An example is promotion by governments and private-sector organizations of more positive attitudes towards sustainable consumption through education, public awareness programmes and other means such as positive advertising of products and services that utilize environmentally sound technologies or encourage sustainable production and consumption patterns.
(2) Sustainability requires a new standard of enough for all without excess and wastefulness. It demands that first the basic needs of all be met and additional goods shared with some measure of equity. This standard questions wasteful, conspicuous, and disproportionate affluence and points to mechanisms of sharing and redistribution. A just and sustainable society cannot tolerate the perpetuation of human misery. Traditional economic growth, enriching primarily those with more than enough, has failed to narrow the gap between rich and poor, and can no longer be trusted to overcome poverty. Sustainability requires an infusion of new values into the workings of the political economy.