Trend: Sustainable consumption

A trend indicates a direction of change in values and needs which is driven by forces and manifests itself already in various ways within certain groups in society.

We no longer view our buying decisions solely in the light of our needs and desires. The choices we make in brands, products and services, are an opportunity to respond to global challenges (such as climate change, inequalities) and can help to shape society and the economy according to our values. Consumer activism and conscious shopping is increasingly important for those who can afford them (as the items and services are often more expensive and/or less convenient).

Along with concepts of planetary health, conscious shopping combines ethical, social and environmental concerns surrounding the products and services we use, and in doing so, puts strong pressure on producers to act to meet this demand. There are also sustainable consumption initiatives, which focus on reducing consumption – in line with sufficiency approaches, also through re-use, sharing and repairing, and those focusing on local economies. Others advocate becoming ‘prosumers’ i.e. being both producers and consumers, such as those growing their own vegetables and those producing renewable energy.
 

This Trend is part of the Megatrend Growing consumption

Manifestations

Developments happening in certain groups in society that indicate examples of change related to the trend.

More and more regenerative approaches

Consumers are now expecting business models to factor in a positive contribution to environmental challenges, beyond simply requiring businesses to reduce their negative environmental and societal impacts. Regenerative companies are expected to make a positive change to the world around them too. For example, becoming not only carbon-neutral, but also carbon-negative, not only zero pollution, but actually cleaning-up the environment (e.g. 'upcycling' - the creative reuse, or process of transforming waste materials, or unwanted products into new materials).

Signals of change: EIT Food, UNFCCC, GreenBiz

Re-use, share, repair

Consumption behaviours are changing. By repurposing products and upcycling, we reduce waste and resource consumption. We no longer need to purchase new products for everything if we only need to use them once, or rarely. Various sharing schemes supported by social platforms, allow us to use resources when we need them, bringing efficiency savings, a lower carbon footprint and less pollution. Shared mobility (cars, scooters, bikes) is a typical case, but examples abound - from neighbourhood exchange schemes, to clothes, to food sharing.

More and more people are becoming aware that fast fashion is simply not sustainable. Renting and repairing instead of buying new products is being practised more widely, with repair-cafes springing up here and there. However, the high cost associated with some forms of repair are still a deterrent.

Signals of change: StichedUp, The Guardian, BBC Future

Sustainable products

One aspect of consumer pressure and companies' commitment to environmental and social goals is that the products themselves are being re-designed and re-engineered for increased sustainability. This concerns both the processes of production – some are using more efficient and less resource-intensive production processes, replacing non-renewable resources with renewable, using nature-inspired processes, delivering functionality to customers rather than focusing on the product. However, sustainability demands by consumers are bringing a risk of 'greenwashing' - where knowingly or unknowingly, businesses are conveying a false impression, or are providing misleading information about how a company's products are more environmentally sound than they are.

Signals of change: Bio Market Insights, Tech Xplore, EcoWatch

Interesting questions

What might this trend imply, what should we be aware of, what could we study in more depth? Some ideas:

• To what extent will these sustainability trends contribute to countering growing resource use? 

• Will nature-based solutions become predominant in our future economies?

• How can we control misleading greenwashing?

• How can people be encouraged to stop the fast fashion cycle?