calamitous is quite a big word but actually we’re facing a very very big
actually we’re facing a very very big
actually we’re facing a very very big problem so it’s quite appropriate to use
problem so it’s quite appropriate to use
problem so it’s quite appropriate to use something that is you know quite a
something that is you know quite a
something that is you know quite a complicated word to use what I’d like
complicated word to use what I’d like
complicated word to use what I’d like you to do is to hold that word in your
you to do is to hold that word in your
you to do is to hold that word in your heads and I’m going to tell you a little
heads and I’m going to tell you a little
heads and I’m going to tell you a little story about China and it’s super
story about China and it’s super
story about China and it’s super consumers and I’m going to start by
consumers and I’m going to start by
consumers and I’m going to start by changing the question so the question is
changing the question so the question is
changing the question so the question is are we shopping ourselves into
are we shopping ourselves into
are we shopping ourselves into extinction and I asked that question
extinction and I asked that question
extinction and I asked that question because of the impact of what we consume
because of the impact of what we consume
because of the impact of what we consume the production that’s involved in
the production that’s involved in
the production that’s involved in producing all of this stuff scientists
producing all of this stuff scientists
producing all of this stuff scientists have now concluding that actually it is
have now concluding that actually it is
have now concluding that actually it is human beings who have accelerated
human beings who have accelerated
human beings who have accelerated climate change we had created the
climate change we had created the
climate change we had created the problems that we are facing today and
but when I ask this question do I mean
but when I ask this question do I mean all kinds of shopping or am I talking
all kinds of shopping or am I talking
all kinds of shopping or am I talking about
about
about a particular kind well the answer to
a particular kind well the answer to
a particular kind well the answer to that is yes so when we think about the
that is yes so when we think about the
that is yes so when we think about the impact of our shopping behavior we’re
impact of our shopping behavior we’re
impact of our shopping behavior we’re really thinking about it in terms of
really thinking about it in terms of
really thinking about it in terms of materialism we could also call this
materialism we could also call this
materialism we could also call this conspicuous consumption we can call it
conspicuous consumption we can call it
conspicuous consumption we can call it overconsumption but it’s the kind of
overconsumption but it’s the kind of
overconsumption but it’s the kind of [Music]
[Music]
[Music] products services experiences that we
products services experiences that we
products services experiences that we don’t need to live they are not the
don’t need to live they are not the
don’t need to live they are not the essentials and so think about yourselves
essentials and so think about yourselves
essentials and so think about yourselves think about a shopping trip that perhaps
think about a shopping trip that perhaps
think about a shopping trip that perhaps you have plans this weekend a shopping
you have plans this weekend a shopping
you have plans this weekend a shopping trip that you may have done last weekend
trip that you may have done last weekend
trip that you may have done last weekend and think about how much of that that
and think about how much of that that
and think about how much of that that you bought did you really need and how
you bought did you really need and how
you bought did you really need and how much of it did you really want
and then we come to this slightly more
and then we come to this slightly more complex question can we consume
complex question can we consume
complex question can we consume sustainably and can we consume
sustainably and can we consume
sustainably and can we consume materialistically do those two kind of
materialistically do those two kind of
materialistically do those two kind of forms of behavior fit together there are
forms of behavior fit together there are
forms of behavior fit together there are clearly tensions with it if we are
clearly tensions with it if we are
clearly tensions with it if we are consuming too much if we are enabling
consuming too much if we are enabling
consuming too much if we are enabling all of our factories to you know produce
all of our factories to you know produce
all of our factories to you know produce a lot of pollution a lot of waste then
a lot of pollution a lot of waste then
a lot of pollution a lot of waste then really thinking about sustainability in
really thinking about sustainability in
really thinking about sustainability in terms of materialism becomes really
terms of materialism becomes really
terms of materialism becomes really really complicated as a question and
really complicated as a question and
really complicated as a question and that’s something I’ve been tackling in
that’s something I’ve been tackling in
that’s something I’ve been tackling in my own research for a number of years
my own research for a number of years
my own research for a number of years not sure I’ve got to an answer yet but
not sure I’ve got to an answer yet but
not sure I’ve got to an answer yet but I’m working on it
I’m working on it
I’m working on it and it’s a question again I want you to
and it’s a question again I want you to
and it’s a question again I want you to hold in your head so first of all you’ve
hold in your head so first of all you’ve
hold in your head so first of all you’ve got this this this words calamitous and
got this this this words calamitous and
got this this this words calamitous and then secondly you’ve got this question
then secondly you’ve got this question
then secondly you’ve got this question of can we as human beings consume
of can we as human beings consume
of can we as human beings consume sustainably and materialistically or
sustainably and materialistically or
sustainably and materialistically or materialistically and sustainably and I
materialistically and sustainably and I
materialistically and sustainably and I want you to hold that question this
want you to hold that question this
want you to hold that question this question then is quite inconvenient for
question then is quite inconvenient for
question then is quite inconvenient for us as a as human beings on the planet if
us as a as human beings on the planet if
us as a as human beings on the planet if we’re all really really honest with
we’re all really really honest with
we’re all really really honest with ourselves we don’t want to consume less
ourselves we don’t want to consume less
ourselves we don’t want to consume less we don’t want to take the fun out of our
we don’t want to take the fun out of our
we don’t want to take the fun out of our consumption we don’t want to say no to
consumption we don’t want to say no to
consumption we don’t want to say no to the fast sports car or the bigger house
the fast sports car or the bigger house
the fast sports car or the bigger house or the overseas holiday or another piece
or the overseas holiday or another piece
or the overseas holiday or another piece of gold another precious stone if we’re
of gold another precious stone if we’re
of gold another precious stone if we’re honest we really don’t want to say that
honest we really don’t want to say that
honest we really don’t want to say that to ourselves and so you’ve got this
to ourselves and so you’ve got this
to ourselves and so you’ve got this whole thing about are we actually
whole thing about are we actually
whole thing about are we actually listening to what our climate change
listening to what our climate change
listening to what our climate change scientists are saying
scientists are saying
scientists are saying to it which is essentially if we don’t
to it which is essentially if we don’t
to it which is essentially if we don’t just stop and pause and really start to
just stop and pause and really start to
just stop and pause and really start to think about what we’re doing then as a
think about what we’re doing then as a
think about what we’re doing then as a species we are going to become extinct
species we are going to become extinct
species we are going to become extinct we haven’t been on the earth very long
we haven’t been on the earth very long
we haven’t been on the earth very long in its life anyway so to think of
in its life anyway so to think of
in its life anyway so to think of extinction after such a short period of
extinction after such a short period of
extinction after such a short period of time it’s quite yes quite quite worrying
and then we change the question again
and then we change the question again and we say well actually if but how can
and we say well actually if but how can
and we say well actually if but how can we make materialistic consumption more
we make materialistic consumption more
we make materialistic consumption more sustainable can we actually create
sustainable can we actually create
sustainable can we actually create consumption that is sustainable and that
consumption that is sustainable and that
consumption that is sustainable and that can actually help to solve some of the
can actually help to solve some of the
can actually help to solve some of the problems that we are currently facing
problems that we are currently facing
problems that we are currently facing problems of accelerated climate change
problems of accelerated climate change
problems of accelerated climate change problems of accelerated wastes problems
problems of accelerated wastes problems
problems of accelerated wastes problems of accelerated pollution problems of
of accelerated pollution problems of
of accelerated pollution problems of reduced food security problems of
reduced food security problems of
reduced food security problems of reduced water insecurity those issues
reduced water insecurity those issues
reduced water insecurity those issues there many of them are not certainly not
there many of them are not certainly not
there many of them are not certainly not going to go through them all again an
going to go through them all again an
going to go through them all again an important question
we shall slide a little little with way
we shall slide a little little with way away from where we are now in the UK in
away from where we are now in the UK in
away from where we are now in the UK in Oxford we’re gonna go to another part of
Oxford we’re gonna go to another part of
Oxford we’re gonna go to another part of the world we’re going to really think
the world we’re going to really think
the world we’re going to really think about this in terms of a new political
about this in terms of a new political
about this in terms of a new political area era for sustainability China now I
area era for sustainability China now I
area era for sustainability China now I am sure all of us are aware China has
am sure all of us are aware China has
am sure all of us are aware China has been in the news quite a lot the last
been in the news quite a lot the last
been in the news quite a lot the last couple of weeks and some of the
couple of weeks and some of the
couple of weeks and some of the developments there politically are
developments there politically are
developments there politically are certainly very interesting and again it
certainly very interesting and again it
certainly very interesting and again it raises another question and the question
raises another question and the question
raises another question and the question is you know China has a new socialist
is you know China has a new socialist
is you know China has a new socialist economic and sustainability superpower
economic and sustainability superpower
economic and sustainability superpower so it’s just
so it’s just
so it’s just cause we’ve always think about these
cause we’ve always think about these
cause we’ve always think about these questions in relation to Western
questions in relation to Western
questions in relation to Western democracies I suspect many of us have
democracies I suspect many of us have
democracies I suspect many of us have never really thought about this question
never really thought about this question
never really thought about this question in relation to a more socialist less
in relation to a more socialist less
in relation to a more socialist less democratic society where actually you’re
democratic society where actually you’re
democratic society where actually you’re saying they are predicted but evidence
saying they are predicted but evidence
saying they are predicted but evidence suggests they are predicted to become
suggests they are predicted to become
suggests they are predicted to become our new economic superpower in the
our new economic superpower in the
our new economic superpower in the not-too-distant future and equally they
not-too-distant future and equally they
not-too-distant future and equally they are going to be our sustainability
are going to be our sustainability
are going to be our sustainability leaders our sustainability champions in
leaders our sustainability champions in
leaders our sustainability champions in the not-too-distant future so a major
the not-too-distant future so a major
the not-too-distant future so a major major role that China is going to be
major role that China is going to be
major role that China is going to be playing in the future in terms of
playing in the future in terms of
playing in the future in terms of helping to solve all of these problems
helping to solve all of these problems
helping to solve all of these problems that we are facing as the human race and
that we are facing as the human race and
that we are facing as the human race and that I think it’s very very very
that I think it’s very very very
that I think it’s very very very interesting to think about it in this
interesting to think about it in this
interesting to think about it in this new way this new political era and so I
new way this new political era and so I
new way this new political era and so I want I would love to tell you the bigger
want I would love to tell you the bigger
want I would love to tell you the bigger story of my research I can’t so I’m
story of my research I can’t so I’m
story of my research I can’t so I’m going to do a snapshot when I present
going to do a snapshot when I present
going to do a snapshot when I present some of these findings to you I’m
some of these findings to you I’m
some of these findings to you I’m contrasting them with the UK and the US
contrasting them with the UK and the US
contrasting them with the UK and the US so I’m just taking two of the two other
so I’m just taking two of the two other
so I’m just taking two of the two other countries that I’ve looked at but you
countries that I’ve looked at but you
countries that I’ve looked at but you just want to start by saying well who
just want to start by saying well who
just want to start by saying well who are China super consumers well you can
are China super consumers well you can
are China super consumers well you can see a picture there
see a picture there
see a picture there they represent these super consumers
they represent these super consumers
they represent these super consumers quite nicely men and women not just
quite nicely men and women not just
quite nicely men and women not just women though you know it like might
women though you know it like might
women though you know it like might suggest so they’re younger more affluent
suggest so they’re younger more affluent
suggest so they’re younger more affluent coming out of single child policies from
coming out of single child policies from
coming out of single child policies from China very much self focused quite
China very much self focused quite
China very much self focused quite different from previous generations in
different from previous generations in
different from previous generations in China okay so we are talking about a
China okay so we are talking about a
China okay so we are talking about a generation there are quite alien within
generation there are quite alien within
generation there are quite alien within more mainstream China and amongst other
more mainstream China and amongst other
more mainstream China and amongst other segments other consumer segments so they
segments other consumer segments so they
segments other consumer segments so they are very fair
are very fair
are very fair different they have recently been
different they have recently been
different they have recently been described as the bubble generation that
described as the bubble generation that
described as the bubble generation that suggests that if they’re a bubble that
suggests that if they’re a bubble that
suggests that if they’re a bubble that might burst I don’t think that’s going
might burst I don’t think that’s going
might burst I don’t think that’s going to be the case
to be the case
to be the case they have been likened to Generation X
they have been likened to Generation X
they have been likened to Generation X Generation Z Millennials but that kind
Generation Z Millennials but that kind
Generation Z Millennials but that kind of suggests that they are exactly the
of suggests that they are exactly the
of suggests that they are exactly the same as Western consumers and they’re
same as Western consumers and they’re
same as Western consumers and they’re not so these are a very very distinctive
not so these are a very very distinctive
not so these are a very very distinctive group okay so let’s present some of the
group okay so let’s present some of the
group okay so let’s present some of the findings from materialism so if we look
findings from materialism so if we look
findings from materialism so if we look the data tells us compared with the UK
the data tells us compared with the UK
the data tells us compared with the UK and the US China super consumers are far
and the US China super consumers are far
and the US China super consumers are far more materialistic we’re talking about
more materialistic we’re talking about
more materialistic we’re talking about no this kind of difference China here
no this kind of difference China here
no this kind of difference China here you know UK and us down so big
you know UK and us down so big
you know UK and us down so big differences we’re talking about a
differences we’re talking about a
differences we’re talking about a generation who are using their shopping
generation who are using their shopping
generation who are using their shopping so their materialistic shopping for
so their materialistic shopping for
so their materialistic shopping for wealth and status display which I’m sure
wealth and status display which I’m sure
wealth and status display which I’m sure many of you are aware very very critical
many of you are aware very very critical
many of you are aware very very critical to China but we get something slightly
to China but we get something slightly
to China but we get something slightly different that has not been so evident
different that has not been so evident
different that has not been so evident in prior studies which is this this kind
in prior studies which is this this kind
in prior studies which is this this kind of concept successful me now anybody who
of concept successful me now anybody who
of concept successful me now anybody who knows China and anybody who knows the
knows China and anybody who knows the
knows China and anybody who knows the West would say well the West is always
West would say well the West is always
West would say well the West is always about the I and the East is always about
about the I and the East is always about
about the I and the East is always about the we collectivism versus individualism
the we collectivism versus individualism
the we collectivism versus individualism that’s not coming through in this data
that’s not coming through in this data
that’s not coming through in this data it’s a shift towards the I that’s not to
it’s a shift towards the I that’s not to
it’s a shift towards the I that’s not to say that collectivism has died it hasn’t
say that collectivism has died it hasn’t
say that collectivism has died it hasn’t but for this group it is less strong it
but for this group it is less strong it
but for this group it is less strong it is a diminishing
is a diminishing
is a diminishing full value successful me it hold that
full value successful me it hold that
full value successful me it hold that one too let’s also then look at the data
one too let’s also then look at the data
one too let’s also then look at the data on China’s probe environmentalists so
on China’s probe environmentalists so
on China’s probe environmentalists so they have higher environmental concern
they have higher environmental concern
they have higher environmental concern they have a stronger Pro environmental
they have a stronger Pro environmental
they have a stronger Pro environmental self-identity and they have a wider
self-identity and they have a wider
self-identity and they have a wider range of sustainable consumption
range of sustainable consumption
range of sustainable consumption behaviors and their commitment towards
behaviors and their commitment towards
behaviors and their commitment towards those is much stronger than in the UK
those is much stronger than in the UK
those is much stronger than in the UK and the US and I hope you’re sitting
and the US and I hope you’re sitting
and the US and I hope you’re sitting there and thinking whoa well actually
there and thinking whoa well actually
there and thinking whoa well actually this is kind of odds because it we
this is kind of odds because it we
this is kind of odds because it we wouldn’t expect this we would expect
wouldn’t expect this we would expect
wouldn’t expect this we would expect these findings to be representing
these findings to be representing
these findings to be representing Western consumers and I got quite
Western consumers and I got quite
Western consumers and I got quite excited by this data too and then
excited by this data too and then
excited by this data too and then remember we were playing with questions
remember we were playing with questions
remember we were playing with questions and playing with words so we’re now
and playing with words so we’re now
and playing with words so we’re now thinking about this in relation to green
thinking about this in relation to green
thinking about this in relation to green materialists so bringing those two
materialists so bringing those two
materialists so bringing those two concepts together sustainability and
concepts together sustainability and
concepts together sustainability and materialism and this is where it gets
materialism and this is where it gets
materialism and this is where it gets interesting all of the evidence says
interesting all of the evidence says
interesting all of the evidence says those two things do not work together
those two things do not work together
those two things do not work together but in China they do so there is a
but in China they do so there is a
but in China they do so there is a positive relationship between consuming
positive relationship between consuming
positive relationship between consuming in a highly materialistic way and
in a highly materialistic way and
in a highly materialistic way and assuming that that is a sustainable way
assuming that that is a sustainable way
assuming that that is a sustainable way of shopping that is interesting it’s
of shopping that is interesting it’s
of shopping that is interesting it’s different there have been suggestions in
different there have been suggestions in
different there have been suggestions in some very early studies there actually
some very early studies there actually
some very early studies there actually this is a very good thing because you
this is a very good thing because you
this is a very good thing because you know anything that can encourage our
know anything that can encourage our
know anything that can encourage our behavior to become greener more ethical
behavior to become greener more ethical
behavior to become greener more ethical fairer responsible sustainable is good
fairer responsible sustainable is good
fairer responsible sustainable is good we challenge
we challenge
we challenge that as an academic I challenge that
that as an academic I challenge that
that as an academic I challenge that because what you are also saying is it’s
because what you are also saying is it’s
because what you are also saying is it’s okay to be materialistic it’s okay to
okay to be materialistic it’s okay to
okay to be materialistic it’s okay to over-consume
over-consume
over-consume it’s okay to waste it’s okay to pollute
it’s okay to waste it’s okay to pollute
it’s okay to waste it’s okay to pollute you may have views on that we have
you may have views on that we have
you may have views on that we have created a new label I guess it’s what
created a new label I guess it’s what
created a new label I guess it’s what academics do we call this group the
academics do we call this group the
academics do we call this group the enviro materialists it’s interesting to
enviro materialists it’s interesting to
enviro materialists it’s interesting to think about them in how they are
think about them in how they are
think about them in how they are actually viewing what it means to be
actually viewing what it means to be
actually viewing what it means to be green what it means to be sustainable in
green what it means to be sustainable in
green what it means to be sustainable in many ways China’s consumers or its new
many ways China’s consumers or its new
many ways China’s consumers or its new super consumers are very naive
super consumers are very naive
super consumers are very naive incredibly naive about the way the
incredibly naive about the way the
incredibly naive about the way the market works the nature of the free
market works the nature of the free
market works the nature of the free market of capitalism remember we’re
market of capitalism remember we’re
market of capitalism remember we’re talking about a socialist nation working
talking about a socialist nation working
talking about a socialist nation working navigating its way through in a market
navigating its way through in a market
navigating its way through in a market of free based market system and it kind
of free based market system and it kind
of free based market system and it kind of plays around with ideas and what they
of plays around with ideas and what they
of plays around with ideas and what they think
think
think so the question we go back to is is this
so the question we go back to is is this
so the question we go back to is is this calamitous is this something that we
calamitous is this something that we
calamitous is this something that we should be worried about you I be worried
should be worried about you I be worried
should be worried about you I be worried about it should you be worried about it
about it should you be worried about it
about it should you be worried about it what do you think I would say yes others
what do you think I would say yes others
what do you think I would say yes others agree but this behavior it’s something
agree but this behavior it’s something
agree but this behavior it’s something that from they have inherited from the
that from they have inherited from the
that from they have inherited from the West they’ve watched what we do our wild
West they’ve watched what we do our wild
West they’ve watched what we do our wild parties of 13 you know 30 years 40 years
parties of 13 you know 30 years 40 years
parties of 13 you know 30 years 40 years 50 years a hundred years of having a
50 years a hundred years of having a
50 years a hundred years of having a really good time of having what we
really good time of having what we
really good time of having what we wanted when we wanted it
wanted when we wanted it
wanted when we wanted it I’m never considering the consequences
I’m never considering the consequences
I’m never considering the consequences of never really caring I’m never really
of never really caring I’m never really
of never really caring I’m never really thinking about anybody else or if we did
thinking about anybody else or if we did
thinking about anybody else or if we did we just thought we had time but we don’t
we just thought we had time but we don’t
we just thought we had time but we don’t are climate change scientists are saying
are climate change scientists are saying
are climate change scientists are saying their predictions on temperature
their predictions on temperature
their predictions on temperature arises on a much more problematic
arises on a much more problematic
arises on a much more problematic whether they were saying well those
whether they were saying well those
whether they were saying well those things are 2050 that’s a little while
things are 2050 that’s a little while
things are 2050 that’s a little while away we’ve got some time to make some
away we’ve got some time to make some
away we’ve got some time to make some changes 2016 they came back to
changes 2016 they came back to
changes 2016 they came back to governments and said actually those
governments and said actually those
governments and said actually those changes we predicted for 2015 are
changes we predicted for 2015 are
changes we predicted for 2015 are happening now 30 years early 20 years
happening now 30 years early 20 years
happening now 30 years early 20 years early they’re happening now and we’re
early they’re happening now and we’re
early they’re happening now and we’re not ready in China this huge superpower
not ready in China this huge superpower
not ready in China this huge superpower economic sustainability it has learned
economic sustainability it has learned
economic sustainability it has learned from the West
from the West
from the West it has inherited our very wild partying
it has inherited our very wild partying
it has inherited our very wild partying behavior they have a naive trust in
behavior they have a naive trust in
behavior they have a naive trust in green marketing of Western brands
Western consumers are more cynical they
Western consumers are more cynical they are less trusting in China that is not
are less trusting in China that is not
are less trusting in China that is not the case they blindly believe so the
the case they blindly believe so the
the case they blindly believe so the corporation’s you’ve jumped in their
corporation’s you’ve jumped in their
corporation’s you’ve jumped in their fantastic opportunity and said buy our
fantastic opportunity and said buy our
fantastic opportunity and said buy our pair of shoes because they are made with
pair of shoes because they are made with
pair of shoes because they are made with organic leather they will believe in
organic leather they will believe in
organic leather they will believe in reality it might be 0.001 percent but
reality it might be 0.001 percent but
reality it might be 0.001 percent but they believe they are shopping
they believe they are shopping
they believe they are shopping sustainably until they drop what I mean
sustainably until they drop what I mean
sustainably until they drop what I mean by that is they are they assume they are
by that is they are they assume they are
by that is they are they assume they are doing the right thing they don’t
doing the right thing they don’t
doing the right thing they don’t understand that perhaps it isn’t
even more problematic is this idea that
even more problematic is this idea that the initiatives and the policies that
the initiatives and the policies that
the initiatives and the policies that China’s government is trying to
China’s government is trying to
China’s government is trying to implement this group are currently
implement this group are currently
implement this group are currently undermining because they are wanting
undermining because they are wanting
undermining because they are wanting more and more and more and while China
more and more and more and while China
more and more and more and while China is trying to balance this economic
is trying to balance this economic
is trying to balance this economic prosperity with sustainability they’re
prosperity with sustainability they’re
prosperity with sustainability they’re having a really hard problem it’s really
having a really hard problem it’s really
having a really hard problem it’s really really difficult it’s also more
really difficult it’s also more
really difficult it’s also more difficult for authentic eco innovation
difficult for authentic eco innovation
difficult for authentic eco innovation and so there’s a question for you as I
and so there’s a question for you as I
and so there’s a question for you as I close there’s a question can China lead
close there’s a question can China lead
close there’s a question can China lead globally on economics and sustainability
and then I come to you what is your mark
and then I come to you what is your mark on sustainability what are you going to
on sustainability what are you going to
on sustainability what are you going to do what do you think about this what’s
do what do you think about this what’s
do what do you think about this what’s your next action going to be there’s a
your next action going to be there’s a
your next action going to be there’s a responsibility for all of us here it’s
responsibility for all of us here it’s
responsibility for all of us here it’s not just China it’s not just our
not just China it’s not just our
not just China it’s not just our political leaders we all have to make
political leaders we all have to make
political leaders we all have to make changes and it’s not just about the
changes and it’s not just about the
changes and it’s not just about the words that we speak it’s about what we
words that we speak it’s about what we
words that we speak it’s about what we do it’s about all of us being changed
do it’s about all of us being changed
do it’s about all of us being changed thank you
”
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