PHOTO: Tetiana Lazunova & Dzmitry Baranau, Mostphotos
Values are our fundamental beliefs about what is important and right. To tackle the ecological crisis, a shift in values is needed, according to several researchers from KTH and others.
Hanna Eggestrand Vaughan, from KTH Royal Institute of Technology, is researching how values affect sustainable consumption. Together with Pella Thiel and Amanda Martling from the Transition Network, they have developed a guide to support organisations, politicians and workplaces to work with values in a constructive way.
– What we have seen is that it can give strength and hope to come together and challenge things that otherwise seem to be taken for granted. We want to talk about values. It helps us understand why some things are not working when we try to create sustainable consumption today and also what is more promising, says Hanna Eggestrand Vaughan.
Prejudice undermines sustainability goals
Research distinguishes between intrinsic and extrinsic values, where intrinsic values involve things like independence, benevolence and equality, while extrinsic values are about power, status and achievement. When societies emphasise intrinsic values, such as creativity and togetherness, there is often a greater commitment to environmental issues and a better chance of reducing resource consumption. In contrast, those that prioritise extrinsic values, such as status and wealth, tend to be more prejudiced and view environmental problems as less important.
People often believe that others are more focused on extrinsic values than they actually are. This misconception can lead sustainability campaigns and policy initiatives to focus on extrinsic values in the belief that it is effective, when in fact it can work against sustainability goals.
Rigged for status, money and power
Hanna Eggestrand Vaughan believes that society is currently rigged for status, money, power and performance. Not least through how we understand and practise consumption.
– This creates lock-ins. We get stuck in the idea that this is the important thing and we try to find solutions within this simplified framework. So if we want to create sustainable consumption and sustainable lifestyles, we need a shift in values, says Hanna Eggestrand Vaughan, emphasising the importance of addressing citizens rather than consumers.
POLICY BRIEF (In Swedish):
Thiel, P., Martling, A. & Eggestrand Vaughan, H. (2024). Värderingar för hållbarhet – handledning för att utforska värderingsskiften för hållbar konsumtion. KTH Kungliga Tekniska högskolan.
CONTACT:
Hanna Eggestrand Vaughan
Lecturer and doctoral student, Department of Urban Planning and Environment, KTH, Stockholm
hannaegg@kth.se
