By: Vasilisa Marinchuk

For: IE Business School IMBA program

*

*

The aim of this deck is to analyze current profile of an average Moscow citizen in

regard to sustainable development (SD) concept and express personal opinion on

potential improvement opportunities in this field.

• Moscow is a one of the largest cities in the world with more than 12 mill population

and ambitious development plans

• In general average Moscow citizen’s lifestyle does not take into consideration SD

values due to number of factors, starting from unawareness ending by lack of

regulations in this field…

• … But there are certain positive signs of platform being developed for SD values and

approaches to be integrated into city development strategy as well as society and

individuals lifestyle

• Improvement opportunities shell be approached in consistent and stepwise way

taking into account government, society, business and individual level of

responsibility as well as associated constrains and possible bottlenecks

• Both improvement opportunities and possible obstacles are not limited to these

which are suggested in this deck

*

*

Facts to consider when talking

about Moscow and its inhabitants:

• Moscow is economical and political heart of

the country

• Moscow is 6th and 7th largest city in the

world by territory and population

respectively

• Population of the city exceeds 12 mill

people of different nationalities, believes

and background

• City territory was expanded almost 2,5

times in 2012 and now accounts for 2,5K

sq. km

• By 2020 around 400 km of new roads to be

built in the city

• In-city car penetration is around 360 per

1000 people

*

Moscow citizens lifestyle in general

doesn’t consider SD concept…

Developing Consumerism

General illiteracy in environmental and

sustainability issues

Careless attitudes towards resources use

(e.g. water, electricity, gas, etc.)

General lack of long term vision

Only limited recycling practice

No rules / laws on waste maintenance and

reduction to obey

Lack of social responsibility due to silent

indifference

... background has already developed

for SD approach integration

Eco-products popularization

Large corporations start to communicate

environmentally friendly values to staff

Water counters usage is spreading due to

economical reasons

Stability leads to long term planning

Visualization of separate recycling occurs

People admire western practices and ready to

follow example

People start to volunteer for socially useful

work (e.g. parks spring cleanup)

...

But

...

*

*

Level 1

Government

/ Legal

Level 2

Society/

Business

Level 3

Personal/

Family

Step 1:

Build Awareness

Step 2:

Accept & Apply

Step 3:

Implement & Act

• Mass media campaigns

• SD values public

advertising

• Availability of on-line

resources

• City fairs to raise

interest

• Company trainings and

SD behavior booklets

for staff

• SD values advertising

in common areas of

apartment houses

• SD lessons in schools

and universities

• Share SD values with

family and friends

• Encourage SD lifestyle

since childhood

• Be active and let

others learn from your

example

• Develop strict

regulation system for

business and society

• Develop and

constantly improve in-

city recycling

management

• Ensure companies

internal policies are in

line with SD principles

• Agree upon internal

behavioral rules for

apartment houses

taking into account

sustainability concept

• Help relatives to adopt

at list some SD

principles

• Ensure internal

household rules and

habits reflect SD

values

• Introduce fair and

clear penalty system

• Subsidize / provide

tax remissions to

recycling industry

• Provide separate

waste facilities

• Conduct SD Audit for

large companies with

results annually

reported to the public

• Support eco-friendly

materials usage

• Invest in recycling

facilities

• Smart consumption of

in-house resources

• Separate waste

• Smart goods

consumption leading

to less waste

production

*

Level 1

Government

/ Legal

Level 2

Society/

Business

Level 3

Personal/

Family

Step 1:

Build Awareness

Step 2:

Accept & Apply

Step 3:

Implement & Act

• Political instability

• Government

reluctance towards SD

issues

• Funding problems

• No SD leadership

• Authorities'

indifference

• Lack of motivation

• Passive attitudes

• Fear of taking the

responsibility

• Timing

• Funding issues

• Lack of SD

professionals

• Opposition of certain

groups

• Policies written but

not applied

• Personal opposition to

lifestyle changes

• Misunderstanding of

new approaches

• Bribery

• Not proper funds

spending

• Law manipulation

• Lack of SD specialists

• High switching costs

associated with eco-

friendly materials

• General difficulty to

change habits and

lifestyle and adopt

new practices