Value Mapping: Practical Tools for Wellbeing and Sustainable Consumption

Abstract

AbstractThe goal of consumption—and hence of economics—is wellbeing. Whilst useful for some purposes, orthodox tools such as GNP tell us little meaningful about our wellbeing, or that of the planet. Newer frameworks such as Ecological Economics or Quality of Life indices introduce qualitative criteria, embracing a much broader view of costs and benefits. However, they still leave consumers without tools to actually guide and frame decision making. Looking beyond the material, psychological, cultural and other forces underlying consumption, this chapter offers tools to enable those—consumers or policy makers—who have the intent to move towards sustainable choices.However, to do so we need to integrate all three facets of ecology, economy and society within a holistic framework. Basic material needs like food or shelter are quantifiable; qualities such as friendships or liberty are not. Consumption decisions involve both objective and subjective factors, quantities and qualities, facts and values. Can these antinomic categories be integrated in one framework for evaluation and decision making? We must also consider the individual, the collective and the global. This is what “value mapping” offers; a framework to evaluate and compare choices; an integral approach to wellbeing and consumption. It addresses both experts and laypeople, and is visually intuitive as well as easy to apply either in simple versions or in detailed forms not described here. What kinds of consumption can give maximum wellbeing with minimum negative impacts? The Value Maps presented here are practical tools to address this question.