From consumer kids to sustainable childhood

Trine S. Jensen, PhD, senior researcher15 November, 2012

Project authors: Trine S. Jensen Eirini GlykiAlexandra HaylesBo Normander

It is urgent to realize that the process towards sustainable development lies in the capability of our children

European Panel on Sustainable Development (2010)

How can children grow up to become guardians of sustainable living instead of learning to become

dedicated consumers?

Illustration: Alejandra Bize

In this report we have addressed a fundamental question:

In 1992 the Brundtland report, Our Common Future, concluded that adopting sustainable lifestyles should become a

key concern for all citizens in order to develop societies that “meet the needs of the present without compromising the

ability of future generations to meet their own needs.”

Illustration: Alejandra Bize

Sustainable development and family lifestyles

Earth carrying capacity 2010

2010

Det fundamentale problem

2030

Earth carrying capacity 2030

1. European family lifestyles - 6 thematic issues

2. Potentials for change - interviews with European families

3. Ideas on how to shift to more sustainable lifestyles

From consumer kids to sustainable childhood

Illustration: Alejandra Bize

Family lifestyle choices strongly depends on societal structures

European family structure: How they frame childhood sustainability

• Living as a couple with children is the dominant living arrangement (74%) among European families with children

• 80% of European families have 1 child (49%) or 2 children (39%)

• Since 2004 the consumption expenditure per person has increased by 18%.

• In Europe, around 75% of the population lives in urban areas and this is expected to increase to about 80% by 2020

Some characteristics:

European family structure: How they frame childhood sustainability

0%

10%

20%

30%

40%

50%

60%

% of total respondent

Reported data on self evaluation. Source: Eurostat 2010

The ‘blockbuster’ factor in a family’s well being is work-family time balance

European family structure: How they frame childhood sustainability

The potential for change to more sustainable lifestyles

Mrs. Cobos (Spain) expresses it like this: “Like to work less time. Work part time. Go and pick them at lunch time from school and eat together with them. And then again take them back to school and do activities atschool with them.”

European family structure: How they frame childhood sustainability

• Limited access to safe green outdoor spaces

• Only 34% of children report undertaking sufficient physical activity

• Low physical activity is linked to overweight and obesity

• Increased health risk from traffic, i.e. increased risk of suffering from respiratory diseases, leukemia and road traffic injuries

• Childhood experiences in natural spaces are strong predictors of how they relate to the environment in adult life

Living in cities

Illustration: Alejandra Bize

Consumerism in Family Life

How it affects the way children are being raised

• The games and toy industry is one of the strongest consumer industries worldwide. Electronic toys are a hit

• Marketing practices are constantly reinforcing the process of turning children into consumers, not citizens

Consumerism in Family Life

How it affects the way children are being raised

The increase of obesity among children has been connected to the marketing and promotion of unhealthy food

Consumerism in Family Life

Transforming consumer culture

• Re-directing family activities

Illustration: Alejandra Bize

ConclusionAny surprises?

• We know we overconsume, spend more time at work than with our loved ones, spend much time on electronic media – often watching meaningless TV programs or spend hours surfing the internet, urban life means disconnectedness with nature and we do not have the knowledge and tools to make more sustainable choices

• Consumer norms have been internalized into family lifestyles

• This study has identified a gap – a potential for change

• To progress the broader systems needs to change – schools, the government and community structures, business and family structures.

Contact:Worldwatch Institute EuropeStrandgade 12B1401 Copenhagen K, Denmarkwww.worldwatch-europe.org

Trine S. JensenE: tjensen@worldwatch-europe.org

It is urgent to realize that the process towards sustainable development lies in the capability of our children