Response to "The Idols of Environmentalism"

If Curtis White takes the side of the angels [The Idols of Environmentalism], arguing against the false idols of scientific rationalism in favor of a focus on “spirit” and communion with nature, let me take the side of the devil. I accept the premise that the mainstream environmental movement has seriously gone off track focusing on government crumbs in regard to research funds and subsidies. But I would put my money on materialism, meaning motivating people to buy more, not less to save the environment.

There is a growing gap between people’s professed concerns over the environment and their actual behavior. This represents a marketing challenge, connecting people’s values with products and services that serve to achieve customer satisfaction and also to provide an environmental benefit. Consumers are much more likely to become more effectively “green” when the product and services offered to them are grounded in the customer value chain around cost, comfort, connectivity, convenience, and yes, even the chic (status).

While it may seem heretical, provide more incentives to people to replace old stuff with new stuff, getting the older cars off the road or replacing the old AC units in their house which disproportionably use the most energy and cause the most pollution. And cynically, the “spiritual” message is a great marketing angle; maybe replacing a green tax with a green tithe would do the trick.