Neo-ecology is the megatrend that will shape the 2020st century like no other: environmental awareness is transformed from an individual lifestyle to social movement. Sustainability from the consumption trend to the economic factor
We are heading for an ecological disaster. The executive offices, conference rooms and congresses of this world are slowly but surely gaining the collective realization that an ecological catastrophe is inevitably also an economic (and thus a social) catastrophe. Sustainability, environmental protection and climate change are no longer niche topics. One thing is clear: it is about nothing less than our existence.
Climate change is becoming real
The future of the planet is synonymous with the future of humanity: its preservation is thus the greatest challenge for global society. Two hot summers have transformed climate change from a theoretical discourse into a real threat, the consequences of which are already palpable even in Germany.
In the summer of 2018, the hottest summer since weather records began, 490 people died in Berlin alone due to the heat. In Central Europe, extreme hot days have not only become more frequent, but also hotter - since 1950 by more than five degrees. Meanwhile, tropical diseases are also spreading in Europe and increased allergies and antibiotic resistance make the climate changes personally tangible.
At the same time, the news of ever new sad records is piling up: in Brazil, areas the size of three football pitches per minute are cut down, the global population of large freshwater animals has declined by 88 percent since 1970 and since then, the number of animals in German forests has halved.
Meanwhile, our garbage problem is assuming absurd dimensions: the number of disposable bottles that Coca-Cola alone produces each year (88 billions) would reach to the moon and back again if stretched 33 times. It is estimated that up to now, 86 million tons of plastic have landed in the sea - most of it is in the open sea or on the sea floor.
And again and again forests are in flames for months: In Europe, in the USA, in Canada and even in the Arctic and Siberia hundreds of thousands of square kilometers have been burned. The Amazon, the planet's green lung, is also decimated by devastating forest fires. Most of the current research results are outdated by previous predictions to their extent and thus show the urgency to counteract.
According to new results of the climate council, sea levels could rise by 100 meters until 2100, 280 million climate refugees are expected. Climate protection is no longer just a topic for environmental activists. The future of all societies and economies of the planet depends on it.
From the non-center of society
The Fridays for Future movement has not only catapulted this knowledge into the headlines of the news and the agendas of political discourse in German-speaking countries. Fridays for Future Global Climate Strike in September 2019 attracted 7.6 millions of people in 185 countries - almost all countries in the world. Today, the 16-year-old founder Greta Thunberg is a superstar, by few even compared to Jesus.
And on the political scene, too, the issue of climate change is taking on quasireligious traits. The Greens won as many new members as ever in 20188 and also celebrated record results in the European elections in 2019. In fact, since the European elections, climate change has been turning government policy and party politics around - and this is receiving general approval, even among the general public.
The environment becomes the mainstream issue, the new criterion for good and bad, right and wrong. The lowest common denominator of a whole generation. Everyone is affected, everyone has to position themselves.
Neo-ecology is the megatrend that will shape the 2020st century like no other
Environmental awareness goes from individual lifestyle to social movement. Sustainability from the consumption trend to the economic factor. And the climate crisis as the basis of a new global identity. The megatrend is not just reorienting the values of global society, everyday culture and politics. It is disrupting business models and leaving whole industries cold. It forces people to rethink their business and requires decisive action. Because it is already shaping the markets of the future.
- New values - Generation global
Ecological values create a new global identity. Around the globe, a new mindset is emerging. The result is a new, globally shared set of values that will become the central driver of economic change.
- New markets - Post-customization
The new We culture is heralding a departure from consumerism. People are increasingly becoming globally responsible. Common consumption patterns are being questioned more and more critically - because consumption is the opposite of belonging. And community is more important to people than ever before. This post-individualization transforms society from the ground up - and alters the logics of brands, marketing and markets.
- New environments - Next nature
The health of man becomes the measure of his ecological and economic action. Nature becomes a synonym for a healthy, good human life and the environment the central factor for its physical, mental and social well-being. The relationship between man, nature and technology is renegotiated.
- New business - Postal growth
The solution to the climate crisis is a task for society as a whole. It can only succeed if all sectors of society are realigned. Politicians are faced with the task of promoting this change through appropriate regulations and incentives. The sooner companies explore the potential of this transformation, the more they will benefit from it in the future. The prosperity of tomorrow is based on new values - and a new concept of growth.
Source: Zukunftsinstitut from the trend study
Recognize the potential of neo-ecology. It will shape the 2020st century like no other megatrend - and shake entrepreneurial thinking and action in its elemental foundations.