. This is available on demand fromanywhere in the country to the city. I alsolike to use our efficient, fast and convenientmodular micro-tram system.Most of my meals are prepared by the localfood co-op. I sometimes help the co-opout for an hour or two during evenings orweekends. It’s great to see produce growingso close to home and then be ableto enjoy delicious meals together with mylocal community.I am also part of five different co-operativesfor hobbies, food and elder care. WhenI was younger I helped out a lot with theeldercare co-op but now I mostly benefitfrom it. In the neighbourhood there is aresource management system so that everyonecan share the necessary tasks andappliances efficiently. I check this systemevery evening and, when I can, I take careof some local children, but at my age it isgetting harder to handle the more physicalaspects of caring for children.I spend a good deal of my free time onself-reflection. I am an old lady now and Ineed quiet time to look back on my longlife.My Motto:“We can” & “Public, Private, People.”52

Tips from those who know:Farmhouse bike competitionOn bikes people ride to as many farms as possibleover a weekend. At each farm the bike riders collecta stamp in a booklet before tasting the foodand drink at each farm. The goal is to complete the ride tovisit as many local farms as possible. There is a friendly competitionamong riders to collect as many stamps as possiblefrom the farms. This is particularly popular among familiesand students. Some farms have fun activities for the cyclistslike a competition to solve a riddle or to do something funlike learn to milk a goat. I used to go on these trips all thetime but I am too old to cover the distances on my bike now.I still enjoy it as our co-op is part of the circuit for the cyclists.World Cup of CitiesEvery four years there is the World Cup of Cities forlocal football clubs. This is among the most prestigioustournaments that exist today and is verypopular among people of all ages. Last year our local clubplaced third, the highest ranking we have achieved since thesetournaments began in the 2030s.Tips for a night out:Watch The Altruist – A television show that is ahuge success across the world. The concept wascreated in the Netherlands but within a couple ofyears it spread across Europe and became localized. Contraryto the hundreds of competitive TV-show formats of the past50 years, the program celebrates empathy and the capacityfor collaboration. For many, this symbolises a turning point inthe prevailing thinking about human nature.Where to take a holiday:Holidays are best spent with host families in farmingloops in the local region. To ride a bike on themany cycling routes and find adventure along theway is an integral part of the experience.Favourite place to eat:Make-your-own in the park – Here anyone can contributefruit, vegetables and other food from thelocal region. Skilled cooks take what we bring andwhip up daring and delicious meals. It’s a great way to engagepeople in the food production chain while at the same timegiving them an opportunity to enjoy someone else’s cooking.Andy’s top tips for travelling into the futureWhat to pack: A cooking apron, a “green thumb” for gardeningand sunglasses – much of the day is spent outside.Where to stay: There are lots of beautiful eco hostels bothin town and out in the countryside, but the best place tostay is with a host family. This way you get a really authenticexperience of the place. You can participate in all thedaily activities and very soon you will feel a part of a largefamily.How to travel: In fact you will find that you need to travelvery little. Everything one needsis close by and within walking or atmost within easy cycling distance. Thiskeeps everyone very fit, and meansyou get to know the origin of almostall the materials you use, which is veryrefreshing.What to watch for: Community Garden Parties – Publicevents in people’s gardens. Bring along any vegetablesor fruit from your own garden and you will be welcomedwith open arms.Who to know: The gardener.53

EU SUSTAINABLE LIFESTYLES ROADMAP 2012 – 2050POLICY &GOVERNANCE PATHWAY2012 – 2050Systemic inclusive and participatory governance andpolicy decision-making• Human centred, systemic and participatory approachesto policy making to promote sustainable living• Individual resource consumption targets incentivesand rewards (towards 8 000 kg lifestyle footprint)• Improvements in policy assessment tools to identifymilestones of achievements towards more sustainableliving• National omnibudspersons for future generationsand parliamentary committee on “protecting thefuture”POLICY&GOVERNANCEMOBILITYHEALTHLIVINGCONSUMINGHEALTH &SOCIETYECONOMY PATHWAY2012 – 2050Economies and monetary systems support people andenable sustainable living• Sustainable economy commission ensures systemicpolicies and beyond GDP indicators that promoteeconomic development, competitiveness and socioecologicalbenefits• From a debt based economy to an economy thatencourages savings to fund long-term investmentsin green economy sectors and innovation for sustainableliving• Testing new financial instruments and facilitatingopen dialogue between financiers and the public torestore trust• Support for alternative economies, currencies, andnew business models that support sustainable livingECONOMYACTIVATE SUSTAINABLE LIVING !54

SOCIALINNOVATION&BEHAVIOURCHANGESOCIAL INNOVATION& BEHAVIOUR CHANGEPATHWAY2012 – 2050Opportunities in understanding sustainable lifestylediversity & re-thinking the good life• Community re-design for the people by the peoplethrough collaborative innovation• Skills for sustainable living become intrinsic elementsof formal & informal education• Understanding individual lifestyle behaviour diversityand making sustainable living easy becomes theinnovation opportunity of the century• Smart ICT accelerates the transition to 8 000 kg sustainablelifestyle footprintsHEALTH &SOCIETYCONSUMINGLIVINGMOBILITYFOOD,MOBILITY,HOUSING&HEALTHCONSUMING, MOBILITY,LIVING, HEALTH &SOCIETY PATHWAYS2012 – 2050Sustainable diets, public mobility, smart housing andhealthy living• “Re-boot” of individual diets, household food wasteand the food production system• Human-centred lifestyle approach to urban planningand the transition to ubiquitous zero-net energyhomes• Right-sizing individual mobility needs by providingsafe, equitable, accessible and sustainable choice• Sustainable societies that support 8 000 kg lifestylesintegrate environmental sustainability with health,wellbeing and social equity55

EU SUSTAINABLE LIFESTYLES ROADMAP 2012 – 2050MUST HAVESMILESTONES2012 – 20152020POLICY &GOVERNANCEECONOMYNationalgovernmentssupport sustainablelocalfood systemsPolicy-making becomessystemic, human-centredand participatorysupporting citizens towardsmore sustainableliving – Establishmentof parliamentary committeefor “protectingthe future and futuregenerations”.Economic policy supportsprovisions foralterative economicmodels, complementarycurrencies and newbusiness models thatsupport sustainableliving – Creation of aSustainable MonetarySystems CommissionSubsidies forefficiencyenablingrenovationsRegulatory frameworksnow in placein all EU countries incentivizesustainableliving and sufficiencyin production & consumption– 8 000 kgsustainable lifestylefootprint targetsenforced.Sustainable investmentinto essentialinfrastructure,products and servicesthat enable sustainableliving promotedand incentivizedthrough supportingframeworks.Health caresystems aresupported byhuman-centric,integrated,systemicpoliciesCommunicationscampaignspromotesustainable livingexperimentsInvestmentsin publicinter-modaltransportsystemsReview ofagri-business /meat and dairysubsidiesSOCIALINNOVATION& BEHAVIOURCHANGEHealth wellbeing andequity asleader forchangePromising and proactiveshifts to morelifestyles through socialinnovation and citizenmovements result inpolicy reforms at thelocal levels of communitiesand cities thatpromote more participatoryapproaches topolicy-makingGlobalsustainable livingpractices spreadto europe via socialnetworks andbecome fashionableSmart informationcommunications &technology (ICT)advancements acceleratesocial innovationand behaviourchange for sustainableliving – includingtransformations informal and informaleducation to focuson skills for sustainablesocieties of thefutureIncreasedhealth promotionprogrammes inschools and at theworkplace promotehealthy diets andphysical activityProductsand servicesare designedfor collectiveuse and collaborationFood wastedecreases dueto educationcampaigns56

MILESTONESTransparency and continuousimprovementsin sustainable livingthrough improvedpolicy assessment toolsand audits – Launch ofpersonal resource usetracker cards.Transition from debtbasedeconomies totrue-value economiesthat support sustainableliving down to thehousehold level.Personalfootprint creditcardTransitions fromownership to access tolifestyle needs, goodsand services supportsnew ways of living atthe household, communityand city levels– The lines betweenwork and personallives become increasinglyblurred.MILESTONES2025 2050Sustainablefood is thenorm in publicprocurementCarfree citiesSustainablelifestyles aresexy anddesirableNational and EUpolicies demonstratethe effectiveness ofsustainable lifestylefootprint and wellbeingtargets globally- boosting the worldwidecompetitivenessof the Euro-zone.Complementary currenciesand inclusiveeconomic modelslegally recognizedacross the Euro-zoneaccelerating the paceof change and stimulatinginnovation forsustainable living.Newbusinessmodels addresshealthy livingSustainable livingbears fruit as householdsrealize benefitswhich encouragesnew thinking andactions for societalorganization.WE WANT YOU !ACTIVATE SUSTAINABLE LIVING !SCENARIOS 2050Europe has madethe leap to a newtype of sustainable,competitive andequitable economythrough radicalmarket reforms.Sustainability has become the businessopportunity of the century. This is a societythat celebrates an ethos of learning,achieving and self-mastery.Society has re-evaluatedtheir ideas of wellbeingand resourcesystems are organizedthrough “local loops”.People build their lifestylesaround theirwork, while technologyis focused on local design solutions. Anew ethos of craftsmanship and professionalcommunities shape the way peoplelive, organize their work and spend theirleisure time.A new digital realityhelps peopleto break free frommany cultural constraintsto reach sustainability.Ubiquitouscomputingenables the smartuse of resources and, redirects people’sbehaviour from material consumptionto abandon many institutions of the20th century, liberate themselves tomore meaningful lives driven by newcollaborations.The failure of the globaleconomy leads tonew forms of collaborationand governancegrow on the level of citiesand towns makingthem the most powerfullevel of public decision-making. Themany fruits of global advancements areenjoyed, although people in general focuson communicating and developingsolutions on the local level.57

WORK IN THE FUTUREWHAT DO YOU WANT TO BE WHEN YOU GROW UPWORK IN THE FUTUREAs you know, everyday life in 2050could be quite different from what weare used to today. Different technology,different diets, different educationand monetary systems and of course,different job descriptions. If you wantmore creativity, more flexibility andmore scope for individual development,the future of work and skills isdefinitely for you!Here we present four examples of individualsworking in 2050. They describewhat they like and dislike about theirwork, what they do, how they do it andwhat brought them to their currentposition. This will give a whole new dimensionto the question of what wewant to be “when we grow up.”WATCHMYSTYLE.COMFASHION WATCHDOGIn the future of clothing everything ispossible. That is why it is very importantto have sustainability watchdogs in thefashion industry. Fashion concerns everyoneand yet fashion watchdogs arerelatively new on the job scene. As afashion watchdog it is my responsibilityto check how clothes are produced,where they come from, examine employmentconditions and the producingcompany’s interaction with the broadercommunity. My background is in sustainabilitymarketing and management.During my studies Julian Menos, one ofthe first fashion watchdogs came andgave an inspiring lecture on the importanceof this role, especially for youngpeople. At the time she was recruitinggraduates to help her develop onlinegames and interactive shopping adventuresinvolving virtual trips to the textilefactories and fashion studios. I waslucky enough to get the job and learnta lot about sustainable clothing fromworking in schools, universities, tradeassociations and communities.I have recentlybecome selfemployedwithWatchmyStyle.com, one ofEurope’s mostpopular fashionand lifestyleblogs. Here youcan find importantbackground information on yourfavourite clothing retailers, contactbrand representatives and arrange virtualmeetings in groups according toareas of interest. In the future I hope todevelop online workshops around sustainablefashion to connect producersand consumers at every level of the fashionindustry.CURRICULUM VITAENAMEKelly NewsomePAYA lot of the work isn’t paid as itinvolves research and work in communities.In return I get free workingspaces and volunteer supportHOURSFlexibleWORK-LIFE BALANCEIn a job like this your life becomesyour work and vice-versaBEST THINGThe very broad and diverse networkof colleagues and partnersranging from retailers, designers,researchers, engineers and localcommunity membersWORST THINGIf I’m not careful I can end up forhours in front of the computerwithout moving. I have very deliberatelyintegrated exercise andmovement into my daily routine.58

BANK OF ENERGYPERSONAL ADVISORWith renewable energy on the top ofthe EU business policy agenda the rateof technological innovation toward doit-yourselfappliances has been phenomenal.As a result, many consultancyand advisory positions have been createdin recent years to help people navigatetheir way through the mountainsof information and options. It is my jobto find the most appropriate and costefficient solutions to sustainable living.This means I am always at the forefrontof the latest developments and this is avery exciting place to be. It is also interestingthat this area of work has comeout of the banks. We noticed that a largeproportion of individual loans weregoing towards renewable energy solutionsin homes so we decided to linkfunding support with advice on how tooptimise the investment in technology.Today there are energy specialists in almostall the major banks.I initially studied environmental managementin the UK, got an administrativejob in a bank and was delightedwhen this new field of work opened upand I was able to help set up the businessplan for the Bank of Energy. Themajority of our clients are currently individualsbut we are hoping to move intocommercial energy banking. We havequite a few of our new offices openingparticipating in the co-working movement.Since last year I have decided toreduce my working hours at the Bankof Energy and am spending half of mytime volunteering in my local community,which has proven to be an incrediblyrewarding experience.CURRICULUM VITAENAMEElain HoPAYEnough to cover my costs!HOURSPer week 24 hours for BoE and 20hours as a voluntary communityadvisorWORK-LIFE BALANCEAs I support my local communityI can be part of the changes thatare taking place. Being part of thischange makes me feel like I am notreally working!BEST THINGBeing able to help people makedifficult but important decisions.This can be very rewarding.WORST THINGSometimes clients can only makeappointments in the evenings so Iaccommodate with my time. Thismeans that I sometimes get homevery late.59

WORK IN THE FUTUREMULTI-TASKING EXPERTMy official job is a supermarket cashier.That is how I pay my bills and covermost of my expenses. Working in a supermarketused to be something of adisrespected job, long hours, unskilled,low pay and unhealthy working environment.It was never my dream tostack shelves and work at the tills, butfood provision is something that is alwaysneeded and it covers my costs, forliving and for writing my music.I trained to be a musician in a learningco-op where a few friends and I used tospend time after school. Writing musicbecame my passion and with the supportof crowd funding facilities I havebeen able to give myself an income formy music. ‘Fundme’ is a great site thatenables people with a lot of money tosupport and engage with people whoare not earning money with their work,like me. After five years as a memberof this website, I now have 20 regulardonors who provide financial supportto me as well as advice and contacts,which is critical for me as a musician.The money I get through ‘Fundme’ isnot enough to survive, but I see it as atoken of encouragement and it keepsme writing my music. The work in thesupermarket is to pay my bills but alsobecause I can see how valuable it is toprovide affordable and healthy food.The supermarket is run by memberswho all get a discount when they shopthere. This makes good value foodavailable to people on low incomesas well as people who are looking forspecialized, organic or fair-trade food. Iam on the marketing committee whichallows me to use my IT skills for a goodcause and it’s a great way to meet peoplein the community. We have just starteda local football team and can usethe space behind the supermarket forregular training sessions.CURRICULUM VITAENAMEIlian YalePAYFrom the supermarket, ‘Fundme’ anddonations for my musicHOURSI work 20 hours in the shop and therest of the time I concentrate on mymusicWORK-LIFE BALANCEIt’s a very good balance because I amalways active and with other peoplewhich gives me plenty of energy andideas.BEST THINGThe freedom to be able to develop myown work, pay my bills with somethingI know is useful for others and having abig group of friends in a similar positionwith which I can share experiences.WORST THINGBeing a musician requires a lot oftime practicing, but also to developand gather ideas. That is the invisiblework and I feel that is not recognizedenough.©pixelio.de//Axel Hoffmann60

URBAN FARMERWith locally grown food coveringaround 50% of the needs of our city, Ihave a busy schedule planting and harvestingcrops. Several public spaces inour city have been converted into urbanfarming areas. We also have larger plotsof land outside the city. My job requiresme to constantly improve methods ofgetting the best fruits and vegetablesout of sometimes very limited spaceswithout resorting to unnecessary useof chemicals. I have started to exchangeknowledge with farmers from LatinAmerica, Asia and Africa to learn fromtraditional and indigenous approaches.On some days, I have kids from the surroundingschools help me in the fields.They are usually keen to learn aboutthe food they eat and are a great supportwhen it comes to the harvesting.For the “peri-urban” fields I use moremachines which almost entirely run onelectricity. I left high-school early as Iwas keen on working with my handsand started a combines apprenticeshipthat allowed me to get out in the fieldswhile I was gaining practical knowledgeon modern and traditional agriculturein the classroom.CURRICULUM VITAENAMEJuha MirvonenPAYA solid salary and all veggies andfruits that I need.HOURSDepending on the time of the year,it can be up to 60 hours a week.WORK-LIFE BALANCEWhen the harvesting needs to bedone, work can sometimes be overwhelming.However, I enjoy it a lotto be in the nature, so I don’t mind.BEST THINGThe taste of the first ripe tomatoes.©pixelio.de//Andreas RieserWORST THINGSometimes people don’t appreciatethe great local and urban food thatthey are getting.61

COMING SOONEUROPEANLIFESTYLESThe Research IssueLIFESTYLE TRENDS AND RESEARCH NEEDSRecognising trends, overcoming barriers and up scaling promisingpracticesPopulation growth and urbanisation, climate change or theaccumulation of too much stuff… Europe and the world willnot be the same in the coming years. Learn more about criticaluncertainties and conditions related to macro-trends likedigitalization, consumerism, behaviour change, urbanization,and the ageing of society that we need to understand. Havea closer look at unintended social consequences of environmentalsolutions such as rebound effects. Gain insights intogeographical and cultural differentiation of (un)sustainablelifestyle patterns, values and consumer behaviours. Understandresearch needs to better understand the dynamic processesthat shape individual and household consumption patterns,how habits form and then disappear and how everydaypractices change over time.EIGHT SUSTAINABLE LIFESTYLE ENABLERSFrom the economic system to individual behaviourSnapshots of eight major focus areas for research in the comingyears…Sustainable Lifestyles 2050EUROPEAN LIFESTYLE:THE RESEARCH ISSUEResearch and policy on sustainable lifestyles – What lies aheadPREVIEWS…DEFINING SUSTAINABLE LIFESTYLESDeepening the understanding of sustainability and consumerlifestylesLeading a sustainable lifestyle – what exactly does thatmean? It means rethinking our ways of living, how we shopand how we organise our daily lives. It means altering howwe socialise, exchange, share, educate and build identities. Itmeans transforming our societies and living in balance withour natural environment. The maximum material intensity ofa sustainable lifestyle – the so called material footprint - canbe defined as imposing an annual material requirement of8 000 kg per person. This is a material measure of sustainability.Learn more about how to define, measure and quantifysustainable lifestyles!1. The economic system“The principles of the paradigm of economic growth andconsumer sovereignty need to be reconsidered, taking newknowledge into consideration about natural limits and sustainabilitygoals. The research challenge lies in the developmentof viable alternatives to the traditional economic model.”2. Policy frameworks“The current financial crisis has distracted policymakers fromenvironmental emergencies at the macro- and micro-scales.Politicians rarely participate meaningfully in discussionsabout environmental goals, leaving it to business alone tosolve major societal and environmental problems. Withoutsustainability political frameworks there will not be sustainablesociety. Policy strategies for sustainability should alsoacknowledge the diverse needs, desires and motivations ofindividual people.”3. Infrastructure and spatial planning“Infrastructure and spatial planning are major factorsthat shape the physical environment of individuals andhouseholds. Modal shift from private automobiles to publictransportation depends on the availability of high quality publictransportation networks and an ability to limit transfersand stopovers. The energy efficiency potential of householdsis limited by urban planning factors such as population density,spatial configuration, mixes of functions and architecturalfactors concerning flexibility of the housing stock. Physicalenvironments can either promote sustainable lifestyles orthey can lock people into unsustainable lifestyles.”4. Information technology and social media“The rise of consumer-oriented persuasive technology, suchas smart metering devices, and consumption schemes offerspotential to support shifts to sustainable lifestyles. The popularityof social media also opens a window of opportunityto promote sustainable and healthy lifestyles though information.The challenge for the research community is to gain62

insight into the implications of social media on interpersonalrelationships and consumption patterns, the conditionsunder which consumers see engagement with sustainabilityissues as socially desirable in a social setting, and the extentto which social media can be utilised to promote sustainablelifestyles.”5. Social institutions“Social institutions, especially those operating in close proximityto the homes and private lives of citizens can play a crucialrole in bridging gaps between the public and the privatespheres. However, transferring knowledge about sustainability,establishing sustainable lifestyles and stimulating behaviouralchange does not belong to the core business of socialinstitutions. Taking up this new role requires a new body ofknowledge and new skills for professional institutions, in additionto skills like teaching skills, medical skills or social developmentskills.”6. Collective actions“Successful sustainability initiatives are those that go beyondthe “one size fits all” approach and try to understand how tomotivate and enable change among different groups. Existingknowledge on collective processes that take place in socialgroups and contexts needs to be transferred into the policymaking field. Together with targeting individuals, governmentpolicy should also consider group dynamics and contextualfactors that influence individuals in a social setting.”7. Individual behaviour“In order to establish sustainable lifestyles at the individuallevel, the research challenge in the domain of individual behaviourlies in understanding the complex interplay betweenneeds, available resources and technology, economic systemsand infrastructure and how these influence everyday behaviour.Sustainability needs to be translated into daily lives aseasy and desirable lifestyle options. Therefore, it is not sufficientto understand the influences and motivations behindindividual choices and lifestyles. The need is to develop differentoptions to make change happen and to provide mechanismsto stimulate, motivate and support resilient lifestylechange.”PLUS…Bridging information gaps…• Why is it necessary to bring together technological andsocial science research processes?• What are the benefits of bringing together theoreticaland practical knowledge?• Why would it be better to align policy and research cycles?• … and how can “Horizon 2020” bridge many of thesegaps?THE RESEARCH TOOL KIT FOR UNDERSTANDING AND SHA-PING FUTURE LIFESTYLESSurveys, in-depth open-ended and structured interviews, focusgroups, citizen fora, stakeholder dialogue, participativeassessment, end-user involvement, co-design, open innovation,scenario and envisioning methodologies, backcasting,crowdsourcing, experimentation with different economictools, business models and community initiatives, „test, learnand adapt“ approaches – these tools can fruitfully combineinsights from issues related to behavioural change as well asinfrastructure, technology, rules, institutions and social andcultural norms.AND MUCH MORE!The series will be published soon on http://www.sustainable-lifestyles.eu/publications/publications.html8. Governance processes“While theoretical work on governance appears to be quitewell developed examples of practical examples remain verylimited. The research challenge is to better understand howgovernance for sustainable lifestyles can be shaped and theroles for different stakeholders. The challenge is to better understandhow capacity for collaboration and governance canbe built and institutionalised at different levels in society. Inaddition, there is the question of how to change institutionsand habits that facilitate unsustainable lifestyles.”63

ConsumingElisa, 58-year-old, citizen“...I have just recovered from surgery and with the mix of drugsfor after treatment I can only eat certain kinds of food... Thehospital lease me a Wise Personal Food Shopper set to myexact diet and it’s a relief when doing my shopping. I feel safefor observing my diet and with combined recipes suggested,cooking lessons and information on food origins it’s also mucheasier to achieve a sustainable diet. I think I will use it also afterthe end of the therapy as a guide in my daily life…”LivingZhang, 25,“Previously, I took showers as long as I wanted; now I use akey to obtain water. As I plug in the key, the proper 38 degreewater comes out: the key automatically deducts litres from myaccount. If I want to daub soap, I just press the holding button,How does it work?Commentsthe water is stopped, which saves water.” the Wise Personal Food Shopper system can analyze user’s geneticdata and t a healthy diet to his/her food choices; Moving the system can be accessed from any portable device in every foodretail place and restaurant; the device displays properties of food the user would like to eat orHow does it work?purchase; includes it in the diet balance; shows quantity needed/allowed; everybody can use a daily average amount of water that is calculated it helps to make smart and right purchase choices, to raise individualaccording to the place of living. This is related to the personal waterawareness of responsible diet, consume Peter, less high-calorie 46 years consultantfood, moreaccount and is regulated by a key. People can spend or save water onlocal food, organic food… and enhance sustainable lifestyles…their account;“…Since I set up my own business I can choose where to work the key is a device needed to get water from whatever tap, shower, orfrom and so I enjoy returning to live at my parents place public in the water distributor.countryside. To visit friends and family around here the “ruralexpress service” works on-demand: micro-trams start from thevillage nearby, join other micro-trams to make more energye cient trains. We pass from one micro-tram to another beforethey split again and dispatch in all tiny villages…”How does it work? public mobility services for rural areas which are accessible on demandvia online and o ine platforms; small/micro eVehicles joining in small trains and splitting again to reachthe di erent villages using railroads (even old abandoned ones) andalso streets; transport services for all: adults, young, old, disabled... (the number ofpeople with driving licences has decreased dramatically); mobility services are developed locally, create jobs and support thewhole region or a certain number of villages around; a mix of public services supported by volunteers (occasional drivers,light maintenance, co-mobility organization…), a credit system rewardsvolunteers with free access to public transport facilities); even modern zeppelins facilitate slow freight transport in these ruralareas.CommentsCommentsLEARN MORE AND GET INSPIREDLEARN MORE AND GETINSPIRED: SPREADPROJECT PUBLICTAIONSOUR PROJECT OUTPUTSAll contents presented in this magazine aredrawn from the different outputs of the SPREADproject. All of these outputs can be easily accessedvia the project websitehttp://www.sustainable-lifestyles.eu.To engage in a discussion on sustainable lifestyles,please visit our online-communityhttp://www.sustainable-lifestyles.eu/communty.PROJECT FLYERThe project flyer presents short andconcise information on the SPREADSustainable Lifestyles 2050 project.www.sustainable-lifestyles.eu/fileadmin/downloads/spread.brochure110301.pdfLAUNCH CONFERENCE REPORTThe report of the conference “TheFuture of Sustainable Lifestyles and Entrepreneurship”presents the content andvisual impressions of the SPREAD launchconference held in May 2011.www.sustainable-lifestyles.eu/fileadmin/images/content/conf_report.pdfSUSTAINABLE LIFESTYLES BASELINEREPORTThe report “Sustainable Lifestyles:Today’s Facts and Tomorrow’s Trends”provides a synthesis of research, leadingpolicy and practice, as well as stakeholderviews on potential pathways towardsustainable lifestyles. Its purpose was toprovide the necessary background informationto support SPREAD social platform participants whoworked to create a holistic vision and recommendations fora plan of action for sustainable lifestyles in 2050.www.sustainable-lifestyles.eu/fileadmin/images/content/D1.1_Baseline_Report.pdfVISUAL MATERIAL PRESENTING EMER-GING BEST PRACTICESThis visual material presents emergingbest practices and emerging visions ofsustainable lifestyles not yet presentin Europe. The aim was to help peopleimagine how the promising practices oftoday might evolve in the future.http://www.sustainablelifestyles.eu/fileadmin/images/content/D3.1_EmergingPractices_part2_visions.pdfW.P.F.S. WISE PERSONALFOOD SHOPPERPUBLIC TRANSPORT IN THECOUNTRYSIDEPERSONAL WATERACCOUNTEMERGING IDEA CARDSA pack of cards presenting provocativeideas for the year 2050, builton promising current practices andsolutions. The ideas are conceivedto support and feed the social andtechnical conversation about thefuture between experts and ordinary people.http://www.sustainable-lifestyles.eu/fileadmin/images/content/SPREAD_idea_cards_low.pdfPOLICY BRIEF ON SUSTAINABLE LIFE-STYLES WITH BARRIERS, DRIVERS ANDTHE ROLE OF GATEKEEPERSThis document provides policy considerationsdrawn from a review of existingknowledge and examples of currentpromising practice. It explores the drivers,barriers and gatekeepers that may helpor hinder the proliferation of more sustainableliving options.www.sustainable-lifestyles.eu/fileadmin/images/content/D3.2_PolicyBrief_SustainableLifestyles.pdf64

FOUR VISUALISED FUTURE SCENA-RIOS FOR NEW EUROPEAN SOCIALMODELSThis nicely designed report “FromGlobal Champions to Local Loops”highlights four different optionsfor more sustainable future waysof living in 2050.www.sustainable-lifestyles.eu/fileadmin/images/content/D4.1_FourFutureScenarios.pdfFINAL RESEARCH AGENDAThe research agenda presents the most important topics forfuture research on sustainable lifestyles and methodologies.http://www.sustainable-lifestyles.eu/publications/publications.htmlPOLICY BRIEF PRESENTING THE ROADMAP FOR SUSTAIN-ABLE LIFESTYLES IN 2050The policy brief demonstrates pathways to reach sustainablelifestyles in 2050 and gives recommendations on the role ofpolicy.http://www.sustainable-lifestyles.eu/publications/publications.htmlPEOPLE’S FORUM WORKSHOP SUMMARIESThe document outlines the outcomes of the people’s forumwhich took place in Finland, Spain, Hungary, Germany andonline with participants from many other countries. It givesinsights into their current and potential future lifestyles.http://www.sustainable-lifestyles.eu/publications/publications.htmlSHORT MOVIES ON EMERGING PROMISING PRACTICES ANDTHE SCENARIOSA set of short movies is presenting different promisingpractices that can enable sustainable lifestyles. One moviedemonstrates how the four future scenarios for sustainableliving in 2050 might look.http://www.sustainable-lifestyles.eu/publications/publications.htmlCLOSING CONFERENCE REPORTThe conference report highlights the outcomes of the finalconference Catalyzing Action: EU Sustainable LifestylesRoadmap & Action Plan to 2050 in November 2012http://www.sustainable-lifestyles.eu/publications/publications.htmlSustainable Lifestyles 205065

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