ABSTRACT
At the core of all environmental problems is human consumption. Consumer values, particularly in medium and more developed countries, drive overconsumption. Values in popularity, physical attractiveness, convenience, and financial success, for example, are supported by contextual factors that prime these values such as easily obtained credit cards, ubiquitous and enchanting shopping opportunities, and the discount culture. The time crunch, where citizens have less leisure time due to longer work hours, also encourages impulsive and convenient consumption. However, public shifts to prioritise values that encourage mindful living and community are found in the younger generation, age 20–29 where they are adopting more minimalist lifestyles, spending their money on experiences with friends, and are less likely to own homes, vehicles, and excessive clothing. The younger generation is more likely to shop locally and seek out fair trade and environmentally friendly products. The community and sustainability values that promote these hopeful trends may not be enough to significantly improve environmental conditions. The values that drive greater protection of sustenance systems must also drive collective action that leads to significant materials shifts in human environmental impacts.
