COMMUNITY ACTION DRIVES SUSTAINABLE LIVING
The world urgently needs to tackle the threat of climate disruption and reduce many other forms of environmental damage in the coming decades. While much can be done through new technologies, there is no doubt that lifestyles, behaviour and values need to change too.
Research by Surrey Practitioner Doctorate student Patrick Elf, in the Centre for Environment and Sustainability (CES), has been addressing this issue through a pioneering project in partnership with major retailer IKEA.
IKEA’s Live LAGOM scheme, now in its fourth year, enables consumers to experiment living more sustainably at home, showing that pro-environmental lifestyle change can be convenient, affordable and desirable.
The Swedish word lagom means ‘just the right amount’, and the project gives IKEA customers and co-workers the chance to try out IKEA products and adopt new practices and lifestyle changes that help save energy and water, reduce waste and promote a healthy lifestyle.
Surrey’s contribution has been the development of a rigorous approach to the evaluation of Live LAGOM, identifying the factors which can promote more pro-environmental behaviour and values, and analysing what helps people persevere with lifestyle changes. The leading environmental action charity Hubbub has supported IKEA and the Surrey team.
Ian Christie, Senior Lecturer and Patrick’s lead supervisor in CES, said: “LAGOM is a very ambitious concept but the programme has been very effective. One reason it has worked so well is because IKEA made sure people felt part of a community of practice, not acting as isolated individuals trying to make a difference on their own. The support people received made them feel encouraged to make bigger changes than they might have imagined at the outset.”
Joanna Yarrow, IKEA’s Head of Sustainable and Healthy Living, said:
“Sustainable living isn’t new – but with our busy lives, it isn’t always easy. We launched the Live LAGOM project to learn how to make sustainable living easier, more affordable and attractive. Working with the University of Surrey has helped us develop methodologies for quantifying the impacts of lifestyle changes and understand how best to engage with households.”
GREEN FINGERS
Participants – who took to calling themselves ‘lagomers’ – have reported saving hundreds of pounds on bills, feeling happier and more in control of their lives.
Ana and Raul, originally from Spain but now living in Glasgow, have said small changes have a made a big impact in helping them lead a healthier lifestyle. They began growing their own fruit and vegetables on their windowsill, but now have a garden full of cherry, lemon and olive trees, as well as a variety of veg.
“Live LAGOM gave me the idea to start planting things in pots on the windowsill,” said Ana. “Our garden was the best place to start our mission to get healthy and we’re recreating the Mediterranean in Glasgow!”
surrey.ac.uk/centre-environment-sustainability Ana and her daughter enjoy their new garden
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