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From consumer kids to sustainable childhood

It is urgent to realize that the process towards sustainable development lies in the capability of our children European Panel on Sustainable Development (2010). From consumer kids to sustainable childhood. Project authors : Trine S. Jensen Eirini Glyki Alexandra Hayles Bo Normander.

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From consumer kids to sustainable childhood

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  1. It is urgent to realize that the process towards sustainable development lies in the capability of our children European Panel on Sustainable Development (2010) From consumer kids to sustainable childhood Project authors: Trine S. Jensen EiriniGlyki Alexandra Hayles Bo Normander Trine S. Jensen, PhD, senior researcher 15 November, 2012

  2. In this report we have addressed a fundamental question: How can children grow up to become guardians of sustainable living instead of learning to become dedicated consumers? Illustration: Alejandra Bize

  3. Sustainable development and family lifestyles In 1992 the Brundtland report, Our Common Future, concluded that adopting sustainable lifestyles should become a key concern for all citizens in order to develop societies that “meet the needs of the present without compromising the ability of future generations to meet their own needs.” Illustration: Alejandra Bize

  4. Earth carrying capacity 2010 2010

  5. Earth carrying capacity 2030 Det fundamentale problem 2030

  6. From consumer kids to sustainable childhood 1. European family lifestyles - 6 thematic issues 2. Potentials for change - interviews with European families 3. Ideas on how to shift to more sustainable lifestyles Illustration: Alejandra Bize

  7. Family lifestyle choices strongly depends on societal structures

  8. European family structure: How they frame childhood sustainability Somecharacteristics: • Living as a couple with children is the dominant living arrangement (74%) among European families with children • 80% of European families have 1 child (49%) or 2 children (39%) • Since 2004 the consumption expenditure per person has increased by 18%. • In Europe, around 75% of the population lives in urban areas and this is expected to increase to about 80% by 2020

  9. European family structure: How they frame childhood sustainability The ‘blockbuster’ factor in a family’s well being is work-family time balance Reported data on self evaluation. Source: Eurostat 2010

  10. European family structure: How they frame childhood sustainability The potential for change to more sustainable lifestyles Mrs. Cobos (Spain) expresses it like this: “Like to work less time. Work part time. Go and pick them at lunch time from school and eat together with them. And then again take them back to school and do activities at schoolwiththem.”

  11. European family structure: How they frame childhood sustainability Living in cities • Limited access to safe green outdoor spaces • Only 34% of children report undertaking sufficient physical activity • Low physical activity is linked to overweight and obesity • Increased health risk from traffic, i.e. increased risk of suffering from respiratory diseases, leukemia and road traffic injuries • Childhood experiences in natural spaces are strong predictors • of how they relate to the environment in adult life Illustration: Alejandra Bize

  12. Consumerismin Family Life How it affects the waychildrenarebeingraised • The games and toy industry is one of the strongest consumer industries worldwide. Electronic toys are a hit • Marketing practicesareconstantlyreinforcing the process of turning children into consumers, not citizens

  13. Consumerismin Family Life How it affects the waychildrenarebeingraised • The increase of obesity among children has been connected to the marketing and promotion of unhealthy food

  14. Consumerism in Family Life Transforming consumer culture • Re-directingfamilyactivities Illustration: Alejandra Bize

  15. Conclusion Any surprises? • We know we overconsume, spend more time at work than with our loved ones, spend much time on electronic media – often watching meaningless TV programs or spend hours surfing the internet, urban life means disconnectedness with nature and we do not have the knowledge and tools to make more sustainable choices • Consumer norms have been internalized into family lifestyles • This study has identified a gap – a potential for change • To progress the broader systems needs to change – schools, the government and community structures, business and family structures.

  16. Contact: Worldwatch Institute Europe Strandgade 12B 1401 Copenhagen K, Denmark www.worldwatch-europe.org Trine S. Jensen E: tjensen@worldwatch-europe.org It is urgent to realize that the process towards sustainable development lies in the capability of our children

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