Sweden’s electricity generation is predominantly fossil-free.

 

Sweden generates about 99% of its electricity from low-carbon sources, with fossil fuels making up just 1.2% of the mix. The country's power grid relies heavily on hydropower (around 40%), nuclear (about 27-29%), and wind (roughly 25%), supplemented by smaller shares from solar, biofuels, and other renewables. This fossil-free dominance isn't new; Sweden has been phasing out coal, oil, and gas for decades, achieving near-total decarbonization of its electricity sector while exporting clean power to neighbors.

This setup makes Sweden a global leader in sustainable energy, with low emissions per capita (0.6 tonnes CO2e) and a commitment to 100% renewable electricity by 2040. It's a model for how abundant natural resources like rivers and wind, combined with strategic nuclear use, can power a modern economy without relying on dirty fuels.

Sweden has long relied on nuclear energy as a cornerstone of its electricity system, providing stable, low-carbon baseload power that complements its abundant hydropower and growing wind resources. This role has evolved from a response to energy security concerns in the 1970s to a key element in the country's push toward net-zero emissions amid rising electricity demand.

Sweden's nuclear program began in the late 1960s as a strategy to diversify away from oil imports and support industrial growth, especially after the 1973 oil crisis exposed vulnerabilities in fossil fuel dependence. At the time, oil accounted for about 75% of the country's energy consumption, prompting a rapid build-out of nuclear reactors alongside hydropower. By the 1980s, nuclear had become integral, but a 1980 referendum led to a government decision to phase it out—though this was never fully implemented due to economic and energy needs. Instead, Sweden maintained and upgraded its fleet, avoiding new builds until recent policy shifts.

As of 2024-2025 data, nuclear power generates approximately 29-30% of Sweden's electricity, with six operational reactors across three plants: Forsmark (three reactors), Ringhals (two), and Oskarshamn (one). This contributes to Sweden's near-fossil-free grid, where nuclear provides reliable, dispatchable energy that balances intermittent renewables like wind (about 23%) and hydro (38%). In 2024, nuclear produced around 50 TWh out of total generation of 172 TWh, helping keep per-capita CO2 emissions low and enabling electricity exports to neighboring countries. It's particularly vital for grid stability in southern Sweden, where demand is high and hydro resources are limited.

Nuclear's efficiency is evident in its high capacity factors (often over 90%), minimal fuel needs, and role in decarbonization—Sweden's electricity sector emissions are among the world's lowest, at under 10g CO2/kWh. However, aging infrastructure has led to some reactor closures (e.g., two at Ringhals in recent years), reducing capacity from a peak of 12 reactors.

Future Plans and Policy

In a major pivot, the Swedish government under Prime Minister Ulf Kristersson shifted in 2023 from a "100% renewable" target to "100% fossil-free" by 2045, explicitly endorsing nuclear expansion to meet projected doubling of electricity demand by 2040-2045 (driven by electrification in transport, industry, and data centers). Plans include building two new large-scale reactors by 2035 and up to ten equivalent reactors by 2045, potentially including small modular reactors (SMRs) like GE's BWRX-300. A 2025 OECD report highlights nuclear (alongside onshore wind) as the most cost-effective option for this growth, with no viable role for offshore wind in least-cost scenarios.

Public opinion remains mixed, with about 50-60% supporting nuclear in polls, but the policy emphasizes its environmental benefits, such as reducing emissions by an estimated 62% in historical contexts. Challenges include high upfront costs, regulatory hurdles, and waste management, but Sweden's experience positions it as a leader in safe nuclear operations.

Overall, nuclear energy is pivotal to Sweden's energy security, climate goals, and economic competitiveness, evolving from a transitional technology to a long-term pillar in a fossil-free future.

Now, comparing Sweden to Croatia on renewable energy: 

While Sweden's electricity is over 70% renewable (hydro, wind, solar, etc., excluding nuclear), Croatia hit a milestone in 2025 with renewables supplying 52.6% of its electricity consumption—including hydro (26%), wind/solar/biomass/biogas (26.6%). 

Croatia's mix still includes notable fossil shares like gas (13%) and coal (4%), plus heavy imports (31%), but it's making rapid progress: renewable production grew, fossil output dropped over 50% in parts of 2025, and solar/wind are booming. Sweden is farther along in full decarbonization, but Croatia's trajectory shows strong potential, especially with targets for 42.5% renewables in overall energy by 2030. Both nations highlight Europe's push toward green power!

Zeljko Serdar, Croatian Center of Renewable Energy Sources (CCRES)

Next-Generation Geothermal Energy

 

The United States is doubling down on geothermal power as a cornerstone of its energy future. On February 27, 2026, the Department of Energy (DOE) announced a major $171.5 million funding opportunity to accelerate next-generation geothermal technologies through field-scale tests and exploration drilling. This initiative will support both electricity generation projects and critical resource characterization work, directly advancing President Trump’s Executive Order on Unleashing American Energy.

The funding targets six specific topics, with the first application round focusing on enhanced geothermal systems (EGS) and drilling programs for next-generation and hydrothermal resource confirmation. These investments aim to de-risk innovative approaches, attract private capital, and unlock the vast untapped potential of geothermal energy — a clean, reliable, 24/7 baseload power source that can power homes, businesses, and data centers without intermittency issues.

“Work under this opportunity will directly support our commitments to advance energy addition, reduce energy costs for American families and businesses, and unleash American energy dominance and innovation,” said DOE Assistant Secretary of the Hydrocarbons and Geothermal Energy Office, Kyle Haustveit. He emphasized that thanks to President Trump’s America First Energy Agenda, these demonstrations will spur domestic manufacturing, enable data center growth, and deliver affordable, secure energy nationwide.

The United States already leads the world with approximately 4 gigawatts of installed geothermal capacity. However, DOE analyses project a staggering potential of at least 300 gigawatts of reliable geothermal power on the U.S. grid by 2050. By proving commercial viability at scale, this funding round is expected to catalyze widespread private investment and industry expansion.

Letters of Intent are due March 27, 2026, with full applications due April 30, 2026. This rapid timeline underscores the urgency and momentum behind America’s push to dominate in geothermal innovation.

Geothermal energy stands out because it offers firm, dispatchable power — the missing piece in a renewables-heavy grid dominated by variable solar and wind. With this investment, the U.S. is positioning itself not just to meet domestic demand but to export technology and expertise globally, strengthening energy security and economic competitiveness.

Key Information on Geothermal Sources in the Republic of Croatia

Croatia possesses significant geothermal potential, especially in the northern and eastern Pannonian Basin region, where the geothermal gradient is about 60% higher than the European average (roughly 0.049 °C/m compared to Europe’s 0.03 °C/m). This makes the area highly prospective for both heat and electricity production.

Known resources: 28 geothermal fields identified, of which 18 are in active use, primarily for direct applications such as spa tourism (balneotherapy), recreation, and space heating. Installed thermal capacity includes approximately 36.7 MW for space heating and 77.3 MW for bathing/swimming pools.

Electricity production: Croatia currently has one geothermal power plant — Velika Ciglena (Velika 1) near Bjelovar — with a gross capacity of around 17.5 MW (net ~10 MW). The plant has been offline in recent years due to ownership disputes, though new investors are showing interest. A new 15 MW electricity project is under development in Babina Greda (drilling of an exploratory well to ~3,850 m began in 2025, targeting 170 °C water).

Recent breakthroughs (2025–2026): The Croatian Hydrocarbon Agency (AZU) achieved a perfect 100% success rate in four exploration sites funded by the National Recovery and Resilience Plan:

– Velika Gorica (>100 °C) — could cover nearly 60% of the city’s district heating needs

– Osijek (>100 °C, ~5 MW heating potential)

– Vinkovci (record 131 °C at 2,700 m)

– Zaprešić (near Zagreb, >95 °C at >1,600 m)

Additional drilling is underway in Virovitica and other locations.

Overall potential: 

Conservative estimates suggest up to 1 GW of geothermal power plant capacity is feasible at identified sites. There are currently six active exploration projects focused on both electricity and district heating. Geothermal is viewed as a key pillar for energy independence and is fully integrated into Croatia’s National Energy Strategy, which targets 42.5% renewables in gross final energy consumption by 2030 and 65.6% by 2050.

Croatia’s geothermal resources are already powering tourism and local heating, and with continued exploration success and international interest, the country is well-positioned to expand into large-scale district heating networks and electricity generation — complementing the global momentum highlighted by the latest U.S. funding announcement.

The future of geothermal looks bright on both sides of the Atlantic. Zeljko Serdar, CCRES

Ready for a circular, resilient energy future?

As the EU races towards climate neutrality by 2050, our energy landscape is transforming rapidly—with clean sources taking center stage. But the real game-changer? Maturing innovative technologies still in the R&I pipeline that promise a sustainable future.

A groundbreaking new study tackles the challenges head-on: from resource sustainability and supply chain resilience to minimizing environmental and social impacts. It calls for early, ongoing assessments to align emerging clean energy tech with EU goals, boosting sustainability, circularity, resilience, and technological autonomy.

Key highlights:

Comprehensive review of assessment methods.

Insights from stakeholder consultations.

Actionable approaches refined with Horizon Europe projects at various tech readiness levels.

A flexible framework tailored to maturity stages, plus tech-specific guidelines.

Sector spotlights: Carbon capture, utilisation & storage (CCUS); energy infrastructure; energy storage; renewable & low-carbon fuels; and renewable energy technologies.

Funded by Horizon Europe (2021-2022), this study powers the European Climate Law, Renewable Energy Directive, Clean Industrial Deal, Critical Raw Materials Act, upcoming Circular Economy Act, Net Zero Industry Act, and SET Plan.

The Net Zero Industry Act (NZIA) is a European Union regulation designed to strengthen the EU's manufacturing ecosystem for net-zero technologies, supporting the transition to climate neutrality by 2050 as part of the broader European Green Deal. It aims to scale up domestic production of clean technologies to enhance energy resilience, attract investments, and boost industrial competitiveness against global rivals like the US and China.

Key Objectives

Manufacturing Benchmark: The act sets a non-binding target for the EU's net-zero technology manufacturing capacity to meet at least 40% of the bloc's annual deployment needs by 2030, with an additional goal of capturing 15% of global market value by 2040.

Technology Focus: It prioritizes 19 strategic net-zero technologies, including solar, wind, batteries and storage, heat pumps, geothermal energy, nuclear, renewable fuels of non-biological origin (RFNBOs), carbon capture, utilization, and storage (CCUS), and grid infrastructure.

Resilience and Sustainability: The NZIA addresses barriers to scaling up production, such as permitting delays, supply chain vulnerabilities, and skills shortages, while promoting circular economy principles and technological autonomy.

Main Provisions

Permitting and Acceleration: Streamlines regulatory processes for "net-zero strategic projects," setting maximum timelines for permits (e.g., 9-18 months depending on project size) and designating single points of contact in member states to expedite approvals.

Public Procurement and Auctions: Introduces sustainability and resilience criteria for public tenders, requiring at least 30% weighting for factors like environmental impact and supply chain diversity. For auctions (e.g., renewable energy), it allows non-price criteria to make up to 30% of award decisions.

Skills and Innovation: Establishes Net-Zero Europe Academies to train 100,000 workers within three years for key sectors, and supports innovation through regulatory sandboxes and funding under programs like Horizon Europe.

CO2 Storage Target: Specifically for CCUS, it mandates an EU-wide annual CO2 injection capacity of 50 million tonnes by 2030, with contributions from oil and gas producers based on their market share.

Background and Status

Proposed by the European Commission in March 2023 as a response to the US Inflation Reduction Act, the NZIA was politically agreed upon in February 2024 and entered into force on June 29, 2024 (Regulation (EU) 2024/1735). As of early 2026, implementation is underway, with member states required to transpose elements like permitting frameworks by mid-2025. The act aligns with other EU policies, such as the Critical Raw Materials Act and the Renewable Energy Directive, to foster green jobs—potentially creating up to 3 million additional roles—and reduce dependency on imports.

CCUS Sector Spotlight: 

Advancing Carbon Capture, Utilisation, and Storage in the EU's Clean Energy Transition

As the EU pushes toward climate neutrality by 2050, Carbon Capture, Utilisation, and Storage (CCUS) stands out as a critical technology for decarbonizing hard-to-abate sectors like industry, power generation, and hydrogen production. The recent "Study on circular approaches for a sustainable and affordable clean energy transition," funded by Horizon Europe, dedicates one of its five sector-specific guidelines to CCUS, emphasizing its role in achieving EU climate goals while addressing sustainability challenges.

Key Role in the EU Energy Mix

Decarbonization Potential: CCUS enables the capture of CO₂ emissions from fossil fuel-based processes, biogenic sources, or directly from the air (DACCS), followed by utilisation (e.g., in chemicals, fuels, or materials) or permanent geological storage. It's essential for reaching net-zero, with the EU targeting 50 million tonnes of annual CO₂ injection capacity by 2030 under the Net Zero Industry Act.

Alignment with EU Policies: The study links CCUS to frameworks like the European Climate Law, Renewable Energy Directive, Critical Raw Materials Act, and Net Zero Industry Act. It promotes CCUS as a bridge to a circular carbon economy, transitioning from fossil CO₂ to atmospheric or biogenic sources for non-permanent uses.

The Study's Methodological Framework for CCUS

The guidelines offer a flexible, stage-adapted approach to assess CCUS technologies across Technology Readiness Levels (TRLs) from lab (TRL 1-4) to market deployment (TRL 7-9). Assessments cover four pillars: environmental, economic, and social sustainability; circularity; EU resilience; and technological autonomy.

Early-Stage (Low TRL): Focus on conceptual design, identifying potential environmental risks (e.g., CO₂ leakage) and resource needs. Use qualitative tools like life-cycle thinking to flag circularity opportunities, such as CO₂ reuse in products.

Mid-Stage (Medium TRL): Incorporate quantitative metrics, including life-cycle assessments (LCA) for GHG emissions and resource efficiency. Evaluate supply chain vulnerabilities, like dependency on critical materials for capture solvents or membranes.

Advanced Stage (High TRL): Conduct full-scale pilots with stakeholder input, assessing social impacts (e.g., community acceptance) and economic viability. Validate resilience through scenario analysis, ensuring EU technological sovereignty by reducing import reliance.

Identified Challenges and Gaps

The study highlights several hurdles in scaling CCUS, urging early interventions to maximize positive impacts:

Resource and Circularity Issues: High demand for materials like amines or sorbents could strain supplies; the guidelines recommend circular strategies, such as recycling capture media and integrating CCUS with renewable energy for lower-energy processes.

Supply Chain Resilience: Global dependencies pose risks; assessments should prioritize EU-sourced innovations to enhance autonomy.

Environmental and Social Impacts: Potential for unintended consequences, like increased water use or land disturbance in storage sites. Social acceptance is key, with calls for transparent risk assessments and community engagement.

Rapid Scale-Up Risks: Accelerating deployment without thorough evaluation could lead to inefficiencies or backlash; the framework advocates continuous monitoring to adapt to technological evolution.

Recommendations and Actionable Approaches

Integrated Assessments: Use LCA and circularity indicators (e.g., material flow analysis) to ensure CCUS contributes to net GHG reductions, avoiding rebound effects.

Stakeholder Collaboration: Draw from consultations in the study, involving industry, researchers, and policymakers to refine guidelines via Horizon Europe projects.

Policy Support: Leverage EU funding for pilots, aiming for a comprehensive CCUS strategy inspired by the Hydrogen Strategy, including targets for removals and compliance markets.

Future Outlook: With EU-wide initiatives like the Innovation Fund supporting CCUS demos, the guidelines aim to bridge lab-to-market gaps, fostering green jobs and reducing import dependencies.

Critics note that while the NZIA provides a framework, it lacks substantial new funding, relying on existing mechanisms like the EU Innovation Fund, which may limit its impact compared to more subsidy-heavy approaches elsewhere. For the latest developments, official EU resources or updates from the Commission are recommended.

Let's accelerate the clean energy transition responsibly! What do you think—ready for a circular, resilient EU energy future? 

Zeljko Serdar, Croatian Center of Renewable Energy Sources  

#CleanEnergy #EUGreenDeal #Sustainability

Keeping Up with the Joneses

 

Efekt Jonesa: Želja da se drži korak sa susjedima

Htio bih napisati jedan post vezan za nešto što svakodnevno vidim oko sebe. U suvremenom društvu, gdje materijalni uspjeh često služi kao mjera osobnog ostvarenja, izraz "držati korak sa susjedima" ili "efekt Jonesa" postao je sinonim za duboko ukorijenjenu ljudsku tendenciju socijalne usporedbe. Ovaj fenomen, poznat na engleskom kao "Keeping up with the Joneses", opisuje psihološku i društvenu dinamiku u kojoj pojedinci nastoje uskladiti svoj životni standard s onim svojih vršnjaka, često na račun vlastitog blagostanja. 

Porijeklo izraza seže u 1913. godinu, kada je američki karikaturist Arthur R. Momand stvorio strip serijal pod nazivom Keeping Up with the Joneses, u kojem je ismijavao obitelj koja se očajnički trudi oponašati bogatije susjede. Ovaj moj post  istražuje korijene, uzroke i posljedice ovog efekta, ističući kako on utječe na pojedinca, ekonomiju i društvo u cjelini.
Korijeni efekta Jonesa duboko su usađeni u ljudskoj psihologiji, gdje socijalna usporedba igra ključnu ulogu u oblikovanju ponašanja. Prema teoriji socijalne usporedbe koju je 1954. godine razvio psiholog Leon Festinger, ljudi imaju urođenu potrebu uspoređivati se s drugima kako bi procijenili vlastitu vrijednost i status. Ova tendencija nije samo moderna; ona je evolucijski naslijeđe iz vremena kada je natjecanje za resurse bilo ključno za opstanak. 
Danas se manifestira kroz "konspikuitetnu potrošnju" – vidljivo trošenje na statusne simbole poput automobila, kuća ili luksuznih putovanja – kako bi se projicirala slika uspjeha. Psiholozi ističu da ovakvo ponašanje može dovesti do djelovanja protiv vlastitih interesa: pojedinci često povećavaju potrošnju na trajne robe kada se osjećaju inferiornima u usporedbi s vršnjacima, čak i ako to znači smanjenje izdataka za osnovne potrebe. Na primjer, ako susjedi nabave novi automobil, obitelj može osjetiti pritisak da učini isto, ne uzimajući u obzir dugoročne financijske posljedice. Ova dinamika pojačava se u eri društvenih mreža, gdje se idealizirani prikazi života drugih neprekidno nameću, potičući zavist i neprekidnu želju za više.
S ekonomskog stajališta, efekt Jonesa ima duboke implikacije na individualno i kolektivno blagostanje. Ekonomisti ga povezuju s prekomjernom potrošnjom i akumulacijom duga, jer ljudi nastoje održati privid bogatstva u odnosu na druge. Istraživanja pokazuju da se, kada se pojedinac uspoređuje s onima na sličnom prihodnom nivou, može dogoditi "prekomjerni rad": ljudi rade više nego što bi inače, samo da bi financirali ovu natjecateljsku potrošnju, što u konačnici smanjuje njihovo subjektivno blagostanje. 

U otvorenim ekonomijama, ovaj efekt može utjecati čak i na monetarnu politiku; ekspanzivna mjera može postati "beggar-thyself" politika, gdje se korist pretvara u štetu zbog pojačane socijalne usporedbe. Tijekom ekonomskih kriza, poput Velike recesije 2008. godine, ovaj fenomen može imati paradoksalni učinak: kako se ukupna potrošnja smanjuje, potreba za vidljivim luksuzom opada jer je lakše "držati korak" s osiromašenim susjedima, što dovodi do pada prodaje statusnih dobara. Međutim, u normalnim vremenima, relativno bogatstvo postaje ključno; studije pokazuju da novac utječe na sreću uglavnom negativno, jer oni koji se uspoređuju s bogatijima postaju nesretniji, dok bogati osjećaju samo blagi porast zadovoljstva. Ovo naglašava da je "relativna siromaštvo" često jači faktor od apsolutnog.
Društvene posljedice efekta Jonesa protežu se izvan pojedinca, utječući na cijelo društvo. On potiče nejednakost, jer resursi se preusmjeravaju s produktivnih investicija na statusnu potrošnju, što može usporiti ekonomski rast. 
U kulturama gdje je materijalizam dominantan, ovaj efekt pojačava socijalne podjele: oni koji ne mogu "držati korak" osjećaju se inferiornima, što dovodi do stresa, anksioznosti i smanjenog blagostanja. Primjeri iz literature i pop kulture obiluju; u romanu F. Scotta Fitzgeralda Veliki Gatsby, likovi poput Jay Gatsbyja utjelovljuju ovu opsesiju, gdje je bogatstvo sredstvo za društveno prihvaćanje, ali na kraju dovodi do tragedije. Suvremeno, ovaj fenomen vidi se u fenomenu "influencera" na društvenim mrežama, gdje se lažni prikazi bogatstva šire, potičući masovnu imitaciju.

Teorija socijalne usporedbe, jedna od ključnih paradigma u socijalnoj psihologiji, predstavlja okvir za razumijevanje kako pojedinci procjenjuju sebe kroz usporedbu s drugima. Ovu teoriju je 1954. godine razvio američki psiholog Leon Festinger, u svom seminalnom radu objavljenom u časopisu Human Relations. Prema Festingeru, ljudi imaju urođenu potrebu za samoprocjenom, koja ih potiče na uspoređivanje svojih mišljenja, sposobnosti i stavova s onima drugih osoba, kako bi smanjili nesigurnost i uspostavili jasniju sliku o sebi. Ova dinamika nije samo intelektualna vježba; ona duboko utječe na ponašanje, motivaciju i emocionalno blagostanje, čineći je relevantnom za razumijevanje suvremenih društvenih fenomena poput utjecaja društvenih mreža.
U srži teorije leži pretpostavka da ljudi, u nedostatku objektivnih kriterija za procjenu, traže socijalne reference. Festinger je istaknuo da postoji "pogon prema gore" (unidirectional drive upward), što znači da pojedinci nastoje poboljšati sebe uspoređujući se s onima koji su bolji u određenim područjima. Ova usporedba može biti dvostruka: gore (upward comparison), gdje se uspoređujemo s superiornijima radi inspiracije i motivacije, ili dolje (downward comparison), gdje usporedba s onima koji su inferiorniji služi za podizanje samopouzdanja i osjećaj superiornosti. Na primjer, student koji vidi da njegov kolega postiže bolje rezultate može se motivirati za veći trud, dok bi se netko tko se oporavlja od bolesti mogao uspoređivati s onima u gorem stanju kako bi se osjećao bolje.

Festinger je identificirao dvije glavne kategorije socijalne usporedbe: procjena mišljenja i procjena sposobnosti. U procjeni mišljenja, ljudi uspoređuju svoje stavove i vjerovanja s drugima kako bi utvrdili njihovo valjanost, posebno u situacijama gdje nema jasnih objektivnih dokaza. Primjerice, u političkim raspravama, pojedinac može prilagoditi svoje mišljenje prema većini u svojoj grupi, smanjujući time kognitivnu disonancu – još jedan koncept koji je Festinger kasnije razvio. S druge strane, procjena sposobnosti odnosi se na mjerljive vještine, poput atletskih performansi ili intelektualnih postignuća, gdje usporedba služi za preciznu samoocjenu. Ako nema objektivnih mjerila, poput vremena trčanja ili rezultata testa, ljudi se oslanjaju na socijalne usporedbe, što može dovesti do natjecanja ili suradnje.
Važan aspekt teorije je uvjet da usporedba bude relevantna: ljudi se uspoređuju s onima koji su im slični po relevantnim karakteristikama, poput dobi, statusa ili konteksta. Ako je razlika prevelika, usporedba gubi smisao. Osim toga, teorija naglašava da socijalna usporedba nije uvijek svjesna; ona može biti automatska i utjecati na svakodnevne odluke, od odabira odjeće do karijernih ambicija. Međutim, ova dinamika ima i tamnu stranu: prekomjerna usporedba može dovesti do zavisti, nesretnosti, laži ili čak poremećaja prehrane, jer ljudi nastoje "držati korak" s idealiziranim slikama drugih. U eri društvenih mreža, gdje se prikazuju samo najljepši trenuci života, ova teorija objašnjava porast anksioznosti i depresije među mladima.

Neki moj zaključak.
Efekt Jonesa predstavlja duboku kritiku kapitalističkog društva, gdje je sreća uvjetovana relativnim, a ne apsolutnim uspjehom. Iako je urođen u ljudskoj prirodi, njegove posljedice – od financijskog duga do emocionalnog iscrpljenja – pozivaju na promišljanje. S druge strane, teorija socijalne usporedbe Festingera nudi dubok uvid u ljudsku prirodu, ističući da samopoznavanje nije izolirano, već duboko društveno uvjetovano. Iako može poticati osobni rast i motivaciju, ona također upozorava na opasnosti nekontrolirane usporedbe. U suvremenom svijetu, gdje su reference lako dostupne, ključno je njegovati svjesnost o ovim procesima kako bi se izbjegle zamke i usmjerila energija prema autentičnom razvoju. Ova teorija ostaje temelj za brojna istraživanja u psihologiji, sociologiji i čak marketingu, potvrđujući njezinu trajnu relevantnost.
 Umjesto natjecanja s "Jonesima", možda bi trebalo težiti autentičnom blagostanju: fokusirati se na osobne vrijednosti, odnose i održivu potrošnju. Samo tako možemo prekinuti krug beskrajne usporedbe i pronaći istinsko zadovoljstvo izvan materijalnih lanaca. 
Željko Serdar, Hrvatski Centar Obnovljivih Izvora Energije.