eusustainablelifestylesroadmap

EU Sustainable Lifestyles Roadmap and Action Plan 2050 “Pathways for enabling social innovation and behaviour change”

ABOUT SPREAD SUSTAinABlE lifESTylES 2050

Principal Report Authors Leida Rijnhout and Sylvia Lorek (ANPED) With inputs from the project consortium, project advisors and the European Social Platform on Sustainable Lifestyles

Project Coordinator Collaborating Centre on Sustainable Consumption and Production (CSCP) Hagenauer Straße 30. 42107 Wuppertal. Germany Tel + 49 . 202 . 45 95 8 - 10 Fax + 49 . 202 . 45 95 8 - 30 www.scp-centre.org

•CherylHicks, Project Director: [email protected] •NoraBrüggemann, Project Manager: [email protected] •RosaGroezinger, ProjectManager:[email protected]

Project Consortium Ashoka, France Demos Helsinki (Demos), Finland EcoinstitutBarcelona(ECOI),Spain Energy research Centre of the Netherlands (ECN) EuroHealthNet,Belgium TheInternationalInstituteforIndustrialEnvironmental Economics at Lund University (ULUND), Sweden TheNorthernAllianceforSustainability(ANPED),Belgium PolitecnicoMilano(Polimi),Italy Regional Environmental Center for CEE countries (REC), Hungary

ECScientificOfficer Perla Srour-Gandon

Duration 1 January 2011 to 31 December 2012

Funding scheme European Commission’s Seventh Framework Programme (Coordination and Support Action): Socio-economic Sciences and Humanities

Budget EU contribution 1,423,082 €

Website www.sustainable-lifestyles.eu

Onlinecommunity www.sustainable-lifestyles.eu/community

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COnTEnT

• IntroductIon 4

• AboutSuStAInAblelIfeStyleS 6

• ProMISInGPrActIceSforMoreSuStAInAble

lifestyles 2050 8

• trAnSforMAtIontowArdSSuStAInAblelIfeStyleS2050 12

• MoStrelevAntAndGenerAlenAblerS

- PolIcyAndGovernAnce 13

- econoMyAndMonetArySySteM 15

- SocIAlInnovAtIon 18

- individual behaviour change 20

• coMPleMentInGcurrenteu-roAdMAPS 28

• concluSIonS 29

ABOUT THiS PUBliCATiOn

sPread sustainable lifestyles 2050, a european social platform project, has been running in 2011and2012withtheengagementofsocietalstakeholdersfromacrosseurope–frombusi-ness,research,policyandcivilsociety–whohaveparticipatedinthedevelopmentofvisionsandscenariosformoresustainablelifestylesby2050.thisprocesshasresultedinaroadmapofpossibleactionsandinnovationspacesforpolicy,business,researchandsocietytoenableeuropeansocietyformoresustainablewaysoflivingby2050.Acriticalmassofpromisingsus-tainablelivingpracticeshavebeenidentifiedinthisprocess,whichprovideinspiringexamplesofwhatmoresustainablelifestylescouldlooklike.

theeuSustainablelifestylesroadmapandActionPlan2050isthefinalcontentdeliverableoftheSPreAdproject.theroadmapusesthevariousoutputsoftheSPreAdprojectto:considerandquantify theunsustainable impactsofcurrenteuropean lifestyles today; toexplore theincreasingnumberofexamplesofpromising,andmoresustainable livingpractice; toclas-sifycurrent thinkingaboutour lifestyleswith fourdifferent futurescenarioswherecurrentimpactshavebeenovercome;andtoproposeactionsthatwouldgetusontracktomoresus-tainablelivingineuropeinthisdecade.thisdocumentoutlinestheactionstrategiesandop-portunityspacesforpolicymakerstowardsmoreSustainablelifestyles.

EU SUSTAinABlE lifESTylES ROADmAP AnD ACTiOn PlAn 20504

inTRODUCTiOn

This roadmap is the result of a two-year process and the

final deliverable of the SPREAD Sustainable Lifestyles

2050, European Social Platform project. It aims to

provide guidance for policy makers to support the short

and long term transformation towards more Sustainable

Lifestyles in Europe.

currentpolicy-makingstructuresineuropeareoftensilo-ed(environment,so-cialaffairs,economicaffairs)andhavebeenrarelysystemic.thishascausedalackofcoherenceinpoliciesthatmightsupportandfostermoresustainablelifestyles.Atthesametimesustainabilitypolicieshavebeenprimarilyconcen-tratedontechnologicalinnovation,asopposedtosocialinnovation.The SPREAD projecthastakenasystemic,human-centredapproachandemphasizestheimportance of social innovation and behaviour change in order to achieve more sustainable living for all by 2050.

The SPREAD project has identified four key enablers to more sustainable living: Policy and governance; the economy and the monetary system; social innova-tion and individual behaviour change. The EU Sustainable Lifestyles Roadmap & Action Plan charts pathways to change in these key enabling domains.

the sPread project has sought out opportunity spaces for changes, across thesedomainsthatwilldisruptcurrentunsustainablelivingpatternsineurope.In this regard, the roadmap identifies possible actions for change thatmay,forthemoment,seempoliticallyunfeasible.theSPreAdprojectconsortiumandcontributorsbelievethatdisruptivechange isunavoidableandnecessarytoovercomethenegativeandunsustainableimpactsofourcurrenteuropeanlifestyles.

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wehopethatthisroadmapandtheworkoftheSPreAdprojectwillstimulatefurtherdebate,andwilltriggerimmediateactionsfromacrosssocietalstake-holders, togetonthepathwaystomoresustainableliving.thisreportseekstohighlightthatthepathwaystosustainablelivingholdmanyopportunitiesforthedevelopmentofsustainableandresilienteconomiesandsocietieswhereallcitizensofeuropearelivingwellandhealthywithinthelimitsoftheplanet.

Ifwewanttoliveinharmonywithourplanet,withthepeopleinthelessdevel-opedcountriesandwith futuregenerations, thebusiness-As-usual scenarioisnotanoption.boldactionsarerequired,andfundamentalchangeisneeded.these futureunknownscreateuncertaintyand fear.visionsandpathways tothefuturewewant, illustratedbypositivenarrativesandrealexamples,helptobreakdownuncertaintiesandstimulatedialogue,creativenewideas,actionsandpolicyrecommendations.This roadmap provides a vision and pathways to moresustainablelivingin2050.Itprovidesahuman-centredcomplementtothe EU roadmaps for sustainability already in existence during the time of this project, 2011-2012.

theSPreAdprojectdevelopedfourfuturescenariosofeuropeansocietiesthatsupportmoresustainablewaysofliving.thesescenariosprovideourvisionformoresustainablelifestylesby2050andattheendpointoftheroadmap.theroadmapstarts in2012andutilises thecritical lifestyle impacts identified intheSPreAdproject’sbaselineresearch. Italsoconsiderscurrentpromisingpractices,identifiedthroughtheproject’ssocialplatform,alreadyshowingevi-denceoflifestyleimpactsbeingovercomethroughmoresustainablelivingal-ternatives.theroadmapincludeskeyelementsofthescenariosandfollowstheareaswherepolicycanplayaroleinsupportingandfosteringchange.


ABOUT SUSTAinABlE lifESTylES

What are sustainable lifestyles?

theunprecedentedgrowthinmaterialwealthinthelasttwodecadeshasalsoledtounprecedenteddeclineinglobalresourcesandextremeincreasesinco2intheatmosphereleadingtoglobalclimatechange.theglobalecologicalfoot-printisinovershoot(whereresourcedemandsperpersonexceedavailablere-sources)and theworld is struggling to limitglobalwarming to the2-degreetarget.

theenvironmentalandsocialimpactsassociatedwithourcurrentlifestylesandconsumptionpatternshavebeenamajorcontributingfactorto“unsustainable”trends.whatthen,isasustainablelifestyle?The SPREAD project has identified ‘8000 kg of individual material consumption per year in 2050’ as a rough ori-entation of the ecological limits that our lifestyles would have to stay within in order to be sustainable.

today, acrosseurope,our currentwaysof livingareunsustainable (SPreAdconsortium2011).currenteuropeansocietalstructures,infrastructure,socialnormsandvalues,andthefinancialsystemaresaidtobedrivingunsustainabledevelopment.Asanindividualithasbeendifficulttodisruptthesedominatingnormsandmodels.Althoughtherearepromisingandencouragingexampleslikeconsumer-producercooperationtosupportlocalfarmersormultigenera-tionalliving,ourcollectivechallengeandopportunitystillliesinourabilitytochangethedefaultandenablesustainablelifestylesatscale.

Enabling sustainable lifestyles

enabling sustainable lifestyleswill requiremore than promoting green con-sumerism(bengtsson&Akenji2010,lorek2010).Sustainablelivinggoesbe-yondtheconsumptionofthemostsustainablematerialgoodsand/orservices,into there-designofwaysof living, feeling,communicatingand thinking.forexample:personalandcollectiveattitudes;howvaluesareestablishedoveralife-time;howweinteractandtransactintheeconomicsystem;howourcitiesandeducationsystemsprovidetheinfrastructureandskillsforlifestylesthatsupportmoresustainablesocieties.even if there iswillingness among people for change, they often fail to suc-ceedinlifestylechangesbecausetheyareconfrontedwithfactorsthat“lock-in”theirunsustainablebehaviourandchoices(MontandPower2010;vanvlietetal.2005).forexample:acombinationofsub-urbansprawlwithinsufficientpublictransportlocksinprivatecarownershipanduse.

WHATISASuSTAINABlElIfESTylEMATERIAlfOOTPRINT?the sustainable lifestyle material footprint is a tool tomeasureandmanageoroptimize the resource con-sumption of our lifestyles, includingtheproductsandproductionprocessesbe-hindthem(i.e.intheareasofconsuming,moving,housingandhealth).Inthiscontext,oursustainablelifestyle material footprint meanstheuseofrenewableandnon-renewablemate-rialresources(excl.waterandair)plustheerosioncausedbyagricultureandforestry.Itcoversthewholelifecyclefromtheextrac-tionofrawmaterialstotheprocessingindustry,distri-bution, consumption, recy-cling,anddisposal.theideaof the material footprint is toprovideacomprehensiveandunderstandabletooltoreducedifferentkindsofpresentandfutureenviron-mentalchallenges.when the sustainable life-style material footprint ofanaverageeuropeanlifestyledropsfrom27.000–40.000(approximatecur-rentaveragelifestylefoot-printperperson)to8000kgperyear,theenvironmentalandresultingsocialimpactsofourlifestyleswilldropandchangeconsiderably.Italsoprovidesawaytomea-sureprogressandmile-stonesofsuccesstowardsour future sustainable life-stylegoals.

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Source:SPreAd2011baselinereport

Inadditiontoindividualconsumptionandlifestylechangethereisaneedtostrengthen the enablers that will facilitate the changes needed (or some-times to force that change), as well as eliminating the blockers and barriers to change.oftenthosesocalled,“gate-keepers”have(economic)interestswiththecurrent(unsustainable)systemsandtraditions.therearealsorisksof“re-bound-effects”.forexample,anindividualmaysaveenergyormaterials,withatechnologicalsolution,butthentheymayapplythatsavingstoextraenergyandmaterialconsumption.Socialandpoliticalinnovationiscrucialtoenablingsustainableandresilientchange.ourbaselineresearchonsustainablelifestylesresearchandpracticehasfoundthatalotstillneedstobedone.wehavetheknowledgetoprovokeafundamentalchange.wealsoknowwhatwillhappenandwhatitwillcostthesocietyifwedonotact.Problemwefacehereisthatalotofthisknowledgeisnotreallytakenseriouslyorimplemented,duetoothereconomicandpoliticalinterests.thisroadmapidentifiesopportunitiesandpromisingideasforpolicy-makerstoconsiderforgettingeuropeontracktomoresustainablelivinginthecurrentdecadeaswellaspathwaysto2050.changewillrequirepolitical leadership,collectiveactionsandresponsivecitizens.Alltogetherwecandoit!

OuRMETHODOlOGy:

theSPreAdprojecthasusedaparticipatoryactionresearchapproachtothedevelopmentofthisroadmap.weorganizedtwomainworkshops,oneinMilanoonfuturevisions2050(forecasting)andoneinHelsinkionpossiblescenarios(backcasting)toconcretisethefuturevisions.theseworkshopswereusedtodesignthisroadmapofactionsandpolicyrecommendations.Inadditionweor-ganized13expertmeetingsonvariouskeytopicssuchashealth,education,Ict,businessandpolicy.expertswereaskedtoexpress“musthaves”for2025and2050andmilestones.weadditionallyorganized10bilateralinterviewswithex-perts,tohavemoredetailedreactionsintheroadmapdraftingprocess.

Role ofCivil societyCivil society in general is very creative and flexible. And they are often the founding fathers/mothers of very new ideas and visions. The role of civil society is getting more and more impor-tant. They normally take care of awareness raising in society, defend the most vulnerable parts of so-ciety and ecosystems, claim for human rights and justice. A well-organized and independent civil society is a democratic right. It is complimen-tary to the democratic voting system and parliament. Civil society has to be pro-active and function as watchdogs for policymaking. Involving civil society organisations (CSO) in policymaking is important for several reasons: because of their expertise and knowledge, because of creating the ownership of actions taken, and because of their long-term visions and interest (beyond the 4 years of political decisions).

visual material presenting emerging promising practices:

www.sustainable-lifestyles.eu/fileadmin/images/content/d3.1_emergingPractices_part2_visions.pdf

weblinktobaselinereport:

www.sustainable-lifestyles.eu/fileadmin/images/content/d1.1_baseline_report.pdf


ATSCHOOl:

“I’minsecondaryschool.Itisanopenschool,asalsopeo-plefromourneighbourhoodcanuseitduringcommunityclasses.wehaveclasses,usingallnewandfreeavail-able technology, from teachers, but also practical lessons frommembersofthedifferentguildsintown.wepartici-pateeverywednesdayinthecommunityexchanges.”

ATHOME:

“Ilivewithmyparentsinapassivehouse.Mygrandparentslivetogetherwithus,butinseparaterooms.thewaterweuseforthewashingma-chineandtoiletiscollectedrainwa-ter.theenergyweuseisrenewable.”

ONTHEROAD:

“Inourtownwecandoeverythingonfootorbike.Ifweneedtogoforlongerdis-tanceswecanusea(shared)carandof course the public transportfacilities.”

PROmiSinG PRACTiCES fOR mORE SUSTAinABlE lifESTylES 2050


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AT THE (SUPER)MARkET:

“Ithaseverythingyouwant:localproductsandfromabroad.forproductsyouhavetopay much more, but sometimesitisworth-while.wecanpayineurosorinourownlo-calcurrency.Ifyoupayin euro, the amount of “environmentalspace”youuseiscalculatedtoo,solimitedinuse.”

ATTHEOffICE/WORkINGPlACE:

“Myparentsdon’tgoeverydaytotheoffice,becausetheycanworkfromhometoo.theofficeisaniceandlightplacewheretheyfeelgoodandcreative.Inthecantinatheyservehealthymeals.”

INTHECOMMuNITy:

“thecommunityisamulti-culturalgroupofpeopleandfami-lies.everywednesdaywecometogethertoexchangeideasanddivideresponsibilities.wehaveacommongardenwhereweproducepartofourfood.restofthefoodcomesfromtheruralside,soldonourSaturdaymarket.Shopsandallkindof(public)servicesareavailableintown.“

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SuSTAINABlElIfESTylESSCENARIOS2050

tovisualizewhatmoresustainablewaysoflivingcouldlooklikeinthefuture,theSPreAdprojectdeveloped four scenariosof future sustainable societieswherecurrentchallengeshavebeenovercomeandmoresustainablewaysoflivinghavebeenmainstreamedthroughoutsociety.thefourscenariosrepre-sentdifferentpathwaystoandoptionsforsustainableliving,allwithinanaver-ageof8000kgperpersonperyear.thescenariostookintoconsiderationdomi-nantandopposingdriversof lifestylebehaviour, as identified in theSPreAdbaselineresearch:

thesetwocriticaluncertaintiesdefinedthemaindriversshapingthescenariosandthescenarioprocess.

• technologyiseitherpandemicorendemic.• Society’sgoverningprincipleiseitherhuman-centricormeritocratic.

In theSingularSuperchampionsscenario forexample, there isabasicneedforresponsibleandvisionarybusinessleaders.IntheGoverningthecommonsscenariothecollectiveresponsibilityofallcitizensisthefocus.thelocalloopsscenariodemandsindividualresponsibilityandinvestmentininnovationforlocalsolutionsandinitiatives.Inourfourthscenario,theempathiccommunitiesarebasedonsharingandsolidarity.Inrealityallthiskindofat-titudesandvaluesarenecessarytoachievesustainablelifestyles,theyarenotcontradictory. Italsodependsa lotonyourownculturalandhistoricalback-ground,aswellasonyourpersonalskillsandcharacter.

sustainable lifestyles

critical uncertainties

matrix

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key themes and ideas catalysing each scenario:

Singular Super Champions:• the european green deal• transparency gets the prices right• the up-cycling economy• learning, not earning

Governing the Commons:•the3rdindustrialrevolution• ubitech economy•betterworkcreateswell-being•wikidemocracy

Local Loops:•Peakoilgamechanger•rediscoveryoflocalresources• local turn•craftsmanattitude

Empathetic Communities:•thesystembreaksdown•“wecan”generationsworktogether•Public,privateandpeople(PPP)thenewwelfare• communitisation of urban planning


TRAnSfORmATiOn TOwARDS SUSTAinABlE lifESTylES 2050:

How do we get to more sustainable lifestyles?ourresearchandengagementwithamulti-stakeholdergroupofexpertsandpractitionerssuggeststhatweneedashiftinparadigmofthinking,valuesandacting.thisroadmapproposesstrategiestoovercomekeychallenges.themaingoalistolivewithinthelim-itedspaceandresourcesprovidedbyourplanetwhileimprovingqualityoflifeandwellbeing.thosearesettingtheboundariesinwhichSustainablelifestyleshavetobedeveloped.thereisno“oneandonlySustainablelifestyleforall”.lifestyleandindividualchoicesareinfinite–hencethereisnosilverbulletoronesizefitsall.Asacommoncriterionasustainablelifestyleisalifestylethatrespectsthelimitsofourenvironmentalcapital,respectswellbeingandgoodhealthforallandcanbecontinuedforfuturegenerations.

Suchtransitionswillonlybetriggeredifbottom-upandtopdownapproachescometogether.Four key enablers havebeenidentifiedthroughthemulti-stake-holderconsultationofthesocialplatform.thisroadmapthereforeexploreshowthosefourinterwovenenablers–twotopdownandtwobottomup–cancontrib-utesubstantiallytothetransitiontowards8000kgSustainablelifestyles:

• Policy/Governance, • economyandmonetarysystem, • SocialInnovation • behaviourchange.

eachpathwayoutlinesopportunityspacesforpolicymakersandcorrespondingstakeholderstoovercomeexistinglock-instounsustainableliving.

‘[The] transitions to sustainable societies are like discovery journeys into the unknown, they are about exploration, learning, discovery and change. Since the destination (what is a sustainable society) is unclear and the road towards it highly uncertain, the only way forwards is to take small steps and regularly evaluate whether we are coming closer to or drifting away from our ideal situation. (…) along the way we will meet challenges, en-counter problems, will be surprised by unforeseen changes, will meet new friends and perhaps enemies, and finally will come up with solutions never before imagined’.

(Loorback 2007).

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Role of BusinessBusinesses around the world recognize that “9 billion people living well, and within the limits of the planet” cannot be achieved with technological inno-vation alone; that deep transformations in lifestyles and consump-tion patterns will also be needed. (..) Downshifting, product labelling, local consumption and other approaches have been offered as solutions to a more sustainable ways of living, but sufficient scalability has proven difficult to-date. It should be a key priority for business to work with governments, consumers and fellow entrepreneurs to shape progress toward a world where people live well and within the limits of the planet. This is a complex, systemic challenge requiring new ways of thinking, working and interacting. (WBCSD Vision for Sustainable Consumption 2050).

I)POlICyANDGOvERNANCE:

Role and potential of the enablerGovernanceandpolicymakingisanimportantenablerforsustainablelifestylesas itdesignsthestructureandtherulesofthegameforoursocieties. Ithasuniquepowerstoestablishtopdownapproaches(byregulations,byimposingtaxes,spatialplanningetc),butcanalsosupportandsometimeseveninitiatebottomupapproaches(upscalelocalinitiatives,activeparticipationfacilities,..)(loreketal2008).

Developments to overcomeGovernmentsandpolicyhavealsoplayedarole in thecurrentdriversofun-sustainable lifestyles patterns, and to elaborate a system of unsustain-ableconsumptionandproduction.Someexamples:unsustainableproductionstimulatedbysubsidies,investmentfacilities,taxregulations,marketingsup-port,educationalprogramsandalsosubsidiesforresearchanddevelopment.Governmentshavefinancially supported thedevelopmentof consumption in-frastructuresuchasroadconstruction,communicationsystemprotocolsandshoppingmalls.Somesaythatwithoutgovernmentsupportwewouldnothavethisconsumerismsociety(Scheurs2010).ontheotherhandgovernmentshavealsobeenintegralinimplementingpoliciestosupporthouseholdsintimesofscarcity-suchasworldwar IIand theoilcrisis in the1970s.variouspublichealthcampaignshaveplayedakeyroleinthemoderatingtheconsumptionofalcoholandcigarettes.

The way forwardPolicyandgovernancemechanismscanbeimportantcatalystsforsustainableorunsustainablelifestyles.Governmentsaretheelecteddefendersandman-agersofacollectivevisionandinterestsofacountry(region,city)andthere-foremustactresponsiblyforthelongtermwellbeingofallcitizens.withinthismandateitisimportanttosetagoodexample.Responsible leadership is criti-cal.Governmentshavetobeheldaccountablefortheiractionsanddecisions.

Assessment toolsforsustainabilityarehelpful,beforeandafterdecisionsaremade.Ifgovernmentsputsustainabledevelopmentandwell-beingatthecoreof theirpolicyand long-termdecisions, thiswillbea very importantenablerforsustainablelifestyles.thisincludesanadequateevaluationofbusinessini-tiatives.voluntaryagreementsplaya leadingrole insustainablegovernance.Governments,however,havetheresponsibility toensuretheagreementsaremeaningfulandbusinessesactinaccordance.

the subsidiarity principle has to beoptimal for all levels. local governanceisthereforealsoveryimportantandcanberesponsibleformanyissues,likehealthcare,education,spatialplanning,etc.


Participation is a critically important dimensionof sustainabledevelopment,andthereforeultimatelyimportantforachievingsustainablelifestyles.civilso-cietyorganisationsarekeyactorsinthetransitionprocess.Anopen,transpar-entandinstitutionalizedgovernancesystemisrequired.onlocalleveltherearemanyopportunitiestoimplementcivilparticipationandcreateownershipforlocalpolicyinthecommunityorneighbourhood.

General recommendations for governance and policy:

Focus:• wellbeing,socialequity,(fairshareof)re-sourceuseandhealthindicators;measurewhatmatters.changeofgovernancetowards“tobe”(qualityoflife)insteadof“tohave”(materialwealth)• thepublicmanagementofthecommonsandpublicservices(naturalresources,butalsohealthcare,education,socialprotectionandwelfare)

Institutionalization:• using legal frameworks to incorporate sus-tainable development (Sd) to enable Sustainablelifestylesasbasicgoal.likeputtingsustainablede-velopmentintheconstitution.thisincludestargetsforsocialequityandhealth

• InstitutionalframeworkforSd:nationalInterdepartmentalcommissiononSd,nationalcouncilforSd,whereSustainablelifestylesaresup-ported.Similaractionsforregionalandlocallevels,toguaranteepublicparticipationonalllevelsandtoforcesectoralapproachestointegrateinamoreholisticview

• designingandimplementing(longterm)national(local)StrategiesforSustainablelifestyles,withtargetsandtimetables,whichiscompul-soryframeworkforactualandfuturegovernments,andwherecivilso-cietyorganisationsandbusinessplayakeyrole.ombudsmanforfuturegenerations

• Supportforpioneersandexperiments,inpublicbodiesandsupportivetocivilorprivateinitiatives

Assessment and accountability:• reviewmechanismsforimplementation• sustainability assessment tools must be compulsory• Accountability tools for european and national parliaments, done by

externalauditbureaus,toassestheprogressmadetowardssustain-abledevelopmentandlifestyles

Participation and local authorities:• opendemocracy;pro-activeparticipationofcivil societygroupswith

non-profitpurposesforwellbeingforallandtodefendacommonandcollectiveagenda

• openandtotaltransparencyofpublicfunds• Participationinlocalbudgetinganddecisions• Horizontaldecision-making,empowermentofcitizens• upscalinggrassrootsinitiatives• openaccesstoinformationwithfreewi-fieverywhere

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ECONOMyANDMONETARySySTEM:

Role and potential of the enablertheoriginalpurposeoftheeconomy(oikonomia)wasthemanagementofthehousehold inawaythatwould increasethewell-beingofallmembersof thehouseholdoverthelongterm.expanded,thescopeofhouseholdcouldincludethelargercommunityoftheland,ofsharedvalues,resources,biomass,institu-tions,language,andhistory-thedefinitionof‘eco-nomicsforcommunity.’

Developments to overcomeIn generalwemay say that our current economicsystemdoesnotleadtosustainablelifestyles.Inthelastdecadesdebtbubbleshavebeenrecurrent-notonlymonetarydebt,butalsoecologicaldebt,aswearealsoindebtedwithourplanet.In2012the“over-shootday”wasthe22thofAugust(Globalfootprintnetwork,2012).thismeansthatafterthatdayoureconomy uses natural resources and energy thatwedon’treallyhaveortakingitalreadyfromfuturegenerations.

Barriers&blockerstoovercome: • the monetary system •recognisinglimitsversusGdPGrowth focus •Managementandpricingnaturalgoods •currentparadigmineconomictheories

Ourmonetarysystemismainlyfocusedoncentralizednationalcurrencies(orregionalcurrenciesinthecaseoftheeuro),fundedthroughtheearliermen-tioneddebts,areenforcedbyacentralbank(frequentlyprivateandprofitmak-ing)andrunasamonopoly.ourmoneysystemisamainproblemforsustain-ability, according to bernard lietaer’s latest book: Money and Sustainability(2011).Since1970therehavebeen145bankingcrises,208monetarycrashesand72sovereign-debtcrisesidentifiedbytheIMf.lietaeralsostressesthatinthe current eurozone crisis - that it is also the money system that is responsi-blefor inflictinghighunemploymentandotherpainfulside-effects inseveralcountries.

Recognising limits versus GDP-growth: one of the main goals of the lisbon strategy has been to ensure that the european union is one of the most compet-itiveeconomiesoftheworld.Itassumesthecreationofjobs,GdP-growth,andtostoptheoutflowofindustrialactivitiestothelow-incomecountries.Instead,therehasbeenevidenceofawideningsocialgapandincreaseofhealthinequal-itiesinducedbythisstrategy,whichisthemaincritic.Anotherburningissueiswhethertheeuwillhavethenaturalresourcestoachieveitsgrowthtargets,oratleastraisethequestionwheredothoseresourcescomefromandonwhat(socialandenvironmental)account?Anotherquestionliesintheassessment,monitoringandaccountingofcurrentresourcesandflows.Isitpossibletokeepongrowingonafiniteplanet?Growthforwhomand/orwhatdoesthisgrowthlooklike?


Management and pricing natural goods:untilnowtherewasnotalotofconsid-erationthatnaturalresources(andabsorptioncapacityofwaste)werelimited.Informereconomictheoriesusingenvironmentalcapitalwasmoreorlessfree.Alothaschangedalready,andmoreandmoretheuseofnaturalgoodsisvaluedinmonetarytermstointegrateitinourmarketanalyses.butisthisenough,forinstancetoguaranteeequaldistribution,ordoweneedamanagementoftheresourcestoo?Alookatthefailedcarbonmarketshowsthatpricingaloneisnot

workingtopreventclimatechangefromworsening.

The way forwardMonetary system: there is current momentum amongsteuropeancitizensand thought leaders torethinkoureconomyandmonetarysystem(Jackson2009,lietaer2011,rogers2012).Manytheoriesad-vocate that our economies need to become morerelevanttosociety,atthehouseholdandcommunitylevels.Money issimplya tool,with the function togivevaluetotheexchangeofproductsandservices.Inasustainablesocietyproductsandservicesarelimited, it can be argued that the amount ofmon-eyshouldbe limitedaswell.onewaywouldbe toconnectmoneytoourecologicalcapital,aswasthecasebeforewith thegoldreserves in thenationalbanks.Moneyasatradablegood,as it isnow,hasshownsevereconsequencesforsocietyandtheen-vironment.

Recognising limits versus economic growth: there are significant policy opportunities for the european union to more systemically consider thehealthandwell-beingofpeopleandtheirecosystems,beyondGdP-growth.Aneconomythatsupportssustainablesocietiesandlifestyles(8000kgperyearperpersonlifestyle)respectsthelimitsoftheenvironmentavailableandwithafairdistributionoffinancialandmaterialwealth.economicstrat-egypolicies thenwouldstart fromcurrent resourcecapacity (supplysideofnaturalresourcesandabsorptioncapacityofwaste)versuscurrentcon-sumptiondemand.

Management and pricing natural goods: environmentaleconomistshavestart-edtoputapriceonnatureandenvironmentalservices,whichisanimportantrecognition of the value of nature.Policy support for this development couldincludetaxesontheuseofproductsandservicescomingfromnature(miner-als,water,soil,air,...).Paymentsforeco-systemservices(teeb2008)arenowrecognisedacrossmanygovernmentsandindustries.futureopportunitiesforecologicaleconomicscouldincludeprovisionsfortheequitabledistributionofproductsandservicesconsideredbasichumanrights(water,food,freshair,...)andthesustainablemanagement(limitationsifneces-sary)ofthecommongoods.

A paradigm shift in economic theories: In thepast ten yearsmanynew ide-ashave been proposed regarding the re-organization of our economy. Someveryinnovative,othersbasedonknowledgealreadydevelopedinthe‘70tiesbyeconomistslikeHermandaly,Georgescu-roegen,robertconstanzaandoth-ers.Moreandmorequestionsareraised,notonlyaboutoureconomy,butalsoabouttheroleoflabourandaboutalternativebusinessmodels.

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timJackson inhisbook ‘ProsperitywithoutGrowth’suggestsneweconomicmodels that focusonwellbeingandhappiness. the reports ofStern, Stiglitzandlayardexploredifferentindicators,beyondGdP.bernardlietaerandJohnrogersprovidemanyglobalexamplesofthebenefitstousingalternativeandcomplementarycurrencies(rogers2012).rachelbotsman,authorof“what’smineisyours”(2010)advocatesasharingeconomy.collaborativeconsumptionisagrowingconcept,whichgivesanotherviewonownership,whereitismoreimportanttohaveaccesstoaproductthantoownit.

General recommendations for the economy and monetary system:

The monetary system: • decentralisationofbanksanddiversityin

sustainableinvestments• Money (or any tool used) for exchange in

markets related to amount of resourcesandenergyreserves

• Promotion of local currencies and othercomplementarymonetarymodels.(letS,civics,eco,etc.)

• consider deterrents and bans for specu-lationwithmoney and natural resources(includingfood)

Recognising limits versus economic growth:• Alternative indicatorsforwellbeing,8000kglifestylesanddevelop-

ment(beyondGdP)• economic activities (producing and consuming) fall within the non-

tradablelimitsofenergyandnaturalresources,forexamplebyintro-ducingcarboncardsandotherquotatools

• transformationfroma“debt-based-economy”toa“commons-based-economy”: an economy that is based onwhat is available in respecttonaturalresources(incl.energy)andwhatispossibleforemissionswithoutdamagingandoverexploitingourenvironmentalcapital

• the(upgraded)InternationalPanelofresourcesisresponsiblefortheinternationalaccountabilityandmanagementofthiskindofaccountingandconnectionwiththemoneysystems.nationalorregionalgovern-mentsareresponsiblefornationalandregionallevels

Management and Pricing Natural Resources• taxonwaste/packagingandonuseofnaturalresources(incl.trans-

port)andlesstaxonlabour(“taxthebads,notthegoods”)• Immediatebanonperverseandharmfulsubsidies• Internalisationofexternalcostsintothepriceofgoodsandservices.• Increaseininvestmentsinsustainableprojectsandbusinesses

Current paradigm in economic theories:• Integrateecologicaleconomicsasbasicknowledgeineconomiceduca-

tion(fromprimaryschooltouniversities)• Promotionandsupportofnewbusinessandvaluecreationmodelsand

morediversificationofeconomicactivity(primary,secondaryandtertiary)• leteco-efficiencyprevailaboveeconomicefficiencyinalllevelsofpro-

ductionchains

Economy

Society

Environment

Role ofResearchersNeed for more assess-ment of the impact of health, well-being and social equity of new technology, policies and business models. Researchers need to provide scenarios and analyze impacts for short and long term of existing trends, policies and business models. They need to work in multidiscipli-nary teams and with a holistic view.


NEWBuSINESSMODElOPPORTuNITIES

• Shortproductionchains• cradletocradleproductlifecycles• Insteadofsellingproducts,sell services(leasing)• banplannedobsolescenceand supportlonglifeproducts(10year warrantyminimum)• Productiononlyondemand–no (aggressive)sellingtechnics• bulkproductsaccessibility• Sufficientmodelsforcorporate revenue• fairsalariesandlabourconditions

NEWBuSINESSOWNERSHIPIDEAS

• transformationtocooperative models:usingthemarketsfor (re)distributionofgoodsand services• 25hworkperweek(orless)• Maximumprofitandwages(first voluntary,latercompulsory)• Addedvaluecreationmodels(profit ornonprofit)• Peertopeermodels• Spaceforexperiments(hybrid models)• Personalaccountabilityofceoand

managementforenvironmentalandsocialdamage

SOCIAlINNOvATION:

Role and potential of the enablerAchieving8000kglifestyles,thatwillusesustainablelevelsofresources,canbeachievedonlypartlythroughtechnologicalinnovations.thereboundeffecthasbeenattributedtothelackofnetsavingsofresources,evenwithincreasedlevelsofefficiencyoftenthroughtechnology.Socialinnovationcanprovidetheneededcomplement to technological innovation inorder toachievesystemic,long-lastingsocial changes.our trend researchhasshown that localandorgrassroots initiativeshavebeensuccessful in testing innovative ideas.Socialinnovationscanbeinitiatedbyindividualsorgroups,butalsobyentrepreneurs.Socialentrepreneursanddesignersarepromisingactors,findingnewsolutionstoexistingsocialneeds–ormarketfailures.throughthesocalled‘acupunctureprinciple’:smallscaleand local initiativeswithpotential forsystemicchangecanbeidentified,andsupportedforup-scaling.

Developments to overcomeSocialinnovationisfacingtwomainproblems.first,socialinnovationcompeteswithtechnologicalinnovationforthefocusofattentioninpoliticalandbusinessinitiatives for sustainability aswell as funding schemes, insteadof being re-gardedasacomplement.Second,duetothehistoricallylocalnatureofsocialinnovationsto-datetheyareseentohavenicheimpactonly,asopposedtoscal-ableandreplicablesolutions.Acountlessnumberofsuch initiativesareverypromisingsolutions,however,theirpotentialhasyettobesufficientlyexplored.beyondthequestionofhowtoscalepromisingapproaches,itisalsonecessarytoestablishpolitical,andinstitutionalstructures(suchaseducation)tofosterthem.

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The way forwardtofosterthesocialinnovationsthatwillenablemoresustain-able living on a general levelit will be important to com-municate the gaps where social innovation can play a meaningful role.forexample,changes in social norms may be necessary to support ini-tiatives for more sustainableliving. effective policy instru-ments could include regula-tion, economic incentives and public participation,aswellasstronggovernancesupportingsocialinnovation.ontheprac-tical level we have learnedthat initiatives are not easilytransferredfromonesituationto another. one size will notfit all. Instead, combinations or hybrid models and the ac-ceptance of provisions for dy-namic structures that allow for changewillbeneededinordertofitthediversityofcontextsacrosseurope.Continuous learningcanbefosteredamongstinitiativesthroughtheestablish-mentofnetworks toshareexperiences,practicalskillsandknowledge.takentogethercollectionsofpromisingsocialinnovationshavethepotentialtofurtherspreadandcontributetothemainstreamingofmoresustainablelifestyles.thereremainsawidelynotedgapbetweentheexperienceandskillsofsocialinnova-torsandtheirdemonstrationoftheirvaluetoinvestors,policymakersandotherrelevantactors.

General recommendations for social innovations:

Upscaling promising practices:• upscale promising (local) practices (transition towns, local currency

systems,carsharing,neighbourhoodgardening)• Provideinstitutionalsupportforsocialentrepreneursandchangereg-

ulationstoavoidautocraticblockers• Promotesharingplatforms(cars,tools,...),monitorinnovationcurves

andimpact,(couldincludecollectiveinsurancefitforthispurpose(esp.cars), online tools, etc)

Facilitate social innovation:• facilitate breakthrough and creative thinking by establishing free

thinking“designlabs”• Provideopportunities forsocietalactors,businessandpolicymakers

leavetheirown“comfortzone“toexperiment,prototypeandtestnewsolutionsincollaborativeopensourcedplatforms

• workinpartnershipwithothersectorssuchaswiththehealthsectorthataimstochangecurrentobesogenicenvironmentsintothosefacili-tatingmoreactiveandhealthylifestyles


INDIvIDuAlBEHAvIOuRCHANGE:

Role and potential of the enablerAchieving8000kgsustainablelifestyleswillrequiresometimesstrongshiftsinbehavioursandcollaborationbetweenindividuals,communitiesandinstitution-alstructures.forexampleindividualbehaviourchangecanbefosteredthroughsocialandtechnologicalinnovation.The transition towards more sustainable

lifestyles will involve behavioural changes across age and life stages; socio-economic groups and cultural backgrounds with vary-ing levels of knowledge, awareness, and in-terests.thereforeunderstandingtheneeds,desires and future aspirations of differenthousehold segments is critical to offeringadiversity of options and solutions for moresustainable living forall.on theotherhandpeople have demonstrated the intrinsic ca-pacity to think collectively for their survival(rifkin2010).A shift in perception, to consid-erindividualsascitizens(notmerelyascon-sumers), couldprovideanew lens inwhichactors can create more relevant provisionsforsocialchangetosupportsustainableliv-ing. recent evidence of increased citizenawarenessregardingissuesofenvironment,healthandjusticeamongsteuropeansseemstobeprovidingaddedmomentumforbehav-

iourchange,newbehaviours thatsupportsustainable livingaswellassocialinnovation.

Developments to overcomeas part of a strategic re-orientation, the promotion of sustainable lifestyles has toovercome theshortcomingof limiting itself tomerely individual consumeractionsandhabits.Insteadofencouragingindividualstoadoptsimpleandpain-lessbehaviouralchangesitisnecessarytomotivatepeopletoengageinmoresignificantchangesrelatedtoengagingandfacilitatingcriticalsocietalissues,suchassustainablenormsandvalues.Suchanapproachnolongerdrawsonanalogiesfrommarketingstrategies,butratherfrompoliticalstrategiesarticu-latingwhatsustainablelifestylesstandforandmeanfortheindividual,friendsandfamilyandsocietyatlarge.

The way forwardMany promising examples of the voluntary downshifting of individualmaterialneeds already exist. for example:working less to havemore time for family,friends,leisureactivities,voluntarycommunityandcaringwork,etc.thoseper-sons,alsoknownasculturalcreative’s(ray2000)careaboutecologyandsavingtheplanet,aboutrelationships,peace,socialjustice,andaboutselfactualization,spiritualityandself-expression.Studieshavefoundthatthesegroupstendtobeboth inner-directed and socially concerned; they are activists, volunteers; andcontributorstogoodcausesmorethanothers.consciousconsumerismisontherisearoundeuropeasconsumersdemandbetterqualityand/ormoresustainableproductsandservices,butalsosupporttheideatoconsumeless–orashiftfromownershipofgoodsandservicestoaccesstogoodsandservices.

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General recommendations for individual behaviour change:

Changing norms and ethics:• focuson“being”insteadof“having”asmainsocietalnorm• beingawarethatourwayoflivinghaseffects(negativeorpositive)on

otherlives• Sharethingsandowningless:sharingcentresineveryneighbourhood• communication:slowchangeofvaluestowardswellbeingandhappi-

nesswithoutmaterialconsumption(it istheuseofsomethingthat isimportant)

• Masscommunicationandpressapproaches:demonstratesuccessfulstoriestoinspireandencouragecitizensandentrepreneurs.Moreso-cialresponsibilityfrommediaaswell(contentofprograms)

• criteriaforadvertisements:redefiningthegoodlifetoamoresustain-ableone(vs.referencesto“materialhappiness”).onlyadvertisementsforsustainableand/orlocalproductsandservicesareallowed

• Influentialstatussymbolsforsustainableliving

Education and informal learning• educationfocusedon“be”insteadof“know”.Studentswillthinkcriti-

cally,arecreative,innovativeandresponsible• curriculaonalllevels(primaryandsecondaryschool,vocationaledu-

cation,bacheloranduniversities)integratesustainabilityknowledge• Governmentsfacilitatesustainablelivingcoursesinallinformallearn-

inginstitutions.(local)governmentsfacilitatecommunityrooms• Governments provide provision to employers tomandate 5 days per

employeefortrainingonsustainableliving


OPORTUniTiES PER SECTOR

SuSTAINABlECONSuMING(fOOD)

Consideration of individual diets, household food waste, and the food produc-tion system are key to addressing lifestyle impacts related to our consump-tion of food.

thereviewofunsustainablefoodproduction–suchasharmfulsubstancesusedin agriculture, (like pesticides and other toxic chemicals), and intensive live-stockfarming,willprovideopportunitiestoinnovatepracticestomoresustain-ableones.Inpolicyterms,afundamentalreviewoftheeucommonAgriculturalPolicy(cAP)isrecommended.

Shiftstowardssmallscaleandlocalproductionandconsumptionoffoodwillrequirepolicysupportandinfrastructure.forexample,fosteringshorterpro-duction chains through the promotion of farmer-consumermarkets,will notonlygivebetteraccesstoregionalproductsbutwillalsoaidshiftstowardsamoresustainableseasonalconsumption.currenttrendsofindividualandcol-lectiveurbanfarmingsupportfoodsecurityanddiversity.localproductionandconsumptionoffoodintegratedintocommunitylifealsosupportsopportunitiesfortheconceptsofcommunitykitchens,andexchangeofpracticesforhealthierfoodconsumptionhabits.

Ifbuyingandproducingfoodisgettingmoreintegratedintheneighbourhood,communitycookingcanbeoneoftheactivitiestoexchangeideasandpracticesonhealthyfood.

whiletheeffectsofhumanactivitiesandlifestylesonterrestrialenvironmentshavebeenwell-documented,thedirectandindirecteffectsoftheseactivitieson oceans and their ecosystems remain sometimes overlooked (Hale 2009).destructivefishing,bycatchfishing,commercialshippingandtheintroductionof invasive species for human consumption are affectingmarine and coastalecosystemsessentialforabsorbingco2andregulatingclimateandtempera-ture(HerrandGalland2009).Agriculturalpollution,suchasorganicandinor-ganic runoff, nutrient inputs andproductwaste (suchasplastics), all affectmarineecosystems.

thelivewell2020Plate,producedfortheuK,setsoutadietthatwillreduceGHGemissionsfromtheuKfoodsupplychainby25%(basedon1990levels)by2020. thelivewell plates for thepilot countries (france,SpainandSweden)providethesame25%reductioninGHGemissionsfromthepilotcountriesfood

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chainsby2020;Asthepilotecountriesarelargefoodproducersthiswillcon-tributesignificantlytowardstheec’soverallGHG’sby2020(livewellforlifeeu2012)

technological efficiencies in food productionwon’t be sufficient to reduceoureu fooddiets’ impacts.wemustchange foodconsumptionhabits too.livewellresearchillustratesthatourchoicesmustbeaboutbalancingtheproportionsofdifferentfoodstuffsanddiets.thisflexibleapproachallowsdifferentculturalreligiousandindividualdietaryneedsorpreferencestobetakenintoaccount.thelivewelldietadvocatesfivesimplerulesforsustain-ablediet:

1. wastelessfood-upto30%ofwhatisbroughthomeiswasted2. eatlessprocessedfood–theytendtobemoreresourceintensiveto

produceandoftencontainhighlevelsofsugarsaltandfat3. eatlessmeat-byreducingbutnoteliminatinganimal-basedproteins

foreudietswecanmeetrecommendationsforhealthandemissionsreductiontargetsfor2020

4. eatmoreplants-enjoyfruitandveg5. buyfoodthatmeetscriticalcertifiedstandards(examplesincludefish

certifiedbytheMSc,fairtradecoffeeandfruit,andmeatandeggswithanrSPcAfreedomtolabel

Promoting healthy and sustainable diets can be fostered through wider ac-cessibility tosustainable foods forexample inpubliccanteens,aspartof theSustainablePublicProcurementpolicies.certifiedlabellingcanbeusedtoin-formconsumersoftheenvironmentalimpactsaswellashealthimplicationsoftheirfoodchoices.

theresultsoftheeuPoPPprojectshowsthatreducingfoodwaste(infoodpro-duction,supermarkets,canteensandhouseholds)isnecessarytoachieve8000kglifestyles.thisissuecanbeconfrontedwithconsumerinformationonbest-use-beforelabelsandexpandedsell-bydatesoffoodinretail.

Promotinghealthyandsustainabledietscanbedonebymakingthemaccessi-bleinpubliccanteens,aspartoftheSustainablePublicProcurement.labellingcan also be used to inform how sustainable the product is referring to foodmiles,wateruseandlanduse.


SuSTAINABlElIvING

The built environment

Urban infrastructure planning that takes a human-centred lifestyle approach as well as resource efficiency approach is a key factor for enabling sustain-able lifestyles in cities and communities. considering the growing levels ofpopulationdensityandculturaldiversity,compactcity-structureswithawell-balancedintegrationofgreenspaces,multifunctionalbuildingsandaccessibil-itytocommunityservicesprovideopportunitiesforcontinuousimprovementsin quality of life and safe, resilient sustainable living options into the future.Sustainablelivingmustbethedefaultoptionincitiesandcommunities–smart,human-centredinfrastructurecanenablethis–forexamplepublictransporta-tionsystemshavetofunctionoptimally,beeasilyaccessible,anddesirabletoreduceprivatecaruse.

thepublicsectorcanencourageand facilitatecollectiveactionofbottom-upneighbourhood initiatives (Agenda 21, transition towns, “edible parks”, ur-ban labs,...) to strengthen cohesion, social networks and create shared col-lective valuesandshared responsibilitiesbetweenpublic andprivateactors.communitycentresforinformallearningandmaterialsharingcanalsoensuremassadoption.Anewlayerintothelegalframeworkcanbeintroduced,adding“semi-public”and “semi-private” spaces.both inpublic spacesand thebuiltenvironmentflexibleandmulti-functionaluseofspacesandbuildingcanexist.

Inclusiveplanningprocesseswithdiversegroupsofstakeholders,andmulti-disciplinaryteams(architects,urbanplanners,transportengineers,biologists,socialworkers,healthpromoters,...)areneededtoensurerelevanceofdesigntooptimizesustainablelivingcities.desirableliveablecitieswithaccessibleop-portunitiesforleisureactivitiesmayproduceanaddedbenefitofdeterringlonghaultravelforholidays.Incaseofgoodpublictransportaccessibilityindustryandbigofficespacescanbebuiltoutsidethecitycentre,whilenewhugeshoppingmallsmustbepre-vented.

local governments can monitor levels of sustainable living with urbanSustainabilityIndicators.Pilotprojectsshouldbefosteredintheareasofclos-ingtheloops:zeroenergyandlimitedwaterconsumption,zerowaste,zerosoilsealingetc.forsustainability,butalsoresilience,reasonscitieshavetomovetomoreself-sufficiency,atleastatregionallevel.bydoingso,thecreationof“eco-quartiers”or“eco-communities”canbepromoted,initiatedbypublicand/orprivateactors.

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HousingInitiate the transition tozero-energyhousesboth inbuildingrenovationsandretrofits to new buildings, by establishing long-term strategies and financialsupportschemesatnational,regionalandlocallevels,forownersandtenants.Knowledgeandeducationcentresfocusingonsocialandtechnicalinnovationsforbuildingmaterials, energyuse renewableenergy sourcingandbehaviourchange.Awarenessraisingthroughexistingandnewtoolslikeenergylabelsforbuildingsandappliances,smartmetering,energyadvisoryservices,...

onlocalandnational levelspilotprojectsshouldbepromoted–suchasnewformsofhomeownership,co-housing,increasedsharedservicesandfacilities,communityspacesinmultipledwellings,etc.Policytoolsmightincludethead-aptationofthelegalframework(nationalbuildingcodes)toallowandpromotenewformsofliving,flexiblelivingandcommunityserviceswhichincentivesthereductionoflivingspaceperperson(below20m2).

SuSTAINABlEMOBIlITy

Sustainable individual mobility can be approached on two levels: the decrease in individual mobility needs and the transformation of remaining individual mobility has to be made more sustainable, safe, equitable and accessible choices.businessescanpromoteandfacilitatehome-officeworkingoptionsorutilizelocalsharedofficespaces(i.e.Hubs).citiesandcommunitiescanbenefitfromnewbusinessmodelsthatdemandhi-techplaceswherevirtualmeetingscanbeorganized(nationalandinternational)forbusinesses,non-profitorgani-sations,socialnetworksetc. tooptimizesustainableindividualmobility,citiesshouldbeascompactaspos-sible-withallbasicservicesandgreenspacesavailableinrelativelyshortdis-tances.thisallowspeopletowalk,bikeorusepublictransport-ratherthantaking individual cars -which contributes tohealthandwellbeing. toenablesustainable mobility cities and communities, bike lanes, walking paths andsmartdesignarerequired.forexample,citieslikefreiburg,Germany–whereyoucanparkyourcaronlyatafewhundredmetersfromyourhouse–toavoidshortdistanceuseofthecar.carandbikesharingcanbescaledtobeacces-sibletoallcitizens,facilitatedbythelocalgovernmenti.e.throughtheprovisionofpublicparkingspaces.

Publictransportwillneedtobetransformedintoanefficientandcarbonfreesystem at local, regional and pan-european levels (i.e. intermodal transportsystemsthatallowthesignificantreductioninshorthaulairtravel).toensureoptimaluseofthesesystems,communicationsandinformationcampaignsaswell as infrastructurewill be required – i.e. instructions, timetables, loyaltyprogramsetc.online.


SuSTAINABlESOCIETIES

Sustainable societies that support 8 000 kg sustainable living are those that integrate environmental sustainability with health, wellbeing and social eq-uity principles. Sustainable societies successfully manage complex policychallengesonhowtoovercomeeconomicweaknessesandhighunemploymentrates,howtopreservehealthandsocialservicesaswellasenvironmentalpro-tection;howtobecomemoreinclusiveandbenefitfrommulticulturalsocietiesandensurewellbeingforallacrossallsocio-economicgroups,ethnicandagegroupsandmenandwomen.

Appealingnarratives,disseminated ineducationandmediaexposureneedtoencouragesustainableliving:startingatanearlyage.educationmustbeavail-abletoeveryone,andwillalwaysincludesustainabilitythinkingandreasoning.Sustainabilityshouldbetheoverarchingframeworkconditionsforallsocietalactorstooperatewithin–includingpolicymakingandgoverning–andneedstoberesilienttochangingpoliticalviews.

the key principles of environmental sustainability, health and social equityshouldbeintegratedinallsocietallevels.Argumentsofanintegratedandho-listic view for development couldbebasedonbetter knowledgeof the costsandbenefitstosocietyfromahealthandwell-beingperspectiveofpoliciesandinterventions. Impactassessment toolsarecrucial formonitoringwell-beingandhealth.

Aspecificactionthatcouldbenefitfromimmediatesupportwouldbetoincreasethenumberandcapacityforhealthpromotionprogramsinschoolsandattheworkplacetopromotehealthydietsandphysicalactivitylinkedtosustainabledevelopment approaches.but also to develop and support local policies andprograms that support changes of the environmental conditions in themostdeprivedareas;developpoliciesandsocialsafetynets for themostvulnera-blegroups,withafocusonchildrenandoldpeoplefromlowsocio-economicgroupsasthemostvulnerableandexposedtoenvironmentalhealthrisks.

workplacepoliciesandprogramsforpublicinstitutionsandcorporationsshouldbesupportedtodevelopsustainableworkplaces(includingsustainableemploy-ees),outdoorworkingfacilitiesandsupportforteleworking.

onthelocallevelthereneedstobesupportforlocalcommunityprogramsandtheprioritizationoftheimprovementofhealthandqualityoflifeforthemostchallengedneighbourhoods.throughsports inschoolsandsportcentreswecanstrengthenthesocialcapital in lowsocio-economicneighbourhoods.thedevelopmentofhealthpreventionandhealthpromotioncanimprovelong-termhealthoutcomesanddecreasecostsforchronicdiseasestreatmentandlongtermcare,inordertofostersustainablelifestyleshealthservices.

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Role ofTrade unionsBy rethinking the economy and business models we implicitly have to rethink labour too: that could be a task for the trade unions. Is it neces-sary that we all keep on working 38 hours a week? That we keep on selling products and delivering services, even if we don’t really need them, nor have the natural resources to produce them? Besides the necessary creation of green and decent jobs, defend a social protection floor, and fight for good labour conditions, we all need to rethink the role of labour in our economy. That is a challenge trade unions will have in the future.


COmPlEmEnTinG CURREnT EU-ROADmAPS

This roadmap attempts to complement the various roadmaps presented by the European Commission in 2011: • energyroadmap2050 • roadmapformovingtoacompetitivelowcarboneconomyin2050 • roadmaptoaresourceefficienteurope • roadmaptoaSingleeuropeantransportArea–towards acompetitiveandresourceefficienttransportsystem

Aswellasotherstrategieswithasimilarhorizon • energyefficiencyPlan • thematicStrategyonthePreventionandrecyclingofwaste • Globaleurope2050.Socialsciencesandhumanities • on the Progress of the thematic strategy on the sustainable use of natural resources

nearlyalleuroadmapsrefertotheeurope2020Strategyandintendtomakeitmore precise in its respective field (energy, transport, low carbon, resources).A common element of all current roadmaps is the reflection on environmentalchallenges in termsofwhat theywoulddemand fromand impact theeconomy.otherwisetheytendtodifferremarkablyintermsofambitionaswellaspriorities.the‘roadmapformovingtoacompetitivelowcarboneconomy’,listsprecisegreenhousegasreductiontargetsforvarioussectors;e.g.forresidentialandservicesof-37to-53%until2030and-88to-91%until2050comparedto1990.theroadmapontransport–ontheotherhand–clearlystatesthat‘curbingmobilityisnotanoption’andthereforemainlyfocusesontechnologicalinnovationandcompetitivenesswithenvironmentalconsiderationsasasecondarycondition.theroadmaponresourceefficiencyislesspreciseregardingtargetsaswellandonlyformulateinitsvisionthat‘by2050theeu’seconomyhasgrowninawaythatrespectsresourcecon-straintsandplanetaryboundaries’.therecommendedinstrumentsbroadlybuildonexploringfurtherefficiencygainsandgettingthepricesright.

theeuSustainablelifestylesroadmapexplicitlytakesadifferentstartingpoint:focusontheindividualsintheirownsocialcontextasopposedtotheeconomy.Inaddition–andthusdifferentfromtheotherroadmaps-itsetsanabsolutetargetfor2050. Individuallifestylesshouldbebasedonamaterialfootprintof8000kginsteadof27.000-40.000kgaveragetoday.theeuSustainablelifestylesroadmapandActionPlanillustratespathwaystomoresustainablewaysofliving2012-2050for relevant actors,withemphasisandacknowledgement that thereare infinitepossiblepathways,asinfiniteastheindividualneedsanddesiresofeuropeans.

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COnClUSiOnS

We may conclude that social innovation is a crucial strategy for individual behaviour change to-wards collective sustainable lifestyles, but not simple to implement. Social innovation means a very interlinked approach for policy making. Current policy making structures in Europe are often silo-ed (environment, social affairs, economic affairs,...) and have been rarely systemic. This has caused a lack of coherence in policies that might support and foster more sustainable lifestyles. At the same time sustain-ability policies have been primarily concentrated on technological innovation, as opposed to social innovation.

theSPreAdprojecthasidentifiedfour key enablers for policy makingformoresustainableliving:1) poli-cy and governance; 2) the economy and the monetary system; 3) social innovation and 4) individual behav-iour change.thisroadmap&ActionPlanchartspath-waystochangeusingthesekey-enablingdomains.

On policy and governance there is a need to focusmore on well being and less on material wealthgrowth: use the indicators thatmeasurewhatmat-ters.Marketinstrumentsareagoodtoolgetpricingrightfortheuseofenvironmentalgoods,butgeneralmanagement is also necessary (stewardship of thecommons).Participation of civil societygroupsandcitizens is crucial onall levels, andneeds tobe in-stitutionalized. forstrengthening policy coherence itisrecommendedthatdifferentdepartmentsofgov-ernmentalbodiesworktogetheranddefinecommonlongtermgoals.

Oneconomyandthemonetarysystemitisstressedthat our current economic system does not lead tosustainablelifestyles.Aparadigmshiftisnecessary,where we put more human centred values at the heartoftheeconomyandaimtofittheeconomyagainwithin the environmental limits. recommendations

aregivenontax reformsandpromotion of comple-mentary currencies. but also regulations for busi-ness and products, as well as advertisements are considered.the integrationofecologicaleconomicsinall levelofeducation isseenasavery importanttool for understanding and creating ownership forsustainablelifestylesonalongrun.

On social innovation the roadmap values a lot theexisting bottomup initiatives and gives ideas for tofacilitatetheminawaythattheywillbeupscaledinan easyway. the government can also provide op-portunities for societal actors, business and policymakerstoleavetheircomfortzoneforexperiment-ing and creating new solutions. Inpartnershipwithothersectorslikethehealthsector,attentionhastobegivenformoreandhealthylifestyles,athomeandattheworkplace.

Onindividualbehaviourchangewearedealingwithexistingsocietalvaluesandnormsthatmakesitdiffi-cultforindividualstomodify.More transparent com-municationwillsupport,aswellas(topdown)choiceediting. Integrating sustainable living knowledge iscrucial for education from primary schools to uni-versities;formalandinformallearning.


REfEREnCES

Akenji, L. and Bengtsson, M. 2010/06. Is the Customer Really King? Stakeholder Analysis for Sustainable Consumption and Production Using the Example of the Packaging Value Chain. Sustainable Consumption and Production in the Asia-Pacific Region: Effective Responses in a Resource Constrained World, p23-46. Hayama, Japan. IGES.

Botsman, R., 2010, What’s mine is yours, HarperBusiness

Hale, L.,et all , 2009, Ecosystem-Based Adaptation in Marine and Coastal Ecosystems – Renewable Resources Journal, Vol25#4

Herr, D., & Galland, G. R. 2009, The Ocean and Climate Change: tools and guidelines for action: IUCN

Jackson, T., 2009, Prosperity without growth, Routledge

Kennedy, Lietaer, Rogers, 2012, People Money, the promise of Regional Currencies, Triarchy Press

Lietaer, B., 2012, Money and Sustainability, the missing link, report from the Club of Rome EU Chapter

Loorback D., 2007, Transition Management. New Mode of Governance for Sustainable Management. Utrecht: International Books

Lorek, S., 2010, Towards Strong Sustainability Consumption Governance, LAP publishing

Mont, O and Power, K., 2010, The role of formal and informal forces in shaping consumption and implications for a sustainable society, Part I, Sustainability

Ray, P.H., 2001, Cultural Creatives, Three Rivers Press

Rifkin, J., 2010, Emphatic Civilization, Tarcher

Schreurs, J., 2010, Living with less, prospects for Sustainability, uit-geverij Genoeg

TEEB, 2008, The Economics of Ecosystems and Biodiversity, Interim Report, (ed. Pavan Sukhdev)

Van Vliet, P. et al, 2005, Infrastructures of consumption, Environmental innovation in the utility industries, Earthscan

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theSPreAdSustainablelifestyles2050projectidentifiedthematerialfoot-printof8000kgforonepersonperyearasasustainablelifestylewhichformsthegoalfortheyear2050.thisformsthefundamentalorientationfortherecommendationthisroadmapdevelops.

thematerialfootprintof8000kgconsistsofhouseholdgoods,foodandbeverages,everydaymobilityandtourism,electricity,heatingandhousing.However,thecompositionofthefootprintisnotthesameforeveryone.theshareofeachconsumptiondomainintheannualmaterialfootprintof8000kgdependsonthechangesthedrivershavebroughtabout.

whiledifferentscenariosarepossiblehowtoreachthis8000kgtargettheysharethefollowingassumptionsabouttechnologyandlifestylepatterns:

•virtuallyzero-emissionelectricityproduction•radicalreductionofenergyrequiredforheatingandcoolingofbuildings,bothinnewandexistingones

•decreasedneedformobilityandradicallyreducedlevelsofprivatecaruse•reducedconsumptionofmeat

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