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Viewpoint #20
Nu Austerity: From green consumers to recycled furniture and skip-diving Freegans, we look at how saving the planet has never been so sexy, witty and wild!
Nu Austerity isn't just a trend, it's a philosophy - as a growing number of consumers in Europe, the UK and US are demonstrating.
By Nu Austerity, we mean a return to basic values, materials and a way of life that is all about sustainability and conspicuous abstention.
Once, if you had it, you flaunted it. Today, if you have it, you hang on to it, trade it on eBay or recycle it. We are beginning to make do and mend, just as our 1950s forebears did. And just like them, we are beginning to ask pointed questions about the nature of ‘family' and ‘community’ once more. We are no longer sitting on the fence, but coming clean about our views. We are peeling things back, stripping things down, demanding that everything from luxury and retail to homes and interiors take on a more essential and sustainable edge. Get ready to meet the New Puritans, Conscience Consumers, Freegans and the Rights and Responsibilities Generation who want everything from smoking to fatty foods to excessive drinking outlawed.