Policy Update
Muskan Thakur
“This word is LiFE, which means ‘Lifestyle For Environment’. Today, there is a need for all of us to come together and take Lifestyle For Environment forward as a campaign. This can become a mass movement towards an environmentally conscious lifestyle.”
– Prime Minister Shri Narendra Modi at COP26, Glasgow, 1 November 2021
Mission LiFE (Lifestyle for Environment) is an India-led global mass movement that seeks to inspire individual and collective action to protect and preserve the environment. It advocates mindful and deliberate utilization of resources instead of mindless and destructive consumption, thereby promoting a lifestyle that is in harmony with nature. People who adopt such sustainable practices are referred to as “Pro Planet People.”
Background
Mission LiFE was launched by Prime Minister Narendra Modi at the 26th Conference of the Parties (COP26) to the UNFCCC that took place in Glasgow on 1 November, 2021. It is an India-led global mass movement that aims to inspire individual and collective actions to protect and preserve our environment. It promotes mindful and deliberate utilization of resources, instead of mindless and destructive consumption, thereby advocating a lifestyle that is in harmony with nature. People adopting such practices are called ‘Pro Planet People’.
India is the first country to include Mission LiFE into its Nationally Determined Contributions (NDCs) under the Paris Agreement. The mission’s extensive goal is to mobilize at least 1 billion Indians and other global citizens to adopt individual and collective sustainable actions between 2022 and 2028.
Functioning
Mission LiFE aims for three key shifts in society’s approach to sustainability which will be implemented through three overlapping phases:
- Change in Demand (Phase I) – This phase involves nudging individuals across the world to practice simple yet effective environment-friendly actions in their daily lives.
- Change in Supply (Phase II) – : Changes in large-scale individual demand are expected to gradually nudge industries and markets to respond and tailor supply and procurement as per the revised demands.
- Change in Policy (Phase III) – By influencing the demand and supply dynamics of India and the world, the long-term vision of Mission LiFE is to trigger shifts in large-scale industrial and government policies that can support both sustainable consumption and production.
Source: Mission LiFE Brochure (NITI Aayog)
Challenges
Mission LiFE faces several hurdles like:
- Behavioural inertia: People have deeply ingrained consumption habits and are surrounded with cultural norms that slow down the adoption of such sustainable practices and changing them requires persistent effort and time.
- Awareness gaps: People lack understanding of how their daily actions may impact the environment negatively. This further doesn’t encourage the adoption of eco-friendly habits.
- Access and affordability: Sustainable alternatives are often perceived as inaccessible or expensive. This also limits their widespread adoption.
- Infrastructure limitations: Certain areas lack basic infrastructure like adequate waste management systems, varied public transportation options, and proper renewable energy infrastructure which pose significant barriers to sustainable living and affect the feasibility of adopting eco-friendly practices.
Performance
Since its launch, Mission LiFE has been integrated into various government programmes and public awareness campaigns. Multiple ministries, state governments, and local bodies have initiated LiFE-aligned projects, including large-scale tree plantation drives, plastic bans, and also water conservation initiatives. The movement has also gained international recognition, influencing sustainability dialogues at global forums.
Impact
- Increased Adoption of Sustainable Practices: More individuals are incorporating eco-friendly habits into their daily routines, such as reducing plastic use and conserving water.
- Policy integration: Sustainability principles are being embedded into national and local policies, promoting a supportive environment for sustainable living.
- International cooperation: The mission has garnered global attention, influencing sustainability dialogues at international forums and inspiring similar initiatives worldwide.
Emerging Issues
- Tracking Progress: We need better tracking devices to get adequate data for measuring how effectively people are adopting LiFE actions.
- Inclusive Participation: While steps are being taken, inclusion of everyone remains a challenge.
- Greenwashing: It is a form of advertising or marketing spin that deceptively uses green PR and green marketing to persuade the public that an organization’s products, goals, or policies are environmentally friendly. Corporate claims about sustainability are not always genuine and also not always align with LiFE principles.
- Policy Integration: Integrations of LiFE policies with national and global climate policies is required.
- Resistance to Change: People may be slow to adopt new habits, so creating a culture of sustainability is key.
Way Forward
- Enhance Awareness Campaigns: Implement targeted educational programs to bridge knowledge gaps and inform individuals about the environmental impact of their actions.
- Promote Accessibility and Affordability: Encourage the development and distribution of affordable sustainable alternatives, ensuring they are accessible to all segments of society.
- Strengthen Infrastructure: Invest in improving waste management systems, expanding public transportation networks, and increasing access to renewable energy sources, particularly in underserved areas.
- Foster Community Engagement: Encourage community-driven initiatives and local leadership to promote sustainable practices and create a culture of environmental responsibility.
References
- NITI Aayog. (2022). Mission LiFE: Lifestyle for Environment Brochure. Government of India. Retrieved from https://www.niti.gov.in/sites/default/files/2022-11/Mission_LiFE_Brochure.pdf
- Prime Minister’s Office. (2021, November 1). National Statement by Prime Minister Shri Narendra Modi at COP26 Summit in Glasgow. Government of India. Retrieved from https://www.pmindia.gov.in/en/news_updates/national-statement-by-pm-at-cop26-summit-in-glasgow/
- Press Information Bureau. (2022, June 5). PM launches global initiative “Lifestyle for the Environment (LiFE)” movement. Ministry of Information and Broadcasting, Government of India. Retrieved from https://pib.gov.in/PressReleasePage.aspx?PRID=1831364
- United Nations Framework Convention on Climate Change. (2021). Statements and speeches at COP26. UNFCCC. Retrieved from https://unfccc.int/cop-26/speeches-and-statements
About the contributor
Muskan Thakur is a Research Intern at IMPRI and a Master’s student in Economics at Gokhale Institute of Politics and Economics, Pune.
Acknowledgement: The author extends her sincere gratitude to the IMPRI team and Ms. Aasthaba Jadeja for her invaluable guidance throughout the process.
Disclaimer: All views expressed in the article belong solely to the author and not necessarily to the organisation.
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