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The Search for Language

As people struggled to arrive at a vision for a desirable and possible future, they also faced the challenge of finding words that will engage Americans in the discussion. Conference participants spent a considerable amount of time debating what expressions like "consumption" and "sustainable development" mean to the public at large, and what alternatives might be better. Many participants said that these concepts are widely recognized and understood in international circles, and should not be discarded. Others reported, however, that when they utter a phrase like "consumption" or "sustainability" closer to home, they meet blank stares. Since a dialogue requires a common vocabulary, it is possible that in the United States some new terminology is required.

Participants proffered a variety of responses when asked to consider whether the word "consumption" should be replaced. Some expressed a desire for a more positive phrase because, of course, not all consumption is bad. The real issue, they said, relates to what we consume, and how much. As one person noted, the goal is balanced consumption, while others urged that we must consume less and consume smarter. Others argued that if people could be clearer about their values, and knew how to meet these values through nonmaterial means, then the exaggerated nature of modern consumption would abate.

The group tried to find language that conveyed the underlying need for change. This exercise reflected a general concern that Americans still do not understand the consumption problem and that there is still no easy way to express the problem in "soundbyte" language. Before a long-term public education campaign is launched, fundamental ideas, messages, and messengers must be identified.

Participants struggled to define the problem in succinct language, for themselves and the public:

• We are the richest people on earth and in history and yet many of us are not happy.
• Balance is key. We are out of balance with the earth and with ourselves.
• We are trying to meet nonmaterial needs with material goods.
• The economy and our lives rest on the assumption that more is always better.
• The economic structure dictates our choices; it is impossible not to be wasteful.
• Redefine "success."
• We need to think more about sufficiency while we continue to increase efficiency.

They then suggested words or phrases that synthesize and communicate the essence of the issues underlying excess consumption. The search yielded some evocative suggestions. A sampling includes:

• It's time for Americans to learn how to have more fun with less stuff.
• We're working for the economy and it's not working for us.
• The earth has enough for every person's need but not every person's greed.
• We are consuming ourselves to death.
• If you don't need it, don't buy it.
• Advertising has its place in American society. We just want to keep it in its place.
• Search for joy in people, not products.
• Live in balance.