Cement Factory Arson Linked to ‘Switch Off!’ Campaign

Cement Factory Arson Linked to ‘Switch Off!’ Campaign

by | Nov 14, 2024 | ACTION, Mining & Drilling, Property & Material Destruction, The Solution: Resistance

Mateo Sgambati  Aug 9th / World, FREEDOM News

Indigenous group opposing destructive mining in Maipo river sends greetings to anti-capitalist sabotage campaign

 

The group “Insurrectional Cell for the Maipo: New Subversion” (Célula insurreccional por el Mapio. Nueva Subversión) has claimed last Saturday’s arson attack in the region of Valparaíso, Chile. Seven trucks were set ablaze at the El Melón concrete plant during the night of arson, and the company offices were also targeted. No injuries were reported.

In a communiqué sent to La Zarzamora, the Mapuche insurrectionary cell cited ecosystem degradation, corruption in extractive licensing, and climate change as reasons for the attack. It also declared “unity with the fight for Mapuche autonomy” from Chile and Argentina. The communiqué sent greetings to “comrades who have dealt blows in other territories of the world”, mentioning recent attacks on cement factories in Germany and resistance to the Mountain Valley gas pipeline in the USA. The communique linked the recent attack to the international Switch Off! campaign, a loose banner for anti-capitalist sabotage attacks on the infrastructure of companies who thrive on ecological catastrophe.

 

The group has previously targeted cement companies in the region, which depends on the Maipo river for 70% of its drinking water and over 90% of its irrigation water. Sand and mineral extraction from riverbanks affects a river’s flow and speed, creating sinkholes that propagate upstream, leading to a domino effect of regressive erosion. This erosion destroys the surrounding living system and creates conditions ripe for landslides. Worldwide, the impact of cement production contributes to about 9% of global carbon dioxide emissions, tripling the impact of air traffic and ranking among the most polluting industries.

Over the past decade, militaristic policies against any sector antagonistic to the interests of the State have intensified in Chile, continuing today under the social-democratic government. According to the text, the government is “raising false flags of struggle, colouring itself as environmentalist, pro-human rights, pro-‘indigenous peoples’ and against gender violence, proving not only to be a fraud in each of these aspects, but also reinforcing everything contrary”.

Methane Emissions Crisis Worse Than Ever Before

Methane Emissions Crisis Worse Than Ever Before

by | Nov 8, 2024 | ANALYSIS, The Problem: Civilization

Editor’s notes: Methane(CH4) is the main component of natural gas. The word comes from the Greek methy “wine” + hylē “wood.” However, marketers came up with the term natural gas rather than methane gas to give it a clean, green image. Methane is produced by decaying organic material. Natural sources, such as wetlands, account for roughly 40% of today’s global methane emissions. But the majority comes from human activities, such as farms, landfills, dams and wastewater treatment plants – and fuel production. Oil, gas, and coal together make up about a third of global methane emissions. It can leak anywhere along the supply chain, from the wellhead and processing plant, through pipelines and distribution lines, all the way to the burner of your home’s stove or furnace. Once it reaches the atmosphere, methane’s super heat-trapping properties render it a major agent of warming. Over the last 20 years, methane has caused 85 times more warming than the same amount of carbon dioxide. But methane doesn’t stay in the atmosphere for long. Unlike carbon dioxide, which lingers in the atmosphere for a century or more, methane only sticks around for about a dozen years.

Unlit or inefficient flares are another big source. Some companies routinely burn off excess gas that they can’t easily capture or don’t have the pipeline capacity to transport, but that still releases methane and carbon dioxide into the atmosphere. Global oil and gas operations emitted more methane in 2021 than Canada consumed that entire year, according to IEA estimates.

The only way to keep wetlands carbon in the ground is to quickly reduce and ultimately eliminate greenhouse gas emissions from human activities. Failing to do so will only give global warming a helping hand – as warming thaws wetlands and releases more methane, carbon and nitrogen from ancient stores, thus creating a continuous positive feedback loop. In total, methane is responsible for almost half of the global temperature rises since the industrial era.

The rapid growth in the atmospheric methane burden that began in late 2006 is very different from methane’s past observational record. Atmospheric methane’s unprecedented current growth is similar to ice core methane records during glacial-interglacial “termination” events marking global reorganizations of the planetary climate system.

Civilization, being what it is, cannot stop itself from using technology to mitigate the consequences of technological uses. Since civilization can not, on its own, take the necessary steps to relieve its addiction to modernity, it doubles down with solar panels and wind turbines. They are now looking at ways to geoengineer methane emissions. All in a doomed attempt to find a false solution to an overshoot predicament. This system can not continue, and it will be an outside force that brings it down. When that happens it would be best to have as much of the natural world left as possible.

By Olivia Rosane staff writer for Common Dreams

The number of methane “super-emitters” detected by a satellite company has surged by approximately one-third over the past year, despite pledges from fossil fuel companies to reduce their emissions of the highly potent greenhouse gas.

Stephane Germain, the CEO of methane-tracking company GHGSat, told The Associated Press last month that company satellites had detected around 20,000 oil and gas operations, coal mines, and landfills that spewed 220 pounds of methane per hour since the end of 2023—up from around 15,000 the year before.

“The past year, we’ve detected more emissions than ever before,” Germain said, adding that existing data on methane emissions is only “scratching the surface” of the reality.

GHGSat’s data covers the period since 50 fossil fuel companies pledged to end flaring and reduce methane emissions from their operations to “near zero” by 2030 at the United Nations Climate Change Conference, or COP28, in Dubai.

At the time, more than 320 civil society organizations criticized the pledge and other voluntary commitments as a “dangerous distraction.”

“The only safe and effective way to ‘clean up’ fossil fuel pollution is to phase out fossil fuels,” the groups wrote in an open letter. “Methane emissions and gas flaring are symptoms of a more than century-long legacy of wasteful, destructive practices that are routine in the oil and gas industry as it pursues massive profits without regard for the consequences.”

“That the industry, at this crucial moment in the climate emergency, is offering to clean up its mess around the edges in lieu of the rapid oil and gas phaseout that is needed is an insult to the billions impacted both by climate change and the industry’s appalling legacy of pollution and community health impacts,” they continued.

Yet now it seems as if the industry isn’t even attempting to clean up its mess around the edges.

Germain, who is sharing his company’s data ahead of the next round of climate talks at COP29 in Baku, Azerbaijan, said that nearly half of the methane super-emitters GHGSat detected were oil and gas related. Another third were landfills or waste facilities, and 16% from mining. Geographically, most of the super-emitting sites are in North America and Eurasia.

A methane flare is seen at Pawnee National Grasslands. (Photo: WildEarth Guardians/flickr/cc)

The data comes amid growing concerns about the extent of methane emissions and how they threaten efforts to rapidly reduce greenhouse gas pollution this decade and limit global temperature rise to 1.5°C. Methane is a more powerful greenhouse gas than carbon dioxide—with about 80 times its heat-trapping potential over its first 20 years in the atmosphere—but it also dissipates much more quickly. This means that curbing methane emissions could be an effective near-term part of halting temperature rise.

However, a series of studies published this year show these emissions moving in the wrong direction. A Nature analysis concluded in March that U.S. oil and gas operations were emitting around three times the methane that the U.S. government thought. A Frontiers of Science paper in July found that the growth rate of atmospheric methane concentrations had seen an “abrupt and rapid increase” in the early 2020s, due largely to the fossil fuel industry as well as releases from tropical wetlands.

The danger of methane emissions is one reason that the climate movement has mobilized to stop the buildout of liquefied natural gas (LNG) infrastructure, as methane routinely leaks in the process of drilling for and transporting the fuel. A September study found that, despite industry claims it could act as a bridge fuel, LNG actually has a 33%. greater greenhouse gas footprint than coal when its entire lifecycle is taken into account.

The fate of the LNG buildout, at least in the U.S., could be decided by the outcome of the 2024 presidential election. The Biden-Harris administration paused the approval of new LNG exports while the Department of Energy considers the latest climate science. While a Trump-appointed judge then halted the pause, this does not actually stop the DOE from continuing its analysis. A second Trump administration, however, would be almost guaranteed not to look further into the risk of methane emissions before it approves more LNG exports. Former President Donald Trump has promised to “drill, baby, drill” and offered a policy wishlist to fossil fuel executives who back his campaign.

A document leaked in October showed that a major oil and gas trade association had drafted plans for a second Trump administration, including ending Biden administration regulations to curb methane emissions, such as an emissions fee.

As Mattea Mrkusic, a senior energy transition policy lead at Evergreen Action, warned, “Under Trump, we could double down on even more dirty fossil fuel infrastructure that’ll lock us into harmful pollution for decades to come.”

Banner Image by Carl Young via Wikimedia Commons (CC BY-SA 4.0).

Human Supremacy Where You Might Least Expect It

Human Supremacy Where You Might Least Expect It

by | Oct 31, 2024 | ANALYSIS, Human Supremacy, The Problem: Civilization

By Elizabeth Robson / RadFemBiophilia’s Newsletter

 

In general, the United Nations (UN) Biodiversity Conference gets far less press than the UN climate change conferences, but I’ve seen more news items for this year’s Biodiversity Conference of the Parties (COP 16) than I have for previous biodiversity COPs. Still, I didn’t initially pay it much attention, because I’ve become so leery of these annual (for climate change COPs) and biannual (for biodiversity COPs) UN affairs. Why? Because, so far at least, these meetings have amounted to mostly good vibes, with little to no action that has any meaningful consequence in protecting the natural world.

This year’s biannual Biodiversity COP is in Cali, Colombia, a country with the dubious distinction of topping the list of the number of environmental activists killed by country in both 2022 (60) and 2023 (79). It runs until November 1, 2024.

I decided to take a deeper look at the biodiversity goals of these UN meetings at the prompting of two friends who both shared news items related to this year’s COP; one with a dismal “Expect less than nothing from COP 16. Much less.” and the other with a much brighter “Protection of nature efforts are being attempted globally.” outlook.

I learned that the outcome of the previous biodiversity conference, COP 15, is the Kunming-Montreal Global Biodiversity Framework (GBF). This is an agreement among COP 15 parties that “sets out an ambitious pathway to reach the global vision of a world living in harmony with nature by 2050.”

It’s important to note that the framework “supports the achievement of the [UN] Sustainable Development Goals.” I’ll come back to this point later on.

COP 16 will build on previous work by asking the participating parties to agree on a plan for meeting the goals and targets agreed to in the GBF from COP 15.

So, to understand the goals of these biannual biodiversity conferences, we must take a look at the Global Biodiversity Framework (GBF) from COP 15.

~~~

The GBF (PDF) opens with “Biodiversity is fundamental to human well-being, a healthy planet, and economic prosperity for all people…”. This might sound good to most peoples’ ears, but to me, it sets the tone of “for all people” that suffuses the rest of the document—one that is human supremacist to its core.

The agreed upon outcomes specified in the framework are described in the vision, the mission, four goals and 23 targets. Let’s take a look.

The vision: “A world of living in harmony with nature where ‘by 2050, biodiversity is valued, conserved, restored and wisely used, maintaining ecosystem services, sustaining a healthy planet and delivering benefits essential for all people.’”

This clearly states that the primary goal of biodiversity is benefits for all people.  There is no indication here that nature and living beings exist for their own sake. There is no recognition of the rights of non-human beings, including wildlife and ecosystems. Biodiversity is seen as something to be “wisely used” (by humans) so that we can continue to get the benefits of “ecosystem services.”

“Sustaining a healthy planet” sounds nice, but is incredibly vague and seems secondary to the “benefits essential for all people.”

The mission: “To take urgent action to halt and reverse biodiversity loss to put nature on a path to recovery for the benefit of people and planet by conserving and sustainably using biodiversity and by ensuring the fair and equitable sharing of benefits from the use of genetic resources, while providing the necessary means of implementation.”

Halting biodiversity loss and putting nature on a path to recovery would be fantastic. Especially for nature. But no, this isn’t a mission for nature’s sake at all. It is “for the benefit of people.”

“Ensuring … benefits from the use of genetic resources” is interesting. It seems a bit out of left field until you understand that this means the genetic material from plants, animals, and microorganisms, which holds potential value for research, development, and commercial applications.

In other words, the authors of this framework see the natural world as a source of genetic materials to use for making a profit. That is, they objectify the natural world in the extreme, reducing living beings to genes, with the goal of conserving biodiversity to make more opportunities to profit from those genes.

Well, at least we know what their priorities are! And again, we see no understanding or recognition that nature and living beings exist for their own sake, and have the right to do so.

The Goals and Targets described in the framework flow from this vision and mission, so we can assume they will have similar issues, and they do.

The four Goals are identified as Goals A through D.

Goal A sounds good—to maintain, enhance, and restore the integrity of ecosystems—until you get to the last paragraph, which clarifies the point to all the lovely sounding language that precedes it: “The genetic diversity within populations of wild and domesticated species, is maintained, safeguarding their adaptive potential.”

We already know that the primary purpose of that “genetic diversity” is “genetic resources” for the “benefit of all people.”

Essentially, the point of Goal A is to maintain and restore ecosystems so we can get as many “genetic resources” as possible to make a nice hefty profit. Got it.

Goal B is worse:

“Biodiversity is sustainably used and managed and nature’s contributions to people, including ecosystem functions and services, are valued, maintained and enhanced, with those currently in decline being restored, supporting the achievement of sustainable development for the benefit of present and future generations by 2050.”

So, we are to value “nature’s contributions to people.” What about nature’s contributions to itself? Apparently those don’t matter. This goal reduces nature to “ecosystem functions and services” that are useful to people and to “sustainable development.” (See the last section below for more on “sustainable development.”)

Basically this is saying that biodiversity is for people; that ecosystems are “services” for people. “Present and future generations” are generations of people, not of wildlife and ecosystems.

Goal C elaborates on the reduction of nature to “genetic resources” for people and profit, saying that “the monetary and non-monetary benefits from the utilization of genetic resources and digital sequence information on genetic resources… are shared fairly and equitably” among people.

Are you starting to get the picture now?

Their Targets are similarly problematic.

Target 1 is to “Ensure that all areas are under participatory, integrated and biodiversity inclusive spatial planning and/or effective management processes.” In other words, humans should “manage” all areas on the planet for—per their goals—people.

Don’t wild beings get a single square inch of the planet to manage (or just live in) for themselves that isn’t managed by people? Apparently not.

Target 2 is to “Ensure that by 2030 at least 30 per cent of areas of degraded terrestrial, inland water, and marine and coastal ecosystems are under effective restoration, in order to enhance biodiversity and ecosystem functions and services, ecological integrity and connectivity.”

So we are to restore ecosystems, not because nature needs intact ecosystems to survive and thrive, but rather to enhance “ecosystem functions and services” (that benefit humans, as earlier established) and “ecological integrity and connectivity” (for genetic resources to benefit humans, as earlier established). It’s all for people.

I won’t bore you with all 23 Targets, but allow me just one more.

Target 9 is to “Ensure that the management and use of wild species are sustainable, thereby providing social, economic and environmental benefits for people…” (emphasis added).

I’m sure you have the picture now.

The UN Sustainable Development Goals

We should not be surprised by the human supremacy at the heart of these biodiversity goals. This is a UN program, and as stated by the UN and in the GBF itself, the framework is “a contribution to the achievement of the 2030 Agenda for Sustainable Development,” which is itself a human supremacist agenda.

Before we go further, we should talk about what “sustainable development” means. The definition of “sustainable” is “able to be maintained at a certain rate or level,” according to the Oxford Dictionary. The UN defines “development” as “a multidimensional process that aims to improve the quality of life for all people.”

The UN’s Quality of Life Initiative defines “quality of life” by a broad range of factors including health, work status, living conditions, and command of material resources.

We can thus understand the UN’s “sustainable development” as development that improves the health, work status, living conditions, and command of material resources for all people in a way that can be maintained at a certain rate or level.

Looking at the UN’s list of Sustainable Development Goals, we see included in that “affordable and clean energy,” “industry, innovation, and infrastructure,” “sustainable cities and communities,” “decent work and economic growth”, and so on.

Development usually means converting nature into commodities for human use, whether that’s converting a wetland into a parking lot, a river into electricity via a dam, or a forest into timber. These are the activities that drive economic growth, that are required for “affordable energy,” “industry,” and “infrastructure,” and the typical outcome of “innovation” is doing these things faster.

So “sustainable development” really means sustaining the conversion of nature into commodities at a certain rate or level.

If that certain rate or level looks anything like our lives here in the developed world, this is clearly impossible. Humans already use 1.75 Earth’s worth of “resources” (with the developed world using the vast majority of those “resources”), and so we are drawing down Earth’s carrying capacity at a rapid pace. There will be no sustaining anything at the current rate and level in the near future, given how quickly we are drawing down Earth’s carrying capacity now.

I hope it’s clear to you that the 2030 Agenda for Sustainable Development is all about people, and that it comes at the expense of the natural world. If you doubt that the agenda is entirely human supremacist, I would urge you to spend some time reading this substack and others about the impacts of “industry, innovation, and infrastructure” on the natural world and about how economic growth is incompatible with a living planet (e.g. my article about Ecological Overshoot and some of the resources I point to from there).

Returning to the GBF, we find that Section C affirms the role that the biodiversity framework plays in these Sustainable Development Goals by specifying that the framework is to be “understood, acted upon, implemented, reported and evaluated, consistent with” the “Right to development” (among other considerations):

“Framework enables responsible and sustainable socioeconomic development that, at the same time, contributes to the conservation and sustainable use of biodiversity.” (emphasis added).

The framework was doomed from its start by virtue of this “right to development.”

~~~

It might be tempting to believe that a global conference on biodiversity would put the needs and interests of the natural world first, but we would be mistaken in that belief. Reading the details of the vision, mission, goals, and targets of the GBF, we can clearly see that human needs are prioritized and that the entire framework is structured around protecting biodiversity for the benefit of people.

This is a human supremacist framework. That it is should not be surprising, as human supremacy is the primary and most pervasive ideology held by humans.

 

Banner by Shutterstock/Molishka from COP16 UN-HABITAT
Three Summits Aim to Repair a Growing Rift with Nature

Three Summits Aim to Repair a Growing Rift with Nature

by | Oct 28, 2024 | Biodiversity & Habitat Destruction, Climate Change, NEWS, The Problem: Civilization, Toxification

Editor’s note: Climate change can not be addressed without stopping the extinction and plastics crisis. Every day, an estimated 137 species of plants, animals and insects go extinct due to deforestation alone. Microplastics have been detected in more than 1,300 animal species, including fish, mammals, birds, and insects. A global plastic treaty will only work if it caps production. Bangladesh is about to implement its existing law regarding plastic usage by strictly banning single-use plastic and, gradually, all possible plastic uses.

Scientific models can never account for all of the interconnected relationships within planetary systems’ boundaries. That is one reason why catastrophe predictions are always being pushed ahead.

There is simply no way the current economic system can persist indefinitely on a finite planet. Unfortunately, COP16’s primary goal is critical to striking a sustainable balance between human civilization and the natural world. That is an impossibility.  We must tackle the underlying causes of biodiversity loss, including fossil fuel extraction, mining, industrial agriculture, intensive livestock farming, large-scale infrastructure projects, and monoculture tree plantations, basically civilization.

It is time to end civilization. Everything that claims existence must lose it; this is the eternal law. Power never gives up power willingly; it can only be broken with struggle. Nature is struggling to survive; we should help it.

 

Wildlife, climate and plastic: how three summits aim to repair a growing rift with nature

Jack Marley, The Conversation

By the end of 2024, nearly 200 nations will have met at three conferences to address three problems: biodiversity loss, climate change and plastic pollution.

Colombia will host talks next week to assess global progress in protecting 30% of all land and water by 2030. Hot on its heels is COP29 in Azerbaijan. Here, countries will revisit the pledge they made last year in Dubai to “transition away” from the fossil fuels driving climate breakdown. And in December, South Korea could see the first global agreement to tackle plastic waste.

Don’t let these separate events fool you, though.

“Climate change, biodiversity loss and resource depletion are not isolated problems,” says biologist Liette Vasseur (Brock University), political scientist Anders Hayden (Dalhousie University) and ecologist Mike Jones (Swedish University of Agricultural Sciences).

“They are part of an interconnected web of crises that demand urgent and comprehensive action.”

Let’s start with the climate.

Earth’s fraying parasol “How hot is it going to get? This is one of the most important and difficult remaining questions about our changing climate,” say two scientists who study climate change, Seth Wynes and H. Damon Matthews at the University of Waterloo and Concordia University respectively.

The answer depends on how sensitive the climate is to greenhouse gases like CO₂ and how much humanity ultimately emits, the pair say. When Wynes and Matthews asked 211 authors of past reports by the Intergovernmental Panel on Climate Change, their average best guess was 2.7°C by 2100.

“We’ve already seen devastating consequences like more flooding, hotter heatwaves and larger wildfires, and we’re only at 1.3°C above pre-industrial levels — less than halfway to 2.7°C,” they say.

There is a third variable that is harder to predict but no less important: the capacity of forests, wetlands and the ocean to continue to offset warming by absorbing the carbon and heat our furnaces and factories have released.

This blue and green carbon pump stalled in 2023, the hottest year on record, amid heatwaves, droughts and fires. The possibility of nature’s carbon storage suddenly collapsing is not priced into the computer models that simulate and project the future climate.

A forest clearing with wildfire smoke in the distance.

Parched forests can emit more carbon than they soak up. Matthew James Ferguson/Shutterstock

However, the ecosystems that buffer human-made warming are clearly struggling. A new report from the World Wildlife Fund (WWF) showed that the average size of monitored populations of vertebrate wildlife (animals with spinal columns – mammals, birds, fish, reptiles and amphibians) has shrunk by 73% since 1970.

Wildlife could become so scarce that ecosystems like the Amazon rainforest degenerate, according to the report.

“More than 90% of tropical trees and shrubs depend on animals to disperse their seeds, for example,” says biodiversity scientist Alexander Lees (Manchester Metropolitan University).

“These ‘biodiversity services’ are crucial.”

The result could be less biodiverse and, importantly for the climate, less carbon-rich habitats.

Plastic in a polar bear’s gut

Threats to wildlife are numerous. One that is growing fast and still poorly understood is plastic.

Bottles, bags, toothbrushes: a rising tide of plastic detritus is choking and snaring wild animals. These larger items eventually degrade into microplastics, tiny fragments that now suffuse the air, soil and water.

“In short, microplastics are widespread, accumulating in the remotest parts of our planet. There is evidence of their toxic effects at every level of biological organisation, from tiny insects at the bottom of the food chain to apex predators,” says Karen Raubenheimer, a senior lecturer in plastic pollution at the University of Wollongong.

Plastic is generally made from fossil fuels, the main agent of climate change. Activists and experts have seized on a similar demand to address both problems: turn off the taps.

In fact, the diagnosis of Costas Velis, an expert in ocean litter at the University of Leeds, sounds similar to what climate scientists say about unrestricted fossil fuel burning:

“Every year without production caps makes the necessary cut to plastic production in future steeper – and our need to use other measures to address the problem greater.”

A production cap hasn’t made it into the negotiating text for a plastic treaty (yet). And while governments pledged to transition away from coal, oil and gas last year, a new report on the world’s energy use shows fossil fuel use declining more slowly than in earlier forecasts – and much more slowly than would be necessary to halt warming at internationally agreed limits. The effort to protect a third of earth’s surface has barely begun.

Each of these summits is concerned with ameliorating the effects of modern societies on nature. Some experts argue for a more radical interpretation.

“Even if 30% of Earth was protected, how effectively would it halt biodiversity loss?” ask political ecologists Bram Büscher (Wageningen University) and Rosaleen Duffy (University of Sheffield).

“The proliferation of protected areas has happened at the same time as the extinction crisis has intensified. Perhaps, without these efforts, things could have been even worse for nature,” they say.

“But an equally valid argument would be that area-based conservation has blinded many to the causes of Earth’s diminishing biodiversity: an expanding economic system that squeezes ecosystems by turning ever more habitat into urban sprawl or farmland, polluting the air and water with ever more toxins and heating the atmosphere with ever more greenhouse gas.”The Conversation

Jack Marley, Environment + Energy Editor, The Conversation

This article is republished from The Conversation under a Creative Commons license. Read the original article.

The Behavioural Crisis Driving Ecological Overshoot

The Behavioural Crisis Driving Ecological Overshoot

by | Oct 18, 2024 | Alienation & Mental Health, NEWS, The Problem: Civilization

Ecology & Environmental Sciences
Abstract
Previously, anthropogenic ecological overshoot has been identified as a fundamental cause of the myriad symptoms we see around the globe today from biodiversity loss and ocean acidification to the disturbing rise in novel entities and climate change. In the present paper, we have examined this more deeply, and explore the behavioural drivers of overshoot, providing evidence that overshoot is itself a symptom of a deeper, more subversive modern crisis of human behaviour. We work to name and frame this crisis as ‘the Human Behavioural Crisis’ and propose the crisis be recognised globally as a critical intervention point for tackling ecological overshoot. We demonstrate how current interventions are largely physical, resource intensive, slow-moving and focused on addressing the symptoms of ecological overshoot (such as climate change) rather than the distal cause (maladaptive behaviours). We argue that even in the best-case scenarios, symptom-level interventions are unlikely to avoid catastrophe or achieve more than ephemeral progress. We explore three drivers of the behavioural crisis in depth: economic growth; marketing; and pronatalism. These three drivers directly impact the three ‘levers’ of overshoot: consumption, waste and population. We demonstrate how the maladaptive behaviours of overshoot stemming from these three drivers have been catalysed and perpetuated by the intentional exploitation of previously adaptive human impulses. In the final sections of this paper, we propose an interdisciplinary emergency response to the behavioural crisis by, amongst other things, the shifting of social norms relating to reproduction, consumption and waste. We seek to highlight a critical disconnect that is an ongoing societal gulf in communication between those that know such as scientists working within limits to growth, and those members of the citizenry, largely influenced by social scientists and industry, that must act.
For Will Steffen (1947–2023), one of the kindest advocates for our planet in a time of crisis.
‘The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of’. – Edward Bernays, Propaganda, 1928
‘A species causing the extinction of 150 species per day doesn’t need more energy to do more of what it does’. – Hart Hagan, Environmental journalist

Introduction

   Modern humans and millions of other species face an unprecedented number of existential threats due to anthropogenic impacts exceeding our planet’s boundaries. We are in dangerous territory with instability in the known realms of biosphere integrity, land system change and novel entities such as plastics and synthetic toxins, climate change, freshwater change and biogeochemical flows.
   Considering the dynamic, closed and interconnected nature of Earth’s systems together, these threats pose an increasingly catastrophic risk to all complex life on Earth. Many scientists privately believe it to be already too late to avoid the tipping points that will trigger devastating and irreversible feedback loops.
   It is increasingly acknowledged that all of these threats are symptoms of anthropogenic ecological overshoot. Overshoot is defined as the human consumption of natural resources at rates faster than they can be replenished, and entropic waste production in excess of the Earth’s assimilative and processing capacity.
   In this paper, we explore the behavioural drivers of overshoot, providing evidence that overshoot is itself a symptom of a deeper, more subversive modern crisis of human behaviour. We work to name and frame this crisis as ‘the Human Behavioural Crisis’ and propose the crisis be recognised globally as a critical intervention point for tackling ecological overshoot. We demonstrate how current interventions are largely physical, resource intensive, slow-moving and focused on addressing the symptoms of ecological overshoot (such as climate change) rather than the distal cause (maladaptive behaviours). We argue that even in the best-case scenarios, symptom-level interventions are unlikely to avoid catastrophe or achieve more than ephemeral progress.
   In the final sections of this paper, we propose an interdisciplinary emergency response to the behavioural crisis by, amongst other things, the shifting of social norms relating to reproduction, consumption and waste. We seek to highlight a critical disconnect that is an ongoing societal gulf in communication between those that know such as scientists working within limits to growth, and those members of the citizenry, largely influenced by social scientists and industry, that must act.
   Scientists working in limits to growth must join forces with social scientists not only in academia but critically with the non-academic practitioners of applied social and behavioural science. Not only are such practitioners demonstrated masters in the theory of driving behaviour change but crucially also masters of the practical implementation of that theory in the real world.
   Lastly, we will provide a possible frame through which to view our species’ ability to consciously drive large-scale behavioural change as an opportunity unavailable to most other species. An implementation of such a framework limiting widespread maladaptive behavioural manipulation may ensure human appetites remain within planetary boundaries, and be key in unlocking a truly prosperous and sustainable future for H. sapiens on Earth.
   This paper is not intended to be an exhaustive roadmap to address the behavioural crisis, instead it should be taken as a call to action for interdisciplinary collaboration to achieve just that.

Scope

   In this paper, aside from reproductive behaviours which we mention below, our focus is largely confined to socially constructed attitudes, values and behaviours that encourage unnecessary personal consumption, and which have led the world into a state of overshoot.
   This focus is critical because, to date, a mere quarter of humanity – the wealthy quarter – is responsible for 74% of excess energy and material use. This, when taken alone, is sufficient to propel the human enterprise into overshoot.
   Meanwhile, the quarter of the global population who live below the USD $3.65 poverty line, and the almost half, 47%, who live below the USD $6.85 poverty line9 aspire to achieve equivalent high-end lifestyles, encouraged, in part, by the constant barrage of advertising. To achieve this would certainly increase greenhouse gas emissions, deplete many essential renewable resources from fish-stocks to arable soils and strain global life-support to breaking point, including the risk of triggering runaway hothouse Earth conditions.
   We acknowledge that there are many other relevant behaviours and considerations, including genetic pre-dispositions to consume, the role of temporal, spatial and social discounting, socio-political factors (e.g. status hierarchies) and even addiction to conspicuous consumption.
   Repeated rewarding experiences help shape the synaptic circuits of the developing brain, predisposing the individual to seek out similar experiences that reinforce the already preformed circuits and to deny or reject contrary inclinations or information.11
   We also acknowledge that part of our focus, on media and marketing manipulation, is just one example of how intentional behavioural manipulation undermines planetary and social health. There certainly are other examples – such as how firms and governments limit more sustainable options either by design or consequence. In essence, power dynamics in society underlie the manipulation of needs, wants and desires. This is crucial for understanding how our human predisposition for potentially maladaptive behaviours has been twisted to become actually maladaptive. While we humans are fully capable of regulating ourselves, power dynamics in societies often overcome this. Better understanding this within different societies, and how it perpetuates our ‘polycrises’, will help us move into a wiser and more sustainable civilisation.
   In regards to reproductive behaviours, population growth plays, and will continue to play, a significant role in ecological overshoot. Across the globe, the middle class is the fastest-growing segment of the population, projected to grow another billion to reach 5 billion by 2030. Over the coming decades, the majority of projected population growth will be concentrated in the developing world, where the average standard of living must be raised through increases in per-capita consumption. As a result, however, their ecological footprints are likely to increase towards those of the Global North.
   Proponents of ‘green growth’ may argue that there is a way to avoid this, however, ‘the burden of proof rests on decoupling advocates’.
   To avoid ecological breakdown ‘incrementalist propositions along the lines of green growth and green consumerism are inadequate. The ideals of sufficiency, material thresholds and economic equality that underpin the current modelling are incompatible with the economic norms of the present, where unemployment and vast inequalities are systematic requirements, waste is often considered economically efficient (due to brand-protection, planned obsolescence, etc.) and the indefinite pursuit of economic growth is necessary for political and economic stability’.
   Even the relatively conservative IPCC views population growth as a significant factor in climate change (a single symptom of ecological overshoot). Additionally, a recent paper found that population growth has cancelled out most climate gains from renewables and efficiency from the last three decades. For these reasons and more, we have not gone into detail on certain aspects of population dynamics. Instead, we have rooted this paper in ecological economics where population – at any level – plays an important role.
   We call for additional research to develop a full understanding of the many dimensions of the behavioural crisis and how we can best address it.

Previous scientists’ warnings

   The initial ‘World Scientists’ Warning to Humanity’ was published in 1992, starkly emphasising the collision between human demands and the regenerative capacity of the biosphere. It was followed by a further report, ‘World Scientists’ Warning to Humanity: A Second Notice’ which confirmed that the intervening 25 years had merely accelerated environmental destruction driven by a global population increasing by more than 40% – some 2 billion humans. The ‘World Scientists’ Warning of a Climate Emergency’ report, so far endorsed by 14,859 scientists from 158 countries, proposed a range of measures for restoring and protecting natural ecosystems, conserving energy, reducing pollutants, reducing food waste, adopting more plant-based diets, stabilising population and reforming the global economy.
   Subsequent warnings from the scientific community have added to the evidence of overshoot including insect extinctions, the impact of climate change on microorganisms, the freshwater biodiversity crisis, endangered food webs, invasive alien species, the degradation of large lakes, the illegal/unsustainable wildlife trade, the role of affluence, tree extinctions, an imperilled ocean, and population growth as a specific driver. These papers are gathered on the Alliance of World Scientists website.
   Despite so many warnings, there has been a marked lack of action, driving several of us to co-author a ‘World Scientists’ Warnings into Action, Local to Global’ paper, so far endorsed by over 3,000 scientists from more than 110 nations, to set out a framework for concrete action to curb our hyper-consumption of resources. This paper focused on the same six key issues (energy, pollutants, nature, food systems, population and the economy, plus governance and leadership), and on three timelines to 2026, 2030 and 2050. None of the key issues identified by the authors are isolated problems; they are all symptoms of human ecological overshoot.
   In the present paper, we contend that an underlying behavioural crisis lies at the root of ‘overshoot’ and probe the implications for humanity if we are to retain a habitable planet and civilisation. While human behaviours were implicit in the various world scientists’ warnings, we believe they need explicit attention and concerted emergency action in order to avoid a ghastly future.

Human behaviour drives overshoot

   The main drivers of anthropogenic ecological overshoot are human behaviours and cultures relating to consumption and population dynamics. These two factors are mathematically, though certainly not linearly, related. Like other species, H. sapiens is capable of exponential population growth (positive feedback) but until recently, major expansions of the human enterprise, including increases in consumption and waste, were held in check by negative feedback – e.g. resource shortages, competition and disease – which naturally curbed continued population growth.
   H. sapiens took around 250,000 years to reach a global population of 1 billion in 1820, and just over 200 years to go from 1 billion to 8 billion. This was largely made possible by our species’ access to cheap, easy, exosomatic energy, mainly fossil fuels. Fossil fuels enabled us to reduce negative feedback (e.g. food shortages) and thus delay and evade the consequences of surpassing natural limits. In that same 200 year period, fossil energy (FF) use increased 1300-fold, fueling a 100-fold increase in real gross world product, i.e. consumption, and the human enterprise is still expanding exponentially. We are arguably in the late boom phase of a one-off boom-bust cycle that is driving us rapidly beyond the safe harbour of planetary boundaries towards chaotic collapse and worse.
Figure 1. Ecological overshoot in number of Earths required. Data from Global Footprint Network – June 2023.
   In this paper, we use the term ‘behavioural crisis’ specifically to mean the consequences of the innate suite of human behaviours that were once adaptive in early hominid evolution, but have now been exploited to serve the global industrial economy. This exploitation has accumulated financial capital – sometimes to absurd levels – for investors and shareholders, and generated manufactured capital (‘human-made mass’) that now exceeds the biomass of all living things on Earth. Significantly manipulated by the marketing industry, which several of us represent, these behaviours have now brought humanity to the point where their sheer scale – through our numbers, appetites and technologies – is driving ecological overshoot and threatening the fabric of complex life on earth.

   These behaviours are related to our previously highly adaptive, but now self-defeating, impulses to:

• seek pleasure and avoid pain;
• acquire, amass and defend resources from competitors;
• display dominance, status or sex appeal through size, beauty, physicality, aggression and/or ornamentation;
• procrastinate rather than act whenever action does not have an immediate survival benefit particularly for ourselves, close relatives and our home territories (humans are innate temporal, social and spatial discounters).

 

Many of our continuing environmental and societal challenges arise from these hijacked impulses. In a global economy that strives to create and meet burgeoning demand, rather than fairly and judiciously apportioning supply, these behaviours are collectively highly maladaptive, even suicidal for humanity.

Drivers of overshoot behaviour

   The evolutionary drive to acquire resources is by no means exclusive to the human animal. In H. sapiens however, the behaviours of overshoot are now actively promoted and exacerbated by social, economic and political norms largely through the intentional, almost completely unimpeded exploitation of human psychological predispositions and biases. Here, we explore what we consider to be three critical drivers in the creation and continuation of the human behavioural crisis.

Economic growth

   Economists define the ‘economy’ as all those organised activities and behaviours associated with the production, allocation, exchange and consumption of the valuable (scarce) goods and services required to meet the needs and wants of the participating population. But this is a simplistic, limited definition. An ecologist might describe the economy as that set of behaviours and activities by which humans interact with their biophysical environment (the ecosphere) to acquire the material resources required for life, and to dispose of the waste materials that result from both our biological and industrial metabolisms. Economic accounts should therefore record all the energy and material ‘throughput’ from the natural world through the human subsystem and back into nature; they should even account for those produced goods that do not enter formal markets, as these add to gross material consumption. In other words, human economic behaviour helps define the human ecological niche, the role H. sapiensplays in interacting with, and altering the structure, function and species composition of, the ecosystems of which we are a part. From this perspective, economics really should be human ecology. But it is not.
   Today’s dominant neoliberal economics conceives of the economy as a self-generating ‘circular-flow of exchange (monetary) value’ that operates separately from, and essentially independent of, the natural environment. We generally measure the scale of economic activity in terms of gross national product, i.e. the abstract monetary value of final goods and services produced in a country in a specified time period. Physical natural resources (i.e. ‘the environment’) are seen as merely one of several interchangeable ‘factors of production;’ should a particular resource become scarce, we need only increase the input of other factors (capital, labour, knowledge) or depend on rising prices to stimulate some engineer to find a substitute.
   The same simplistic thinking conceives of humans as self-interested utility maximisers (i.e. ‘consumers’) with unlimited material demands and no attachment to family or community. It was easy for modern techno-industrial society to make the leap from believing that the economy is untethered from nature, people essentially insatiable and human ingenuity unbounded, to accepting the notion of unlimited economic growth fostered by continuous technological progress. This helps explain why real gross world product has ballooned 100-fold, and average per capita income (consumption) has increased by a factor of 14 (twice that in wealthy countries) since the early 1800s.
   Interestingly, most people seem unaware that this explosion was made possible not only by improving population health but, more importantly, through technologies that use fossil fuels – coal, oil and natural gas. Fossil energy is still the dominant means – 81% of primary energy in 2022 – by which humans acquire sufficient food and other resources to grow and maintain the human enterprise. Between 1800 and 2021, global FF use increased by a factor of 1,402, from just 97 TWh to 136,018 TWh. The average world citizen today uses 175 times as much FF as his/her counterpart in 1800. Remarkably, we humans have burned half the FFs ever consumed and emitted half our total fossil carbon wastes in just the past 30 years

Marketing

   Up until the early twentieth century, marketers focused on functional differentiation.
The effectiveness of their work was largely contingent on its ability to ‘spotlight’ functional reasons to buy specific products when people needed them. In essence, the role of marketing was to connect functionally differentiated products with willing buyers. As markets matured, however, competition intensified, and businesses looked to find better ways to differentiate themselves beyond the purely functional.
   Around this time, Sigmund Freud’s nephew, Edward Bernays, began experimenting with his uncle’s psychoanalysis work to develop techniques for widespread behavioural manipulation. Bernays later termed this The Engineering of Consent, describing it as the ‘use of an engineering approach – that is, action based only on thorough knowledge of the situation and on the application of scientific principles and tried practices to the task of getting people to support ideas and programs’. Bernays successfully commercialised his work and is commonly regarded as one of the founders of the public relations industry. This novel approach, along with others developed in advertising agencies around the globe, proved highly influential on the way products were marketed and sold to consumers.
   Suddenly, marketing effectiveness was no longer determined by its ability to ‘raise awareness’ or harvest existing demand but by its ability to deepen and diversify the needs and wants that could be met through personal consumption. This paradigm shift meant that business growth was no longer constrained by people’s mere biological requirements, it could instead be unlocked by attaching greater meaning to an effectively infinite number of market offerings.
   In this brave new world of unchecked business growth, multinationals were no longer marketing hygienic toothpaste, but a mint-flavoured confidence boost – a maintenance purchase was suddenly something that could make you feel more attractive. Cars were no longer being sold based on their functional superiority (i.e. space, speed, comfort, price), but by what they suggested about you as a person (i.e. status, sexiness, rebelliousness, appetite for adventure).
   In an era saturated by brands and marketing, consumption has become less reflective of our physical needs and more reflective of our runaway psychology. For example, we may buy to boost our mood, reinforce our identity or elevate our social status above others.
   The targeting of consumers has become increasingly effective through the collection and use of data and analytics. The collection and sale of individuals’ personal data is rampant. Unsurprisingly, tech giants like Google and Facebook are amongst the most active in this space. These companies track and sell not only what consumers view online but also their real-world locations through what is known as RTB (Real-Time Bidding).
   In the US, users’ personal online data is tracked and shared 294 billion times each day (for your average American, that’s 747 times per day). In Europe, that figure was found to be 197 billion times (Google alone shares this personal data about its German users 19.6 million times per minute). Combined that’s 178 trillion times per annum. All this leads to incredibly detailed data about individual user behaviours and preferences. In fact, a 2017 report found that by the time a US child reaches 13 years old, Ad Tech companies hold an average of 72 million data points on that child.
   The subsequent egregious overconsumption, which in combination with the resulting creation of waste, disproportionately multiplied by population, gives the wealthy a far greater negative environmental impact than the poor. Individuals with incomes in the top 10% are now responsible for 25–43% of environmental impact and 47% of CO2 emissions, while the bottom 10% contribute just 3–5% of environmental impact, and the bottom 50% contribute only 10% of CO2 emissions. A recent report found the top 20 wealthiest individuals on Earth produce 8000 times the carbon emissions of the poorest billion people.
   For sustainability, reductions in FF and material consumption between 40% and 90% are necessary. This may seem unattainable without a proportionate loss in living standards; however, affluent countries exist far beyond sufficiency. In fact, ‘the drastic increases in societies’ energy use seen in recent decades have, beyond a certain point, had no benefit for the well-being of their populations – social returns on energy consumption per capita become increasingly marginal’. As such, multiple studies now demonstrate per-capita energy consumption in many affluent countries could be decreased substantially and quality living standards still maintained.

Pronatalism

   Reproductive decision-making is assumed to be a largely personal choice, free from the constraints of cultural and institutional norms. As a result, discussion of reproduction as it relates to environmental degradation and ecological overshoot is often met with concern regarding impingement of people’s personal desires, rights and actions. However, human reproductive behaviours, like most other behaviours, are greatly influenced by cultural norms and institutional policies and deserve to be investigated critically.

   Pronatalism is a set of social and institutional pressures placed on people to have children, often driven by forces such as patriarchy, religion, nationalism, militarism and capitalism. Pronatalism exerts enormous influence on people and their choices.

• Positive feedback is often expressed through glorification of motherhood and large families, financial incentives and subsidies for childbearing, including through assisted reproductive technologies.

• Negative feedback is expressed through stigmatisation of use of contraceptives, abortion and lifepaths that do not fit dominant cultural narratives, such as single adults, childless and childfree people, LGBTQIA+ people, adoptive families, those who regret parenthood or those who do not have the ‘right’ number of children.

 

Depending on the degree of patriarchal and institutional control in a given culture, stigma can take the form of physical and emotional abuse, divorce, economic marginalisation and social ostracisation. The degree of policing individual parenting choices strongly determines the degree of conformity by individuals in a culture or community. This explains why women’s stated preferences for number and timing of children vary in accordance with the norms of the community in which they reside.

   Anthropological studies of later hunter-gathering societies as well as evidence of very early agricultural groups show that the shift to settlement societies led to a systematic diminution of female status, as women went from being active gatherers of food to being relegated to the home sphere, as males dominated the fields. The subsequent rise in population, cities and tribal conflict over land and power created the need for more laborers and warriors, which raised the value of women as child bearers to the exclusion of other roles, thereby underpinning the beginnings of pronatalism.
   Due to the dangers associated with pregnancy and childbirth, as well as the laborious process of child-rearing, certain ‘social devices’ had to be employed to make reproduction appear more desirable, thereby population increase would offset the wastage of war and disease. Social devices including the institutions of law, religion, media, education and medicine were used to promote and reinforce the universal idealisation of pregnancy and motherhood.
   Over the last 200 years, improvements in public health, medicine, disease control and sanitation – all of which occurred on the back of fossil-fuelled industrialisation – significantly lowered the risk of dying, especially amongst children, leading to unprecedented growth in the human population. Pronatalism remains deeply embedded within institutional policies and norms that glorify and reward reproduction to serve external demographic goals – capitalism, religion, ethnocentrism and militarism amongst others.
    Despite great advances in gender equality and opportunities for women in education and the economy over the last several decades, pronatalism remains a strong pillar in many societies. Most religious traditions have strong pronatalist teachings and scriptural mandates to ‘be fruitful and multiply’, further buttressed through misinformation about contraceptives and abortion, and proscriptions on their use. Economists, political leaders and corporate elites regularly argue that keeping fertility high ensures a steady supply of workers, consumers and taxpayers, while generating a larger pool of potential inventors.
   Neoliberal economic interests are also enacted through popular media and culture that perpetuate pronatalist narratives. From product advertising and women’s magazines glorifying motherhood, and celebrity gossip fixation on the ‘biological clock’ and ‘baby bump’, to popular movies and television programmes that use pregnancy to ‘complete’ the character arc of a protagonist. The marketing, media and entertainment industries exert an enormous influence on people’s reproductive decision-making.
   Meanwhile, neoliberal feminism – feminism of the privileged colonised by neoliberal ideology – seeks to advance political goals and enhance market value and has only reinforced the mandatory-motherhood narrative by advocating for women to ‘have it all’, a goal unattainable for the majority of women around the world. This new form of feminism has conveniently been exploited by the assisted reproductive technology industry, growing annually by 9%, with projected growth to a global $41 billion industry by 2026 to market medically dubious technologies such as egg freezing to increasingly younger women.
   Concerns about overpopulation in this century led authorities and advocates to institute campaigns and policies to reduce fertility rates. The majority of these policies, which employed measures to combat pronatalism by providing women the means to control their own fertility through access to education and family planning, proved extremely effective. Countries as diverse as Thailand, Indonesia and Iran saw their fertility rates drop from over six to under two in a matter of decades. On the other hand, coercive policies such as China’s one-child policy, and forced abortion and sterilisation campaigns in Puerto Rico and India, not only led to egregious violations of human and reproductive rights but they also backfired. They created the disastrous legacy of tainting all family-planning campaigns – including the majority that have focused on liberating women – with the blemish of coercion. These draconian measures not only led to widespread suspicion of any efforts towards population reduction and stabilisation but they also had the opposite effect of strengthening and legitimising the centuries-old form of reproductive control: pronatalism. Currently, half of all pregnancies globally are unintended and 257 million women are unable to manage their own fertility due to oppressive pronatalist norms within their communities.
   Given that the number of children that women desire is largely a social construct within a hegemonic framework of pronatalism, we must create a new cultural landscape that illuminates the fertility levels that women anywhere in the world might truly desire outside this construct. Fertility trends in every geography where women have greater reproductive autonomy point towards a tendency for smaller families – a choice that has been described as women’s ‘latent desire’ for no or few children.
   Addressing population growth, and the pronatalism that drives it, must become central to norm-shifting efforts in order to elevate reproductive rights while also promoting planetary health.

Tackling the behavioural crisis

   Current interventions at the symptom-level often do more to maintain the status quo than to address the drivers of ecological overshoot. Accepted approaches are generally technological interventions requiring immense amounts of raw materials and generating proportional ecological damage. For example, the much-hyped wholesale transition of our energy systems from fossil fuels to renewables would require daunting levels of raw material and fossil fuels in a futile struggle to meet humanity’s ever-growing demands. Even if successful – which is not likely – the energy transition would address only a single symptom of ecological overshoot, likely worsening other symptoms significantly in the process. As noted earlier, it is humanity’s access to cheap, convenient energy that has allowed us to overshoot many planetary boundaries. Would anything else change simply because we substitute one form of energy for another?
   Conversely, interventions addressing the behavioural crisis shift the focus from treating symptoms to treating the core cultural causes. Prioritising psycho-behavioural change over technological interventions may also have greater potential to relieve anthropogenic pressures on Earth. It would certainly greatly reduce the fossil fuels and material extraction required to maintain the human enterprise. An example of an intervention at this level could be the intentional creation of new social norms for self-identity to change human behaviours relating to consumption, population and waste.
   Paradoxically, the marketing, media and entertainment industries complicit in the creation and exacerbation of the behavioural crisis, may just be our best chance at avoiding ecological catastrophe. Storytelling shapes appetites and norms: in this paper, we focus largely on the marketing industry, but we believe it important to highlight the potential of the media and entertainment industries for addressing the behavioural crisis also. Modelling behaviour through entertainment can be an extremely powerful way of driving behavioural change. A real-world example of this can be seen through the telenovelas created by the Population Media Centre. PMC’s broadcasts have been remarkably successful in changing reproductive behaviours in many countries through the role modelling of small family norms, delaying marriage until adulthood, female education and the use of family planning. In Ethiopia, pre and post-broadcast quantitative surveys found that listeners were 5.4 times more likely than non-listeners to know at least three family planning methods. Married women who were listeners increased current use of modern family planning methods from 14% to 40%, while use amongst non-listeners increased less than half of that.
   It is also worth noting that when it comes to addressing maladaptive behaviours in the current paradigm, there appears to be a focus on raising awareness and education under the arguable assumption that this will lead to the desired behavioural changes. While awareness and education certainly have important roles to play in combating ecological overshoot, they are relatively ineffective at driving behavioural change. Can the same behavioural mechanisms that built and fuelled our immense appetites bring them back within planetary limits to growth?

Lessons from the marketing industry

   For more than 100 years, marketers, and recently behavioural scientists, have become proficient at influencing human desires, particularly consumer behaviour. The frameworks of persuasion they have developed could help bring humanity, and countless other species, back to safe harbour by reducing per capita consumption through the celebration of lives of sufficiency, and setting healthy reproductive norms, all without triggering feelings of loss or regret in the general populace.
   Though good marketing may seem like black magic, and the exclusive domain of a select number of creative ‘gurus’, it is actually an accessible and highly replicable system of proven practices and principles crafted to influence behaviour.
   Broadly speaking, marketers strive to influence individuals’ felt wants and purchasing patterns in one of two key ways: by changing an individual’s perceptions of a product or by changing the social context in which specific forms of consumption take place. It follows that the same strategies can be put to use to redirect consumers’ behaviour rather than reinforcing the present consumption-based crisis. An individual’s belief about a product or service’s value relies heavily on how it is ‘framed’.
    Tversky and Kahneman have extensively demonstrated this framing effect, showing that people’s choices can be predictably shifted, not through changing the choices themselves, but by changing what consumers perceive as the salient qualities of available choices. For instance, advertising a yoghurt as 98% Fat Free is much more compelling than promoting the same product as containing only 2% milk-fat. Similarly, people who would be turned off by the promotion of a vegan diet may be completely receptive to the same regime when it is advertised as a plant-based or cholesterol-free diet.
    Of the many ways to frame a new behavioural choice, the most successful will offer a clear and relevant benefit to switching. It is not, for instance, as effective to sell nicotine patches merely as a means to quit smoking as it is to promote them in terms of concrete personal benefits (e.g. better relationships, improved health, longer life, etc.). In short, if we were to effectively address the crisis of human behaviour, the desirable alternative behaviours (e.g. flying less, driving less, wasting less, having fewer children) must be creatively framed in ways that accentuate the benefits to the individual rather than highlight their personal sacrifices.
   Human behaviour – like that of many other animals – is not driven merely by individual perceptions and values but also by the social context and system in which it occurs. In regards to the former, we act in ways that advertise our wealth, sexual prowess or social status. Much like the peacock with its ornate tail or the stotting Springbok, humans have developed species-specific signals to demonstrate particular attributes or qualities to others.
   While the intent of these signals remains largely the same across cultures and over time (i.e. to establish status, attractiveness, dominance, trustworthiness, etc.) the physical means of expression is constantly changing (e.g. from precious gold, silk or ivory in preindustrial times to the prestige automobiles and expensive sound equipment in the 1980s, to the high-end computers, iPhones and understated Airpods of the 2000s). By better understanding what values and qualities people are trying to signal about themselves, we can design alternative perceptual framing that results in dramatically altered behaviour. For example, in one highly successful Australian road safety campaign, a team of marketers was able to effectively reframe the meaning of dangerous high-speed driving from signalling ‘masculine bravery’ to signalling ‘masculine insecurity’. Similarly, between 1979 and 2012, strategic efforts were made to reduce the practice of driving while under the influence of alcohol in the UK. Through decades of targeted marketing, community advocacy and police enforcement, the dangerous behaviour was successfully transformed from exceptionally commonplace (i.e. performed by over half the male driving population) to exceptionally rare (i.e. viewed as unacceptable by 92% of the population).
   This idea of signalling becomes particularly significant in light of the disproportionately negative impact that wealthy people have on the ecosphere through ‘conspicuous consumption’. While wasteful excess has historically been a reliable cross-cultural signal of social status, there is now promising evidence that this too is amenable to change in response to increasing eco-consciousness. Recent studies have pointed to a counter-signalling effect amongst wealthier populations, wherein more status is actually conferred to those who consciously try to impress by consuming less (e.g. driving modest cars, taking transit, wearing clothes from the thrift store, etc.). By developing ways to positively socialise responsible behaviour, we can help people maintain their sense of self-worth and social status while reducing their contribution to ecological overshoot.
   Although social norms may be shifting slightly in the right direction amongst the wealthy, such a values revolution is unlikely to occur in a time frame rapid enough to restore humanity to a survivable limits to growth scenario. In order to effect the rapid changes necessary to secure our long-term survival, we must consider how marketing, behavioural science and other direct instruments of social influence, including but not limited to the media and entertainment industries, might be used in an emergency response to accelerate the process. At the same time, we must find ways to support the billions of individuals who are greatly in need of increases in consumption to do so without inducing further planetary harm.
   While the stigmatisation of ‘driving under the influence’ took decades, recent developments in social networks theory have shown that comparable changes are possible within a timescale of years. With a concerted, multidisciplinary effort by the aforementioned industries, radical change would likely be possible even sooner. The concept of the social ‘tipping point’ shows that as a belief or value spreads through a population, there is a catalytic threshold beyond which there is accelerated widespread adoption of that belief. Evidence suggests that this ‘tipping point’ can occur after just 25% of a study population has accepted the belief as a new norm. This finding may be highly relevant to negate our behavioural crisis in an effective time frame.
   Conceivably, there may be a ‘tipping point’ in social acceptance of the values associated with degrowth, where they are likely to become positively reinforced through various forms of media and entertainment without conscious participation. We urgently call for an emergency, concerted, multidisciplinary effort to target the populations and value levers most likely to produce the threshold effect, and catalyse rapid global adoption of new consumption, reproduction and waste norms congruent with the survival of complex life on Earth.

Directing and policing widespread behaviour manipulation

   Behavioural manipulation has been intentionally used for nefarious purposes before, and as we’ve just explored, has played a critical role in the creation of the behavioural crisis and consequential ecological overshoot. Eco-centric behaviour is the heart of any sustainable future humanity might wish to achieve. Moreover, we are at a crossroads, with three paths ahead:

• We can choose to continue using behavioural manipulation to deepen our dilemma,
• We can choose to ignore it and leave it to chance, or
• We can use an opportunity that almost no other species has had and consciously steer our collective behaviours to conform to the natural laws that bind all life on Earth.

 

This raises ethical questions, for example, who is worthy of wielding such power? At present, the answer is anyone with the necessary influence or financial means to exploit it. However, we should not entrust this to any individual human, company, government or industry. Instead, any continued use of widespread behavioural manipulation should be firmly bound by, and anchored within a framework built upon the laws of the natural world, as well as the science on limits to growth.

   We urgently call for increased interdisciplinary work to be carried out in directing, understanding and policing widespread behaviour manipulation.

Conclusion

   In summary, the evidence indicates that anthropogenic ecological overshoot stems from a crisis of maladaptive human behaviours. While the behaviours generating overshoot were once adaptive for H. sapiens, they have been distorted and extended to the point where they now threaten the fabric of complex life on Earth. Simply, we are trapped in a system built to encourage growth and appetites that will end us.

   The current emphasis for overshoot intervention is resource intensive (e.g. the global transition to renewable energy) and single-symptom focused. Indeed, most mainstream attention and investment is directed towards mitigating and adapting to climate change. Even if this narrow intervention is successful, it will not resolve the meta-crisis of ecological overshoot, in fact, with many of the current resource-intensive interventions, it is likely to make matters worse. Psychological interventions are likely to prove far less resource-intensive and more effective than physical ones.

• We call for increased attention on the behavioural crisis as a critical intervention    point for addressing overshoot and its myriad symptoms.

• We advocate increased interdisciplinary collaboration between the social and behavioural science theorists and practitioners, advised by scientists working on limits to growth and planetary boundaries.

• We call for additional research to develop a full understanding of the many dimensions of the behavioural crisis (including the overwhelming influence of power structures) and how we can best address it.

• We call for an emergency, concerted, multidisciplinary effort to target the populations and value levers most likely to produce rapid global adoption of new consumption, reproduction and waste norms congruent with the survival of complex life on Earth.
• We call for increased interdisciplinary work to be carried out in directing, understanding and policing widespread behaviour manipulation.

 

The clock is ticking not only because the health of the natural systems upon which we are utterly dependent is deteriorating but also because broadscale interventions are only possible when a society holds together and is capable of coherent action. As the effects of overshoot worsen, the likelihood of societal breakdown increases. We still have an opportunity to be proactive and utilise the intact systems we have in place to deliver a framework for shifting social norms and other necessities for addressing the behavioural crisis. However, the day may come when societal breakdown will make intervention impossible, locking the planet into an unguided recovery that may salvage much of ‘nature’ but be inhospitable to human life.

 

Photo: Sebastian Bertalan / Wikimedia Commons