| I will if you will (SDC/NCC, 2006) |
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Zeer interessant syntheserapport over transitie naar duurzame consumptie.
On the key environmental issues of our day, progress depends on enabling people to act together. This report sets out how a significant shift towards more sustainable lifestyles is possible and positive all round. Some of the building blocks are already in place, in terms of an extensive evidence base and an existing set of commitments from government. The key now is to take action that enables people to take up the more sustainable habits and choices that they want. The focus needs to be on creating a supportive framework for collective progress, rather than exhorting individuals to go against the grain. This is the approach that we heard time and again in our engagement with consumers and business – encapsulated in the notion of ‘I will if you will’. It is possible to make sustainable habits and choices easier to take up, by drawing on insights about consumer behaviour and using people’s preferences for purchasing shortcuts, and what we call the trend towards ‘choice editing’ (see glossary). |
Uit de executive summary
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