Can male consumption save the planet?

It certainly doesn't sit well with the oft-quoted Brundtland Commission definition of sustainable development;

"Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs".

Since the UN report was published, we have been repeating this sentence like a mantra, but not much has improved when it comes to our consumption levels. Quite the opposite, in fact. Material consumption in Sweden is as high as 25 tons per person per year, or 70 kg per day. In 2020, the mass of man-made materials was found to have exceeded the mass of all living things on the planet. The fact that we are facing a planetary crisis is a fact.

The fact that Sweden's Over Shoot Day falls earlier and earlier in the year shows that the transition to a circular economy is not happening fast enough. The question is, what do we need to do to speed up the process? There is often talk of a generation gap in the climate debate, but when it comes to consumer advocacy , studies show that gender is a more crucial factor. Men and women generally have different views on climate change, their own consumption and how they contribute to emissions. And they contribute differently to climate emissions through their consumption and lifestyle choices. 

Unfortunately, surveys show that men still do very little second-hand shopping. According to a report by Tise (digital marketplace for second-hand clothing) Svenskarnas hållbara köpvanor, almost twice as many women as men shop on the second-hand market. 27% of women are equally satisfied with buying second-hand as new, compared to 14% of men. Almost twice as many women (40%) as men (24%) plan to choose second-hand products over new ones in the coming quarter, according to Prisjakt's Consumer Compass 2024 report.

The fact that so few men shop circularly is often said to be due to the supply. A supply that is created by women who donate to second hand. To create a reuse market that appeals to more men, more men also need to donate to second hand. We also see an overwhelming majority of women who are ambassadors and inspirers of circular consumption. Far too few men have taken on the mantle of sustainability in social media.

If we get the men as circulators and inspirers, we can move Sweden's Over Shoot Day forward in the future. Not just for the sake of the planet and future generations. We need to do it in solidarity with those countries that today lack the means to meet their basic needs. High-consumption countries like Sweden need to reduce their ecological footprint so that other countries have the opportunity to increase theirs, in a way that keeps us within the planet's limits.

But now is the time. As individuals, we need to make changes to ensure a sustainable future for all. It starts with ourselves, with our daily choices. By reducing our consumption, choosing sustainable options and inspiring others to do the same, we can make a real difference to our planet.

Author: 

Mattias Ingeson, Secretary General Erikshjälpen

Anette Alm Gustafsson, Managing Director Erikshjälpen Second Hand