Content for Tutorial + Feedback

The Proposal

I want to investigate the sustainability of the Green movement. The key areas I will look into are sustainable consumerism and the current rise in movements popularity. Within these areas there will be a continuous investigation into whether the movement itself is sustainable, as this underpins all potential findings.

The reason I'm choosing to focus on these issues is that the sustainability movement interests me but also frustrates me, I feel as though the movement can be elitist and only lend itself to those with money. It is presented in a very clean and minimal way which can appear unattainable to most people. However, I know it is important, because even though it may not all be positive it is starting a conversation about how we need to take a serious look at our planet and our impact on it.

The reason I'm wanting to focus on consumerism is because I believe it contributes massively to the sustainability of our planet. We vote with our money, what we pay for creates a demand and thus a supply. By researching into what we are buying and why we can then take the steps to produce a more sustainable alternative that will be effective.

3 Initial Ideas:

• The re-branding of supermarket/s to highlight their already sustainable alternatives.
• To design posters/flyers etc for a sustainable campaign.
• A publication/website/final product to conclude findings and educate others on the movement.

3 Case Studies:

• Morrison's supermarket plans, aim to reduce use of own brand plastic packaging by 25% by 2025. It will be biodegradable and compostable. - Morrison's have also got a plan to reduce their carbon footprint by 97% by 2050. They're taking things into their own hands, and this tranlates through the store. - The introduction of 'wonky veg' to encourage people to buy the foods that would have gone to landfill. A lot of their loose veg is no more expensive than plastic wrapped veg. So what sells more, and why? - They no longer sell single use plastic bags, they sell bags for life, as well as provide paper bags, or people could purchase a fabric tote bag. - All of the palm oil in their products is sourced sustainably. - Find out more https://www.morrisons-corporate.com/
• https://www.sciencedirect.com/science/article/abs/pii/S0019850112000855 This article is investigating how we can develop a greener way of handling mass productions and companies on a larger scale. It highlights how there is no holistic framework for these companies to follow. It provides insight into the industry level of development that goes into developing a 'green' company, and the motivations to do so. - It also includes a lot of good references to other articles/studies that relate to this theme.
• Study into the psychology behind why we "follow the crowd" and ways of changing peoples behaviour to match others.
  https://hbr.org/2019/07/the-elusive-green-consumer - The Illusive Green Consumer

3 Questions/Points to Discuss:

• Whether I should be focusing more on the business side of things, or if having a practical product being made is more beneficial?
• If a campaign to technically manipulate people into following a way of life is morally okay or not?

Feedback from Sessions:

- Being informative is different to manipulation.

- Stats showing the truth about the impacts of their lifestyle. 

- Why are the experts being ignored, look into pre traumatic stress (not post traumatic stress). 

- Do I combat the idea that sustainability isn't a luxury? 

- Informing people and giving them choices, do I need to deal with one specific subject to make it more focused.

- How can the product made also be sustainable and help people think about sustainability.