The acute climate crisis requires new, more circular ways of producing and consuming goods and services. In this report, we analyse promising green initiatives and point to difficulties that the transitional agents behind them meet. Five non-profit and for-profit initiatives from the food sector and the transport sector are studied.
In the food sector, there is great environmental potential in reducing waste. Protein shift, from animal meat and dairy to vegetable equivalents, leads to more efficient resource management. This is especially true when production is local and long-distance transport can be avoided. How much water and land area the production requires affects the environmental potential. Production of oat and pea products, as studied in the report, can live up to such requirements. In the transport sector, initiatives that strengthen cycling have a promising environmental potential. Sharing or reusing bicycles leads to more efficient resource management. However, the potential is conditioned if the users of bicycle sharing systems or bike kitchens buy their own bicycles and continue to drive a car.
We highlight that transformation agents operate within regimes based on linear practices and fossil dependencies. The challenges that transitional agents face can be very concrete, such as difficulties to attract users willing to pay, but also about more subtle, such as having to address target groups as consumers rather than citizens. Regardless of transformation agents own values and visions, they are forced to adapt to current rules and norms.
The initiatives studied illustrate possible ways of organizing production and consumption in the future. This applies in particular to non-profit initiatives. As in previous studies, the report shows that the precondition for transitional agents to be able to lead the way to a greener future is limited unless legislation, subsidies, and new norms of a good life support them