Anshuman Singh Sisodia, ESSEC MSc. in Sustainability Transformation student and External Sustainability Consultant at Colas, explores our desire to buy, and proposes an original solution to make us slow down and green faster   

Make Sufficiency Sexy by Anshuman Singh Sisodia.

Picture this: Sitting in the last class of the year, the air is filled with a mix of anticipation and exhaustion. My mind is abuzz with thoughts of synthesizing all that I’ve learned throughout the year. Suddenly, amidst the familiar hum of discussion, a single phrase pierces through the haze: “You have to make it sexy.”

Intrigued, I snap back to my attention as my Sustainability Economics professor continues, asserting that the mere shift towards renewable energy and unprecedented efficiency levels won’t suffice for a successful and just transition. With a dramatic pause, he delivers the bombshell: “No matter how many strides we take in renewable energy, regardless of our systemic efficiency, we won’t hit the bullseye in time unless we make ‘Sufficiency Sexy’

What did he mean by sufficiency? The IPCC defines it as a set of policy measures and daily practices that avoid the demand for energy, materials, land, water, and other natural resources while providing well-being for all within the planetary boundaries.

The question is, how do we make sufficiency sexy?

It’s a provocative question. In this hyper-consumeristic world, where excess symbolizes success and constant upgrades are the pursuits of happiness and social status, how can sufficiency find its place?

When we look at mobile phones, a recent report from the World Economic Forum reveals an intriguing fact – there are more mobile phones than people in the world! Surprisingly, according to the New York Post, approximately 20% of Americans would willingly go into debt to acquire a new iPhone.

Programmed to seek reward?

You may be wondering what drives such behaviour in us. Let’s be honest – I’ve found myself lured by the appeal of the latest iPhone, even though my current one is perfectly functional. Why are we all so eager to discard the old for the new? Simply put, the newest gadget has always been downright sexy!

But what makes it sexy?

Is it its upgrade in design, or its innovative features? Or is it our addictive consumer behaviour? The behaviour to buy the latest model may also be driven by neurological reward processes which release dopamine after the realisation of human desires for social belonging and status. According to scientists, this reward system is as addictive as drug addiction. In fact, according to the neuroscientist Sundeep Teki in an article for WEF,  a neuroimaging study reveals that Apple products activate the same parts of the brain in its fans as religious images trigger in a person of faith.

This fad of purchasing unnecessary items contributes significantly to the harmful effects on both current and future generations. Indeed, hyper-consumerism is a leading cause of breaching many planetary boundaries. The Columbia Climate School highlights that household goods and services production and usage alone account for 60% of global greenhouse gas emissions.

Thus we can’t emphasise enough the importance of sufficiency in our fight against climate change. However, the question remains How do we make sufficiency sexy and desirable? Coming from a marketing background, I can propose building new and responsible narratives. Narratives which move the world in the right direction.

Green apples?

What if your current iPhone’s Apple logo is a chameleon? Don’t stress, I love the logo as much as you do, but with a little twist… Consider this proposal: what if our beloved Apple logo, usually silver, decides to play the chameleon and turns greener each year you stick with your phone? The longer you hold onto your current iPhone, the greener it grows until its scientifically defined end cycle.

Instead of discussing HOW SEXY your latest iPhone is and subconsciously taking pride in buying the latest model, the conversations would be about how green your iPhone is. Celebrities like Taylor Swift confidently showcasing their progressively greener Apple logos, all while donning outfits from the previous week with an air of nonchalance.

It’s about embracing a subtle change, making sustainability the focal point of our interactions, and finding pride in the longevity of our choices. It’s about moving away from the relentless pursuit of the latest models and diving into earnest discussions about the environmental impact of our gadgets.

Slow down, green fast

Here’s my grand vision: let’s redefine what’s sexy and desirable. Let’s turn sustainability into the headliner. Instead of the quick thrill of a new purchase, let’s find joy in the lasting beauty of sufficiency and the enduring tales our products can tell.

I’m aware this might not align with the current business models of many companies in fast fashion and rapid tech. But that is our cue to stop and think that in quest of rapid growth, we might have missed something profound and foundational. We need to revisit structures, functions and narratives which propel the business and society built on rapid growth and fast consumerism. We need to discover the joy in slow and longer-lasting innovation.

As they say, every growth is not progress; what if true progress lies in being slow and sufficient? I want to be pleasantly surprised.

Useful links:

• Link up with Anshuman Singh Sisodia on LinkedIn
• Read a related article: Sustainable clothing: Why do we buy it – and why not?
• Discover ESSEC Business School and apply for the MSc. in Sustainability Transformation.

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