Attacking Material Consumption

Abstract

Immaterialisation of consumption is distinguished from Dematerialisation of Production; each is derived from decomposition of the master equation for ecologically-defined sustainability. From the work of the ASSIST2 study, immaterialisation is described in some detail and the differing development trajectories; and differing responses to rebound effects, of immaterialisation and dematerialisation are distinguished. Socio-economic determinants of immaterialisation are expanded, including needs and satisfiers; behaviour and values; and lifestyles. The place of brands in demand management is discussed. From these elements of taxonomy, potential routes to the creation of new immaterials are described, with the addition of awareness of the general indirectness of substitution. The conclusion is reached that immaterialisation is a necessary complement to dematerialisation which should now be developed further.