A willingness to change one’s lifestyle or pattern of consumption is essential but insufficient in itself to bring about societal change. Similarly, one’s action as a citizen, no matter how responsible and far-sighted, is inadequate if one’s individual behaviour and lifestyle are wasteful or destructive. Sustainable development requires both individual enlightenment and responsibility and appropriate policies and action by public authorities and the private sector.

If, for example, an individual wishes to use public transportation to reduce urban congestion and pollution, this choice can be effective only if such transport exists and, for most people, will become habitual only if the it is both economic and convenient. In short, the move toward sustainable lifestyles is not merely a matter of individual choice; it also requires collective action and responsibility.