EU campaign "Generation Awake. Your choices make a world of difference!"
The campaign aims to raise awareness about the need to use scarce natural resources wisely, and to encourage citizens to think about their impact on the planet when making purchasing decisions.
The key message is 'consume differently, and think before you choose'. By making the right choices we can all help preserve natural resources, save money, reduce our impact on the environment and make our future more sustainable.
The main tools are a viral clip, a dedicated website and a Facebook page where visitors are encouraged to join "Generation awake'' and accept challenges, like using only public transport for a month or reducing showering time to save water.
Background to the campaign: why resource efficiency?
Resource efficiency is about using resources sustainably – doing more with less and minimising impacts on the environment. It is about making the right choices to ensure a good quality of life, not just for now, but for generations to come.
Using natural resources more efficiently is the only way to achieve the health, wealth and well-being we all aspire to within the limitations of the planet. Becoming resource-efficient means changing our way of thinking and patterns of behaviour and taking account of how our choices affect natural resources. It's not about consuming less – it's about consuming differently.
Our future depends on how we use resources now. In our eagerness to improve our standard of living, we tend to consume without thinking about the consequences. We forget the impact of our behaviour on natural resources such as water, fertile soils, clean air and biodiversity. And this has a price: as these resources become more scarce, we put our future welfare at risk.
Businesses can use this opportunity to their advantage. Increasing efficiency can save costs. Sustainable products and new services open up new markets. Innovation can increase competitiveness and create new jobs.