You're the problem (and so am I)

David Roberts hit the nail on the head in his recent Fast Company article, "Another Inconvenient Truth." He said:

"The uncomfortable fact for many green marketers--and targets of that marketing--is that genuinely going green would mean giving up most of the products and services that clutter our consumer culture. It would mean simplifying, valuing time and people over stuff. How can most products avoid the sin of the hidden trade-off? With a simple label: "You don't really need this."

Greenwashing isn't merely a result of poor labeling standards and consumer protection. It's part and parcel of an economy built on trade in material and energy waste. Until we are collectively ready to really go green, greenwashing will be with us. Naturally."

We consume.  That's what we do.  It may not be right, and it may not be sustainable, but at this point in our history as a species, it just is.  I want to help companies with their sustainability practices, but I know they are damned if they do and damned if they don't. 

So the next time you curse a company for allegedly greewashing, take a look at all the food packaging you threw away this week.  Ask yourself if you left your computer on overnight.  Check the gas mileage on the car you're driving.  Count the number of flat-screen TVs in your house.  And time yourself in the shower.  All the energy you use everyday to drive your appetite for consumables, comfort and convenience is the root cause of environmental problems today.  Don't blame corporate America for not doing enough until you're doing enough yourself.

Comments

[Bob Zender]

I think this is the Ultimate Inconvenient Truth, and I'm glad to see it percolating into the public debate. I'm amazed when I hear someone demand airlines purchase carbon offsets. What in the world for? YOU buy the offset, pal. That plane is flying somewhere because YOU want it to, end of story. And I agree with you, I don't see consumerism ending without a severe catalyst, and I'll take consumerism over that any day. There's opportunity in this problem, however. Innovation in materials engineering and energy can lessen the impact of our current behavior. Bio-degradable food wrappings, "smarter" circuitry in houses that lessen latent energy use, are just two examples.

[Jeff Risley]

Thanks for the comment Bob. And I agree...business innovation will come from all this.

[Woolard]

just blogged on this post and pointed toward Patagonia's Footprint Chronicles as an example of a good space between the expectation poles you mention. Zender brings up a good point - and an even more powerful opportunity - for companies AND customers to collaborate in offsets. a matching program, a debate space, a dialog or a forum for volunteerism, shared by both parties for the greater good.

[Dave Driscoll]

I think "consumers" can make better decisions when businesses provide clear choices and forthright environmental impact info. The greenwash parade will end as consumers learn how to distinguish between chickens*&t and chickensalad.

[Jeff Risley]

Dave, I agree businesses should provide environmental impact information...I hope more do it. And consumers can indeed use their wallets to pressure business to do so.