State SecretaryHans Olav Syversen,Deputy ministerofThe Norwegian Ministry of Children and Family Affairs

Opening comments at the Consumer Citizenship Network conference: "using, choosing or creating the future?"

Paris, 1. March 2004

Thank you for the invitation to give an opening speech at this important European conference on Consumer Citizenship, and the possibility to present some views on some of the conference themes: Ethical challenges of prosperity, media andICT for the consumer, and awareness and social involvement from the consumer citizen.

We all know that times are changing, and we often feel at an increasing speed. Nothing is like it used to be and nothing's going to be as it is. But we should bear in mind; It is within our possibilities to influence these changes, and we should not passively adapt to those that we do not want.

Among all advantages of increased welfare and access to all kind of goods and services, we should not ignore some aspects following from an increasing commercial pressure.

One question for you and for myself; Will more money make us happier? I am, at this point also referring to state of the World 2004, published by World Watch Institute last month: If a person is very poor, there is no doubt that greater income can improve his or her life. But once the basics are secured, well-being does not necessarily correlate with wealth. Findings from the World Values Survey, an assessment of life satisfaction in more than 65 countries conducted between 1990 and 2000, indicate that income and happiness tend to track well until about $13,000 of annual income per person (in 1995 purchasing power parity). After that, additional income appears to yield only modest additions in self-reported happiness.

But as we're all aware of growth in the gross domestic product (GDP)often is a leading priority, under the assumption that wealth secured is well-being delivered. Yet undue emphasis on generating wealth, particularly by encouraging heavy consumption, may be yielding disappointing returns. Overall quality of life is suffering in some of the world's richest nations as people experience greater stress and time pressures and less satisfying social relationships, and as the natural environment shows more and more signs of distress.

New expectations and new demands seem to develop at a speed that surpasses the increase in wealth. Likewise there seems to be a significant movement over time in our attitudes, towards a more materialistic mood. Especially young people and boys in particular, are more strongly preoccupied with acquisitions and material consumption. This indicates that growing wealth, and to grow up in a secure environment, does not, as one might expect, stimulate young people’s interests for other values than the material ones. In a global aspect where people are starving, this should and ought to be an eye opener! So – why this focus on material consumption? Advertising, I think, is certainly one of the driving forces behind this trend.

But hopefully another trend will emerge. By redefining prosperity to emphasize a higher quality of life — rather than the mere accumulation of goods — individuals, communities, and governments can focus on delivering what people most desire. Indeed, a new understanding of “the good life“ can be built not around wealth, but around well-being: having basic needs met, along with freedom, health, security, and satisfying social roles.

Therefore, in my opinion, it is important to keep up a debate on the consequences of rising material consumption, and of the described development of a still more materialistic value-orientation among the citizens and consumers. It seems for me obvious, for example, that increasing materialism weakens the possibilities for a sustainable development, and for a more equal distribution of the resources.

I find it important to address these questions from a consumer-policy point of view. In particular, giving the young generation opportunity to take a stand in these questions represents a huge challenge. And I believe that is one of the reasons we're here to day. A common Nordic document on “objectives in consumer education” describes “Commercial pressure” as one of 6 key areas for action. Let me quote a few lines:

“We know that young people are subject to an intensive bombardment of images, a large proportion of which has a commercial purpose. Advertising often plays on feelings of insecurity that teenagers have. Beauty, confidence, companionship and happiness are sold in the form of clothes, shoes, beauty care products, and other items. It is easy for parents and young people to become squeezed between the demands of the ‘market’ and the financial realities of the family.”

These concerns are the background for the Norwegian Governments Action plan to reduce commercial pressure on children and the young people, which was launched in April last year. Our strategy has three main elements. The second is directly relevant for this seminar: It is

to develop educational material and promote information and education aimed at children and youngsters about consumption, and about the ideals inherent in advertising, and about the intended and actual effects of advertising,

Under the information and education part of our plan, we have listed several actions and aims to:

strengthen consumer education in teacher training, and to upgrade courses for teachers

develop and coordinate material and textbooks for schools,

elaborate information and discussion scheme for parents,

initiate a debate about value-questions in schools and kindergartens, and

further develop consumer education in primary and upper secondary school.

Finally, we also want to stimulate and contribute to international cooperation in this field, and we see the Norwegian contribution to the EU Consumer Citizenship projects as a part of this strategy.

We also have developed an Internet site in Norwegian with teaching resources on media, advertising, branding and the world of fashion, because they tell us much about the development of the society, economy, sociology and not least about our values.

As to how the media andICT can be constructive tools for the consumer citizen, I am pleased to register that the EU Commission’s Internet Action Plan has high priority, and that Ireland, Iceland, Denmark, Sweden, and Norway together promote safe use of the Internet among children and young people.

With this project we want to teach children and teenagers how to reduce 'risk' behaviour and be responsible Internet users. The project has focus on education regarding problems such as inaccurate information, harmful material, intrusive advertising and online harassment, while, and that is important, at the same time emphasising the positive aspects of Internet use among young people. I trust that many other countries represented here, have similar activities initiated by public authorities or by concerned NGOs. It is much to gain by exchanging ideas and solutions.

I'm also happy to announce that the Norwegian Government will contribute with Euro 50 000 to the youth X-change project launched by UNEP and UNESCO.

Consumer education is one important element in this – for several reasons. One is that it is aimed at children and the upcoming generation of consumers, another that it always will reflect the current important consumer policy issues.

20 years ago I had my first course in consumer education called Independent living. This was a time long before internet, when Norway had just one television channel with no commercial breaks. There is no such thing as turning back! Insted, let's meet our new challenges with an ethical approach underlining our obligation to contribute to sustainable development and mutual solidarity.

Mahatma Gandi's words that the world has enough for everyone's needs, but not for everyone's greed are as relevant as ever.

Thank you!