WHY WE NEED BEHAVIOR CHANGE
TO SAVE THE WORLD
For hundreds of thousands of years humans were living in harmony with nature. Today we are exhausting our planet's natural capacity to regenerate itself at a unprecedented rate. We currently consume the equivalent of 1.7 earths a year. As a result we are seeing severe impacts in the form of longer draughts, harsher storms, collapsing fisheries, worsening cropland productivity, falling water tables and increasing species extinction.
The outlook is even more daunting. By 2030, 8.5 billion people will be living on this planet. Furthermore an unprecedented 65% of the population will be reaching the middle class status, which will intensify the exponential explosion of our global consumption. Without a fundamental change, future generations will experience the harshest environment humans will have ever lived in.
The root of the problem is the disconnection between humans and nature. In recent years we have started to reflect on this problem, yet we still struggle to change our behavior. We don’t necessarily know what to do and how to behave differently. We are somewhat skeptical that small individual actions can make a real difference. Even though there are thousands of solutions out there, we don't know how to find them. Most importantly, we are so caught up in their unsustainable habits that making any change by ourselves can be very difficult.
We believe that humans can be reconnected to the natural world and achieve the necessary behavior change by replacing their old unsustainable habits with eco-friendly ones.
BECAUSE WE ALL HAVE OUR REASON
Consumer consumption in the developed world is exhausting our planet’s natural capacity to regenerate itself. As a result we are seeing severe impacts in the form of climate change, collapsing fisheries, worsening cropland productivity, falling drink water levels and increases in species extinction.
As it is the sum of all our consumption that exhausts the planet, we can choose to set an example against the trend. In the words of Mahatma Gandhi (or actually the infamous Bumpersticker) "be the change you wish to see in the world"
Having come to the conclusion that economic growth does not strongly correlate with emotional wellbeing, there has been much scientific research conducted in recent years looking for the causes of happiness. This research for example shows that 40% of our happiness is accounted for by our daily activities and the conscious choices we make*.
There is furthermore an increasing amount of scientific research showing personal happiness being a direct consequence from sustainable behavior**.
Environmental, personal, political, spiritual, what ever it might be, there are many reasons and motivations why we as individuals would desire to live a more "eco-friendly" lifestyle. At the end of the day it is about getting the job done, so that we can go to bed feeling reassured that we have done something "good" in our day.
*S. Lyubomirsky, The How of Happiness: A Scientific Approach to Getting the Life You Want, 2008
**V. Corral-Verdugo, Happiness as Correlate of Sustainable Behavior, 2011