Similarly, cement production has more than doubled since 1990, outstripping growth of GDP by 70%. Exposure of agricultural crops to ozone costs an estimated 2.8 billion Euros in 2008 (ibid), globally over 2 million people die prematurely each year due to indoor and outdoor pollution. We are living beyond our planetary means, operating 40% above budget. Although the contribution of industrialised nations is historically much more than that of emerging economies, the consequences will befall everyone, and unfortunately, affect poorer countries even more. The approach to sustainable lifestyles under the 10YFP involves practical solutions at a local level and macro frameworks to enshrine providing wellbeing in societal dynamics.