Consumer Dialogue with Youth on Sustainable Consumption...2019/07/06 · European Consumer Insight...

www.scp-centre.org

Consumer Dialogue with

Youth on Sustainable Consumption

Why lifestyles and behaviours are important for

advancing sustainability

Mariana Nicolau

Berlin, 7 June 2019

www.scp-centre.org | Slide 2

What are our key sustainability challenges?


Where does behaviour fit into sustainability?


How do people feel about sustainable behaviour?Some key challenges for us to consider

• Global surveys show anxiety about climate change and its potential impact is significant

• But, when it comes to how people think about important things in their daily lives, economic concerns or ’pride in how it looks’ normally takes precedence

Concern for the environment is high, but

it’s not top of the list

• In many categories of behaviour consumers wrongly believe they are doing as much as they possibly can, and have no desire to revisit it in future

• Or simply feels too complicated to get out of our comfort and convenience

There’s a gap between what people think and

what they do

• People aren’t good at accurately reporting their behaviour

• Example: 85% of people claim to recycle household rubbish always or frequently. If true, the figure for the total amount of waste recycled in the UK would be 60% (almost as high as Germany). In reality it’s only 40%.

Overclaim is routine when it comes to pro-

environmental behaviours


MobilityEuropean footprint


FoodEuropean footprint


HomeEuropean footprint


Goods & ShoppingEuropean footprint


From blaming and denying to enablingTo enable and create a real impact!

CC0 | unsplash.com


How would a systems approach here look like?Starting from the root causes and rethinking our assumptions


Behaviour change is key for tackling climate changeThe role and nature of behaviour change strategies

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Enabling sustainable human behaviour goesbeyond individual change: it requires an

interaction of factors acting at the level of society

Many of the changes that will be needed to reacha low carbon economy have a human element to

them

Changing citizen behaviour has a major role toplay in tackling climate change

strongly disagree disagree neutral agree strongly agree

Tackling behaviour change in the context of sustainability and climate change is as

complex as inevitable – and NGOs recognise this. However, as enabling sustainable

behaviour goes beyond individual change, additional approaches in terms of policy

instruments and business action are necessary.


We believe great ideas come from a combination of

Our take on behaviour change

Ways of thinking based on a

realistic view of human behaviour

and its motivations, going beyond

false assumptions about other

people’s behaviour: existing

evidence, quantitative, qualitative

Tools, models and sources

of inspiration to tackle

tough challenges in clearly

singled out behaviours

Experiments and pilot

interventions to enhance

the effectiveness/impact of

the work you do

Holistic:

Social norms

Messaging

Infrastructure

Capacity building

Policies

Economic influences

Business offerings

Choice design


How this happens in practiceEuropean Consumer Insight Action Panel in view of the circular economy

Stakeholders

Sectors, e.g.

Challenges, e.g.

Activities

Results

Club 1 Club 2 Club 3

Textiles Plastics Electronics

Fast fashion PackagingPremature

obsolescence

Understanding Scouting PilotingReplicating &

Scaling up

Policy / Directive

recommendations

Business action and

innovationCSO initiatives

Influencer Panel


How this happens in practiceAcademy on sustainable behaviour for policy makers?

Module 1:

Intro

Module 2:

Insight

Module 3:

Theories & Tools

Training

webinar

Training

workshop

Coaching

NetworkingModule 4:

Implementation

Module 5:

Evaluation

Module 6:

Altogether


How this happens in practiceBOOM Holiday camps – every job is green

Career Orientation Experience for Teenagers and Young Adults“How will I live and work in 2030? What productsand services will beneeded in the future and how can they bedesigned in a moresustainable manner? Will there still be the same jobs in 2030? What skillswill I need for thefuture?”

www.scp-centre.org

Contact:

mariana.nicolau@

scp-centre.org


• According to European Environment Agency (EEA) estimates, in the time period between 1996 and

2012, the amount of clothes bought per person in the EU increased by 40 %.

• Much of the 9.5 million tonnes of textiles that EU citizens purchase each year is discarded, long

before it is worn out.

• More than 30 % of clothes in Europeans' wardrobes have not been used for at least a year.

• Consumers keep clothing items about half as long as they did 15 years ago. Some estimates

suggest that consumers treat the lowest-priced garments as nearly disposable, discarding them

after just seven or eight wears.

• European consumers shopping for clothes can choose between value, mid-market, aspirational and

luxury retailers. Overall, a majority (59%) of them spend their money with value retailers (low-

price good shops), while a further 30% choose mid-market brands, with aspirational and luxury

stores accounting for 8% and 3% respectively.

Mainstream behaviours on fashionRelated to fast fasion in Europe

Consumer Dialogue with Youth on Sustainable Consumption...2019/07/06 · European Consumer Insight...

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