Biofore Magazine 2020

18

I n recent decades, as incomes have risen around the world, the burgeoning middle class has powered global economic growth driven by consumption. With this increase in consumption, however, came an even greater amount of waste – something that has exacerbated the global climate crisis. So, when the coronavirus pandemic abrupt- ly shut down borders and businesses and forced many people to stay at home, some experts spec- ulated that this monumental event could poten-

“Consumers need to be given access to information so they can make informed choices, and not just make decisions based on a cultural or societal paradigm.”

Kes McCormick , Associate Professor at the International Insti- tute for Industrial Environmental Economics (IIIEE) at LundUniver- sity, thinks the pandemic has shown that consumption patterns can be shifted very quickly: “For example, do I really need to fly to Brussels for a one-day meet- ing? Or can the meeting be held effectively online? The pandemic has meant that almost all businessmeetings and events have shifted to the virtual world. While we certainly want to continue to meet in person, it is also very clear that we can greatly increase our use of online ser- vices,”McCormick says. Although there are some encouraging signs in some parts of the world that consumption patterns will be reset, Carsten Beck , futur- ist and expert on consumer trends at the Copenhagen Institute for Future Studies, has doubts that smarter consumption will happen just because of the current crisis. He anticipates that globally, extra demand will increase from East and South Asia as the middle class there grows. If this prediction holds true, overall consumption may

tially result in a complete reconsideration of how people consume. So, when the post-pandemic period begins, will people consume smarter? What does the future of consumption look like and how does sustain- ability factor in? Mixed signals Some experts are cautiously optimistic about the effect the pandemic might have on the future of consumption. “The pandemic opened people’s eyes to howwe consume in our dai- ly lives. I think it took something of this scale for people to realise the way we’re currently living: always in a rush. We didn’t stop to think if we’re doing the right thing, we didn’t question it –we just lived the way society lives,” says Larissa Copello , Consumption&ProductionCam- paigner at Zero Waste Europe. “So, this pandemic could be a good op- portunity to start questioning howwe live andwhywe live like this, is it sustainable?What is the impact are wemaking on the environment, or toour ownhealth?Howwe can change and livemore sustainable lives.”