The age of mass consumption is regarded as the final stage of economic development. Developed and developing countries are now increasingly consuming beyond basic needs and sometimes beyond their material means. But the environmental consequences of our consumer habits are rapidly accelerating on the land, beneath the oceans and in the atmosphere, as we are still far away from creating zero-waste, zero-pollution consumer goods.
Incentives which offer efficient change are low and rigid consumer habits are far more susceptible to economic, rather than environmental shifts. Shifts in attitudes and expectations are slower to develop, but technological and economic advances have generally pushed us towards greater consumption. For example, homes in the UK considered warm, were regularly maintained at 12°C (54°F) in 1970. In other circumstances, particular patterns have emerged whereby consumption decreases and becomes more sustainable. Many younger generations now opt for authenticity, quality and originality over quantity. Such products are often environmentally friendly as they're made to last longer and are sourced from environmentally ethical manufacturers. Yet any shift away from the desire for more and cheaper products is minimal and easily offset by population growth.