Drivers of consumption
needs (body and soul)
self esteem
social recognition
inclusion
status
a buzz
It makes no sense to criticise consumption
Only way is to address the needs and drivers with alternative fulfillment
Ideas for alternative fulfillment
reduce inequality and poverty
address media stigmatisation of poverty
public spaces to build community
carry out community activities
appreciate diversity of people ⇒ inclusion
2Consumption rethought
Consumption does not equal buying
self providing (“prosumer”) makes people appreciate
quality
time
sovereignty
skills
sharing/locality/mesoform of socio-economic relations
self-providing makes happy and frames sufficiency in a positive narrative
Services to humans are o.k.
The value chain thing
awareness is needed
shorter chains are better
it would be good if people have choice and knowledge on provenience of products and processes
Products should
be durable
be repairable
have no inbuilt obsolescence
have high quality
are worth appreciating and handing down
fulfill ecological and social standards
1Labels
Proposal/Vision
Full awareness possibility about sustainability impact of consumption
Transformation
One Label showing one overall scale with zoom function for further info of products & services
Controversial
Categories are changeable into monetary values?
Life-footprint account?
Voluntary or obligatory?
Open Questions
Can a scale be positive?
How much obligations for companies make sense?
Private consumption vs. society consumption?
Actions
Start more discussions
methodologically ⇒ science
value discussion ⇒ society
2Standards
Vision
more control on production
Transformation
Stronger involvement of consumers and (global) societal actors in standards and development, e.g. indian
Action
Direct Democracy on product related issues
Empower consumers' engagement
change standardisation organs
Education
mainstreaming of critical thinking across all school subjects towards
consumption habits
social practices
social status
advertisement
discuss basic needs & contentment
teach different (socio-)economic models and discuss them
expand teaching of self-providing skills like
handicrafts
gardening
cooking
base it on a communal decision making process of what is liked and needed
highlight the work process that stands behind every product and connect it to the global framework
establish spaces for children to discover anew, how to do & make things
Advertisement
Proposals
create marketing watch organisation (NGO?) ⇒ official mandate to restrict e.g. emotional conditioning
no privatised advertisement spaces in the public sphere ⇒ space for everyone
Controversials
restrict only or forbid completely?
Open Questions for research
Learn from the decay of smoking tobacco
If restrictions: Where?
Public space
labels on clothes and bags etc.
neuro-marketing approaches
Actions (What?/When?/Who?)
Adbusting (Now!Always!/You&Me!)
Inform each other about manipulation tactics (Peer-to-peer)
A)Proposals (by clusters)
1 (Drivers of and re-thinking consumption):
create time & space to build communities (alternatives to shopping)
find alternative fulfillment for psychological drivers of buying/consumption
Products should be durable, be repairable, have no inbuilt obsolescence, have high quality, be worth appreciating and handing down, fulfill ecological and social standards
2 (standards and labels):
reformation of standardisation processes so that marginalized (esp. global south) are more & effectively involved
everybody should get the possibility of “full” awareness about consumption impacts
3 (education):
mainstreaming of critical thinking across all school subjects towards consumption habits, social practices & status, advertisement
discuss basic needs & contentment
teach different (socio-)economic models
expand teaching of self-providing skills
establish spaces for children to discover anew how to do & make things
4 (advertisement):
create a marketing watch organisation with official mandate to restrict advertisement
B)Controversial Issues
1 (Drivers of and re-thinking consumption):
shorter value chains are better
it would be good if people have choice and knowledge on provenience of products and processes
2 (standards and labels):
one sustainability label (single score label)
Monetarisation (Categories are changeable into monetary values?)
Life-footprint account?
Voluntary or obligatory?
3 (education):
base content of education on communal decision of what is liked and needed
highlight the work process that stands behind every product and connect it to the global framework
4 (advertisement):
make advertisement spaces public so that everybody can publish ads
Restrict only or prohibit completely advertisement
C)Open Research Questions
1 (Drivers of and re-thinking consumption)
How to make long-lasting and high-quality products the new normal
2 (standards and labels)
Can a scale be positive?
How much obligations for companies make sense?
Private consumption vs. society consumption?
4 (advertisement)
If restrictions: Where (Public space, labels on clothes and bags etc., neuro-marketing approaches)
What can we learn from the tobacco case
D)Actions
1 (Drivers of and re-thinking consumption)
Live one year without stuff (Ben@goodmatters.net)
2 (standards and labels)
Start more discussions (methodologically ⇒ science; value discussion ⇒ society)
Exert Direct Democracy on product related issues
Empower consumers' engagement
Change standardisation organs
4 (advertisment)
Ad-busting
inform others about manipulation practices
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