More with Less

Dwindling Resources

In the past three decades, the average human life span has increased by six years and global GDP has grown six times over; extreme poverty now affects only half as many people as it did before 1980.

However, the strategies that enabled society to overcome some of the world’s gravest problems are no longer viable. Earth’s resources are limited, but its population continues to grow and to consume resources at an ever-increasing rate. Almost 60% of the global population will move into the economic middle class by 2030, and their numbers will increase the demand for energy by 40%. That is unsustainable growth.

Consumer Intentions

Consumers claim to be environmentally minded and willing to pay a premium for more ecologically friendly products. In practice, however, that is not how most people shop.

In surveys, 72% of European consumers said they would purchase “green products,” but only 17% had done so in the previous 30 days. Half of those who responded in a global survey declared that “they do everything they can to protect the environment,” but fewer than 40% would commit to changing their habits by flying less, buying fair-trade...