Abstract
Conspicuous consumption has become the hallmark of the individualist model of society in the 21st century and the impacts of this consumption on the environment mean that the necessity to develop sustainable consumption patterns has become a central policy focus. Extended producer responsibility has already begun to focus on the product and its environmental impact. A new approach has now been canvassed by the European Community which proposes a radical revision in the way in which environmental impacts should be evaluated and controlled. Integrated product policy (IPP) is a proposal which reflects the problems of a society driven by consumerism. In this article the author outlines IPP and the principles behind it; looks at the European evolution of IPP; describes the White Paper proposals for establishing the framework conditions for continuous environmental improvement; and, examines the current framework and the viability of the new paradigm before providing some conclusions.