The Australian paper, The Cannbera Times, ran a story yesterday about a sociologist who suggests that climate change may change some of our most basic hygiene habits. The paper reports that British sociologist Professor Elizabeth Shove says that in 50 years we won’t be showering every day, and maybe even not at all. Shove notes, ”No, we won’t be dirty, smelly and unhygienic. This kind of social change isn’t about people being forced to give up showers it’s about new habits, new ideas about cleanliness that will become more acceptable, and probably even more popular and enjoyable, than standing under a hot shower.”
About Shove’s work:
Professor Shove, recently awarded a British Economic and Social Council climate change leadership fellowship, is visiting Australia for a lecture series on the challenges of tackling unsustainable consumption.
She has published academic papers on topics as diverse as how casualisation of food is driving house design (bigger kitchens) why the home office is obsolete (wireless connection, laptops and the status of portability) and the colonial origins of our fear of sweat.
In her lecture tour, she is putting a case for governments to send in the sociologists when it comes to giving advice on getting people to switch from over-consumption to greener, more sustainable habits in everyday life.
She said economists and policy wonks don’t understand how systems of social practice, everyday routines and patterns of consumption emerge, persist and disappear.
The sociologist’s take on the shower…
Take the shower, or ”the social history of getting wet every day”, as an illustration of how sociologists differ from economists in their approach to a climate change dilemma. It’s not about bottom lines and price signals.
”What are we really doing when we stand under hot shower? Given the time we spend, the frequency of showering, it can’t really be about getting clean. Is it about privacy, about having a moment to ourselves?” That yearning for privacy, or self-indulgence, may be the seed of a new social habit that will supersede the shower, replacing it with sleek new bathroom designs and desirable cleanliness rituals.
”It’s not a simple picture because you’re also looking at changes in housing design, the emergence of new products, the routines that develop around those changes, and new notions of what we consider to be comfort and cleanliness.”
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