Rising material consumption and associated
greenhouse gas emissions (GHG) are becoming an entrenched stumbling block in
the quest for low carbon transition worldwide. Consumption performs various
functions in human wellbeing but the relationships are neither static nor
inevitable and consumption can be damaging. The ‘double dividend’ of enhanced wellbeing and reduced material
consumption and emissions has been identified as an approach to address this
challenge. Rather than the global expansion of increasing consumption as the means of achieving wellbeing, this could
be implemented
through enabling balanced multidimensional human wellbeing. Multiple independent
lines of theory and evidence support a multidimensional concept of wellbeing, from the macro development perspective to the micro
individual perspective. Changing the focus away from
consumption could be facilitated by pursuing a more balanced ‘sustainable wellbeing’
that places
a higher priority on other life domains. The advantage of such an approach is
in the potential win-win of lowering the emissions trajectory
while actually enhancing human wellbeing. Offering ‘the good life’ or indeed a
more balanced life, is a more enticing policy prospect than measures which give
a perception of sacrifice or loss.