Weathercocks & Signposts: The environment movement at a crossroads

With the mainstreaming of environmental issues in the past number of years, we have seen a marketing model used to encourage people to change their consumer behaviour. However, considering the enormity and urgency of an environmental issue like climate change, which is developing more rapidly than predicted, a marketing model reduced to making “small and painless,” so-called “green” choices can be seen as a distraction or even deterrent for more difficult or long-standing pro-environmental behaviours. Learning to consume differently is unequal to the task before us. A “consumerist” environmentalism is insufficient and we must look to stronger measures on more varied fronts of action.

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