In recent years, China has emulated the American way of
massive consumption, mainly due to its burgeoning middle class and influences
from the west. Yet, the nation has taken note of the negativities associated
when energy fuels the growth of a nation, and has outlined plans to change
social policy to retard that behavior. In fact, China has outlined its need to
create, “A social movement to radically change their attitudes about
consumption by helping them develop a different vision of prosperity.” This
vision, coined the “China Dream” is to promote a sustainable lifestyle, and not
necessarily one fueled by consumption, to achieve prosperity. To promote a desire
for this lifestyle, it is suggested by the author Peggy Liu, to look toward
advertisers to make the green movement more attractive. China has the largest
potential audience in terms of consuming media. Thus, the implications of a
successful message to include social responsibility and sustainability could
have a significant impact. But, in order for this to happen, government will
have to also influence the purchasing behavior of its citizens. For example,
policy changes of banning free plastic bags, has helped to eliminate over 24
billion bags in the first three years in the nation. Helping to change the actions of a country
the size of China will influence other nations to follow suit, policy-wise, in
their respective countries. China’s actions as a nation speak softly, but often
carry a heavy stick. Their message with the “China Dream” is to socially impact
the way we think and purchase goods, and to believe that the end goal of
prosperity can be achieved through responsible and sustainable behavior. To
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