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The idea that improving efficiency makes sustainability problems worse seems counter-intuitive. But what if aiming to do more with less is actually doing the wrong thing right? If sustainability is our concern, this is almost always the case.
Doing more with less means we end up doing so much more that as a society we ultimately end up using more overall. This is called the Jevons Effect. It has been known for at least 147 years, though of course not commonly. If it was, we might be living sustainably by now. Recently, however, the problem of efficiency has been thrust back into the spotlight.
Doing more with less means we end up doing so much more that as a society we ultimately end up using more overall. This is called the Jevons Effect. It has been known for at least 147 years, though of course not commonly. If it was, we might be living sustainably by now. Recently, however, the problem of efficiency has been thrust back into the spotlight.
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This has also been called the Rebound Effect, but it is more pernicious than that. Owen suggests it might be better termed the Chain Effect. As we improve efficiency in one thing, say the fridge, its reduced costs make it accessible to more of us. And we don’t just go on to use bigger fridges and more of them (developing ideas like bar fridges, meat fridges etc.), we create and expand related spin-off cooling technologies, industries and activities. Air conditioning has become a “must”, we expect access to food from all over the world any time of year, and see refrigerated spaces in supermarkets take up increasing amounts of space as our demand for chilled goods increases. All that also conveys the sense that the food we buy will last longer than it does, resulting in increasingly excessive food consumption, and food waste (4 million tons a year in Australia alone). Of course, not only is the food wasted, so too is the energy used to produce, transport, buy, store, and dispose of it.
Edit: Whoops!
Our bloated cult of efficiency: doing the wrong thing right

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