Worldwatch and Worldwatch Institute Europe presented a new report on visions for sustainable childhood at a symposium in Berlin, co-hosted by the Ecologic Institute and Germanwatch. Children today are continuously exposed to marketing and advertising efforts that have led to the creation of a consumerist culture. This lifestyle already prevails in Europe and the West; it is now expanding to other parts of the world that are experiencing rising incomes and an emerging middle class. With billions of dollars being spent each year to encourage commercialism from babyhood onward, it is no surprise that children quickly become “empowered” consumers, demanding more toys, more gadgets, and more junk food.
To help children avoid the pitfalls of a consumer culture and instead adopt sustainable lifestyles, we need to take into account various aspects such as children’s education, exposure to the media, and interaction with nature and the environment. The report, “From Consumer Kids to Sustainable Childhood”, identifies current social constructs, links them to family lifestyles and childhood development, and ultimately emphasizes the wish for greater well-being.
To create sustainable cultures for our children we need to transform the way we see childhood. Firstly, we need to address education. Sustainability needs to be implemented in all formal education, as for example is the case for the ‘Green Flag’ schools. We will also need to address children’s access to the media and what children are exposed to through the media. Children are generally naïve about advertising and can easily be manipulated and exploited by marketing to want and demand products.
Therefore, Sweden has banned all advertising to children under 12 years of age. The rest of Europe may take similar measures. Finally, leisure time activities will need to be designed to reinforce principles of sustainability. How do we inspire our children to take up healthy living with respect for nature and the environment? In Todmoren, U.K., the “Incredible Edible” project has taken a lead. They gather families and individuals in planting orchards, herb gardens and vegetable patches in the city as well as promoting food-based learning for communities and schools.
The report is being released at a time when many question the benefits as well as detriments of living in a consumer society. European families know and wish for a more sustainable lifestyle but are hindered in their willingness to change to more sustainable practices by the structures that are in place in European society. The report identifies these structures, links them to family life styles and childhood development and ultimately frames it within the wish for greater well-being. ( By Bo Normander – Director of Worldwatch Institute Europe ) For more information or to make a donation to this Institute, we invite you to follow the link bellow.