Generation Awake

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This week we are focusing on Generation Awake, the European Commission’s environmental initiative that looks at consumer choices and the consequences they have on the world around us.
Conscious and responsible consumerism is at the centre of the campaign, with an emphasis on how our consumption affects the environment.

The fast fashion industry has a lot to answer for when it comes to over-consumption and the knock-on environmental implications. A Cambridge University study reports that women now have four times as many clothes in their wardrobe than they did in 1980. (www.ethicalfashionforum.com/the-issues/fast-fashion-cheap-fashion) Only too aware of such statistics, Generation Awake hopes to teach consumers to get more from less, ‘where all items have value and can be reused or reprocessed as new.’

Resource efficiency is another vital part of their strategy, through targeting the general public and showing them what can be done to use natural resources more economically. Humans have evolved and succeeded to the point where we are consuming our planet’s water, air, land, forests, minerals, metals and biodiversity systems faster than they can be replaced. Generation Awake looks at how, ‘As individuals and as a society, we need to change the way we use resources.’

For more information or to follow the Generation Awake campaign, see www.generationawake.eu/en/

Erin McClure

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