"If Asia continues like the west, the game is over; as people in Asia get richer, they eat further up the food chain. If 500 million Chinese want to eat just one seafood meal a week, it will empty all the seas of Asia. If Asians ate as much chicken as Americans, by 2050 that would amount to 120 billion birds a year instead of today's 16 billion. To aspire to the western model in Asia is a deadly lie.
"If China and India had the levels of car ownership evident across the OECD [Organisation for Economic Co-operation and Development], that would amount to 1.5bn more cars – and it would take the entire oil production of Saudi Arabia to run them," says Nair, whose bookConsumptionomics: Asia's Role in Reshaping Capitalism and Saving the Planet has just been published.
Yet this is the reality that Asians are reluctant to face. Western car manufacturers want to sell cars to Asia, and Asia wants to buy them. No Asian chief executive is prepared to talk publicly about the need for consumer constraint. Only privately, says Nair, will senior government officials and business figures agree that the arguments he makes is crucial to Asia's future – and has relevance for every part of the developing world. Could Asia offer Africa, for example, an alternative model of development?
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