State of the World 2010: Transforming Cultures:

From Consumerism to Sustainability

Discussion Guide

Note to Discussion Leaders:

This discussion guide contains 34 questions. Please pick and choose freely among these
taking into consideration which questions, articles, and sections will be most useful to
your group. Best of luck with your discussions and please pass comments, suggestions,
and ideas for additional questions to Erik Assadourian at eassadourian@worldwatch.org.
Introduction: The Rise and Fall of Consumer Cultures
1) “Driving cars, flying in planes, having large homes, using air conditioning…these are not
decadent choices but simply natural parts of life—at least according to the cultural norms present
in a growing number of consumer cultures in the world” (p. 3).

What are normal or natural parts of your life that are characteristics of consumer cultures? Of
those discussed, which are sustainable and which are not? What elements of consumer cultures
are sustainable or could be made so?

2) “Preventing the collapse of human civilization requires nothing less than a wholesale
transformation of dominant cultural patterns. This transformation would reject consumerism—the
cultural orientation that leads people to find meaning, contentment, and acceptance through what
they consume—as taboo and establish in its place a new cultural framework centered on
sustainability” (p. 3).

How would you go about generating a “wholesale transformation” of this magnitude? What steps
will be needed to bring these changes about?

3) “In an analysis on places to intervene in a system, environmental scientist and systems analyst
Donella Meadows explained that the most effective leverage point for changing a system is to
change the paradigm of the system – that is to say, the shared ideas or basic assumptions
around which the system functions” (p. 16).
What are some examples of major paradigm shifts throughout history and what brought them
about? How can these lessons be leveraged to shift the paradigm of consumerism? And transform
it into a paradigm of sustainability?

4) “‘The key actor in history is not individual genius but rather the network’…individuals who
recognize the dangerous ecological and social disruptions arising from unsustainable consumerism
need to mobilize their networks to help spread a new paradigm” (Box 2, p. 19).
How are you acting as a cultural pioneer? In what new ways could you act as a pioneer? The
author also notes that these networks of cultural pioneers might not be enough to stop those
maintaining the consumerist paradigm, but that the seeds sown now might bear fruit in the
cultural vacuum that the decline of consumerism will leave in its wake. What types of cultural
pioneering efforts can you think of that will help to improve society now, cultivate a culture of
sustainability, and increase resilience in the case that the consumerist paradigm unravels faster
than projected in the future?

5) Which of these meals would you prefer and why? What are some ways we can intentionally
shift dietary norms to promote health and sustainability? (see also p. 49)

Version 1.1 2
Section 1: Traditions Old and New
1) “The Tikopians…who live on a small island in the southwestern Pacific Ocean… saw the dangers
they faced as ecological systems became strained [and] made dramatic changes in their social
roles, family planning strategies, and even their diet” (p. 22).
The Tikopians literally changed cultural norms that we tend to see as unchangeable. Can you
name certain norms that need to change, even if these changes seem culturally or politically
impossible? How could traditions be harnessed to shift these norms?

2) “Anthropologist Roy Rappaport and others suggest that ritual is a more powerful form of
communication than even language and that this advantage is useful for environmental
protection, especially in cultures like indigenous ones that are deeply embedded in the natural
environment. Rituals express deep, culturally accepted truths in ways that language, which is
easily manipulated and often used in service of falsehoods, cannot” (p. 31).
Knowing what we do about indigenous practices and modern environmentalism, discuss how
environmentally-friendly habits arise. Are modern environmental habits like recycling ritualistic?
How did these habits develop? When do people feel that environmental protection is their duty
and when is environmental protection a more subconscious part of culture? Discuss the benefits
and consequences of each.

3) “The Mi’kmaq people prevented a quarry ‘relying on ritual, including a sweat lodge, drumming,
and pow-wows, as their “argument,” and documenting that the mountain was a traditional
Mi’kmaq sacred site’” (p.31).
Contrast this with the more common approach of environmental groups that relies primarily on
charts, graphs, and statistics which, “the quarry company easily parried… with its own statistics
and analyses.” Discuss the lessons this case study offers for addressing environmental problems
on the state, regional, and global scale.

4) “While tradable credits for sequestering carbon could soon provide another farm revenue
stream, many farmers will likely go into sustainable agriculture simply because gas-and-oil
dependant agriculture is becoming more expensive. Even if most farmers do not go all-organic or
apply permaculture principles, they can still improve their fortunes – and that of the planet – by
adopting bits and pieces, a little at a time” (p. 53).
Consider the implications of the argument that economic impacts will induce the proper changes
toward a culture of sustainability. Will economic factors alone be enough?

5) Elders can play a powerful role in continuing traditions and reinforcing cultural norms. Can you
think how your elders have shaped your sustainability values and behaviors? How could they be
mobilized to do even more to promote sustainable development? (p. 41)

Version 1.1 3
Section 2: Education’s New Assignment: Sustainability
1) “Despite the stereotype of being a simple service, school food is part of a quite complex
ecology in which many variables have to be synchronized” (p. 69).
After reading about school meals in State of the World 2010, work with your group to design a
school food program. Define your school’s bioregional location, demographic, and other
policy/budget constraints. Include the concepts of sustainability, human health, and choice editing
in your plan. (See pp. 119-126).

2) “The US Department of Agriculture interprets the rules very conservatively, claiming that
school districts are not allowed to specify local geographic preferences when they issue their
tenders – an interpretation that is fiercely contested by
other legal experts. Nothing will do more to promote the
cause of local school food procurement in the United
States than a clarification of the regulations so that local
sourcing is positively and explicitly encouraged by
federal and state legislation” (p. 71).
How many regulations, such as this one, need
clarification in order to create more opportunities for
sustainability? Do we have time to seek them all out
individually and change them? What larger, more
sweeping policy changes could be made to the same
effect?

3) Please read Box 9 – Unresolved questions in Environmental Education (p. 77).

After reading Box 9, discuss the following: will the end of the era of cheap fossil fuels significantly
threaten the systems that provide food, energy, and materials and thus require a greater degree
of local self-reliance? If so, how should practical skills be included in modern school curricula? As
the author asks: is it necessary to love nature or is ecological competency enough?

4) Which child seems to be having more fun? Are there ways to reduce commercialism in your
society that could improve children’s well-being while reducing overall ecological impacts?

Version 1.1 4
Section 3: Business and Economy: Management Priorities
1) “It is now a ‘full’ world, where increasingly complex technologies and a decreasing energy
return on investment have made human society more brittle- and hence more susceptible to
collapse” (p. 85).
Brainstorm some brittle elements of society that might be disrupted if ecological systems shift
non-linearly or energy resources become constrained—either globally, nationally, or in your local
area. What are ways to build resilience into these systems?

2) “Shorter working hours allow more time for connection with friends and family, exercise and
healthy eating, citizen and community engagement, attention to hobbies and educational
advancement, appreciation of the natural world, personal emotional and spiritual growth,
conscientious consumer habits, and proper environmental stewardship” (p. 174).
Why aren’t these things simply part of how we live our lives? Is a new cultural norm of shorter
working hours feasible when there’s so much pressure to work and consume more? What are
ways you could help encourage a new working hour norm in your community or workplace?

3) Please read Box 13: Upgrading the Corporate Charter (102).

Is the perceived purpose of business simply a cultural
norm, and if so could the current purpose of business—
that of maximizing profits—be shifted instead to that of
maximizing social benefits? The social enterprise and B
Corporation charter are two efforts that try to redirect
this norm. Are they effective? What other tools could be
harnessed?

4) Economists “found that $100 spent at Borders would

circulate $13 in the Austin economy, while $100 spent at
the two local bookstores would circulate $45 –
translating to three times the jobs, earnings, and tax
collections” (p.113).
How effective are local benefit arguments like this? What
are the perceived and real benefits of “local” when
attached to food, products, or companies? Are there potential negatives to localizing economies?

5) “Excessive consumption, environmentally

unsustainable practices, and a culture of
individual private gain over shared community
or public benefit are just some of the
institutionalized behaviors that social
entrepreneurs seek to change” (p. 104).
Can you think of a social enterprise that should
be created either nationally or in your
community that could help improve the
community and restore Earth’s systems directly
through the business’ operations themselves?

Version 1.1 5
Section 4: Government’s Role in Design
1) “Cornell economist Robert Frank offers another solution: Shift taxes toward luxury
consumption, reduce or eliminate taxes on income diverted to savings, and invest more
government resources in public uses – parks, inviting pedestrian walkways, mass transit – that
would reduce individual pressures to consume” (p. 126).
Define some limits for consumption. At what point does consumption become “luxury?” Frank
offers ways that could be used to redirect private consumption into public consumption that
provides benefits for all citizens rather than those with means. Do you agree with these?
Disagree? What other ways would you suggest?

2) “One of the most exciting developments in law today is the emergence on several continents of
initiatives to bring about a fundamental change in human legal systems. These all share the belief
that a primary cause of environmental destruction is the fact that current legal systems are
designed to perpetuate human domination of nature instead of fostering mutually beneficial
relationships between humans and other members of the Earth community” (p. 144).

What are the implications if our legal system shifts from human domination of nature to a system
that recognizes and even prioritizes the rights of the Earth? How could this institutional shift
create a ripple effect on cultural thinking and human perceptions?

3) “In the last 60 years or so, new disease conditions have emerged that are not caused by
microorganisms. Instead, they are triggered by environmental pollution and by lifestyle factors
such as poor diet and a lack of exercise. In many countries, obesity has become the “norm,” with
health implications such as diabetes, hypertension, and arthritis” (p. 138).
How do we integrate prevention rather than just the treatment of symptoms into modern
medicine? Why is it that poorer countries like Cuba have better mortality and life expectancy
rates at a fraction of the economic cost than richer countries like the United States? (see p. 139)
4) In order for governments and citizenry to take serious measures to change our current
consumerist behaviors it is important for both to realize that climate change and other
environmental changes are bigger threats than military aggression (pp. 127-32).
Is such a change in mindset possible? If so, how would one enact a societal shift away from fears
of international military threats toward the global environmental crisis?
5) Urban planning can
promote sustainable living
through redesigning the
landscape and making car
travel more difficult and
walking, biking and using
public transit easier. This can
be done by adding bike lanes,
implementing congestion
taxes, increasing bus lines,
and so on (pp. 133-137).
Discuss how some of these
features could be added to
your own neighborhood and
how these could be passed
through your local council.

Version 1.1 6
Section 5: Media: Broadcasting Sustainability
1) “The mere introduction of electronic screen media into a culture can profoundly influence
societal norms such as standards of beauty, diet, and interpersonal interactions” (p. 64).
How can the negative effects of screen media be mitigated? How can screen media be used
positively? Robert Engelman, for example, talks about how screen media is used to influence
family planning norms (see p. 39). Is this crossing boundaries? Is it ethical to use the media to
shape consumption patterns? If so, in what ways?
2) “In 2008, spending on advertising was estimated at over $271 billion in the United States and
$643 billion worldwide” (p. 151).
Do you think it is possible to reduce the amount of money spent on advertising? Why or why not?
What types of standards and norms would need to change? Are there ways to harness marketing
to shape people’s behaviors in positive ways?
3) “Clever ad campaigns may cause consumers to feel clever by association, but these ads often
encourage them to think uncritically about whether the company behind the campaign follows
sustainable business practices” (p. 158).
Can you think of an instance when you were drawn into buying a product simply due to clever
marketing? How were you drawn in? Is the fact that many businesses do not use sustainable
business practices a concern to you? Why or why not? And if so, are such concerns enough to
ignite change in your shopping practices?
4) “The larger project is to overcome ‘passive paralysis’ a consequence of the ‘sit back and be
told’ culture” (p. 163).
Analyze your reaction to an environmental documentary or 5-10 minute clip. Are you motivated
to act? If so, how? What aspects motivate you most—facts, figures, personal stories, images? Do
you assume that because the problem is discussed that something is being done about it?

5) Above is an advertisement promoting Diesel Jeans. The ad uses environmental themes,

specifically a futuristic backdrop of a flooded Mt. Rushmore and a tag: “Global Warming Ready”.
Is this appropriate? When does marketing cross the line? What if it crosses the line in order to
promote environmental awareness—is that acceptable?

Version 1.1 7
Section 6: The Power of Social Movements
1) “Consuming becomes a habit for people because they do not take the time to think and make
choices based on their own best interests” (p. 179).
Do you agree with this statement? Discuss a few examples of a problem for which modern
humans often choose material solutions that can be consumed over other solutions, such as diet
pills instead of life changes.

2) A comparative study of 30 intentional communities and Burlington, Vermont found that the
quality of life in these communities was slightly higher even though average incomes were
significantly lower. (p. 187).
What explains this? Would you trade financial wealth for the wealth life in a community could
provide?

3) “Of special importance in determining quality of life, the study identified the strong social
bonds that develop within intentional communities” (p. 187).
How does the fact that intentional communities and eco-villages are parts of a self-described
“enlightened” minority contribute to their cohesiveness? Does their existence depend on them
being separate from the mainstream? Would a nation of eco-villages be stable and/or
sustainable?

4) “There is a silver lining on the cloud of

recession that hangs over the industrial world.
Contrary to popular expectations, in some
countries—particularly the United States—health
outcomes are actually improving. Christopher
Ruhm at the University of North Carolina finds a
decline in mortality of half a percent for each 1
percent increase in U.S. unemployment. How is
this happening? Many of the newly jobless suffer
acute stress, and suicides are up. But some are
using the time off to improve the rest of their
lives—learning to save, finding time to exercise,
bonding more closely to family and friends” (p.
173.)
Could it be a good thing that America’s economy
is shrinking rather than growing? If so, why do so
many government, business, and media leaders
argue the opposite? How will our economy evolve
if consumerism falters? What would you do if you
had 10 extra hours a week? How could you spend
and consume less to make this possible?

5) To the right is a picture of houses made out of

whiskey barrels at Findhorn Ecovillage. This
shows an example of reclaiming materials and
giving them a new life. Can you think of opportunities to “upcycle” materials, improving our
quality of life while actually reducing total material throughput? Can you think of other ways to
increase societal well-being while facilitating “degrowth?” (See p. 181)

Version 1.1 8
 Extreme close-up of cover image,
made out of 2.4 million pieces of
plastic—the amount of plastic (in
pounds) that enters the world’s
oceans every hour.

Discussion guide produced by Margy Goodman and Erik Assadourian with help from
Vanessa Damelio, Jana Hayes, John Mulrow, Jonathan Abitbol, and Julia Tier.

Image credits:
Cover image by Chris Jordan (Gyre), cover design by Lyle Rosbotham
Bowl of grubs courtesy of Hegariz
Elders pictures from Judi Aubel of The Grandmothers Project
Children gardening courtesy of the White House
Child with all his blue toys courtesy of Jeongmee Yoon, The Pink & Blue Project
Child jumping from Javahar, courtesy of photoshare
Factory workers from Robert Scoble
Farmer with produce courtesy of Findhorn Ecovillage
Solar rooftops from Yann Arthus-Bertrand
Global Warming Ad from Diesel
Whiskey Barrel Houses from Findhorn Ecovillage
Close-up of Gyre by Chris Jordan

Visit Worldwatch Institute at www.worldwatch.org

and the Transforming Cultures Blog at www.transformingcultures.org

Version 1.1 9