CORPORATE POWER: Is the Media Killing the Green Movement?

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Is the Media Killing the Green Movement? by Bill P. Kelly

As the whole Green movement gains more and more steam we're seeing an increase in the amount of media coverage on the topic. This is a huge boon for the movement, obviously, and is helping a much broader range of people learn about the advantages of conversing energy.

What I've seen happening, and I'm sure you've seen it too, is that the latest and greatest energy conservation gadgets and inventions tend to get the most attention. It makes sense of course as the newest and most efficient 100 mile to the gallon car is going to make a better story than telling folks, yet again, the benefits of proper insulation and the evils of pesticides. I'm calling it all "Green Sex Appeal" (with all due respect to Kermit the Frog of course) and it sells magazines, gets the message out to the masses and creates demand for energy saving products.

You've probably seen and heard some grumbling and griping about the somewhat recent trending towards "green sex appeal" and, to a point, I can understand it. It used to be that living a "green lifestyle" involved small organic gardens in the backyard, rain collection systems, riding a bike rather than driving a car, composting and all the other simple yet effective techniques used to reduce the impact we have on this planet. Those folks that embrace that lifestyle and spread the word may look at the direction of the movement today and feel a bit put off. I was chatting with a buddy of mine and he seems to sum it all up in one shot. He said something along the lines of...

"At what point did a soccer mom, who lives in a 5,000 square foot McMansion with a heated swimming pool and 4 kids get the designation of 'green' because she bought a hybrid SUV?"

There is some anger out there however, even with all the self congratulations and the distortion of the true "green living" message, I see this as a gain. Strip everything emotional away from the scenario and what are the actual positives and negatives to the situation?

The main negative I see is the dilution of the hardcore green living ideal by the mainstream media. There is a fear that to some, making a statement about the environment ("I bought a hybrid!") will not result in implementing other green living practices in their lives. The statement is in danger of being seen as the fix. If we get to a point where "green living" comes to just mean you own a fuel efficient car or you've got a solar panel that powers your 50 inch TV, then we will have a problem. Don't misunderstand here, both of those things are fantastic...every little bit helps! But does it mean someone has embraced green living? I'd argue no.

The positive I see is that, everything being equal, you've got soccer moms out there driving more fuel efficient vehicles and using less gas than they would have when driving Danny and Sally to soccer/football/band practice. Is it the most fuel efficient vehicle out there? Not even close but it's a start. Will the family start their own garden? Reduce or eliminate the amount of chemicals they use in and outside of the home? Will they do without the heated pool? Will they shop for locally grown organic produce? Maybe and maybe not...you never know.

Overall having some people out there buying high efficiency vehicles just because it's cool, or the current trend or it's the new "must have" still gets them behind the wheel of something that uses fewer gallons of gas. And that I've got to see as a gain.

Now, what can we make so trendy for a large chuck of the population that it's super cool to not own a car? Figure that one out and we'll be getting somewhere! Thanks for reading!

Bill maintains a website focused on Green Building and Green Energy. If we can get more people doing the simple things there would be a big impact on the environment! Thanks for reading and be sure to stop by and say hello!