The document discusses the unsustainable rate at which humans are exploiting Earth's natural resources and outlines the consequences if changes are not made. It notes that 75% of natural ecosystems have been degraded, 50% of forests cleared, and 25% of species face extinction by 2050. The world's population and economy are projected to continue growing dramatically, requiring twice as many resources as the planet can replenish by 2050. If current trends continue, issues like food shortages, water scarcity, and mass migration will intensify. Industrialized nations created these problems and must lead efforts to address sustainability by rethinking energy, infrastructure, production and lifestyles.

1. WHY ON EARTH
should you care?
By Anders Lindgren

2. Welcome HOME.
Looking at the planet as your HOME
and something you should CARE for
may seem odd to you.
Yet, this story will show you
how much sense it makes.

3. The journey starts in your MIND.

4. By taking a WIDER perspective.

5. By looking outside the comforts of your home.

6. By looking at what’s happening with the planet.

7. First of all, you need to REMEMBER this fact.

8. The food you eat…

9. The fresh water you drink…

10. The air you breathe…

11. The material that gives you shelter…

12. The energy you use…

13. Are all products of this living ECOSYSTEM.

14. All the things we take for GRANTED.
Might not be there for our children
Because we have forgotten that
resources are SCARCE.

15. We see evidence of our MINDLESSNESS…
across the globe.

16. Earth’s natural resources are being DEPLETED…
at record rates.

17. SOURCE: World Resource Institute, Ecosystems and Human Well-being: Synthesis, 2005 PLACE: Oil-sand field in Canada
Over the past 50 years,
we have changed ecosystems more extensively
than in any period in human history.
Crude

18. 75%
of the natural ecosystems on which we depend
have already been degraded.
SOURCE: WWF, A roadmap for a lving planet, 2009

19. 50%
of all the forests that once covered the Earth,
have been cleared for farmland and urban development.
SOURCE: World Resources Institute, World Resources 1998–99

20. 25%
of species is heading
for extinction by 2050.
SOURCE: Wildlife in a changing world, the International Union for Conservation of Nature (IUCN), 2008 EVENT: Seabird caught in fishnet

21. Over the next 40 years
the pressure on Earth’s ecosystems
will increase dramatically.

22. 2 billion
Expected increase in world population.
SOURCE: UN Population Division/DESA, Press release: World Population to exceed 9 billion by 2050, March 11, 2009

23. 200%
World demand for energy is expected to more than DOUBLE.
SOURCE: European Comission, World Energy Technology Outlook to 2050, 2007 PLACE: Chicago

24. 300%
The number of cars in the world is expected to TRIPLE.
SOURCE: 50 by 50: Global Fuel Economy Initiative, 2009: FIA Foundation, United Nations Environment Programme (UNEP), International Energy Agency, International Transport Forum (ITF)

25. 400%
The size of the world economy
(GDP) is expected to
QUADRUPLE.
SOURCE: European Comission, World Energy Technology Outlook to 2050, jan. 2007 PLACE: Ship near harbor in Singapore

26. More and more developing countries are
becoming industrialized.

27. 1,5 billion
Projected population in China.
China is expected to become the world's LARGEST economy.
SOURCE: Goldman Sachs, The N-11: More Than an Acronym" - Goldman Sachs study of N11 nations, Global Economics Paper No: 153, March 28, 2007.

28. 1,6 billion
Projected population in India.
India is expected to become the THIRD largest economy in the world.
SOURCE: Goldman Sachs, The N-11: More Than an Acronym" - Goldman Sachs study of N11 nations, Global Economics Paper No: 153, March 28, 2007.

29. The KEY point is…

30. 2xEarths’
By 2050 we will be using
TWICE as many natural
resources as the Earth
can replenish.
SOURCE: WWF, A roadmap for a lving planet, 2009

31. The competition for FOOD, WATER, LAND and
ENERGY will intensify.

32. As we keep CROWDING the Earth.
EVENT: Earth at night

33. In ever growing METROPOLISES
PLACE: Chicago

34. Food-shortages and malnutrition are already
striking hard-hit areas.

35. EVENT: Food Crisis in Kolkata, West Bengal, India

36. 2 billionpeople are already affected by water scarcity.
SOURCE: World Resource Institute, Millennium Ecosystem Assessment, 2005 EVENT: Water crisis in Wangcheng county, central China, July 2007

37. Mass MIGRATION is inevitable.

38. Environmental damages force people to leave hard-hit rural areas
to seek better conditions in already over-crowded cities.
PLACE: India
Migration

39. SOURCE: World Bank, World Development Report 2009 "Reshaping Economic Geography PLACE: Lagos in Nigeria
1 billion
are currently living as slum dwellers
in the developing world’s cities.

40. 200 million
Estimated number of climate refugees by 2050.
SOURCE: Synthesis Report, Climate Change, Global Risks, Challenges & Decisions, 2009

41. To sum it all up…

42. Unsustainable
The fashion and speed in which we keep exploiting Earth,
is simply unsustainable in the long term

43. Now, to the first big question.

44. What to do

45. We should start to CARE more
 How we care about ourselves
 How we care about our family
 How we care about our neighborhood
 How we care about our planet.

46. We should rethink and redesing our lives.
 How we get and use energy
 How we work and live.
 How we make things.

47. Now, to the second big question

48. Who should do the job

49. This is NOT a task for the poorest and
developing nations.

50. 2,6 billion
Almost half the world’s population live on $2 per day or less.
SOURCE: World Resources Institute (WRI), World Resources 2008

51. EVENT: Priests perform special prayers in order to appease the rain god due to lack of rain. Mumbai August 26, 2009.
They can
only hope
and pray for
better times.

52. This is a task for the INDUSTRIALIZED world.

53. 16%
of the world’s population account for
80% of the money spent on private consumption.
SOURCE: The World Bank, WHERE IS THE Wealth of NATIONS?, 2006 PLACE: Chicago

54. Because we’ve created the problem,
we must fix it.

55. So, please dear friend…

56. CARE deeply for all life that surround you...
and support you.
Design and script: Anders Lindgren

57. About the author
Anders Lindgren is a digital
pioneer,
PR-veteran and content marketing
specialist with two decades of
experience as a marketing and
communication director for large
professional services firms,
primarily PwC and Sopra Steria.
He is passionate about sharing
insights about all communication
around people and brands
that makes them SHINE.
no.linkedin.com/in/anderlindgren+47 921 30 430anderlindgren@gmail.com