Reduce
Reduce
Reducing or lowering consumption will only be realised if we value longevity and reuse over the purchase of virgin material-based goods. This message has not yet been fully adopted by businesses, even those that are starting to understand the appeal of circular economy.
Circularity can be an effective way to achieve the transformation we need to make sustainable use of the planet’s resources.
But pursuing circularity as an end in itself gives us a false sense of security and could even drive worse outcomes. To avoid this, we need metrics that keep us focused on the impacts we seek, together with targets that ensure we stay within the safe operating space and don’t venture beyond the ability of the planet to support society.
Reduce – A Consumer Behaviour
There are hundreds of tips and tricks to reduce waste and consumption on the internet, except these options are always within the context of our linear economy. We shall never achieve a sustainable planet unless we begin to reduce consumption on a larger scale.
Kate Raworth, economist and author of Doughnut Economics, writes, “The doughnut envisions a world in which every person has the resources to meet their essential needs, and that we do that within the means of this living planet. Prosperity emerges out of every person having the means to lead a life of dignity, community, and opportunity, while we hold the integrity of this delicately balanced living planet. That, to me, is the very 21st-century vision for prosperity that we should be striving for.”
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