“I don’t want to produce another consumer”: Going childfree as ‘sustainable’ lifestyle option in times of climate change

Abstract

The majority of individuals around the world believe global climate change is a major threat, and many recognize that current consumerist lifestyles are insustainable and contributing to this crisis. Some individuals consider their impact beyond their own consumption, questioning if they should “produce another consumer”. Such societal dynamics affect marketing systems; individuals decision to forgo childbearing can lead to serious implications for the viability of economic systems and societies. To address this research problem, 24 interviews were conducted with young adults in the U.S and New Zealand. The decision to go childfree is linked to uncertainty and bleak outlooks of the future, and concern for overpopulation and overconsumption.