Myths

A myth is an unproved or false collective belief that is used to justify a social institution (definition from Dictionary.com); it comes from the Greek word mythos, meaning story or word. Commonly held beliefs about human behaviour and sustainable consumption often stem from false assumptions, simplifications of reality or only partly true notions: these myths constrain policy makers from devising effective strategies for positive change.  Dispelling the myths facilitates more realistic and effective policy making for sustainable consumption.
For each myth we will:
  • investigate its origins;
  • analyse the consequences for society, consumption, actors and policy actions;
  • present arguments, evidence and data that dispel each myth;
  • outline the implications for policy strategies.
In this project we are planning to dispel at least 10 myths: below is a brief description of each myth - feel free to contribute with interesting insights, information, data, arguments and contra-arguments, and anything of relevance for this work. Thank you!
Project team

A myth is an unproved or false collective belief that is used to justify a social institution (definition from Dictionary.com); it comes from the Greek word mythos, meaning story or word. Commonly held beliefs about human behaviour and sustainable consumption often stem from false assumptions, simplifications of reality or only partly true notions: these myths constrain policy makers from devising effective strategies for positive change.  Dispelling the myths facilitates more realistic and effective policy making for sustainable consumption.
Myth 1: More information leads to sustainable behaviour. It is often assumed that if people are given sufficient and the right information, they will automatically change to sustainable behaviour. This view of people as rational decision makers advocated by neoclassical economists results in the proliferation of policies such as eco-labelling and awareness raising campaigns. However, as our behaviour is steered by  many factors ranging from infrastructure to habits and social norms, these policies are among the least effective.
Myth 2: Small environmental actions will have a ‘spill-over effect’ to bigger changes. It is often thought that if people make small, easy changes in one area, this can lead to bigger lifestyle changes. As a result, “easy tips” with marginal impacts are often promoted. However, they may be counter-productive in the longer term, as people feel they have “done their part” and may be reluctant to take further and more advanced steps.
Myth 3: If everyone does a little we will achieve a lot. Behaviour change campaigns often use the phrase ‘if everyone’ to imply that small individual pro-environmental actions will result in large collective environmental improvements. In reality, however, small individual changes result only in marginal aggregate improvements. Faced with enormous sustainability problems, only major changes to our ways of living and societal organisation can suffice.
Myth 4: Green consumption is the solution. Many believe that increasing consumption of greener products will change markets and lead to sustainability; as a result, policies and investments focus on making technology and products more efficient. However, increasing consumption levels are outpacing efficiency improvements; promoting green consumption reinforces materialist values rather than sufficiency.
Myth 5: Consumers should lead the shift to sustainability. Consumers are expected to become beacons of sustainability, create demand for green products and change their lifestyles towards more sustainable ones. They are encouraged to pay a premium for ecological products, reduce consumption levels and change their values although much of the prevailing institutional and business context enforces unsustainable ways of living. Thus, governments and businesses, rather than consumers, are clearly the most salient agent for driving widespread changes in societal consumption patterns and levels. Consumer polls also show that people expect governments to take responsibility for ensuring that the available consumption choices are sustainable.
Myth 6: Sustainability means “living in caves”. Living sustainably is often associated with consuming less, leading boring and inconvenient lives and having lower standards of living. However, consuming less might be a healthier (e.g. less obesity) and less stressful (e.g. Christmas shopping) option; owning less stuff may free up time for fun and social activities instead of maintaining all the possessions; and increased consumption of culture and experiences may simultaneously increase individual well-being and levels of happiness and bring about positive collective and social outcomes.
Myth 7: Appealing to people’s self-interest is the path to sustainable behaviour. Traditional marketing “wisdom” says we should “sell” sustainability by telling people what’s in it for them, and that people are persuaded to act when it saves them money, makes them look cool, gives them status and other personal benefits at no or limited personal cost. This sometimes works in the short term, but may backfire when changes are required that have no immediate personal gain. Promoting only self-interest also carries the risk that money saved from behaviour changes (e.g. cycling instead of driving), is used for further unsustainable activities e.g. flying on holiday. It also reinforces the myth that people are inherently selfish and so there is no point trying to instigate change.
Myth 8: Private ownership of all kinds of products is desirable - sharing is not. The number of products per household has hugely increased in recent years, with many households now owning multiple phones, computers, televisions etc. However, evidence is lacking that this change is indeed desirable, as many people report their concern with the growing number of products in their home that take space and with the increasing rate of their replacement even though they are still functioning.  Although product ownership is increasing, collaborative consumption of all kinds is also making a revival, for example through swapping events, online trade in second-hand goods, community libraries for equipment, and city rental schemes for cars and bicycles. Many innovative new businesses demonstrate that there is potential to increase sharing and redistribution of existing resources and urban mining is seen as an important future source of materials.
Myth 9: People want to increase consumption levels to become happier. It is a paradox that although we often remind ourselves that “money can’t buy you happiness”, we behave as if it does. This is partly due to the growth paradigm, where increasing GDP is assumed to reflect progress of humanity. In fact, once a basic standard of living has been met, increasing income and consumption has a marginal impact on well-being; people who choose to work and consume less usually report increased happiness and life satisfaction.
Myth 10: Consumption policies are too controversial and will not be accepted by the public. Experience from working with policy makers shows that ideas are often rejected without consideration due to fear of being “too controversial”. Research shows that not only do citizens expect guidance from governments, but also that the way a policy is communicated and implemented can greatly increase public acceptance, even for more challenging behaviours and proscriptive policies.

2 comments:

  1. Utmärkt inlägg och jag håller med om det mesta. Jag har skrivit om de flesta av dessa myter på min svenska och min engelska blog. Trädgården Jorden och Garden Earth.
    Se till exempel, http://tradgardenjorden.blogspot.se/2011/05/gron-tillvaxt-vilka-varderingar.html, Grön tillväxt, vilka värderingar förstärker en sådan slogan?
    eller

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  2. Intressant.
    Vi är en grupp i Sverige som jobbar med Common cause som Gunnar tipsar om. Tom Crompton som skrivit den kommer förhoppningsvis till ALmedalen. Jag har också skrivit en del om detta, bla en analys av Naturskyddsföreningens höstkonferens (som Oksana deltog på) http://www.braveworld.nu/2012/11/en-vardering-av-naturskyddsforeningens-hostkonferens/
    Hör gärna av er om ni är nyfikna på Common cause!

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