This one is called “The Story of Change” and it has just been released.
Nowadays it’s not enough to simply try to be a green consumer; actual citizen involvement and action is required as well to create sufficient pressure for change that institutions, governments, civil servants and corporations will react and adapt until we get to the promised land of sustainability – I have a dream…
There are phrases that advertising types use, particularly when marketing what they want us to see as greener products. These are such as “doing one’s bit” or “every little bit helps”. Well, this marketing speak unfortunately sometimes achieves a few things that are counter-productive
1) They help to sell products that might appear greener than the competition but are not necessarily green enough to pass muster sustainability-wise – “you can't cross a chasm in two small jumps” - David Lloyd George. Genuinely environmentally friendly products, which might be more expensive but last considerably longer, can be crowded out by superficially green but short lived products that ultimately prove more expensive in real terms and more wasteful because they need replacing more often.
2) Worse, they defuse any social responsibility that the consumer may have felt impelling them to make a genuinely green purchase – or even not to make a purchase by considering whether they need the product at all. The consumer buying the greenish product may feel that they have done their bit – which leads to…
3) Consumers feel that they are trying to “do their bit” so can feel resentment because they don’t understand when environmentalists never seem to accept it was “enough”, so consumers can switch off in high dudgeon and the environmental case gets knocked back.
Having said all that, let’s get back to the video which promotes the idea that it’s not enough to simply change what one buys – it’s not even enough to