The authors suggest the best strategy to counter overshoot would be to use the tools of the marketing, media and entertainment industries in a campaign to redefine our material-intensive socially accepted norms.
“…the things that humans can attach status to are so fluid, we could be replacing all of it with things that essentially have no material footprint – or even better, have an ecologically positive one.”
@seachanger norms can change: I have a Life magazine that breathlessly reports that astronauts were running a mile a day to get in shape. and now the @guardian has told me about parkruns where folks run about 3 miles socially every week or so. #ParkRun
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