Greta Greda

The central role of the

consumer in the “realisation” and the “co

-

production of the values” the brand

promises

is

thus

premised

upon

the

primary

role

of

consumption

within

contemporary culture (Arvidsson 2006, 35)

ddressing cl

imate change ultimately requires a

change

in

(westernised)

lifestyles

,

based

upon

a

reduction

in

consumption

(WorldWatch Institute 2010)

at the same time the very logic of branding is indebted to the promotion of

lifestyle

through consumption

We need stories about diverse communities addressing climate change on their own terms, finding resilience and even joy in the possible futures they envision for themselves and the world.

what if public libraries were open late every night and we could engage in public life there instead of having to choose between drinking at the bar and domestic isolation