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Journal of Cleaner Production 16 (2008) 1218e1225


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Fostering change to sustainable consumption and production:


an evidence based view*
Arnold Tukker a,*, Sophie Emmert a, Martin Charter b, Carlo Vezzoli c, Eivind Sto d,
Maj Munch Andersen e, Theo Geerken f, Ursula Tischner g, Saadi Lahlou h
a
TNO Built Environment and Geosciences, PO Box 49, 2600 AA Delft, Netherlands
b
Centre for Sustainable Design, College of Creative Arts at Farnham, Falkner Road, Farnham, Surrey, GU9 7DS, UK
c
Politecnico di Milano, Industrial Design, Arts, Communication and Fashion (INDACO), via Durando 38/A, 20158 Milano, Italy
d
National Institute for Consumer Research, P.O. Box 4682 Nydalen, 0405 Oslo, Norway
e
Risoe National Laboratory, P.O. Box 49, DK-4000 Roskilde, Denmark
f
VITO, Flemish Institute for Technological Research, Boeretang 200, B-2400 Mol, Belgium
g
Econcept, Agency for Sustainable Design, Alteburger Strasse 32, D-50678 Cologne, Germany
h
Electricite de France, 1 Avenue Gen de Gaulle, Clamart, France
Revised 1 August 2007; accepted 13 August 2007
Available online 1 November 2007

Abstract

This Note from the field, is an edited version of a policy brief summarizing the key findings from the first half of the Sustainable Con-
sumption Research Exchange network (SCORE!) for the policy programs in the field of sustainable consumption and production (SCP). We
recommend a framework for action to change to SCP that mentions the key domains to include food, mobility, and energy use/housing (the
last two clearly related to urban development). It should use a systemic perspective on the SCP challenge and differentiate between developed,
fast developing, and base of the pyramid economies. SCORE! focuses mainly on developed economies, and here we propose to differentiate
between: (1) measures that fit with mainstream beliefs and paradigms. Here, governments could make operational agreements on implementa-
tion of instruments like green public procurement, stimulating ecodesign, etc. (2) Problems where a rough agreement on goals exists, but where
change is radical, or means are uncertain, and hence planning difficult. Here, governments could foster visioning, experimentation, and support
e.g. international collaboration in leapfrogging programs. (3) Problems that outright clash with the mainstream beliefs and paradigms. Here,
governments could foster informed deliberation on the more fundamental issues related to markets, governance and growth.
2007 Elsevier Ltd. All rights reserved.

Keywords: Sustainable consumption and production; Governance; Radical change; Sustainability; System innovation

1. Introduction Consumption Research Exchanges (SCORE!). This EU sup-


ported network project under the sixth Framework Program
As indicated in the Editorial, this special issue of the Jour- has engaged a few hundred professionals interested in SCP
nal of Cleaner Production is a result of work of Sustainable in Europe and beyond. A key goal of the network is to enhance
understanding how radical reductions of environmental im-
pacts and at global level a more equitable growth can be real-
*
A Note from the Field based on a SCORE! Policy Brief distributed at the ized. Since October 2005, SCORE! organized two major
Third International Expert Meeting of the 10-year Framework of Programmes workshops and one conference, which resulted in over 2000
on Sustainable Consumption and Production (SCP), Stockholm, Sweden,
26e29 June 2007.
pages of proceedings, in which over 250 contributors pre-
* Corresponding author. Tel.: 31 15 2695450; fax: 31 15 2696840. sented some 160 conceptual and case-related papers on how
E-mail address: arnold.tukker@tno.nl (A. Tukker). to foster change to SCP. In this Note from the Field, based

0959-6526/$ - see front matter 2007 Elsevier Ltd. All rights reserved.
doi:10.1016/j.jclepro.2007.08.015
A. Tukker et al. / Journal of Cleaner Production 16 (2008) 1218e1225 1219

on a Policy Brief, presented during the Third International Ex- 4. The SCP challenge has a systemic nature
pert Meeting of the 10-year Framework Of Programmes on
sustainable consumption and production (SCP), Stockholm, The development of an SCP policy agenda has been slow.
Sweden, 26e29 June 2007, the SCORE! team condenses the Rather concrete ideas were already present in the Rio Declara-
insights gained into recommendations for how to set up the tion of 1992 [31], but since then the many meetings and work-
10-year Framework of Programs on SCP. This Note from shops did not lead to much implementation [32e34]; indeed,
the Field, is based on a book in production at Greenleaf Pub- in the view of some, the more recent policy declarations are
lishing ltd., called System Innovation for Sustainability e weaker than the original Rio text [cf. 35]. This is probably
Governance of radical change to sustainable consumption no coincidence. We do not talk about diminishing an emission
and production. It will be available in the fall of 2007 [1]. here, or re-designing a product there. Production, markets and
Our recommendations are based on the following insights. consumption form a regime of an interdependent and co-
evolving set of technologies, symbolic meanings, services,
consumer practices, rules, interests, financial relations and
2. Not all economies are equal expectations [10,12,13,36,37]. It is difficult to change one
part without the rest. Further, this regime is embedded in
Economies of the different countries in the world differ a landscape context consisting of meta-trends, meta-values,
markedly. Hence, a one size fits all SCP policy cannot work meta-structures, and meta-shocks. Such meta factors usually
[2,3]. cannot be influenced directly by actors in the regime on the
It is well-known that the developed economies, that house short-term. New SCP practices or policies that deviate radi-
just 20% of the world population, are responsible for almost cally from this regime and landscape normally cannot be
80% of the life-cycle impacts of consumption [4,5,cf. 6]. pushed through, head-on. Usually, they stay for a significant
The challenge for developed economies is therefore, to do period in niches (if they do not die out there), until a window
more with less: they must reduce their ecological footprint of opportunity arises for a breakthrough [13,38e40].
and end overshoot [7,8,cf. 9]. A key problem is often lock-
in: existing infrastructures, habits, and other sunk costs, that 5. Green consumers and businesses, plus policymakers,
make it difficult to change [10e13]. should create the triangle of change
Fast developing economies face a totally different chal-
lenge. Their societies are in flux, and will build, in the next Green consumers and green businesses can do a lot to foster
decades, 80% or more of their future infrastructures [14]. changes to SCP (e.g. see Refs. [44e46]). And markets, to
This gives, in theory, unique opportunities to leapfrog: forgo- some extent, will start to reflect scarcity of resources and other
ing the problematic structures in the West, and jumping sustainability problems, thereby, providing incentives for
directly to novel sustainable structures of production and con-
sumption [2,3].
And in the base of the pyramid economies, the challenge is Growth versus downshifting
again different. Here the prime goal is to lay a basis for sus-
tainable, equitable growth, and to eradicate poverty [15,16]. One of the tense debates in the sustainable con-
Base of the pyramid or Human Development through the sumption arena is the question if we can continue
Market (HDtM) approaches could be strategies to be pursued to base our economy on the growth paradigm, or
[17,18]. that we should in fact reduce consumption (at least
in the West) [9,41]. Organizations like the Slow
Food movement and the Centre for a New Ameri-
3. Food, housing/energy use, and mobility have the can Dream provide inspiring examples of how
most environmental impact a high quality of life can be realized with a strong
reduction in material consumption [42,43]. Yet, it
All economic activity, and hence the related environmental is also obvious that the application of such inspir-
impacts, are driven by consumption. In the last years, many ing examples cannot (yet) be enforced top-down.
studies were done to analyze what final consumption activities That would go counter e.g. to the principle that
cause most impacts. Despite an immense variety of approaches, humans should be free to shape their lives in the
data sources, and indicators used, all studies agree on the main way they want, the idea of consumer sovereignty,
priorities [19e27]. Mobility (car and air transport, including and the concept of free markets. Any policy maker
for holidays), food (meat and diary followed by the other types proposing e.g. a cap on consumption levels,
of food) and energy use in and around the home (heating, cool- probably, would not last long. A better strategy is
ing and energy using products) plus house building and demo- to foster experiments with such alternative organi-
lition, cause, on most environmental impact categories, zations of the economic system, gather evidence
together 70e80% of the life-cycle environmental impacts in of their merits, and start bending existing beliefs
society [28e30]. Note that concepts like sustainable cities and paradigms from there.
cover these priorities to a large extent.
1220 A. Tukker et al. / Journal of Cleaner Production 16 (2008) 1218e1225

The role e and limits e of business and Car transport e essential to be happy?
consumers in change to SCP
Megacities in e.g. Thailand, Indonesia and China
Business is probably best placed to respond pos- are infamous for their gridlocked traffic and air
itively to sustainability challenges via radical inno- pollution. In Curitiba, a major city in the South
vative products and services and related new of Brazil, some bright city planners created a dif-
business models. Their drive for efficiency gives ferent history. They took the strategic decision
them a natural role in making production and to base further city development on principles
products more resource efficient, and the history like minimizing urban sprawl, keeping the historic
of e.g. the Marine Stewardship Council, Responsi- district intact, and to use a cost-effective express
ble Care, and similar schemes shows that busi- bus system as the back bone for mass transit.
ness is capable of promoting sustainability The approach was so successful, that now 60%
values in their supply- and downstream chains. of the travel in the city takes place via the public
Yet, the competitive market system also rewards bus system [4]. The city itself is one of the most
companies that make people dependent via the livable in Brazil. Hong Kong and Singapore
promotion of greed, fear, and addictions, that ex- reached similar success in ensuring that public
ternalize costs, and draw hitherto freely available rather than private transport takes on the brunt
non-market goods into a market context [51,54]. of the modal split. This is a good example of indi-
rectly influencing consumption patterns.
Consumers, in theory, can exercise sustainable
choice. This can be stimulated via informative in-
struments and campaigns. However, consumers
are, for a large part, locked-in in infrastructures, dematerialization and resource productivity [32,52,cf. 59].
social norms, and habits that severely limit con- But history has shown that this strategy alone fails, due to
sumer choice, in practice. Consumer behavior what has been loosely termed the rebound effect: the growth
change is only likely if three components are ad- of material consumption [60,61]. Yet, there are plenty of op-
dressed simultaneously: motivation/intent, ability tions to influence consumption patterns indirectly, without
and opportunity [55]. The alternative opportunity loss e or even improvement e of quality of life. And it is
should at least be as attractive as the existing not difficult to see why. Important parts of the financial and
way of doing things e not only in terms of func- time expenditures of consumers are on duties such as com-
tionality, but also in terms of immaterial features muting, business travel, etc., or compensate for a low local
such as symbolic meaning, identity creation, and quality of (social) environment. That changing such patterns
expression of dreams, hopes and expectations can yield a double dividend is rather likely e above a certain
[56]. Relying on e.g. informative instruments threshold, improved quality of life, a higher degree of happi-
only, is utterly insufficient [55]. ness, etc., is not related to material consumption or GDP
[62e66].

change [47]. But all evidence shows that since actors are trap-
7. Short-term measures can build upon mainstream be-
ped in systemic interdependencies, such routes for change
liefs and paradigms
have limits [10e13,36e38,48]. Bottom-up and market based
action can only result in lasting fundamental change if backed
On the short-term, many SCP solutions can already be
up by top-down support and framework changes [49e51]. Pol-
implemented that make positive use of the systemic meta
icy makers, therefore, cannot outsource politics [52] but
factors listed before: basic principles that friend and foe,
must do their bit, and collaborate with business and consumers
by and large agree upon [cf. 67e69]. Sure, they will need
to make things work, creating what the UK Sustainable Con-
leadership that makes a difference, if only to counter rear-
sumption Roundtable calls a triangle of change [53].
guard fights by dinosaurs setting traps like asking for evi-
dence beyond reasonable doubt before action can be taken
6. Consumption is a key in change [cf. 70,71]. But, now widely held values that markets should
be transparent and fair, consumers should be sovereign, and
Fundamentally, the goal of reducing environmental pressure that sustainability needs action, gives legitimacy to measures
by consumption can be reached via three routes: greening pro- like [47,72,73]:
duction and products, shifting demand to low-impact consump-
tion categories, and lowering material demands [28,30,57,58].  Creating a level playing field for greening production and
Since society is adverse to interfere directly with consumer products;
choice and markets, it is not surprising that government plans  Abolishing perverse subsidies and internalizing external
for SCP often narrow down to the first point under banners like costs;
A. Tukker et al. / Journal of Cleaner Production 16 (2008) 1218e1225 1221

The global compact Indicative planning and leapfrogging e


Dongtan Ecocity
Around 2000, the UN launched the millennium
development goals [15], and later embarked via The Curitiba story is one example of adaptive
the global compact [75] a strategic discussion management. Another exciting example is Dong-
with industry on how to realize them. The global tan Ecocity in China. Acknowledging that millions
compact articulates four sets of core values in do- of peasants will become city dwellers in the next
ing businesses, covering sustainability and social decades, the Chinese developed the vision that
standards, and managed to enlist 2900 (mostly the new cities to house them should be as sus-
large) businesses supporting it. Though imple- tainable as possible e probably the only way to
mentation is complex, it sets the direction and avoid that their economic growth will be stopped
a stage for discussing how to do it, and to ques- due to resource scarcity and pollution. The cities
tion deviating behavior. A perfect move that are planned to be ecologically friendly, with
helped to position a powerful actor (business) to zero-greenhouse-emission transit and complete
support changes for a better world. self-sufficiency in water and energy, together
with the use of zero energy building principles.
This initiative forms a massive learning by doing
 Promoting transparency about environmental and social exercise, guided by principles like energy-neutrality
performance, and countering oligo- and monopolistic mar- and self-sufficiency [84,85].
kets that reduce consumer choice.
9. Problems that question mainstream beliefs and
Making darkness visible (showing who benefits from un- paradigms require informed deliberation
sustainability) and articulating meta-values and -trends posi-
tive for sustainability are other tactics to pursue [74]. And These are the more difficult issues to tackle, and that really
even radical SCP options can be tried out on the short-term. require discussion of widely held beliefs and paradigms in so-
These often sow seeds for change, and the front runners can ciety [86e88]. It concerns informed deliberation on issues
often do their thing very well in smartly chosen niches that such as [53,54]:
are not too much affected by forces at landscape and regime
levels [10,12,13]. On the long-term, such novel practices can a the underlying growth engine in our markets [89];
be important factors in changing meta-views and -paradigms. b how and if markets contribute to fairness and equity [cf. 90];

8. Problems where only a rough agreement on the goals


and approaches exist, require experimentation The happy planet index: challenging the
paradigm that all growth brings well-being
Sometimes there is agreement on the desired direction of
change, but the road to it is uncertain (e.g. due to the radical The happy planet index (HPI) measures the eco-
nature of the required changes) [cf. 76]. In such cases, ap- logical efficiency with which, country by country,
proaches have been proposed using terms like roadmapping people achieve long and happy lives. In doing so,
[53], indicative planning or learning [cf. 77], reflexive it strips our view of the economy back to its abso-
governance [78], and transition management [10,13,79]. lute basics: what goes in (natural resources), and
While such concepts have different roots, they all acknowl- what comes out (human lives of different length
edge that the road to sustainability requires a joint search and happiness). The HPI suggests strongly that
process that entails a process of mutually enforcing actions above a threshold, high footprints (related to high
for change via the following lines: consumption per capita and high GDPs) are no pre-
condition for a high quality of life. One could even
1 Radical change usually takes a long period and command go so far that having a very high GDP (and hence
and control approaches usually will not work. Indicative footprint) per capita is no sign of progress, but
planning and developing strategic intent with a process rather a sign of inefficiency in providing what truly
of learning by doing along the way are likely to be matters: countries with equal quality of life and life
much more successful [10,13,71,77]. years may differ by as much as a factor four in foot-
2 A process of visioning and experimentation, particularly print. Once the factors determining this difference
when it is not totally clear into which direction the change are better understood e and shared e this will
has to go, is essential [77,80,81]. give important guidance of how to structure pat-
3 Flagship (niche) experiments with new practices and sys- terns of consumption and production [62].
tems should provide stepping-stones for potential future Source: www.neweconomics.org.
new socio-technical constellations [82,cf. 83].
1222 A. Tukker et al. / Journal of Cleaner Production 16 (2008) 1218e1225

c how consumption supportive to sustainability can be dis- framework of programs that is reflected in Fig. 1 [54]. It
cerned from consumption that is destructive for institu- should address, as key domains, food, mobility, and energy
tions and non-market goods providing quality of life [91]; use/housing (the last two clearly related to urban development)
d how to develop novel and dematerialized ways of realizing [19,20,95]. It should use a systemic perspective on the SCP
social aspirations [cf. 41,66], and how this relates to novel challenge [96] and differentiate between developed, fast devel-
business models [57,92]; oping, and base of the pyramid economies [2,3,17,18].
e how to maintain a fair power balance in the triangle of SCORE!, focuses mainly on developed economies, and here
business, government and consumer (e.g. by questioning we propose to differentiate between:
the role of advertising and media) [cf. 93].
 measures that fit with mainstream beliefs and paradigms.
All these issues pose fundamental questions about the way Here, governments could make operational agreements
how our market based economic system works and about the on implementation of instruments like green public pro-
institutions that have been developed to support it. Gathering curement, stimulating ecodesign, etc.;
credible evidence of how consumption and production  problems where a rough agreement on goals exists, but
systems can be organized more efficiently in providing where change is radical, or means are uncertain, and hence
quality of life [62,63], showing inspiring examples of alterna- planning is difficult. Here, governments could foster vi-
tive ways of doing things [42,43,94], are tactics to be pursued. sioning, experimentation, and support e.g. international
collaboration in leapfrogging programs;
10. Conclusion  problems that outright clash with the mainstream beliefs
and paradigms. Here, governments could foster informed
Based on the findings reviewed in this Note from the deliberation on the more fundamental issues related to
Field, we would recommend a structure of a 10-year markets, governance and growth.

Meta-structures: infrastructure, geopolitical facts, etc.


Landscape Meta-values: Individual sovereignty, democracy, free markets & trade, growth, fairness
(factors out of reach for actors Meta-trends: individualisation, internationalisation, intensification, informatisation
in the regime) Meta-shocks: wars, crises, natural disasters

Regime
(ways of doing things in a Production Markets Consumption
domain, e.g. mobility)

Time horizon of impact Actions and leading actor Dominant leverage point
Short term impact Business Government Consumers/citizens/NGOs Technical and incentive
Goals and direction: agreement Apply cleaner production, ecodesign, etc. Internalizing externalities Exercise sustainable choice change
Means: fairly clear Manage supply and downstream chains; see Abolish perverse subsidies Set steps towards Lifestyles Of Health And
the examples of CSR, FSC, MSC, etc. Counter mono- and Sustainability (LOHAS)
Main problem: overcoming Apply choice editing oligopolies and promote As citizen and worker: articulate and encourage
opposition of laggards. Promote industry self-regulation on the above consumer power and sustainable meta-values
Use meta factors as inspiration for new choice Government (combine the below for effect!)
sustainable products, business models (e.g. Promote transparency on GPP (focus on visible examples with ripple
product-services), and other strategic social and environmental effects; e.g. providing high quality school
innovations, e.g. via experience design issues related to products meals)
Government Set basic advertising Provide infrastructure for sustainable choice of
Provide level playingfield supporting the norms: fair, not promoting similar quality; create no-need contexts
above (covenants, regulations, standards) damaging offerings, and Motivate via appealing engagement and leader-
Foster greening innovation systems and not directed to vulnerable ship, and repetitive feedback (e.g. smart meters)
support sustainable (niche) entrepreneurs groups Business
Articulate and encourage sustainable meta- Promote sustainable consumer feedback (e.g.
values smart meters, green credit cards)
Apply sustainability marketing and demand
side management
Medium term impact Government (as initiator, in conjunction with business and NGOs): start processes of product roadmapping / indicative planning Enhancing self-
Goals and direction: agreement, / transition management / other learning and visioning approaches to overcome lock-ins and stimulate a sustainability focus for organising capacity and
at least on the sense of urgency long term change learning
for change Business: develop competing for the future capabilities
Means: not clear All: develop and test alternatives in niches (life boats)
All (emphasis on citizens and government): stimulating small group management via e.g. fostering locality and the creation of
Main problem: focusing direction local feedbacks.
and learning about best means
Long term impact All: Foster deliberation on the more fundamental issues related to markets, governance and growth: Adapting goals and
Goals and direction: controversial Beyond the consumer economy how does the sustainable growth engine look like? paradigms
No insight in means-ends Inequity how to promote markets that foster a fair level of (in)equity?
relations Consuming less or less material when does it help to reach a high quality of life?
Social aspirations and status how to reach this in an immaterial way, or damp this race altogether?
Main problem: managing a Power balances how to restore them in the triangle of business, government and citizens?
mental revolution in a nice way

Fig. 1. A framework for policy and action for sustainable consumption and production (SCP) [54].
A. Tukker et al. / Journal of Cleaner Production 16 (2008) 1218e1225 1223

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