1

Z e r oEmbracing cleaner, slower, anti-consumption lifestyles in an effort to reduce

the growing ecological debt created by the human race.

Trends forecasting | Jessica Clarke

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D e c a d e Z e r o ; t h e w i n d ow o f

t i m e- t h a t c l o s e s

i n 2 0 1 7 - t h a t we h ave

t o k e e p g l o b a l w a r m i n g u n d e r

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3

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Introduction 4

Humans have already used up 2015’s supply of Earth’s resources 5

Weather disasters occurred almost daily over last decade, UN says 6

Countries will be so hot by 2100 humans won’t be able to go outside 7

Zaria Forman | Up coming artist 9

Climate change and terrorism 10

Cameron Russell enlisted a supermodel army to wage war on climate change 11

Naomi Klein | Capitalism Vs the Climate 12

Architects embrace “the beginning of the timber age” 14

Rainforest connnection 15

G-Star and Adidas pioneer in mass market sustainable fashion 16

Conclusion 17

Innovators 19-23

Key influencers 24

Consumer tribe 25,26

References 28-31

4

Climate change is no longer a conspiracy, ice sheets are melting, temperatures are rising and species are disappearing. Each year, human consumption is increasing, with our “overshoot day” arriving sooner each year, it is clear that we are losing touch with the natural pace of the planet.

Terrorism has become a second hand effect of climate change, it is destabilizing governments around the world and evidence is beginning to show it’s only going to get worse. It’s a mainstream issue, and people are beginning to realize they do not want the life ahead of them to be spent on a suffering planet.

The difference between mainstream mindsets on how to solve the problem — such as paper bags— and evolving concepts created by scientists, are now filtering down to all human accessibility and are ready to be applied to our daily lifestyles.

It’s simple, slower, cleaner, more considerate and responsible choices that will reduce the ecological debt the human race owes as one species.

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Humans exhausted the planets yearly supply of natural resourc-es in less than eight months this year, this date of consumption is named “overshoot day” and is considered to be the point at which humanity goes into ecological debt. According to the Global Footprint Network (GFN), this day came six days earlier than last year, showing a definitive rise in human consumption and our demands on the planet.

The date is determined by comparing humanity’s demands with the planet’s ability to regenerate resources and naturally absorb the carbon emitted by humans. It is estimated that the world’s population currently consumes the equivalent of 1.6 planets, expected to rise to that of two planets by 2030.The impact of this “ecological deficit” can be witnessed through deforestation, soil erosion, depletion of water resources and the accumulation of greenhouse gases in the atmosphere.

The ability to measure our consumption this way provokes a sense of guilt, fear and helplessness. It educates the audience on the effects of our lifestyles and may motivate some to make changes or learn more about how to preserve the planet and reduce their personal ecological debt.

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Weather-related disasters such as floods and heat-waves have occurred almost daily in the past decade(almost twice as often as two decades ago) with Asia suffering the most, a UN report has stated.

The report, called The Human Cost of Weather Related Disas-ters, found there were an average of 335 weather-related disas-ters annually between 2005 and August this year.

It has not been calculated exactly how much of the rise is due to climate change but there is undeniably a clear link, the report also said there is expected to be a “continued upward trend in weather-related disasters in the decades ahead,” .

The release of the report happened a week before world leaders gather in Paris to discuss plans on how to reduce greenhouse gas emissions and prevent world temperatures from rising. This cre-ates more pressure for the talks to be a success, there is a sense of anger and fear amongst those close to, or already affected by weather related disasters. With their more frequent occurrence, it is evident they are connecting us as a species and shaping our lives, as also shown by David Shearing’s ‘Weather Machine’ art instillation.

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Scientists have estimated that by the end of the century some parts of the Persian Gulf will suffer heat waves that are too hot for the human body to survive. A new study in the Na-ture Climate Change journal presented computer simulations of what will happen to global temperatures if carbon dioxide emissions continue at their current pace. For Persian Gulf countries temperatures could hit between 74C and 77C for at least six hours during the middle of the day, bringing mass fatalities.

By 2100, parts of Qatar, the United Arab Emirates, Saudi Arabia, Bahrain and others will experience combinations of temperature and humidity so strong, the human body will be incapable of producing sweat to get rid of heat, making it dangerous even for healthy, fit people to stay outside for any length of time.

Predictions like this show a threat to the privilege of being able to step outside in to fresh air, escape to nature and dis-connect from technology. Therefore, many people currently living in the zones predicted to be hit first will feel some desperation to reduce their carbon dioxide emissions and encourage others to do the same. The news causes a feeling of anxiety and provokes natural instincts to protect homes and little pleasures we often take for granted.

8

Someday, our children, and our children’s children, will look at us in the eye and they’ll ask us,

did we do all that we could when we had the chance to deal

with this problem and leave them a

cleaner, safer, more stable world?

- President Barack Obama

9

Zar

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Zaria Forman’s makes photo-realist paintings of the ocean and remote, icy landscapes by hand using paint and chalk. She takes photographs of remote places in the world that are affected by climate change and creates sketches, working from these to create her pieces.

Her most recent achievements include participation in Banksy’s Dismaland and speaking at a live TED event at the Town Hall Theatre in NYC.Forman has also been invited aboard the Na-tional Geographic Explorer as an artist-in-residence this coming November and December, travelling to Antarctica. Her next solo show will take place at Winston Wächter Fine Art’s Seattle location, in February and March of 2017.[Zaria Forman, 2015]

Zaria’s gentle and aesthetically pleasing approach to addressing the planets changing landscapes poses a new way of showing the damage climate change has. Rather than feeling appalled by the images, she makes the audience feel guilt, despair and realise that they must take it upon themselves to tackle environmental issues, so we do not have to watch the planet forfeit its beauty for our tactless lifestyles.

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US Senator Bernie Sanders has made statements about climate change being the US’s most pressing national security threat. Climate change is already destabilizing governments around the world and evidence is beginning to show it’s only going to get worse.

“Climate change is directly related to the growth of terrorism,” Sanders said. “And if we do not get our act together and listen to what the scientists say, you’re gonna see countries all over the world — this is what the CIA says — they’re gonna be strug-gling over limited amounts of water, limited amounts of land to grow their crops. And you’re gonna see all kinds of international conflict.” [Clark, 2015]

In Syria, for example, four years of war have displaced nearly 12 million people. Prior to the uprising in 2011, the country suf-fered the worst drought in the instrumental record from 2007 to 2010, which has been linked to climate change by a study from the National Oceanic and Atmospheric Administration. As crops failed, food prices sky-rocketed and farming families were forced to migrate to cities. Although this wasn’t the only trigger, it was certainly a contributing factor. [Knefel, 2015]

Terrorism and threats of war alarm all sorts of people around the world, the discovery of climate change being a contributing factor will encourage more populations to better their lifestyles in an effort to live in a more peaceful, threat free environment.

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At the end of October 2015, multiple-times Vogue cover star and ex-Victoria’s Secret Angel, Cameron Russell, called upon her fellow supermodels to march across Brooklyn Bridge, in an effort to raise awareness surrounding climate change. With over 40,000 followers herself on Instagram, Russell decided to use her public reach - and that of her fellow models - to spread the word. Lily Donaldson, Bella Hadid, and others broadcast the climate march to a combined 6 million people on their social media accounts.

Talking to i-D magazine, Cameron said that her idea behind the protest was to ‘Help send the message that climate justice activism is the norm. That it’s a mainstream issue. Ultimately models are young women, many of them are still teenagers, and they have a whole life ahead of them that they want to spend on a healthy planet, one that isn’t chaotic, isn’t violent, and isn’t suffering.’

Showing that even high fashion models are effected by climate change creates a sense of realization for younger generations engulfed by social media. Cameron’s promotion of activism and endless interest in the climate issue will encourage her less aware fan base to do their research and get involved. Publicity stunts such as these create a conversation, they spark a debate and they bring the problem to the forefront of many peoples media feeds, creating a sense of urgency and opening up opportunities for new ideas, inventions and ideologies to be suggested worldwide.

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Naomi Klein is an author, social activist, and film maker known for her political analyses, criticism of corporate globalization and of corporate capitalism. Her most recent book ‘Capitalism v’s the Climate’ is deeply researched and very accessible. It reveals the gap between what’s generally known about the environmental movement and man-made climate change, and the updated reality in which it’s now a civil rights, anti-war, anti-austerity and fuel poverty movement.

Naomi also discusses the difference between the mainstream mindset on how to solve climate change — such as electric cars— and the evolving views of top-level economists, scientists and super sharp thinkers like Klein, who are on the serious road to solutions.

The book has also motivated a website, featuring regular articles by different contributors and there is a forthcoming documentary, featuring interviews with many of the inspiring characters from the front lines of the climate fight. Naomis style of writing is straight forward and authentic, she points out how many environmental issues could be solved by consuming less, being more ethical and achieving peace in different aspects. Her concept of ‘Capitalism vs the Climate’empowers audiences from all social and wealth classes to stand up and take control of their role in the climate change movement. She shows that demanding clarity in what we consume and who we consume it from is important and could change the environment we grow in and what we leave behind for future generations.

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“There were two thousand people on their feet before we’d said a

word, that’s how much desire there is for this tactic where we’re

actually saying, ‘You have a business

model that’s at war with life on earth, and we don’t want to negotiate with it,

we want out.’ It was a real eye-opener for me to be in

those rooms. It made me wonder why we had waited so long to actually admit that

this is about power, that this is about money.”

Naomi Klein describing the atmosphere at a 350.org event

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Wood is taking over from steel and concrete as the architectural wonder material of the 21st century, with architects praising its sustainability, quality and speed of construction. New types of engineered timber that are considerably stronger and more stable than regular wood are allowing architects to build bigger and higher, with timber skyscrapers now a real prospect.

“This is the beginning of the timber age,” said UK architectAndrew Waugh, whose firm Waugh Thistleton is behind a housing development in London that will use more timber than any other project in the world. He believes that building in wood is “super fast, super accurate, and also makes the most amazingly beautiful spaces.”

Several new buildings demonstrate the material’s potential, including a Chicago pavilion with an expansive self-supporting roof and the high-rise apartment building that won this year’s prestigious Finlandia Prize for Architecture. There are alsotimber skyscrapers planned for Sweden, Canada and Austria. The reason behind the rise in timber development is climate change. Previously, while steel and concrete were favoured, there was little exposure of its impact on the planet. They are both energy demanding and can have huge carbon footprints. Some architects have also commented on the benefits their customers have seen from timber structures, they are more sound proof and are better at conserving heat, which is also positive for the environment.

As timber is a renewable material grown by the power of the sun, the material offers time and new ways to think about the future of buildings. This is optimistic, resourceful and considerate of the planet, the availability of something that can be easily achieved, low in costs and help the planet will encourage more consumers to desire this type of architecture and consider other aspects of production that could be revolutionised by existing renewable materials.

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on There is now a disposal option for your old mobile that will not

only reduce waste, but directly and actively help to preserve some of the most threatened habitats in the world. In the last 50 years, 17% of the Amazon rainforest has been destroyed depriving indigenous tribes of their homes and driving rare species of plants and animals to extinction.

The idea behind the rainforest connection project is to create an early warning system of illegal logging operations. Each donated phone is placed inside “a fancy enclosure for protecting a cellphone, giving it a high-power microphone and an extra antenna, and powering it – which is of course the hard part.” [Topher White, CEO]. These little phone holders are called ‘guardians’ for short and are are attached to trees, to listen out for the sounds of illegal logging activity. The high-powered microphones they contain can pick up the sound of chainsaws and vehicles up to 1km away. When activity is detected, forest rangers can travel to the location and confront the loggers.

Loggers can often be stopped just by warning them off, but the small number of people trying to catch them can not be everywhere at once, making this new approach very logical, especially with its recycling process and environmental promotion.These smartphone guardians are currently protecting areas of rainforest in Brazil, Cameroon and Sumatra, and Rainforest Connection plans to expand the project to Ecuador later this year.

This new proven alternative to disposing your smart phone will eventually minimize the growing waste made by technological updates and utilise a growing amount of materials. This will make consumers feel more sustainable, charitable and ethical, about their consumption and disposal. Also, new projects like this can also spark further developments in the way technology can be recycled, so it is stimulating and driving more innovative projects.

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Sportswear brand Adidas has launched a prototype shoe with an upper made entirely from yarns and filaments produced using plastic salvaged from the ocean. Similarly, musician Pharrell

Williams has worked with Dutch fashion brand G-Star Raw to create a denim collection made from waste plastic collected

from the ocean.

The nets that were used for the upper part of the Adidas Ultra-Boost-style shoe, were retrieved by Parley for the Oceans partner organisation Sea Shepherd, during a 110-day expedition

tracking an illegal poaching vessel off the coast of West Africa. There is currently no fixed release date for the shoes, but Adidas has scheduled the launch for spring 2016.The brand also announced its plans to raise awareness about the state of the seas with a sustainable collection made from the reclaimed waste, in further collaboration with Parley for the Oceans – a UN-backed

scheme. [Dezeen (b),2015]

G-Star is also working with the Parley for the oceans, alongside musician Pharell Williams, to launch another

clothing range made entirely from waste ocean plastic, after the success of their first line in 2014. The Dutch fashion brand’s second collection for Autumn/Winter 2015 includes jeans and denim jackets, as well as T-shirts and sweatshirts. All of the gar-

ments are developed created using fabrics created in collaboration with Bionic Yarn, a textile company. [Dezeen,

2015]

With these two brands proving that recycled products are something consumers support and appreciate, it will push their competitors and other fashion brands consider making garments

similarly, making the idea of recycled, efficient resources desirable rather than hard work.

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Climate change is making the front pages internationally, whether it be directly in the weather disasters it causes or in the terrorism it fuels. It is clear that it is a global outstanding issue that must be addressed in the coming years. Subsequently, artists, architects, charities and fashion brands are taking a fresh approach on how to play their part in tackling climate change. Resourcefulness and awareness is the clearest way of slowing down climate change and reducing ecological debt.

Due to more scientific evidence of growing changes and second hand effects of climate change many people feel scared and threatened by their own indirect inflictions on the planet. Therefore consumers are showing more interest in guilt free, ethical products now more than ever and are beginning to demand change in how big businesses function.

Instead of speeding up and growing with technology, growing numbers of people are stepping back, slowing down and questioning how we can have a contemporary, technologically and aesthetically pleasing lifestyle with minimal damage to the planet and therefore a peaceful, anxiety free, clean mindset.

Admitting that we do really need nature more than it needs us is an important turning point in all product sectors, there is a desire to escape back to the earth’s natural state while pursuing the growth of mankind in the twenty first century.

A further example of this is a new machine created by Dutch engineering student Boyan Slat aiming to clear up 70 million kilos of plastic from the sea in 10 years. His project has won the digital category in this year’s Designs of the Year awards. He created The Ocean Cleanup concept with the aim of clearing the oceans floating islands made of millions of pieces of waste that accumulate where currents converge: Using our modern capabilities to clean up, save and preserve our wider home

There is a need for a slower, calmer, cleaner and community driven lifestyle. Everyone must take responsibility for their role in climate change and work towards bettering their impact, regardless of their social or wealth ranking.

Undeniably, we have past the point of returning the planet to its most basic, undamaged environment, but we must still work towards reducing our ecological debt, preserve natures wonders and combine them with modern living environments.

Cleaner, principled, resourceful and honest living is the most simple way to keep global warming under 2°C. We must reduce our consumption, and regain a natural pace that is in tune with the planet. We must embrace the ‘anthropocene age’ we currently live in and use it’s qualities to support our work towards improving the environment. Rather than demanding faster and more frequent product, we need higher quality, sustainably sourced, durable, versatile products.

Low impact will no longer be viewed as boring or uninspiring. Detoxing our life must now go beyond the way we travel and eat, we must pursue clean living in everything we buy, use and wear; not only to save the planet, but to save ourselves from the stress, anxiety and low self worth extreme consumerism inflicts on us.

It is clear that rreserving our one and only home planet now requires a fresh, elementary approach.

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Wildlife photographer Kerstin Langenberger recently captured this image of an emaciated polar bear off the shores of Sval-

bard, a Norwegian archipelago in the Arctic Ocean.

“Only few times I have seen beautifully fat mothers with beau-tifully fat young. Many times I have seen horribly thin bears,

and those were exclusively females — like this one here,” Langenberger writes in the caption of her photo.

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Cyrill Gutsch

Designer/Founder of Parley for the oceans a new online platform where people can collaborate, create awareness, and show how business can be more considerate to the planet, of-fering guidance on steps to being more ethical.

Cyrill’s company has managed to gather high profile artists, scientists and politicians around the cause to lead mas-sive clean-up operations worldwide, and develop commercially viable solutions for dealing with the waste–proving that it truly is possible to take matters into your own hands and instigate change.

Parley for the oceans has gone on to collaborate with companies including Adidas and G-Star Raw as well as i-D Magazine and Pharrell Williams.

He is an innovator for this trend because he is using an internet platform, along with social media to connect profes-sionals in order to create real business minded solutions for the planet, while encouraging others to take matters in to their own hands.

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Kip Andersen

Alongside Keegan Kuhn, Kip created ‘Cowspiracy’, a documentary about the most destructive industry facing the planet today. He discovers that ani-mal agriculture is the leading cause of deforestation, water consumption and pollution and is responsible for more greenhouse gases than the transporta-tion industry.

As the documentary continues Andersen approaches leaders in the environmen-tal movement and finds it is a topic no one wants to confess to. He then meets industry whistle-blowers and watch-dogs who warn him of the risks to his freedom and even his life if he dares to persist the investigation.

The documentary reveals the devastat-ing environmental impact large-scale factory farming has on our planet, and offers a path to global sustainability for a growing population.

Kip’s documentary has hit mass audi-ences through Netflix and has caught the attention of celebrites interested in climate change such as Leonardo di Caprio. He innovated his findingd in to an easy to follow, forward looking documentary that can be viewed by all audiences, going on to offer solutions to the problems he discovers.

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James Hansen

The former NASA scientist, considered the father of global awareness of climate change has been a nagging yet respected voice on climate change since he shot to prominence in the summer of 1988.

He is considered one of America’s most celebrated scientists and one of the most prominent climate activists to date. This year he has been involved in COP21 in Paris and released a paper in July, talking of how Earth’s huge ice sheets, such as those found in Greenland, are melting faster than expected.

His idea on how to slow climate change down currently is for a price to be placed on each tonne of carbon from major emitters (he’s suggested a “fee” – because “taxes scare people off ” – of $15 a tonne that would rise $10 a year and bring in $600bn in the US alone). He argues that only this will force down emissions quickly enough to avoid the worst ravages of climate change.

“As long as fossil fuels appear to be the cheapest fuels out there, they will be continued to be burned.”

James is a trustworthy, respected figure in the climate change movement and he continues to innovate new ways to resolve changin issues surrounding cli-mate change and the way world leaders suggest we tackle it. He is an innovator for the trend because he is consistently generating reports and evidence of solu-tions to the problem and is not afraid to speak out against governments and big companies.

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Suzanne Lee

Suzanne Lee is a New York based fashion designer working on future technolo-gies combined with fashion.

Suzanne is mostly known for using mi-crobial cellulose (composed of millions of tiny bacteria grown in bathtubs of sweet green tea) to produce clothing. She has spoke at TED talks about the pros of this new process. Since then the Arts and Humanities Research Council (AHRC) funded her current project ‘BioCouture’ .

This new project looks at ecological and sustainability issues surrounding fashion. She is working with scientists to engi-neer optimized organisms for growing future consumer products, suggesting an innovative future for the fashion industry.

Suzanne has invented methods of growing garments that are gentle to the planet, stylish and target slow fashion. Her scientific approach combined with her fashion education makes her a key innovator for this trend.

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Key

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ence

rsGeorge Monbiot : British writer, known for his environmental and political activism. Currently a journalist for the Guardian, his articles discuss current events that are caused by climate change and how human-kind has influenced them.

Vivienne Westwood: Fashion designer and activist. Recently in the news for her anti-fracking stance and protest in driving a tank to David Cameron’s house.

Bernie Sanders: US Senator known for speaking out about the threat climate change has to national security.

Leonardo DiCaprio: One of the highest profiled celebrities involved in climate change activism through protests, dona-tions and public speaking

Emma Thompson: British actress involved with Greenpeace protests, most recently known for the week-long protest against Arctic drilling at Shell’s headquarters in London.

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Zero has a mixed gender consumer tribe, from the age of 18 to 35, from Generation X and Y. They are individual, anti capitalist businesses, determined and resourceful. All members have a desire to explore and make a positive contribution or impact to the planet. A small percentage of this tribe may have children of their own or family members in generation X or Z, motivating them further in their mission to improve the climate. Growing up with academic pressure from parents and a huge peak in technology means the tribe are well educated and up to date, as well as involved, in current events. Their easy and wide spread access to social media adds fuel to their political and social involvement, enabling them to network with those who have similar interests and share their opinions and findings, envisioning the world as a 24/7 place. They un-derstand that not everyone can be trusted and are able to make informed judgements on almost everything.

At home they are newly independent or are still living with parents, typically in a city but not too far from some sort of greenery to fulfil their biofilia. The consumer is mostly atheist and more interested in theo-ries that have scientific evidence, but are open to listening to opinions and religious peers. From day to day they travel on public transport, by foot or on a push bike to study at university or pursue a 9-5 job within a media, technology or designing industry. At the weekends and during the evenings they can be found in independent small cafes, parks or remote pollution free zones, protests or at home with loved ones making fresh hand made food listening to the news.

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Their meals include plenty of vegetables, as little meat as possible, lots of water and smoothies. An example of where they would ‘eat out’ is YoSushi, where all their fish is sustainably sourced, reflecting their ‘kind to the planet’ lifestyle. A growing number of statistics show the worst industry for emissions is animal agriculture, so many of this tribe may be vegan also.

Not totally consumed by technology, the tribe may have smartphones or laptops and possibly a fitness band but they would much rather spend money on experiences. Similarly, they are not interested in fashion trends, couture or cat-walk, they wear practical, ‘classic’ clothing that can be layered, dressed up or down and is season-less. Some may wear sports clothes often including trainers leisurely for travelling purposes.

A big fan of all sustainability, benefits sought from products by this tribe would include fair-trade, organic, ethical, low emissions and high quality guarantees, maybe with some charity donations or promises to replenish the earth according to the footprint of the product (planting one tree for every product sold for example). Still persuing a clean lifestyle, the tribe would purchase very little and may be particularly anti-consumption. Among their peers they use terms such as ‘Decade Zero’, ‘Cowspiracy’, COP21, Renewables and ‘350’

Putting their current affairs knowledge in to practice, the tribe will have price sensitivity with regards to capitalist and green washing companies and may boycott them. The tribe are prepared to pay more for to the most good to earth products sold by businesses who take corporate responsibility and show evidence of improving their business trans-parency. Often loyal to brands they can trust but more than willing to try and help out business start ups with good intentions. Typically you would find a member of this tribe shopping in store at local independent businesses such as butchers, florists or greengrocers. For clothing they may visit charity shops or purchase online from new brands such as Tomato (a UK based store that produces garments using bamboo which is very renewable). The high street would be the last option but brands such as H&M, Zara, Mango or Adidas are likely to be popular among the youngest propor-tion of the tribe as they have certified green ethics.

The main common behaviour of this tribe is actively educating themselves on current affairs politically,environmentally and socially, then taking it on themselves to make positive changes to impact the world around them.

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We must embrace cleaner, slower,

resourceful, anti-consumption

lifestyles in an effort to reduce the growing ecological debt created

by the human race.

28

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eren

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