December 24, 2008
Report Warns of Unsustainable Consumption
by Robert Kropp
WBCSD report finds consumers willing to embrace sustainable lifestyle, but need access to products
and services to do so.
Asserting that "current global consumption patterns are unsustainable," and that "efficiency gains
and technological advances alone will not be sufficient to bring global consumption to a
sustainable level," a recent report issued by the Business Role Focus Area of the World Business Council for Sustainable Development
(WBCSD) calls on business to work in partnership with its customers and stakeholders to define
sustainable products and sustainable lifestyles.
As a result of global
consumption patterns, 60% of the Earth’s ecosystem services have been degraded or used
unsustainably in the past 50 years, and consumption of natural resources has increased to 125% of
global carrying capacity and could rise to 170% by 2040. Despite such patterns, studies suggest
that human health and social systems are not dependent upon high consumption levels.
WBCSD report finds that consumers are increasingly concerned about environmental, social and
economic issues, but because of a variety of factors such concerns do not always translate into
sustainable consumer behavior.
The WBCSD calls on business to encourage sustainable
consumption by developing products and services that maximize social value and minimizing
environmental cost, by marketing campaigns that enable consumers to choose and use products more
sustainably, and by removing unsustainable products and services from the marketplace.
report concludes that consumers need the support of business and government in order to "lead
sustainable lifestyles based on informed purchasing decisions and changes in behavior." By acting
on their capacity to mainstream sustainable consumption, leading global companies can provide the
products and support that consumers need. By effective regulatory action, government can ensure
that consumers receive the most sustainable products and services available.