Are consumers and movements pushing for decarbonisation of basic materials?

Consumers and movements are some of the key actors pushing for sustainability transformation. Their actions are already driving change in relation to food and plastics, though less so when it comes to basic materials such as steel or pulp and paper. Instead of putting responsibility on individuals, governance mechanisms need to harness the power of consumers and movements to push for systemic change.

 
Social and consumer movements are important actors pushing for sustainability, for example, of food and plastics, but they could also pay more attention to other basic materials industries.
 

Consumers and movements are key actors in sustainability transitions and transformations. Green consumption practices, reduced levels of consumption, and collective demand for broader behavioural and systemic changes in sustainability practices can generate large and cumulative impacts across markets, innovation systems, and habits, and push for more ambitious and concerted governmental action. There is then a big potential for transformative change if consumers and movements push for decarbonisation of basic materials in key economic sectors.

 

Meat and dairy is a key sector in this respect. Campaigns for reducing meat consumption, such as ‘Meat Free Mondays’, and support for alternative sources of protein, as well as the increase of meat and milk substitutes have been on the rise. Although cultural entrenchment, such as taste, texture, or meat masculinities, and the broader political economy of meat and dairy sectors can be constraining factors, there is increasing awareness and growth of alternative lifestyles and habits among consumer groups. Beyond consumption, reduced food waste can have a big impact on decarbonisation. Various movements generating awareness and providing guidelines that can help reduce food waste exist throughout Europe, such as Slow Europe, This is Rubbish, Interreg, and others. 

Consumers and social movements are already changing cultural norms and lifestyles, which is to be taken as a call for policy action to push for systemic change.
 

Similarly, reduced plastic consumption has gained considerable traction amongst NGOs and civil society, with a large number of campaigns devoted to reducing plastic use, plastic-free stores and a broader zero-waste movement [see Zero-waste stores case study]. On the other hand, this is challenged by plastic producers and large retailers, who argue for continuous use of plastics and a focus on recycling instead. The role of consumers and movements is, however, harder to discern when it comes to basic materials such as steel and paper. In the realm of finance, divestment campaigns focus on encouraging investors to move away from fossil fuels to alternative sources of energy [see Fossil-free churches case study]. To date almost 900 institutions across the world, representing funds of over 6 trillion USD have made some form of divestment commitment with faith-based organisations making up the largest group of organisations that have committed to divest. 

 

In short, consumers and movements are actively pushing for decarbonisation in many economic and finance sectors, albeit to a different extent. A key governance challenge is to harness the power of consumers and movements to push for broader systemic transformations and change instead of prioritising change of individual habits, for example. Although harmonisation across movements is not the key here, collaboration, learning and concerted action could be decisive factors for bringing about deep and sustained transformation.