Without wanting to sound too downbeat, being a 'green' consumer at the moment is inconvenient. It just doesn't pay. Our 'default' behaviour is to buy what we are used to, what is easy and affordable and what benefits us - in spite of our good intentions. As Jane Austen wrote, "I have been selfish all my life, in practice, though not in principle".
And most companies of course are geared to deliver profit first and foremost, sustainability coming a distant second or third or lower down the list. And we are not mandated to behave differently by legislation, apart from a bit of recycling, perhaps. It is still just too convenient for us not to be 'green'. What will it take for our lifestyles to change?
These thoughts hit home having bought the Green Living Guide. Great efforts have been made in making 'green' actions more accessible and the guide itself is certainly praiseworthy if wanting to be 'green' is your thing.
But there is some way to go for sustainable, low-carbon living to become more widespread in the UK . Perhaps because there are so many variables and imponderables, people just don't know what to do and are not motivated to take the lead.
I think the key issue with communicating 'green' (without 'greenwashing') is there isn't enough 'in it' for the UK consumer, especially in the short-term. Solar panels, for example, require thousands of pounds and grant applications and just sound cumbersome and off-putting.
This 'Observer' article on the new electric Smart car highlights the problem, given the costs and logistics of running it. And in the new Age of Austerity, funding is being slashed, hampering our chances of turning niche 'green' alternatives into commonplace, mass market products.
Sustainable living is vital (if you believe in Climate Change, that is) and must continue to be addressed - while a select few are doing a great job already, a low carbon lifestyle should be far more convenient for consumers in ways that have a clear benefit to improving their lifestyle first at foremost.
After all, we're just creatures of convenience. Right?
Simon
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