Transforming societies from consumerism to sustainability is in the center of sustainability in high consumption societies. Currently it might be more important issue than a control of population. Population is projected to reach 9–10 billion in 2050, and it will be approximately the same in 2100.
Market-created values of selfishness, instant gratifigation, perpetual discontentment, and constant consumption are not consistent in what we think deep inside. Most of people agree that the most important things are fairness, trust, unconditional love, taking care of nature, financial secure, reasonableness, fearlessness and maintenance of health. Thus our vision is the same.
Unprecedented consumption levels are problem especially in the developed nations where a current overdevelopment is based on desires and wants instead of citizen´s real needs. Poorer countries, however, must have the right to develop fast to fulfill citizen´s basic needs. The current gap between rich and poor is wide and dangerous.
Aristotle believed that unlimited wealth is great poverty because each additional increment of money is of proggressively less benefit to its possessor, and beyond a certain point, having more is of value, and may be harmful. The same idea is described in the Bible: ”Give me neither poverty nor riches, but only enough”.
Mass consumption is considered desirable goal, which promotes economic growth. Rarely people try to define how much is enough or how much is too much – they simply want to get more. Mahatma Gandhi said that ”Speed is irrelevant if you are travelling in the wrong direction ”.