I will present below which four major changes I believe will have staying power, at least in the much of the developed world.
As the need to green has invaded mass media, I have three thoughts here about the more lasting cultural shifts: (1) There is clearly a move away from heavy consumption of fossil fuels (SUVs and cars in general), creating new habits such as walking to work or taking public transport which may, in turn, help justify and finance more public transport development. (2) Purchasing “green” for the long term should have, by definition, a long tail. An example is the purchase of long lasting LED lights whose benefits of durability and low energy consumption are slowly gaining traction, even if they present a higher upfront cost. (3) Attention to reducing water consumption has meant walking away from bottled water (at restaurants as well as at home) and perhaps showering a little quicker and, perhaps, less frequently… On average, every minute under the shower represents 2 gallons or 7 1/2 litres. (Find out how much water you use daily with this handy USGS calculator here). There’s a continuing business opportunity for the water filter companies, although it is not so good for the shower gel business.
Someone who owns more than two homes knows what I am talking about: each home creates multiples of paperwork, presumably having to adjust to different rules and regulations. Just making sure that each house is stocked with the basics, much less complete dinner settings, etc. is quite the ongoing exercise. If you are someone who owns a super expensive car, you know that investing in spare parts and getting little scratch marks fixed is a hassle — especially as you roam away from the local dealership. Finding “protected” parking when you decide to take your jazzy car for a ride in town is an extra constraint. Of course, having too much of anything means that you need to have the space to store it… extra hassle and expenses. One of the more potent trends that plays to avoiding owning yet another holiday house: swapping homes (whether for the holidays or not). Here’s a plug for a friend’s initiative, Geenee, which allows for a swap with the “world’s best.”
On another level, eating at home as opposed to going out to the restaurant will create a new culture of homecooking, with a sharper attention to the ingredients (not just their cost). There has apparently been tremendous growth in cooking school enrollments. And, in a similar vein, there is also the notion of SLOW FOOD*, as promoted diligently and valiantly in the US by Alice Waters (check out her restaurant Chez Panisse in Berkeley CA where they serve only in-season fruit and vegetables).
So, the lasting trend here is a move away from amassing goods that crimp my space, burden my mind and waste resources. Instead, people w
ill focus on goods that bring mental freedom, physical health and, hopefully, a smile to the face. As the literature and media coverage latches on to this trend, I see this trend going mainstream even in the rich circles. Recommended reading: The Story of Stuff by Annie Leonard and The Art of Simpe Food by Alice Waters.
- Zipcar: a for-profit, membership-based carsharing company providing automobile rental to its members, billable by the hour or day.
- ArtRentandlease.com: providing “rotating monthly rental packages, Fine Art Leases and direct sales… Individual prices start at just $20 per month, including eco-friendly Green Art.”
- Avelle, or BagBorrowSteal: Rent by the week, the month or for as long as you’d like top fashion brand names for jewelry, handbags, sunglasses, watches, etc. “There’s never a late fee.” You don’t have to be a member, but if you are, the prices are better.
- Babyplays: A membership-based online toy rental site. About time kids’ closets stopped bursting with just-opened, barely used toys, no?
Underpinning virtually all these structural changes in behaviour are (1) the internet and (2) sustainable development.
*Slow Food, a non-profit, eco-gastronomic member-supported organization, was borne out of the anti-fast food movement in France in 1989 and is headquartered in Bra, Italy. Slow Food stands against “the disappearance of local food traditions and people’s dwindling interest in the food they eat, where it comes from, how it tastes and how our food choices affect the rest of the world. To do that, Slow Food brings together pleasure and responsibility, and makes them inseparable.” The organisation boasts over 100,000 members in 132 countries.