A JOINT APPROACH
5.31. According to Essex County Council, "better
design and the use of materials without fiscal measures or actions
which limit consumer choice will only influence consumer behaviour
if there is a public groundswell against inefficient use of materials
the ultimate goal should be to ensure high waste generation
whether it is by the public or manufacturers is seen as socially
unacceptable. This will only be achieved through an effective,
continuous and high profile national public awareness campaign"
(p 462). EEF told us that "at the moment the consumer
lacks the right information and has little choice about the environmental
footprint of their purchased products" (p 118). Essex
County Council thought that "a key role of Government needs
to be to develop and fund an overarching national waste prevention
message over a long period. Such a message must tap into the public
consciousness and make use of the drivers which influence public
behaviour in this area, many of which may not be associated with
environmental concerns. As with all campaigns aimed at changing
behaviour it is essential that these are carried out over an extended
period and properly resourced" (p 461).
5.32. In order to tackle consumption, Dr Cooper
suggested a voluntary approach in which the Government could lead
a multi-stakeholder debate within key industry sectors "to
promote the use of life-span labelling, encourage longer guarantees
to signify increased durability, and develop industry standards
and codes of conduct on life-span labels and the availability
and fair pricing of spare parts." He pointed out that certain
technical issues would need to be resolved, such as whether product
life-spans should be measured in periods of time or cycles of
use. Clarification would also be needed about manufacturers' obligations,
such as whether life-span labels would "make manufacturers
liable to pay all costs relating to disrepair during the period
in question" or whether allowances could be made for normal
wear and tear (p 51).
5.33. The Sustainable Consumption Roundtable,
a joint project between the Government, the SDC and the National
Consumer Council, brought together experts in consumer policy,
retailing and sustainability to advise the Government on how to
create consumer choices that "stay within environmental limits."
Its report, I will if you will: towards sustainable consumption,
identifies that in order to become more sustainable, efforts must
be made by all three groups: government, business and the general
public. Whilst none of these groups can take the lead alone, the
Roundtable felt that "a co-ordinated approach can create
the opportunities and responsibilities to accelerate change."
It also highlighted that "the focus needs to be on creating
a supportive framework for collective progress, rather than exhorting
individuals to go against the grain."[37]
5.34. In January 2008, Defra published its Framework
for Pro-Environmental Behaviours[38]
which had been developed "in order to improve the support
Defra and its delivery partners give to consumers." This
covers a range of environmental issues including energy, waste,
water, air quality and biodiversity. The Government reported that
"this new evidence base and social marketing framework for
pro-environmental behaviours change includes a set of behaviour
goals (agreed with stakeholders), new research on current and
potential behaviour, an environmental segmentation model and an
assessment of the implications for policy" (p 428).
At the moment its two headline goals for waste are to "increase
recycling and segregation" and to "waste less food."[39]
Although these do not specifically address the high rate of consumption
of non-food products, they demonstrate that the Government are
beginning to take the right approach to changing consumer behaviour.
The report recognises that:
"in essence, we should aim to encourage and
support more sustainable behaviours through a mix of labelling,
incentive and reward, infrastructure provision and capacity building
(e.g. through information, education and skills). Greener consumers
can help to build markets and establish new behaviours before
they are taken up by the mainstream. The most unsustainable behaviours,
including the consumption of poor performing products, can be
discouraged through a mix of minimum standards, tax/penalties/grants
and choice editing (including voluntary action by producers and
retailers). We can help to move consumers further along this spectrum
by ensuring that government leads by example and widens the mandate
through policy debate and support for innovation (in products
and consumption patterns)."[40]
Recommendation
5.35. We endorse the message of the Sustainable
Consumption Roundtable's report, I will if you will, that
in order to reduce consumption, a joint effort from government,
businesses and consumers is required. Whilst the Government's
Framework for Pro-Environmental Behaviours outlines a good
approach to address consumer behaviour we urge the Government
to follow this up by using its approach to reduce the wastage
of a wider range of products, rather than just food.
34 Defra Waste Strategy, op. cit., p
10. Back
35
Sustainable Consumption Roundtable, I will if you will: towards
sustainable consumption, 2006, p 63. Back
36
Details taken from http://www.marksandspencer.com/gp/node/n/50890031/.
Back
37
Sustainable Consumption Roundtable, I will if you will, op.
cit., p 1. Back
38
Defra, A Framework for Pro-Environmental Behaviours, 2008. Back
39
Ibid., Defra, A Framework for Pro-Environmental Behaviours,
p 27. Back
40
Ibid., Defra, A Framework for Pro-Environmental Behaviours,
p 21. Back