2007 According to Jeff McIntire-Strasburg: Mainstream Green
by Team Treehugger, Worldwide on 01. 8.07
The other posts in this series can be found here. The first one with an explanation of what this is about is here.
Jeff McIntire-Strasburg, St. Louis, Missouri, USA
Green Gets Even More Mainstream
While the growth of political and corporate “green consciousness” was an exciting development in 2006, the movement of sustainability into the popular mindset will likely be the grease the keeps this wheel rolling into 2007. From successful documentary films such as An Inconvenient Truth and Who Killed the Electric Car?, to the uptick of coverage in the mainstream press, to the incorporation of eco-consciousness into reality television, “green” moved out of niche status and into prime time. I believe this trend will accelerate in the new year, as both traditional and alternative media seem to recognize that green sells.
The potential downside for this continued surge of interest and coverage lies in oversimplification: we’ve already seen how politicians and the media equate “renewable energy” with ethanol, and climate change with hot days in the summer. I believe that the role of the green web, thus, will become even more critical, as we address the subtleties and complexities of these issues. We’ll continue to stay on top of the mainstream media’s coverage, and expand and correct where necessary. Our jobs will become more demanding, as we’ll need to address more popular coverage. But, we’ll also find more content creators joining our ranks, just as they did in ’06. The discussion will get wider; it will be up to us to ensure that it also stays accurate and timely. We’ll also be in the best position to not only inform our readers, but move them to action. Whether through contests or calls to action, we’ll be able to harness our ability to reach out quickly to keep concerned citizens moving forward… and challenging their leaders to do the same.
Jeff,
As usual, I find you right on the money. However, I hope you keep in mind that this agenda/focus for 2007 can be easily thrown off by a number of items. Most likely are war and/or economic ruin. If the U.S. economy crashes this year (somewhat likely), the odds that the Democrats will create an environmental agenda are very slim. Further, people who so eagerly spend a few extra dollars for 'eco-friendly' products will be less likely to do so. My biggest fear for 2007 is that economic ruin will bring about environmental regression.
Jeff &/or Todd,
For those who believe in the 60-year economic cycle theory, the crash of the US economy is about 17 years late. However, others think that it occurred 16 years early (1974) with the oil embargoes and our generation's first taste of rapid inflation. I really can't argue one way or the other. However, the fed's recent visit to China to seek assistance with the slipping US Dollar is a new wrinkle which should have us all concerned.
You both make good points. Since pop culture has jumped on the green bandwagon, green is getting a lot of positive exposure via hollywood, television, print, etc. The movement continues to find ways to silence it detractors (deniers); even seeking to revoke the licenses of meteorologists that disagree with the global warming theory. How many stories about the weather contribute "extreme" weather to global warming, but "normal" weather to an anomoly that just doesn't fit the pattern? There are even green christians. The media continues to stifle stories about the activities of green extremists (i.e. eco-terrorism), because they know that showing the interrelational ties between "good green" and "bad green" would work against the larger agenda. Fear of an environmental apolcalypse continues to be the movement's greatest weapon. I am so sick of seeing images of cities under water.
All this said, the biggest problem (IMHO) with moving green to the market place continues to be rooted in the reality that green products lack in the return-on-investment (ROI) category. People will only spend so much of their hard-earned cash on products that make them "feel" responsible. Contrary to the story about the home in New Jersey that is free from the public utilities, most of us can not afford to drop $400,000 capital today to save $200 per month in utilities (ROI = 167 years w/o factoring inflation & interest). Even a trip to the grocery store can be eye opening. The additional 15 to 20% it costs for organic foods is too steep for most consumers.
All that being said, I think the media in 2007 will continue to display the green movement in a positive light and green business will see greater mainstream opportunities. Those of us who over analyze the feel good effect versus the real economic impact will probably not be purchasing too much from green businesses. However, there is a huge market out there that wants to feel good about what they buy.
Go get 'em.