Changing sustainability behavior is a fundamental issue at the core of the “green” movement.  There are segments of the population convinced that we must change in order to save our planet and our species.  On the other end of the spectrum are those who don’t consider us in danger.   Are we “consuming” ourselves toward our own extinction?  Can we change our behavior in ways that sustain our environment, our own health and well-being, and our economy? When I think on these questions, I think of the role Corporate and Institutioal behavior have in our environmental condition.  But I also ponder the impact of  individual consumptive behavior on the environment and on our human condition.

Several years ago, the term affluenza emerged describing the effects of overconsumption on individuals and our society.  And although these views may be seen as anti-capitalism, they certainly describe a trend that could be detrimental to the health and survival of our planet.

Fortunately, changes are occuring among approximately 19% of the adult population and most major corporations.  Lifestyles of Health and Sustainability (LOHAS) describes an estimated $230 billion U.S. marketplace for goods and services focused on health, the environment, social justice, personal development and sustainable living. The consumers attracted to this market represent a sizable group in this country. Approximately 19% percent of the adults in the U.S., or 41 million people, are currently considered LOHAS Consumers. This is based on surveys of the U.S. adult population estimated at 215 million.

The financial health of our society depends on consistently high levels of consumptive behavior.  The environmental health of our planet depends on environmentaly conscious consumptive behavior which may also mean, less consumption.  Does this make sustainable behavior antithetic to capitalism?  I think it is a concept worth exploring, which is why this site was created.