Abstract
Young generations worldwide are not only drastically calling for a more sustainable future, but for having a future at all. In this conceptual article, we pursue the question of how we can make this happen, and argue why it is up to every individual to do so. Based on the rationale of the four-c model of creativity, we argue for four levels of individual sustainability actions: mini-s, little-s, Pro-S and Big-S. Mini-s actions are intrapersonal and represent a core element of individual learning about sustainability. Little-s actions are more interpersonal and demonstrate, on average, a higher reach and impact than mini-s. Pro-S stands for professional actions and solutions. These types of actions are interpersonal and extend their reach and impact beyond a small group of people. They usually need some degree of expertise to achieve a greater reach and impact. Big-S relates to big actions with the highest reach, impact, novelty and usefulness. They refer to solutions that are likely to change how we generally relate to a given product or category and cause a drastic change in our lifestyle. We discuss each action category with examples and outline how these actions may support different sustainability solutions. For this, we search relevant literature on current measurement and conceptual approaches and on specific solutions and take the case of a comprehensive economic approach, steady state economy. Also, concrete levels, conditions, goals, attributes, creativity degrees, profits, motivations and bottom-up principles with examples of application are introduced.
