A few weeks ago, while watching Law and Order: SVU on the USA Network, the usual commercial breaks were interrupted by a corporate-sponsored public service announcement. The segment informed me that having a lawn of grass and other plants uses up excessive amounts of water. The best way for me to “go green” would be to remove the plants in my backyard and replace the grass with stones and pebbles to decrease water use. I’m no expert on environmental sustainability; maybe creating a rocky desert in my backyard actually will help the environment (I would use less water, after all). But that’s irrelevant. The truth is, the nationwide “going green” movement, exploited by corporations solely for the sake of profit, is a hypocritical fad with no real global impact.
Never before has the idea of environmentally-friendly individual action so thoroughly permeated our culture. The environmentalist phenomenon is a marketing tool that organizations use when it is convenient and financially lucrative to do so.
Almost all television networks, radio stations, and Web sites have segments on tips for environmental sustainability, and almost all of these tips have corporate sponsors. Organizations strive to be associated with the environmentalist movement, and the easiest way to make this association is to pay for network spots encouraging individuals to “go green.” These so-called public service announcements are just commercials for large corporations to improve their image. If there was a true concern for environmental reform on the individual level, media outlets would not air friendly advice only when corporate sponsors are available.
Not only are corporate supporters of the environment insincere in their statements, but their actions also reflect a willingness only to take part in environmentalist policies only when it is convenient to do so. Last fall, when University Dining removed trays as part of an environmental promotion program, some students claimed false intentions. Coincidentally, by cutting the use of water, University Dining also cut its spending on water. This may not be the best example: University Dining has a number policies that are cost-increasing but help the environment. However, in many cases, companies advertising energy efficient or ecological programs are putting a positive spin on cost-cutting measures. Even if they happen to reduce costs coincidentally with their “go green” systems changes, the fact remains that companies avoid environmentally-friendly overhauls that cost large amounts of money.
As a consumer, it’s important to remember that the primary interest for any corporation is the bottom line. The environmentalist campaign is the perfect way for manufacturers to advertise new and improved products with better energy use and more environmentally-friendly operations. New appliances may actually have more improved and energy-efficient abilities, but products are constantly in a state of improvement. A new refrigerator this year probably has better energy efficiency than one produced last year, but next year’s refrigerator will be even better. As a customer, it’s important to understand the motivations of corporations when making decisions.
The “going green” campaigns fail to address the greatest issues of the environmental crisis. The campaign should reallocate the millions of dollars in spending on advertising toward creating a completely new energy infrastructure and promoting international awareness over the problems facing the environment. A total restructuring of the global energy system is necessary to prevent the kind of environmental destruction widely feared. The technology exists to eliminate reliance on fossil fuels in several decades, but only with significant investments starting now. When American companies realize that the only way to ultimately go green is to eliminate dependence on coal and oil, their investments in nuclear, solar, and wind power will drastically increase. While Americans should lead the way to more sustainable lifestyles, they are not the ultimate solution to the world’s environmental woes. Even if every one of the 400 million people in America practices a significantly greener lifestyle, this still only represents a small portion of the six billion-plus world population. While the United States has the largest emissions of carbon dioxide, it by no means accounts for the majority of the world’s emissions. Truly, an international understanding of the environmental crisis and large-scale reform of the industry are the only ways to turn around the impending crisis.
As individuals, we certainly shouldn’t stop following the tips proposed in the going green campaign. Many of the suggested actions really do help the environment, even if in an incredibly small way. It’s important, instead, for individuals to understand the motivations of large corporations and be wary of their decisions as consumers. Ultimately, American policy-makers and corporate leaders will realize that more than advertising gimmicks will be necessary to transform the American infrastructure and turn around detrimental environmental impacts.
Anthony Nobles is a Viewpoint Writer for The Cavalier Daily.
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