Why Climate Positivism Needs Conscious Consumption

When we think about sustainability today, it's practically impossible not to imagine the climate doomers’ worst-case scenario. And why shouldn’t we? Summer 2024 was the hottest ever on record, and we can expect more extreme weather events, more biodiversity loss, and more climate tragedies to come. It’s perfectly rational and as many would argue, necessary to position ourselves as a world on the brink of collapse. This is why so many young people genuinely believe they will be the last to inherit a liveable planet. But how true is that? And isn’t it worth exploring climate positivism as a powerful means to motivate?

It’s easy to romanticize the lower-impact lifestyles of our ancestors as being somehow innately more in tune with the earth and, therefore, more sustainable. It is, of course, true to a certain extent. That hasty generalization, however, ignores that for most of history, people faced pretty grueling realities. We’re talking about incredibly high child mortality rates, general poverty – all facets of the “sustainable” past we surely would like not to return to. This is why when we talk about sustainability, we also need to talk about living standards and ways that we can preserve both the environment and a relatively comfortable way of life – we need to talk about decoupling growth from ecological harm.

For centuries, human progress came at a steep cost to the environment. The Industrial Revolution, though it drove unprecedented economic growth and improved living standards, led to deforestation, overfishing, and rising levels of carbon emissions. This trade-off between advancement and environmental degradation seems inevitable even today. But recent trends suggest that this no longer has to be the case. Richer countries such as The UK, Germany, and the US are among those that have managed to reduce their carbon emissions relative to growth. Is this largely a consequence of offshoring emissions and pollution? Yes. However, these reductions hold true even after accounting for emissions associated with trade, and that’s big.

One of the driving forces behind this change is technological innovation. Renewable energy sources have seen significant cost reductions over the last few decades, rendering them more accessible and competitive. In the past, we had to burn wood or fossil fuels to meet our energy needs and clear forests to grow more food. This is far from the case today.

The trend goes bey

ond energy. In agriculture, a sector often seen as a major driver of environmental degradation, we’re also seeing positive developments. Despite a growing global population, deforestation rates have been declining for decades. In fact, many countries are actively working to regrow their forests. A key factor in this is the increase in crop yields, which has allowed us to produce more food on less land. Corn yields in the United States, for example, have increased six-fold over the past century. 

Everyone should have access to a comfortable, dignified life. At the same time, we need to peak and reduce global CO2 emissions, transition away from fossil fuels, and end deforestation—all while feeding a growing global population. So let’s assume that’s possible. We’re still facing the reality of single-use plastics, toxic ingredients used in production, and mass overconsumption. In a way, this is all to say that sustainable, conscious consumerism is necessary and makes a difference. The trick is in how.

First, sustainable products need to become much more affordable. Solar and wind energy are already cheaper than coal, and electric vehicles are quickly becoming more affordable than gasoline-powered cars. Similarly, eco-friendly alternatives to the things we use the most need to become cost-effective enough to compete with the environmentally costly industries driving consumption today.

Second, sustainable products need to perform better than their high-carbon counterparts. Too often, environmentally-friendly products are viewed as sacrifices—things we do because we feel we have to, not because we want to. But to make sustainability mainstream, these products need to continue to become the all around better option. Electric vehicles are a great example. Many people are switching to electric cars not out of concern for the environment but because they’re, well… better. We can’t understate how important this is for making sustainable choices the norm: they need to be the better choice, not just the "green" one.

Sustainability need not be framed as a sacrifice, a return to a simpler and less comfortable life. This mindset, to be frank, doesn’t inspire action—it leads to despair. Instead, we should promote sustainability as an opportunity. It is an opportunity to provide clean, abundant energy to people all over the world – to breathe cleaner air – to create healthier, more livable cities.

Moreover, we owe it to ourselves to use data not just to highlight the challenges we face but also to celebrate the progress we are making. Environmental activism has done so much to raise awareness about the threat of climate change, but focusing solely on those threats can start to feel paralyzing at some point. Showcasing the positive changes that are already happening inspires more people to take action and continue moving toward a sustainable future.

For the first time in history, we have the technology, knowledge, and opportunity to build a truly sustainable world. This outcome is not guaranteed, but the progress we’ve made so far shows that it is possible.