Defining a Role for Sustainable Consumption Initiatives In New Zealand Sarah J. McLaren Landcare Research

Definition(s) The use of services and related products which respond to basic needs and bring a better quality of life while minimizing the use of natural resources and toxic materials as well as the emissions of waste and pollutants over the life-cycle so as not to jeopardize the needs of future generations. UN CSD, 2005

History Green consumerism 1980s Agenda 21 at UNCED 1992 Plan of Implementation: Article 15, WSSD 2002,10-Year Framework of Programmes on SCP Marrakesh Process: Expert Meetings, Regional Meetings, Task Forces Review of 10-Year Framework by CSD in 2010/2011 cycle of work

Region and Country Initiatives Europe: Strategy for Sustainable Development 2006 –“Sustainable Consumption and Production” one of seven key challenges –EU Sustainable Consumption and Production Action Plan in 2007 UK: Sustainable Development Strategy 2005 –“Sustainable Consumption and Production” one of four priorities –SCP Evidence Base Research Programme, Advisory Group

Theme 1 Producing More Sustainable Products and Services Development of new technologies and eco-innovation Development of cleaner production processes and eco- efficient products/services Promotion of technologies and eco-innovations Voluntary initiatives by businesses (e.g. EMS, certification, reporting) Setting standards and targets for products and processes Dialogue, partnership and cooperative programmes between business, communities, government Training and education Use of economic incentives

Theme 2 Changing Consumer Behaviour Sustainable public procurement Product labelling schemes Advertising and marketing Awareness-raising campaigns Provision of information and education more generally Banning certain products Use of economic incentives

New Zealand Initiatives Sustainable Development Programme of Action (DPMC, 2003) Product Stewardship (MfE): –Product Stewardship and Water Efficiency Labelling (2005) –Waste Minimisation (Solids) Bill (2006) Ecolabelling: –Environmental Choice New Zealand

Why Bother? 10-Year Framework of Programmes Ethical arguments Economic reasons: –Product-oriented policy –“Clean and green” image

Product-Oriented Policy “It is becoming more and more evident that consumers are increasingly interested in the “world that lies behind” the product they buy” (Klaus Toepfer, Executive Director, UNEP) Europe: WEEE, EoL Vehicles, EuP; IPP Focus upstream and downstream – New Zealand exports (e.g. Food Miles)

“Clean and Green” NZ Tourism and exports –Tourism contributes 9.0% of GDP and 9.8% of total employment in NZ (2005, direct and indirect tourism activities) –Exports: international tourism 18.7%, dairy products 13.2%, of total exports Minimising environmental impacts in New Zealand: exports, domestic consumption From information provision to more sophisticated understanding of behaviour

Conclusions Product-oriented policy: –Identify export sectors most at risk –Work to improve environmental profile of their products –Demonstrate the environmental credentials of these products “Clean and Green” New Zealand –Changing consumer behaviour and role of government (enabling policy framework) Integrated programme on sustainable consumption