The writer is visiting fellow, Global Systems Institute, University of Exeter
In 1973, economist EF Schumacher published Small is Beautiful, calling for a shift from relentless materialism towards a more sustainable, human-centred approach to economics. Sadly, his appeal fell on deaf ears. Material consumption has tripled in the past 50 years, and the size of cars and homes has ballooned. In a “Big is Hot” era of conspicuous consumption and accelerating damage from global warming, it’s high time to turn the dial to “Small is Cool”.
Schumacher’s vision of a world where small-scale, locally orientated economies flourish has been overshadowed by the pursuit of growth at any cost. The developed world remains in the grip of a culture of excess, where bigger is often equated with better. From oversized SUVs to McMansions, conspicuous consumption has become a hallmark of modern society, fuelling environmental degradation and social inequality.