What needs to be done

“Weathercocks and Signposts” is such an awesome report that I had to excerpt a bit more from it. This part focuses on the complexity and challenges associated with building an authentic, values-based approach to the inevitable consumption descent. The report invokes Churchill: “It is no use saying, ‘We are doing our best.’ You have got to succeed in doing what is necessary.”

“It is WWF’s experience that many public figures are privately voicing concerns that the ‘business case for sustainable development’ and ‘decoupling of economic growth from environmental degradation’ will not offer sufficiently far-reaching responses to the challenges we face. Often these voices are submerged by dominant establishment discourse.”

The report concludes:

• there is an urgent need to introduce a broader set of values into public policy debate
• the dominant marketing approach currently adopted falls far short of what is necessary

“Increasing numbers of senior business people are recognising the limitations of green consumption as a response to the environmental crisis, and the ultimate imperative for society to consume less rather than differently.”

“As this report outlines, recourse to consuming greener products, buying fewer and more expensive products, or sharing products, will not be sufficient. Moving beyond these models will require the creative engagement of people in business, NGOs and marketing agencies.”