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Youth, Sustainable Consumption Patterns and Life Styles

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Youth, Sustainable Consumption Patterns and Life Styles Cover MOST Youth 12/12/01 10:44 Page 2 Youth, This report reflects the results of the UNESCO/UNEP project on “Youth, sustainable consumption and life styles”, which was launched in March 2000. The project was framed around a survey on the consumption patterns sustainable of young people in 24 countries and six country case studies. The results of the survey and the case studies were presented and discussed in a workshop held at UNESCO, Paris, on 6-7 November 2000. consumption The objective of the workshop was to discuss the development of a strategy for UNEP and UNESCO to promote sustainable consumption patterns among youth. The workshop gathered over 50 experts, social actors, youth leaders, researchers, and business representatives. The underlying belief was that youth patterns deserve special attention when considering consumption patterns. Young people are an important target group on the demand-side in this consumer society and play a determinant role in future consumption patterns. However, they should not be regarded as merely ‘victims’ of a contemporary and consumer culture. Young people are often very concerned about the future of the earth they will inherit, and their voice should be heard. Moreover, some groups of young people are proposing alternatives to the “consume more” life styles trend. They could be the messengers of a new approach that could involve both their peers and adults. This report, published by the MOST Programme as one of the partners in this collective endeavour, attempts to understand some preliminary youth attitudes towards consumption, and evaluates the potential role of young people in a MANAGEMENT transition towards sustainable consumption lifestyles. In particular, it looks at: OF SOCIAL • The driving forces of youth consumption and especially the influence TRANSFORMATIONS of media and globalisation in shaping their aspirations and values; • Youth perception of sustainable consumption and their role; • Approaches to consumption issues in different cultural areas. For more information, please consult: www.unesco.org/education/youth_consumption/work_report.shtml and www.uneptie.org/youth_survey United Nations UNEP Educational, United Nations Scientific and Cultural Environment Organization Programme MOST Youth 0 Debut 26/10/01 23:53 Page 1 (Noir/Process Black film) Youth, sustainable consumption patterns and life styles United Nations UNEP Educational, United Nations Scientific and Cultural Environment Organization Programme Contributors. Ministry National Agency Peace Child Consumers SIFO, of Environment, for Environmental International, International, Norway Norway Protection, UK UK Italy MOST Youth 0 Debut 26/10/01 23:53 Page 2 (Noir/Process Black film) The following partners contributed to the project: • Division of Technology, Industry and Economics, Production and Consumption (UNEP/DTIE) • Youth Advisory Council (UNEP/YAC) • Management of Social Transformations Programme (MOST, UNESCO) • Educating for a Sustainable Future (EPD, UNESCO) • Youth Co-ordination Unit (UNESCO) • The Italian Agency for Environment Protection (ANPA) • Norwegian Ministry of Environment • Norwegian National Institute for Consumers (SIFO) • Peace Child International • Consumers International Follow-up contacts: UNEP DIVISION OF TECHNOLOGY, INDUSTRY AND ECONOMICS PRODUCTION AND CONSUMPTION Tour Mirabeau 39-43, quai André Citroën F – 75739 Paris Cedex 15 Tel. + 33 1 44 37 14 50 Fax +33 1 44 37 14 74 e-mail: [email protected] http://www.uneptie.org http://www.uneptie.org/sustain/home.html UNESCO Mrs. Julia Heiss 7, Place de Fontenoy 75007 Paris France www.unesco.org/education/youth-consumption e-mail: [email protected] SHS-2001/WS/13 MOST Youth 0 Debut 26/10/01 23:53 Page 3 (Noir/Process Black film) Table of Contents Introduction . .5 1. Is the future yours ? . .7 Anders Nyberg and Eivind Stø 2. Towards sustainable consumption among Australian young people . .49 John Fien and Petra Skoien 3. Youth action and learning for sustainable consumption in Canada . .73 Darlene E. Clover 4. Raving hedonists or environmentally concerned? Youth in Norway . .105 Ragnhild Brusdal and Astrid Langeby 5. Consumption in a rapidly changing society: the Mexican case . .141 Valeria Guarneros, Alfredo Narváez and Mireya Vilar 6. Consumption patterns of youth: an analysis of the Italian survey . .167 Manlio Maggi, Fulvio Beato, Antonio Fasanella and Carmelo Lombardo Policy recommendations . .195 ANNEXES: 1. UNEP/UNESCO Expert workshop . .199 Youth, sustainable consumption patterns and life styles 6-7 November 2000, Maison de l’UNESCO, 1, rue Miollis 75015 Paris 2. List of participants . .207 3. The MOST Programme . .213 MOST Youth 0 Debut 26/10/01 23:53 Page 5 (Noir/Process Black film) Introduction his report reflects the results of the UNESCO/UNEP project on Youth, Sustainable Consumption and Life Styles, which Twas launched in March 2000. The project was framed around a survey on the consumption patterns of young people in 24 countries and six country 24 countries, and six country case studies. The results of the survey and the case studies were presented and discussed in a workshop held at UNESCO, Paris on 6-7 November 2000. The objective of the workshop was to discuss the development of a strategy for UNEP and UNESCO to promote sustainable consump- tion patterns among youth. The workshop gathered over 50 experts, social actors, youth leadership, researchers, and business representa- tives. The underlying belief was that youth deserve special attention when considering consumption patterns. Young people are an impor- tant target group on the demand-side in this consumer society and play a determinant role in future consumption patterns. Yet, they should not be regarded as merely ‘victims’ of a contemporary con- sumer culture. Young people are often very concerned about the future of the earth they will inherit, and their voice should be heard. Moreover, some groups of young people are proposing alternatives to the “consume more” trend. They could be the messengers of a new approach that could involve both their peers, and adults. This report attempts to understand some preliminary youth attitudes towards consumption, and evaluates the potential role of young peo- ple in a transition towards sustainable consumption lifestyles. In par- ticular, it looks at: YOUTH, SUSTAINABLE CONSUMPTION PATTERNS 5 AND LIFE STYLES MOST Youth 0 Debut 26/10/01 23:53 Page 6 (Noir/Process Black film) • The driving forces of youth consumption and especially the influ- ence of media and globalisation in shaping their aspirations and values; • Youth perception of sustainable consumption and their role; • Approaches to consumption issues in different cultural areas. Ideas are drawn from the research papers with a view to designing policy recommendations for UNEP’s and UNESCO’s future actions to promote sustainable consumption among youth. YOUTH, SUSTAINABLE 6 CONSUMPTION PATTERNS AND LIFE STYLES Is the future yours? 1 Anders Nyberg 1 and Eivind Stø 1 Eivind Stø is director of research at theNational Institute for Consumer Research, Norway, (SIFO). He was named head of research for SIFO’s social science group in 1990. He holds a graduate (magister) degree in political science (1972). From 1973 to 1976, he served as This chapter will provide a preliminary insight into the attitudes research assistant for the election research and interests of middle class urban youth towards adopting more programme at the Institute for Social Research. environmentally and ethically sound consumption practices. It is From 1976 to 1989, he was based upon the results of a survey: “UNEP/UNESCO Survey on employed as a researcher by the Norwegian Fund Youth and Consumption: Is the future yours?”. It must be empha- for Market and Distribution sised that the survey did by no means intend to cover scientifically Research (FMD), part of the time serving as acting and exhaustively all issues related to youth consumption patterns and head of research. their relationship to sustainability. Its goal was to draw an initial In 1987/88, he was general manager of FMD. mapping of the attitudes, behaviours, and expectations for the future Since joining SIFO in 1989, of youth and their sense of power to change lifestyles and promote Stø has worked with: • the organisation of sustainable consumption. consumer interests • consumer dissatifaction and complaint behaviour The survey also intended to open a dialogue between UNEP/ • sustainable consumption. UNESCO and future decision-makers and was designed to have a Anders Nyberg holds strong awareness-raising component. The distribution of the ques- a masters (cand. polit.) degree in sociology (1997), tionnaires and the collection of the answers were managed by UNEP with particular focus on in cooperation with a large number of young people and consumer environmental and consumption sociology. associations. The large majority of these organisations did the work Since joining SIFO as on a voluntary basis, or with very little financial reward. This survey research assistant in 1997, Nyberg has worked with: should therefore be seen as the collective effort of a large number of • consumer attitudes extremely motivated and devoted people, who believe in promoting towards ecological food • consumer’s environmental more environmentally friendly and ethically sound consumption committment practices as one of the ways to reach sustainable development. • consumer’s trust in food. SIFO, The large amount of data collected offers a unique opportunity to P.O. Box
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