Doughnut Economics: Seven Ways to Think Like a 21st-Century Economist

by Kate Raworth

Their research finds that people in whom self-enhancing values and extrinsic motivations have come to predominate tend to seek wealth, possessions and status. They are also less likely to care about the living world, to make an effort to cut their ecological footprint, to use public transport, or to recycle household waste. Moreover, when faced with environmental threats – such as the prospects of climate change – they are more likely to seek diverting distractions which might further raise the pressure on the planet. In contrast, people in whom self-transcending values and intrinsic motivations have come to dominate express greater concern about ecological issues and are more motivated to get involved in local action or global movements that proactively engage with the issues at hand.65 The challenge now is to discover how lessons from street-level success with sweet wrappers and text messages could be scaled up to nudge and network whole cities, nations, and international negotiations, into the Doughnut.