“Rurbanization and The Neogreen Consumer”, 250 Möjligheter, Jönköping

Thisl conference problematizes urbanization as fact and discourse; that 250 of the Swedish municipalities are losing their young (18-25 years) inhabitants to the cities. Is this urbanization an inevitable and unstoppable fate inherent in a globalized market economy? Can we see other tendencies? This day I will talk about the “neogreen consumer” as an example of such tendencies. Even if s/he doesn’t stop the powerful forces of urbanization the neogreen consumer successively nuances and directs new positive attention towards rural and “rurban” life.