New Article on Peggy Liu, JUCCCE and China Pollution

Peggy Liu, co-founder of JUCCCE, spoke recently at an Ensia Live event at the University of Minnesota about her solution to the unprecedented strain that China’s growth will put on the planet’s resources. The solution is the new “China Dream”, best described as “Harmonious Happy” dream, which it’s about giving China’s growing middle class a new, greener path to aspire towards, a sustainable lifestyle. Dan Haugen wrote an article for Midwest Energy News about Peggy and her Ensia Live presentation.You can read most of the article here…

peggy liu

A ‘China Dream,’ more efficient than the American one

Posted on 03/29/2013 by Dan Haugen

In Shanghai, Peggy Liu’s family has largely adapted to China’s chronic air and water pollution — even accepted it as part of the price to pay for living in one of the world’s most vibrant, compact and convenient cities.

But it’s going to take more than water filters and pollution masks to survive China’s next looming environmental disaster.

It’s going to take a dream.

China’s middle class is projected to grow from 474 million today to 800 million by 2025, and Liu is among many sustainability experts concerned about the unprecedented strain that growth will put on the planet’s resources.

Liu, co-founder of the Joint U.S.-China Collaboration on Clean Energy (JUCCCE), spoke at an Ensia Live event Wednesday at the University of Minnesota about her solution: the new “China Dream” (Midwest Energy News is a media sponsor for the Ensia Live series).

At its core, it’s about giving China’s growing middle class a new, greener path to aspire towards — one that doesn’t emulate the “American Dream” of ever-growing consumerism.

Up to now, most of China’s pollution has been driven by the West’s desire to consume, Liu said. “This isn’t just China polluting for polluting’s sake.”

But China is quickly shifting from “made in China” to “consumed in China.” It’s the fastest growing market for everything from SUVs to soft drinks, and its per-capita carbon footprint is expected to catch up to the United States’ by 2017.

Since 2007, JUCCCE has organized community discussions about what a sustainable Chinese Dream should look like. It’s also promoting its own vision, translated as the “Harmonious Happy” dream.

Harmonious Happy celebrates “living more, not just having more.” Generally, it values experiences over things, along with urban living, shared public spaces, and safe food, air and water.

JUCCCE is working with bloggers and journalists, marketers and ad agencies, and others to promote the Harmonious Happy values everywhere from social media to soap opera scripts.

A key to the concept is portraying sustainable lifestyles as something to aspire to, something that signals that you’ve arrived, rather than something done out of fear or shame.

That’s meant dumping the stuffy, guilt-ridden language of environmentalists in favor of a new, more aspirational language.

The clock is ticking, though. JUCCCE believes it has just a few years for the China Dream meme to catch on or else they will lose momentum.

Liu is optimistic. When it comes to policies, China has the resources and the willingness to “throw spaghetti at the wall” and see what sticks. Its centralized leadership structure allows change to happen very quickly.

When she looks out the window of her high-rise apartment in Shanghai, the dust and disruption outside is easier to bear knowing that part of the construction is for a major subway expansion, which will improve sustainability.

“We know that good change, that progress is coming,” Liu said.

You can read the entire article here

Peggy Liu, Chairperson of JUCCCE, is internationally recognized for her expertise on China’s sustainability landscape and for fostering international collaboration with China. JUCCCE is a non-profit organization dedicated to accelerating the greening of China, because a green China is the key to a healthy world. JUCCCE is a leader in creating systemic change in sustainable cities, sustainable consumerism and smart grid, and most noted for its multi-sector convening power. Peggy has a passion for making the world a better place.

Contact China Speakers Agency  today to engage Peggy Liu for your next event.