The mantra of businesses targeting and converting consumers towards sustainable purchasing patterns has long been "small steps make all the difference." At Worldchanging, we are generally of the mind that in fact small steps ultimately make no difference in the face of catastrophic environmental collapse and limited time to make real change. But it's never an easy argument, since everyone has to start somewhere, and our consumption choices matter a great deal in aggregate.
Last week, two UK-based organizations, AccountAbility and Consumers International, released an extensive consumer survey exploring the big problem/small action conundrum, among many other things. They surveyed 2,734 people in the UK and the US to get a better understanding of consumers' sentiments about how and what they buy, and most importantly to find out who they trust (and how much) for information about their decisions. The 64-page report (available as a downloadable PDF) contains some predictable findings, such as the fact that "climate change is a mainstream consumer issue," but it also delves deeper, investigating the problems inherent in current consumer trends towards "climate consciousness" and presenting solutions that might push us past a touchy transitional period between understanding the problem and learning to take effective action.
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