Value Mapping: Practical Tools for Wellbeing and Sustainable Consumption

Abstract

The 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.