A typical new North American baby will generate far more environmental damage than, say, one born in China. It has become a clich , however, to say that 'we are all consumers'. In one sense, this is true. Consumerism' is a somewhat different phenomenon. It equates more physical possessions with greater happiness.
People define their identity and sense of fulfilment with their level of per capita consumption.
The culture of consumerism dominates lifestyles in most parts of the world now. Even if population levels were to stabilise and technological innovation were to produce environmentally friendlier processes and products, pressure upon environmental systems would continue to increase unless an ethic of 'enoughness' were to replace that of 'moreness'. Such values were not just the product of adversity in the poorer sections of the community but were common across society. Indeed there have been many communities as well as individuals who have opted consciously for more frugal lifestyle. The popular movie Witness portrays one such community, the Amish of Pennsylvania.