Practises that make sustainable development a reality

By Willem Adrianus de Bruijn

The only way to survive with more than seven billion consumers is that each and every one of them spends his money only on products that keep nature in perfect condition.

Consumers will do so the very moment that they are allowed to deduct from their taxable income the money they spend on such products. They will then be driven by self interests and financial interests, two powerful drives in the behaviour of mankind, to maintain ways of living that keep the integrity of Nature.  To safeguard this integrity will be the goal with which these consumers spend their money.

They will continue to demand goods and services that do not impair the environment until they live in harmony with nature.  Then they will not pay income taxes anymore.  The damages to the environment done by the ways of living of consumers will at that time have been reduced to zero.  The costs of these damages by our present ways of living are more than the amount of income taxes, which consumers pay.  When consumers do not harm nature more public funds will therefore be available.

Another way to remunerate the consumer for keeping nature sound is by reimbursing him with a percentage of the purchase price of the ecological products he buys.  This percentage could be an average of the income tax rates consumers pay.  This method can also be applied in countries where consumers do not pay income taxes.

Producers will have to satisfy the demand of these consumers by supplying the goods and services that sustain the good condition of nature.  The goal, which producers pursue will then be the same as the goal of the consumer, to maintain the integrity of nature.  This will be the sense of the development of the economy.

The sense of development is determined by the goal with which the consumer spends his money.  This is a new concept, which I have founded in the science of economy.

The only goal with which the consumer can spend his money in the present economy is, Consume more.  This goal is sustained by the macro economic practise of maintaining growth in development.  Growth in the development of the economy implies producing more, however production figures are incorporated in the statistics of the GNP’s only if that what is produced is also sold, thus consumed.  To maintain growth in development implies therefore that consumers consume always more.

It is not possible to continue consuming more of limited resources without inevitably depleting them.  Having consumed more of the limited resources of this planet since commerce began and particularly since the beginning of the industrial revolution has brought us to the limits of nature, where commerce is stagnating.  No growth is possible anymore, except in economies where the limits of nature have not yet been reached, as was the case in China.  The statistics about the economies in the industrialised and developed countries show that there is no more growth in the development of these economies.  Even the approximately 0% interest rates central banks maintain, like the FED and the ECB, cannot get the economies going again, let alone growing.

When producers and consumers pursue the goal of maintaining the integrity of Nature, the macro-economic practise to keep the economy going will become, to preserve this integrity in the development of the economy.

The prerequisite to remunerate the consumer for buying products that leave the environment unblemished is based on three new concepts.

As explained above, one is, the consumer determines the sense of development with the goal, which he pursues when he spends his money.

Another one is, the consumer has a professional responsibility in the operation of the economy, namely to maintain ways of living that safeguard the integrity of Nature.  It is indeed only the consumer who can ensure this integrity, because he can do it by adapting his ways of living until he lives in agreement with nature.

A third concept is, in order to achieve an optimum efficiency in the utilisation of resources, costs have to be managed at the source of the incomes, which they generate. This means that the people who earn the incomes should manage the costs with which they create them.  When consumers manage the costs of living the efficiency of utilising natural resources in their ways of living will eventually attain the best possible efficiency.  At that moment more than enough goods and services will be produced so that there is no more poverty because there will be enough for everybody.   Everyone can then enjoy compatible levels of well being.  People who share satisfaction live in peace.

This will happen when the consumer is paid for managing his costs of living in order to safeguard the integrity of Nature.  The sooner this is done, the quicker the ecological- and economic crises are solved, poverty is terminated and people will live in peace.

Not to remunerate the consumer for doing his job leaves him consuming more and thus further damaging the planet until it is destroyed.  The time left to do so seems to end in 2030, according to the Club of Rome.  It is less than half a generation away.

Considering the logic to reward the consumer for keeping the environment in impeccable state, the theory sustaining the need to pay the consumer is not one to be discussed but one to be applied.  Any activity should be undertaken to oblige lawmakers to legalise these payments.  Knowingly refusing to do so makes from these lawmakers criminals committing crimes against humanity.

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