EcoAlign released the first report in the Project Energy Code series, "Visibility, Ambivalence and Trust: Cultural Stumbling Blocks to Greater Household Energy Efficiency."

 

The report provides critical thinking on why consumers who may "talk the talk" in relation to understanding global warming and the need for energy conservation do not "walk the walk." The report examines consumption from an anthropological standpoint and suggests that the moral stance taken by many environmentalists against consumption and materialism runs counter to societal realities and creates ambiguity, guilt and ambivalence among consumers. One logical conclusion of this effect is to shift the emphasis towards changing the nature and quality of consumption rather than the just the quantity.