New report: Gender norms challenge the green transition

28.11.22 | News
Mann i butikk
Photographer
Johnér
A report published by Nordic Information on Gender (NIKK) presents the biggest survey to date of the link between gender norms and climate impact across the Nordic countries. One of the findings is that a greater focus on caring roles may be an important key to the green transition.

Many studies have shown that food, travel and the consumption of goods and services are significant factors in the Nordic countries’ climate impact. More recently, however, attention has turned to the influence of gender norms. Earlier this year, Nordic co-operation launched an initiative to shed light on this issue. The findings have now been published.

By looking at how traditional gender stereotypes affect our consumption and lifestyles, the report contributes to a more nuanced understanding of how gender differences emerge, are reproduced and influence the willingness of the people of the Nordic Region to shift their consumption habits in a more climate-friendly direction. 

Ideals and norms influence climate impact

“At the group level, there are clear and not very surprising differences between men and women. For example, men eat more meat than women do, and meat consumption has a bigger impact on the climate than vegetarian foods do. But a more detailed analysis shows that the underlying factor in this is norms and ideals, rather than gender per se. For example, men who want to be perceived as ‘real men’ also eat more meat. Conversely, a traditional feminine body ideal leads to a more vegetarian diet, but this is not primarily a result of consideration for the climate,” says Jimmy Sand, author of the report and analyst at NIKK and the University of Gothenburg. 

The report’s findings highlight the link between our consumption behaviour and the norms and ideals we value most. In particular, the survey identifies a tendency to be influenced by norms around caring and interest in technology – traits often associated with femininity and masculinity, respectively. These norms result in a lesser or greater impact on the climate at individual level. The survey clearly shows that women as a group tend to be more concerned with issues of sustainability than men and also prioritise care more highly in terms of both time and value.

Instead, the report’s findings suggest that interest in sustainability can be linked to individuals, regardless of gender, who have the primary responsibility for day-to-day domestic and care work, and who consider this work important.

Climate, Gender and Consumption: A research overview of gender perspectives on sustainable lifestyles

Caring promotes sustainable lifestyles – for both women and men

However, this does not necessarily mean that all women are inherently more oriented towards sustainable change. Instead, the report’s findings suggest that interest in sustainability can be linked to individuals, regardless of gender, who have the primary responsibility for day-to-day domestic and care work, and who consider this work important. This can be seen, for example, in transport patterns in the Nordic countries. Family members who work part-time or are responsible for dropping off and picking up children and shopping for groceries are more likely to take public transport, whereas full-time workers tend to drive to and from work. 

“Our study shows that gender in itself is not necessarily the crucial factor. In situations where men are the prime movers of sustainable change in the family, they also tend to have primary caring responsibility in the household,” explains Sand.

 

Vision2030: How can we make sustainable living possible in the Nordic countries?

Responsible production and consumption, Goal 12 of the UN’s 2030 Agenda, has been identified as one of the areas of sustainable development in which the Nordic countries face the greatest challenges. This area is also the focus of the “Sustainable Lifestyle” programme funded by the Nordic Council of Ministers. 

The report Climate, Gender and Consumption: A research overview of gender perspectives on sustainable lifestyles, published by NIKK, summarises the state of international research in seven different areas: Food; housing and energy; clothing and consumer goods; transport; work and time use; culture and tourism; and activism and influence.