The best way to encourage change and increase sustainability is to put Europeans in Boeings and fly them to Asia. What do I expect the Europeans to find out by traveling there?

 

Firstly they will notice instantly that the Asian economy and society are much more vibrant than their own. The Asian people are positive about their ability to change their life for the better. They know that if they work hard they will be better off tomorrow than they are today: their kids will definitely have a better life than their parents had. The work ethic is better; there is a real desire to be winners. Asia is the economy of hope. In Europe on the contrary people are cherishing unsustainable privileges. Retirement in the early 60’s is no longer possible. Social security hampers the labor market, etc. Fort Europe is no longer more than a sandcastle. This turns the economy in one of fear.
The combination of both dimensions, plus the economic growth in Asia is already pushing Western companies to allocate more resources over there (last week DSM has announced additional focus on Asia, following many corporations which already did the same).

 

The second reason to send Europeans to Asia is to witness the effects of the demographic changes. Global population growth is to a great extent Asian growth. The impact this has on society and nature is significant. Understanding this is likely to increase the appetite for investing in sustainability innovation. Whereas a lot of Westerners think there is no real need to boost these investment levels, let alone that they understand the upside of these investments, a trip to Asia may cause a paradigm shift. If Europe truly wants to make a change towards a more sustainable economy, it can. Such a shift can help boosting the economy. But so far the much needed awareness is lacking.

 

So as per tomorrow the EU should put its citizens on Boeings to Asia. Let’s start with the people who have been on strike because of their government’s plan to change the pension age (talking about 60-62!). Mumbai seems to be a great destination. Then we send young students to China. It is good to understand the ambition of young Chinese to get the best university opportunities. All people who think we can still take it easy will be put on a plane to Jakarta. I was there recently and I’m sure they will appreciate the work ethos and economic prospects, but don't even realize that Indonesia is also one of the tigers. And all the people who think about setting up their own business, but didn't dare to jump just yet?  They go to Vietnam which seems to exemplify the dynamics I have described. Great example to many. 

 

Given the economic upside of this plan, I expect the European Commission to fund such mission. It will generate a better return than many EU initiatives. Money well spent because it will contribute directly to the continent’s  ‘option to operate’ in the next decades.