What are you telling yourself when you consume something? Or when you withhold a consumption? The difficulty with saving the world is that we actually need to consume less and not more. Yet we need to get the markets to continue doing the work of delivering what we need. How can we know that the economic system already delivered what it needs to and perhaps a different machinery will be needed.
When you try to consume less, you retain the purchasing power to be tempted again and again towards consumption. And that is why it has been difficult to encourage people to save if they can maintain access to their savings – you need to force people to lock up their money for long times.
And maybe better to work on the path of culture; to develop the right storylines to consume less. It can be about degradation of the environment; or it can be about products that does less to the environment (ie. Consuming 1 instead of 3 alternatives). Or it can be about an identity that people should be aspiring towards.
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