1.
Sustainable Lifestyles 2050
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Innovation Opportunities for Business
In the Sustainable Economy
6 November 2012
Cheryl Hicks
Team Leader, Sustainable Lifestyles
Project Director, SPREAD Sustainable Lifestyles 2050
CSCP - Centre on Sustainable
Consumption and Production
www.sustainable-lifestyles.eu

2.
About the
Collaborating Centre on Sustainable Consumption
& Production (CSCP)
Mission Vision & Mandate
Rio+20: Global
CSCP 2.0 Sustainable Networks on Investing in
Lifestyles, Products & Sustainable Lifestyles, Sustainable Living
Infrastructure, Innovation &
Entrepreneurship & Entrepreneurship
Business Models
UNEP Marrekech Process
on
Sustainable Consumption
& Production
?
2012 / 2013
2012
2005
2010 / 2011

3.
CSCP at a glance
CSCP Focus Areas & the way we work
SUSTAINABLEINFRASTRUCTURE,
PRODUCTS AND SERVICES
Lifestyles Products & Business &
Infrastructure Innovation
Action Research & Experimentation
Skills Development & Training
Networking & Match-Making

4.
CSCP‘s Global Network
For Cooperation & Dialog on SCP

5.
www.sustainable-lifestyles.eu

6.
www.sustainable-lifestyles.eu

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www.sustainable-lifestyles.eu

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Funding Scheme:
Coordinating Partner:
Objectives Project WP Elements
• Develop a Vision and Scenarios Baseline Research & Primary
of possible sustainable living Household Research
futures
…About us
• Translate sustainability into Promising Practice via Social
meaning for our diverse daily Platform & Online Community
lifestyle options and choice
• Develop an Action Roadmap Vision & Scenarios for SL
and suggest a Future Research
Agenda Roadmap of Actions for SL
Advisors Online Community Platform
www.sustainable-lifestyles.eu

9.
WBCSD Business Vision
for Sustainable Consumption & Lifestyles
www.sustainable-lifestyles.eu

10.
5 Challenges
for
Sustainability, Lifestyles & Consumers
1.Translating Sustainability
2.Understanding impacts & footprints
3.Understanding behaviour change
4.Recognizing promising practice & movements
5.Envisioning different futures & disrupting norms
www.sustainable-lifestyles.eu

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Challenge 1
Translating Sustainability 
Into meaning for our daily lives
www.sustainable-lifestyles.eu

12.
Sustainable Development
“Living Well within One Planet”
www.sustainable-lifestyles.eu

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Sustainable Development
The Global Challenges
People & Values Governance Economy Resources, Energy and Environment
Source: WBCSD Vision 20
Interdependent Valuing social & Resource Environmental
Shifting
Shifting environmental impacts
demographics
demographics world scarcity degradation
Poverty and
Shifting Inadequate policy Material-based Energy security Climate change
inequity
demographics framework consumption
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14.
Sustainable Development
“Solutions”
“technological advancement
will not be enough
to achieve sustainable development,
changes will also be required
to people’s lifestyles”
People need to activate the changes needed
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15.
Challenge 2
Understanding the impacts of our
current lifestyles
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Source: SPREAD Baseline Research 2011
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17.
Food, Mobility, & Housing
Health & Tourism
Consumption pressure per EUR spent
Source: EEA Consumption & Environment 2010
www.sustainable-lifestyles.eu

18.
Housing – energy use
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19.
Housing – more space, more stuff
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20.
Housing & Population - aging
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Mobility – single car use dependency
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22.
Mobility
- increase in
passenger
cars ‘98-’08
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23.
Mobility & Tourism – long haul air travel
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24.
Food –
meat & dairy
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2011 SPREAD Baseline Research:
Unsustainable Lifestyle Trends & Hot Spots
40-60 tonne EU lifestyle
(total resource use)
Food: Meat & dairy - 24% of all food impacts
(acidification emissions & material use)
Housing: Heating/cooling, water use, appliance &
electronics use - 40% of total energy
Mobility Single car use (35% increase)
& Tourism: Air travel (9% increase)
Health obesity (increased intake of sugars),
& Well-being: heart disease (fatty foods and smoking)
cancers (exposure hazardous chemicals)
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Place-holder
> Infographic
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Challenge 3
Understanding behaviour change needed
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29.
Material
footprint
of a
2011 Sustainable
lifestyle
2050
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30.
2012 SPREAD Vision of
Sustainable Lifestyles
7-10 tonne lifestyle
(total resource use)
What if current challenges were overcome?
Food: 500 kg/a mostly vegetarian
Housing: 20 m2/person zero net energy
Energy: 1000 kWh via wind and solar
Household goods: efficient, different and sufficient
Mobility & Tourism: 10 000 km/a no car
Health & well-being: improved health, well-being, happiness
www.sustainable-lifestyles.eu

31.
Understanding citizen diversity
Bernd, Germany
55,1t
Kirsti, Finland
38,7t
Iria, Spain
24,8t
Péter, Hungary
8,8t
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32.
Factors influencing behaviour
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34.
Understanding diversity of individual needs, aspirations
Motivators and triggers to change
CONSUMPTION: FAMILY
4 Planets •Wife (Age 33)
•2 children (Age 4 and 1)
Food
•Eats Meat every second day
•Buys regional and organic food when possible, but needs to be
comfortable as well
Housing
• Middle-sized house (7 rooms) in the countryside
• Heating and energy production with wood
Moving
•One car (in addition to the one from his wife) as highly
dependent for getting to work and child care, shopping, , … (no
public transport or shopping facilities in wallking distance)
• For holidays, likes to travel by car / airplane
Age: 34 Living
•Jogging, skiing in the winter and playing tennis in the summer
Self-employed •Shopping once a week, brand aware
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35.
Challenge 4
Recognizing citizen movements
& social innovation
www.sustainable-lifestyles.eu

36.
The economy, skills and jobs
Current trends:
• Our aspirations for prosperity are intrinsically linked to current patterns of
economic growth
• Some actors in society start realising the need to redefine the current economic
paradigm to take into consideration the environment, quality of life and well-being
and to balance growth, profits and consumption.
Promising Practice:
Complementary currencies, new business models, new ways of working, new
skills requirements
www.sustainable-lifestyles.eu

37.
Innovation – technical & social
Current trends:
• Small-scale initiatives are important signposts and test-beds for large-scale
sustainable solutions. Support to large-scale change comes from connecting
relevant stakeholders and groups
• Social and technical innovation are important drivers for change that create
opportunities for sustainable, healthy and equitable lifestyles. Social innovation can
stimulate and sustain lifestyle changes. Social entrepreneurs and designers are
important change agents, but still main focus is on technocratic solutions. .
Promising Practice:
Access to more sustainable options, community and network action, policy
framework support, entrepreneurship
www.sustainable-lifestyles.eu

38.
Infrastructure – cities & communities
Current trends:
• Sustainable neighbourhoods, communities and cities are emerging through
co-creation and participation. Buildings, public space and urban infrastructure
need to be created through multi-stakeholder urban planning approaches.
• Visions, scenarios and roadmaps for future lifestyles are being developed by a
range of actors focused on different sectors, societal actors and approaches .
• Large divide between scenarios and praxis, lack of implementation
Promising Practice:
Holistic, people-centred design approach, choice architecture, lock-ins, healthy
cities and communities
www.sustainable-lifestyles.eu

39.
Policy & governance
Current trends:
• Effective policy and governance set the framework conditions for business
and societal innovation. Governments lack responsibility for discouraging or
limiting unsustainable consumption and lifestyle options. Need for new governance
approaches to support effective implementation.
• The emergence of integrated and cross-sectoral approaches to policy making
aims to overcome policy silos, but still focus on greening consumption rather than
sustainable consumption or lifestyles.
Promising Practice:
Nudging, framework conditions, policy innovation: behavioural science as input
to policy making
www.sustainable-lifestyles.eu

40.
Research
Current trends:
• Research on the sociology of consumption indicates the need for a paradigm
shift in thinking from a focus on individuals, to a focus on wider communities and
social norms and practices; from a focus on changing discrete behaviours to a focus
on changing entire lifestyles, cultures and values
• To date, research priorities have not yet been reconciled with practice:
technocratic approach and economic rational, the efficiency-agenda and the
“rational man” dominate
Promising Practice:
Knowledge brokerage, transformational research, interdisciplinary collaborative
approaches
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Emergent Promising Practice - EU
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42.
Challenge 5
Envisioning more sustainable futures
Supporting sustainable living
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Scenario Development Process
Back-casting
Looki
ng
d a dna S
o r a nec S
ssec o P
back
r
t
40yrs
r
i
WORLD WHERE
IDENTIFYING CURRENT CHALLENGES ARE
CHALLENGES OVERCOME
What we know & don’t EXPLORING
Blend of reality & uncertainty CONNECTING
know, CHANGES
Visions to Current
Forces driving change EXPECTED / NEEDED Realities – How to get
Tensions with largest
from here to there
degrees of difference
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Four scenario landscapes
Pandemic technology
Singular Super Governing the
Champions commons
Meritocratic society Human-centric society
Local loops Empathetic
communities
Endemic technology
www.sustainable-lifestyles.eu

48.
EU Sustainable Lifestyles Roadmap 2012-2050
Coming soon
…Nov 2012
www.sustainable-lifestyles.eu

49.
Sustainable Living Globally
Financed by the German Ministry for Economic Cooperation and Development (BMZ),
the projects aim to identify and contribute to global efforts towards living sustainably by
:
Collecting 100 Big Ideas for living sustainably,
Discussing them with stakeholders in 5 Cities,
Bringing them to the Global Network towards
Sustainable Lifestyles
Creating a Framework for Scaling-up Innovations,
Highlighting the 5 success factors common to 100
enterprises with sustainable practices
Bringing the outcomes into the Global Network
for Sustainable Innovation and Entrepreneurship

50.
THE GLOBAL NETWORKS
IMPROVING SUSTAINABLE LIVING
Hosted
by
CSCP
Projects Other Other
projects projects
over time over time
Living sustainably through active Scaling up sustainable
practice entrepreneurship and innovation

51.
THE GLOBAL NETWORKS
Host discussions and Strengthen and linking
share learning existing networks
OBJECTIVES AND PARTICIPANTS
Experts Existing platforms
and networks
Entrepreneurs Individuals
Network users Support organizations
Academia Investors
Promote success Link knowledge
factors for scaling up and practices

52.
WORKSTUDIOS AND WEBINARS 2012 - 2013
1 or 2 day interactive, multi-stakeholder meetings comprising key note
speeches, visioning sessions, discussion panels and match-making
activities.
Location
China October 2012
Colombia November 2012 Full back to back
Ghana February 2013 Event component
Philippines March 2013 Full back to back
Germany September 2013 Event component

53.
The Role of Business
Enabling More Sustainable Lifestyles
and Consumption Patterns
Choice Choice
creation influencing
Innovation
Choice
editing
www.sustainable-lifestyles.eu

54.
WBCSD Business Vision for
Sustainable Consumption
www.sustainable-lifestyles.eu

55.
Must-Haves on the Business &
Consumption Pathway
Evolving Business
New Collaborations
Models
In the Value Net
Technological innovation is
New ways to deliver
not enough, we also need complex coalitions
value to customers
radical transformations in for co-innovation
and consumers
lifestyles and
consumption patterns
Deeper
Technology & Trust
Understanding of
Consumer
Enabling more value
Behaviours
from fewer resources
Influencing
Hyper-transparency,
consumption
progress
patterns and more
measurement
sustainable lifestyles
www.sustainable-lifestyles.eu

56.
Examples of how business models
might evolve
 Leisure: Hotel companies domestic swaps
 ITC: Mainframes cloud computing; 3D-printing
 Power: Power stations distributed networks
 Food: Intensive farming urban farming, gardening clubs
 Mobility: Private car ownership car sharing
www.sustainable-lifestyles.eu

57.
Discussion
Sustainability, Lifestyles & Economy
The role of businesses in a Sustainable Economy
• Business contribution to Sustainability
• Business opportunities in growing healthy & sustainable lifestyles trends
• Local vs global trends for sustainability & lifestyles
• New business models for sustainability, lifestyles & the economy
• Sustainable consumption – trend or resilient strategy?
• Businesses culture for sustainable consumption?
• Innovation, sustainable consumption & production?
• Challenges for businesses re future sustainable societies
How would you define Sustainable Economy?
www.sustainable-lifestyles.eu

58.
SPREAD Sustainable Lifestyles 2050
European Social Platform
www.sustainable-lifestyles.eu
www.sustainable-lifestyles.eu