Future Thinking - FMB \ NTU by Isobel Soylev

PURPOSEFUL LIVING

I confirm this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

Isobel soylev Signed......................................................

Purposeful Living Future Thinking Report BY Isobel Soylev N0828271

Date: 06/11/2020 Word Count: 3041

CONTENT PAGE

7 INTRODUCTION

METHADOLOGY

40 INDUSTRY IMPLICATIONS

CONCLUSION

34 / BEAUTY 36 / TRAVEL

38 / LIFESTYLE

ORIGINS & EVOLUTION

WHAT IS PURPOSEFUL LIVING?

REFRENCES

42 APPENDIX

24 TREND DRIVERS 19 / VEGANISM

TREND CONSEQUENCES 26 / SLOW FASHION

21 / CLIMATE CHANGE

28 / ECO TO GO

23 / LOW-IMPACT INTERFACES

30 / OPEN SOURCE SUSTAINABILITY

48 BIBLIOGRAPHY

IMAGE REFRENCES

0 1. INTRODUCTION

There is no universal definition of the word sustainability. There are a variety of viewpoints on this concept and how it can be accomplished. The word sustainability comes from sustainable + ity. Sustainable is a composition of sustain + able. So, starting from the beginning, to <sustain> means “give support to”, “to hold up”, “to bear” or to “Keep up”. (Sustainability - What Is It? Definition, Principles and Examples, 2020) Nowadays, because of environmental and social problems society is now facing, sustainability is commonly used in a specific way and now can be defined to keep the ecological balance of today’s society without decreasing quality of life.

Sustainability is encouraging businesses to frame decisions based on environmental, social and human impact for the longterm. It is influencing brands to consider more factors than just profit or loss. Increasingly brands and companies are setting goals focusing on commitments to zero-waste packaging or to reduce overall emissions and having a lower carbon footprint.

This report investigates the macro trend of purposeful living, considering trend drivers and their impact on today’s society, well looking into the responses that consumers and the brands have established. This report will also evaluate research findings with relevant models and theories, taking into account factors such as lifestyle, beauty and social aspects.

0 2. METHADOLOGY

Gathering information from an extensive selection of secondary sources has been researched to develop an insight into purposeful living. Both qualitative and quantitative research has been considered to confirm my findings. This includes books, articles, podcasts, reports and more. As Purposeful living is a widespread subject, academic sources such as TED talks give a broader vision on the trend, overcoming the struggles of finding correct information by keeping the main focus on academic sources. The majority of this information was gathered from dependable sources, where researchers and publishers ensure accuracy and credibility.

0 3. WHAT IS PURPOSEFUL LIVING?

Purposeful living addresses and connects the desire to lead a balanced lifestyle with sustainability. Climate change, global warming, depletion of the ozone layer, and resource depletion are real, and the impact on human and animal lives can be devastating. (What are Sustainable Living and 25+ Ultimate Ideas for Sustainable Living - Conserve Energy Future, 2019) There is an opportunity for the population to adopt actions for purposeful living that can help to reduce the carbon footprint and environmental impact by balancing a sustainable lifestyle. In our every day, sustainable living means being cautious and conscious of how individuals interact with home appliances, commutes, shopping trips and more. Curbing habits of expending, whether that to be money or energy, to protect and to improve the environment. (CHEESMAN, 2020) Purposeful living means prioritising the use of natural renewable resources instead of creating excess waste and decrease environmental resources for future generations. Purposeful living attempts to reduce carbon footprints by altering methods of transportation, energy conservation, diet and consumerism. One of the biggest drivers of environmental degradation is the fact that the population is consuming resources at an unsustainable rate, and the production of goods is increasing. This is often a result of economic growth from a growing wealth in the developing world.

Purposeful living is a lifestyle, practice, and philosophy. In the face of an increasingly threatened and rapidly degenerate earth, it can often feel as if a single human’s small choice can’t make a big enough change. (CHEESMAN, 2020) Change starts with individuals sharing knowledge and begins in homes before expanding into the community. Purposeful living then becomes a habit instead of a fad.

Purposeful living prioritizing the use of natural and renewable resources instead of creating excess waste and depleting resources for future generations.

1952

A group made up of hundreds of scientists and lawyers created NRDC, who were concerned about the way consumerism started taking control of natural resources.

0 4. ORIGINS & EVOLUTION

1970

1990

Veganism became a part of society as an environmental movement, with many activists pointing out agriculture as harming the environment. Eating more vegetables would reduce the amount of cow farms. While global veganism is out of the ordinary, it is increasingly popular with the younger generation.

The world’s concern about extreme weather conditions and melting ice was brought to the public eye. The United Nations framework convention on climate change (UNFCCC) put forward an arrangement asking countries to limit their greenhouse gases. Over 30 countries stepped up.

2010

2015

Pollution developed a smog that killed 12,000 people in London. 100,000 more were sickened by the thick fog. The burning coal created that. Concerns over the tragedy led to the clean air act.

The Paris agreement became one of the first global efforts to reduce global emissions. With nearly every single country agreeing to do their part to reduce greenhouse gases and set goals to do so.

Although Purposeful living is a modernistic notion, exploring the origins establishes the progression of the trend. Since Purposeful living began in the early 1950s, it is easy to say there were some developments before the early ‘50s as well. It is within 70 to 80 years that purposeful living has developed in areas of food, lifestyle, fashion and beauty, indicating that purposeful living is evolving.

Purposeful living places itself between the innovators and early adopter’s stage of the adoption curve. Currently, a high percentage of brands and the population adapt their lifestyles to purposeful living. Social systems and ongoing issues would speed up the success of purposeful living. However, early adopters are finding innovative ways by challenging social norms and allowing purposeful living to gain attraction with consumers.

0 5. TREND DRIVERS

The practice of eating only food not derived from animals and avoiding the use of other animal products. A lot of hype has focused on the vast raft of new vegan products. There are many ways to embrace vegan living. The one thing that all vegans have in common is a plant-based diet by making sure to avoid all animal products and food such as meat, dairy, eggs and honey. Avoiding animal-derived materials and animal-tested products. (Definition of veganism, 2020)

VEGANISM

The practice of eating only food not derived from animals and typically of avoiding the use of other animal products.

VEGANISM

/ˈviːɡ(ə)nɪz(ə)m/

Researchers at the University of Oxford found that cutting meat and dairy products from your diet could reduce an individual carbon footprint from food by up to 73%. (Petter, 2020) Latest statistics on veganism from Kantar Worldpanel found that over a third of all vegans are millennials. Female millennials are the most engaged within the trend, outnumbering male counterparts by 5:1. (Blythman, 2019) The production of meat and other animal products places stress on the environment, from crops and water required to feed the animal and to transport. In Brazil alone, 5.6 million acres of land is used to grow soya beans for animals in Europe. (Why go vegan? 2020)

It is easy to argue veganism is sustainable. The growing global population poses severe long-term issues. Without considering where our food comes from or how it was grown, our diets can have unintended consequences for the environment. For example, a kilo of mangos requires 686 litres of water while the same amount of plums need 305 litres. (Gray, 2020) Considering food crops impact the environment. Artificial fertilisers account for at least 3% of global greenhouse gas emissions, according to the industry. (Gray, 2020) The vegan diet uses fewer resources. Different crops require different types of land and adequate yield. (Moynihan, 2018)

CLIMATE CHANGE 21

In conjunction with purposeful living, climate change is another driver for sustainability. Links between climate change and sustainability are strong. Inhumane systems, effects of climate change destroy crops, and food production causes disease and destruction with loss of economic livelihoods and migration of climate refugees. Consumers are taking action on these issues to develop a better future Consumers have been changing diet, carrying a tote bag, using a reusable water bottle, etc.. Social media has an impact on raising awareness of the climate change emergency successfully. Climate change will also be a cause of further behavioural changes.

A brand that has managed to lead the way is danish brand Organic Basics, to achieve this the website has limited user data and the number of images including no videos. The platform also runs on green energy from Denmark's wind turbines, adapting to the amount of renewable energy available at any time. In addition to the website, the brand also provides information on 10 guiding principles and open-source code for sustainable web design.

LOW-IMPACT INTERFACES

To cut the carbon emissions of our online consumption, designers are exploring many different innovative ways to simplify UX and UI design to be greener and more energy-efficient. Developing webpages, the single webpage size is now 3.48Mb – more than 24 times the size it was in 2003 – and 100m websites account for 9% of total electricity. (Buller and Hawkins, 2020) Recognising this, and a generation of green programmers are rising to the challenge by radically reducing the impact of standard interfaces, from social media to e-commerce. By Brands offering eco-conscious customers a sustainable online shopping experience, brands are recording their e-commerce page to be able to reduce the amount of data. (Buller and Hawkins, 2020)

0 6. TREND CONSEQUENCES

SLOW FASHION 26

Slow fashion is a widespread reaction to fast fashion. It's thoughtful, intentional, and holistic. It's also an argument for hitting the breaks on excessive production, overcomplicated supply chains, and mindless consumption. (STANTON, 2020) While slow, ethical, and sustainable fashion all describe efforts towards a purposeful living and setting goals to rethink relationships towards clothes. Slow fashion combines a brands practices with consumer's habits by educating and offering transparency on how the product is made. It focuses on a movement aimed towards transforming the industry into one that benefits the planet and all people. Purposeful living is an understanding of slow fashion instead of chasing trends. Slow fashion brands utilise enduring styles with layering options and create pieces that are classic and versatile. Yet having all sustainable products and having transparency within the brand is still a moot point without the inclusion of high-quality materials. The clothing and textile industry are estimated to produce around 1.7 billion tonnes of CO2 each year; by contributing heavily towards global heating. (Slow Fashion - A Guide To Sustainable & Ethical Fashion, 2020) As each brand with these results tries to keep its carbon footprint o minimal by many fast fashion brands are producing clothes locally. Still, the main question is, is that enough to make a difference or to develop a shift in mindsets.

“

Seventy-f ive per cent of fashion supply chain material ends up in landf ills. This amounts to 'the equivalent of one garbage truck of textiles per second.

”

Pulse of the Fashion Industry 2018 Report

The worldwide pandemic has also shaped the new dining attitudes, and a TripAdvisor survey found that, while 42% of consumers plan to carry on their usual, pre-Covid-19 dining out habits, 16% say they will avoid eating in restaurants opting for takeaway and delivery services. This means more packaging and waste. Design studio PriestmanGoode is creating an original takeaway packaging as a tool to inspire a more circular mindset among dinners and takeaway kitchens alike. (Boldog, Hawkins and Bishop, 2020) With this, developing food industry waste into zero, with elegant packaging for takeaway meals. Made from biodegradable or reusable materials such as pineapple leaves and cacao by-products, that results in a change.

ECO TO GO

Whilst the world is hit with a worldwide pandemic covid-19 and convivence, culture is increasing food delivery, market demand for online or app-based food delivery services is set to grow by 15% by 2023 equivalent to £80bn in value. (Boldog, Hawkins and Bishop, 2020) Consumers are becoming more attuned to the use and impact of plastics; delivery platforms are taking responsibility towards their role in intensified packaging. 'Cardboard takeaway boxes either contain synthetic additives or are lined with plastic. With this box, we are offering a real plastic-free, naturally biodegradable option for the takeaway market,' explains Pierre Paslier, co-CEO of Notpla.

OPEN SOURCE SUSTAINABILITY

Open-source platforms are providing materials insight and education for designers, developers and architects to make this output eco-friendlier. (Houghton and Boldog, 2020) Sustainable designs and sourcing new platforms have extensive research with the fashion industry. For example, powered by Google Cloud technology is being piloted in collaboration with innovation consultancy current global to provide designers with a comprehensive view of their supply chain. (Houghton and Boldog, 2020)

The open-source platforms democratise access to information to start an act as one-stop shops materials providers, help and find new ways for designers to explore the sustainable production landscape. Plastic production is one of the most significant issues within the trend as there have been innovative experiments to find a sustainable alternative for plastic. plastic production is expected to increase to 34 bn metrics tons by 2050. (Houghton and Boldog, 2020) Designers are looking into many different sources to find non-plastic sources.

In Australia, design studio Fiona Lynch has taken such an approach with Future Archive, an open resource for Purposeful living, covering new biomaterials, by aiming to inspire more industries. Alongside with designers from the fashion & beauty industry, architects are also addressing and better selecting the materials used in buildings and place design. In a bid to promote transparency within the industry, British architecture studio Feilden Clegg Bradley (FCB Studios) is bringing together crucial emission metrics for the most common materials used in architecture including brick, aluminium, steel, copper, concrete, cross-laminated timber, glass, PVC and bamboo. (Houghton and Boldog, 2020)

0 7. INDUSTRY IMPLICATIONS

BEAUTY Consumers are adapting to a green mentality as in today’s uncertainty. Natural and organic ingredients across products are growing more popular day by day by their positive health and environmental impacts. To make an actual impact on the environment, it takes both consumers and brands to take action to see a difference in the plant. The beauty industry is responding to consumers by making eco-friendly products and packaging a reality for consumers who love their beauty products but also who wants to see a shift in the planet. There are keys shits that the beauty industry has taken on and there are;

Adopting the organic lifestyle

Banning Microbeads

Harsh chemicals and toxins are the very last thing the consumers are looking at whilst purchasing everyday products such as cleanser, concealer, mascara or even perfume. Every consumer desire the best ingredients to keep their skin, hair and face looking amazing. The organic market has shown significant growth of 20% in 2014 alone, and more consumers are buying into organic products. (PETERSON, 2019)

The Microbead-free Waters Act was passed in 2015, which banned microbeads as an ingredient in any formula. (PETERSON, 2019) Microbeads are tiny plastic particles that go from soap that would be used to wash our faces straight to the ocean. Microbeads are known to pollute the waters and contaminate the food chain with toxins. Products with microbeads have been officially banned from 2018 and forwards.

Using Renewable Energy More and more beauty brands and developing a healthier approach and becoming more eco-focused to not only their products but also their manufacturing. Many brands that have adopted and developed into natural ingredients also manufacture their products with renewable energy sources through wind-powered factories. (PETERSON, 2019)

TRAVEL A study spanning 160 countries found that the tourism industry's carbon emissions have grown leaps and bounds over previous estimates, and now companies 8% global emissions. (Wohltorf, 2020) Sustainable travel means finding a way tourism can be maintained long-term without damaging the natural and cultural environments. Sustainable travel should minimise the negative impact of tourism and beneficial to the area in which it takes place. The world tourism organisation defines sustainable tourism as "development that meets the needs of present tourists and host regions while managing to protect and enhance every opportunity for the future." Tourism relies on burning fossil fuels, which contributes to climate change. it's predicted that 40% of the worlds carbon emissions will be generated by tourism by 2050. (Wohltorf, 2020) While environmental conscience tells consumers and travellers how often to fly and how far, it's never been much caught up with. Many consumers or influencers in today's society "binge fly" – this is described as flying far more often than necessary just because they can as they have the time, money and the desire to travel. Digital nomads are incredibly guilty. Due to covid-19, the demand for travelling has dropped a significant amount. While giving up flying can feel like an obstacle in our freedom, travel and the opportunity to experience brand new cultures, it is increasing role in climate change by putting many of the most cherished environments at risk. But having a shift in our mindsets could be able to find satisfaction with slow travel and to discover of the nearby precious scenes. (Timperley, 2020)

LIFESTYLE When it comes to maintaining sustainable lifestyles, there are often fingers pointed at who's doing it wrong or right than offering a helping hand. What is having a sustainable life in today's society? Is keeping everything to the minimum and reusing bags and straws enough to start making a shift? According to expert Julian Hill-Landolt, It is tough to live sustainably when you earn a middle-class income. The infrastructure of people's lives, home energy, consumed, transport, supply and the things it is customary to spend money on making it difficult to create a sustainable lifestyle. Sustainable shifts happen within our lifestyles when society demand changes and businesses create aspirational, affordable products or services. From a company perspective, future profits and future sustainability merge to make better, cleaner, smarter lifestyles possible and encourage them to develop infrastructure policies that will benefit the necessary shift. Every consumer has options to save energy and water, eat more plants and less meat, and use green cleaning products. These actions can improve consumers own-wellbeing as well as help the environment.

CONCLUSION In conclusion, this report has highlighted that purposeful living has a substantial impact on both consumer behaviour and businesses as an entirety. Essentially, the macro trend has navigated brands into offering more transparent services that benefit consumers in learning about the best and efficient ways to move towards a purposeful living style. Whilst there have been innovations, there is still room for improvement. Although the future of this trend is uncertain, the research and the information gathered within this report displays possible directions where it may be leading. The focus on developing new outcomes and bringing positive change, which will be a crucial theme whilst exploring within stage one.

APPENDIX

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