GOVERNMENT OF INDIA
Ministry of Consumer Affairs, Food & Public Distribution
Environmental degradation and climate change are global phenomena where actions in one part of the world impact ecosystems and populations across the globe. Estimates suggest that if requisite action is not taken against the changing environment, approximately 3 billion people globally could experience chronic water scarcity. The global economy could lose up to 18% of GDP by 2050.
Over the last two decades, several macro measures have been implemented globally to address environmental degradation and climate change, including policy reforms, economic incentives, and regulations. Despite their enormous potential, actions required at the level of individuals, communities and institutions have received limited attention.
Changing individual and community behaviour alone can make a significant dent in the environmental and climate crises. According to the United Nations Environment Programme (UNEP), if one billion people out of the global population of eight billion adopt environment-friendly behaviours in their daily lives, global carbon emissions could drop by approximately 20 per cent.
The idea of LiFE was introduced by the Prime Minister during the 26th United Nations Climate Change Conference of the Parties (COP26) in Glasgow last year. The idea promotes an environmentally conscious lifestyle that focuses on ‘mindful and deliberate utilization’ instead of ‘mindless and wasteful consumption’.
LiFE is a public movement, a Jan Andolan, to mobilize individuals to become ‘pro-planet people’. The LiFE Movement aims to utilise the power of collective action and nudge individuals across the world to undertake simple climate-friendly actions in their daily lives. The LiFE movement, additionally, also seeks to leverage the strength of social networks to influence social norms surrounding climate. The Mission plans to create and nurture a global network of individuals, namely ‘Pro-Planet People’ (P3), who will have a shared commitment to adopt and promote environmentally friendly lifestyles. Through the P3 community, the Mission seeks to create an ecosystem that will reinforce and enable environmentally friendly behaviours to be self-sustainable.
The Mission envisions replacing the prevalent ‘use-and-dispose’ economy—governed by mindless and destructive consumption—with a circular economy, which would be defined by mindful and deliberate utilization. LiFE seeks to create an ecosystem that will reinforce and enable environmentally friendly behaviours to be self-sustainable.