Encouraging behavioural change
Résumé
Encouraging change, whether it be in a way of life or in behaviour, is nothing new. One might even argue that the advent of the consumer society, the consequences of which today are the destruction of resources and common goods, rests entirely on the possibility of encouraging consumers to adopt the expected behaviour, i.e. to desire the merchandise, both in itself (technical object) and for itself (what another does not have). We might equally state that this enterprise, combining mass production, advertising, the promotion of certain individualist values, resting on a cornucopian conception of the world-that is to say an optimistic vision of the latter offering unlimited resources in order to satisfy equally unlimited needs-has, to a large extent, succeeded… to the detriment of the sustainability of the said resources and the economic system that gave rise to it...
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