3. Sustainability Transitions Through the Lens of Lifestyle Dynamics

Satisfying an ever-increasing consumer demand puts a strain on the environment as increasing amounts of space, material and energy are needed (Guinee 2002; Princen et al. 2002; Redclift 1996; Stern et al. 1997; Shove and Warde 1998). Material intensive consumption is accompanied by increasing amounts of waste and emissions. According to our own assessment, about 19 million tons of industrial CO₂ emissions (25% of the total) can be attributed to direct lifestyle and consumption related human activities, most of which occur in the industrialized world, but with a growing share from rapidly developing countries such as China or India (Reusswig et al.).¹ Despite their still (very) low level of material consumption and related emissions on a per capita basis, the total carbon footprint of these emerging economies has reached significant levels. ² Due to catch-up processes and globalization effects, the dynamics and the environmental effects of modern consumer society is no longer confined to its historical region of origin: the United States (US), Western Europe, and – more recently – Japan. Economic growth, political modernization and cultural globalization do not only lead to the overall growth of resource use and emissions, they also change the internal composition of societies. Myers and Kent (2003) account for 1,059 million additional people having joined the global consumer class. This includes the expanding middle class in countries such as China, India or Brazil (Bhalla et al. 2003; Consumers International 1997; MGI 2006, 2007; Robison and Goodman 1996; Sridharan 2004; van Wessel 2004). Global studies show that the propensity to consumerism and the associated dreams and hopes – often fuelled by advertising and other global mass media products – of the emerging consumer class fuel future production and consumption processes especially in countries with a higher proportion of poor people (Environics 2002).