While people in Europe have more material goods like food, clothing, cars and larger homes, and work fewer hours, happiness has not increased accordingly. Research shows that beyond a threshold for meeting basic needs, further economic and material growth do not generate more well-being. Overconsumption is putting pressure on the environment, with food, private transportation and housing responsible for 70-80% of Europe's environmental impacts. There are signs that Europeans are increasingly interested in health, the environment and sustainable living.

2. We have more food, more clothes, more cars, larger
houses and fewer days of work per week, better work and,
above all, better health. And, in spite of this, we are not
more happy (...). If we want people to be happy, we need
to know what conditions generate happiness and how to
grow them
Richard Layard, 2005
Hapiness
Easterlin Paradox

3. Consumption
phenomena
explains our Society
fundamentals
…is spread all over
the world..
…is on the hand of
a few...
..and measures
exclusion in terms
of the contribution
to it
8 % of Europeans were severely materially deprived (Eustat 2012)
AROPE:
cannot afford
4 out of 9
i) to pay rent or utility bills
ii) keep home adequately warm
iii) face unexpected expenses
iv) eat protein every second day
v) a week holiday away from home
vi) a car
vii) a washing machine
viii) a colour TV
ix) a telephone

4. Final consumption of food and drink, private
transportation and housing lead to 70-80% of
Europe’s environmental impacts.
Meat and dairy consumption alone account for
almost one quarter (24%) of all final
consumption impacts.
Domestic heating, water consumption,
appliances and electronics account for 40% of
Europe’s total energy consumption (with 67% of
EU-
27 household energy consumption linked to
space heating
Car ownership in the EU-27 increased by 35%
between 1990 and 2007.
EU-drivers own over one third of the world’s 750
million automobiles.
In the EU-27, approximately 60% of adults and
over 20% of children are overweight or obese.

6. Almost everything we buy is not bought because
what it can do, but because what it means for us.
Helps to build my
identity
Links with my past
(Nostalgia)
Comfortability (part of
daily routines)
Provokes intense
emotions

7. GlobalLocal
How do (are) you
• part of ?
• feel part of?
• take part in?
• have part?
Liberal
Responsible
Reformer
Radical
Evasive

8. Europeans are
satisfied with their
personal life and
believe they have
control over how
their lives develop.
They identify with
their town, region
and country and, the
majority, with
Europe also.
The family plays a
vital role for
Europeans
• it is the most
important thing in
their lives and
also the group
they trust most.
• They also express
considerable trust
in other close
groups like
friends, work
colleagues and
neighbors.
Europeans attach
considerable
importance to
income, work and
free time. Religion
and political
involvement come
further down their
list of life priorities.

9. have a growing
interest in
personal health
increasingly
appearance-
conscious
want healthy
food that is also
easy to prepare
In a complex market
environment, look for
responsible brands they
can trust
Connected
(SOLOMO)Smart Shoppers
(maximize
individual ROI)
Ecocool

10. Working poor Dinkys &Sinkies Lohas
BOBOs Sharing Golden Senior
Adulteens (kidults) a Women B men

11. The rise of collaborative
consumption (sharing,
swapping, trading)
• ownership of goods vs
access to goods and
services
• passive consumers vs co-
producers (prosumers)
More sustainable ways of
utilizing products and
services
• efficient living (wasting
less)
• different living (focus on
high quality goods and
services)
• sufficient living (reducing
consumption)
Community and city
action that demonstrates
the success of participatory
approaches to sustainable
living and mobility options
• eco-towns,
• sustainable city initiatives
• Transition Towns
Behaviour change at the
household level shows
increasing willingness to
invest in energy
efficiencies
The promotion of walking,
cycling and public transport
at the municipal levels
enables more healthy
living options

12. THANK YOU!