China: The next superconsumer?

With the US sinking in debt, the world’s biggest corporations are targeting China. And Shanghai is their beachhead…CHINA FASHION

Until recently, China was living within the planet’s means. If everyone in the world consumed what the average Mr or Mrs Wang did in 2007, we’d just about stay within the sustainable resources of our planet. Humanity would have a balanced ecological budget. But, understandably, Mr and Mrs Wang wanted to keep up with Mr and Mrs Jones on the other side of the Pacific. That was human nature. It was also bad news for the environment, because if we all ate, shopped and travelled like thoseaverage Americans, we’d need 4.5 Earths.

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