Sustainable Authenticity versus Eco-Elitism
Are you or your business authentically Green? There is an ugly side of the Green Revolution that is not helpful for growing the movement, eco-elitism. Many folks in sustainable lifestyles or green businesses may act as if they are better, or more authentic, than a newbie. This display of eco-elitism must end if environmentalists hope to encourage ideas to become action.
Given the urgency of the crisis, I understand there is an urge to say “I told you so” to people who finally get it. However, we must offer as much support and knowledge to that person as possible without being overly critical. We should be proud of getting our family and friends to recycle, or any small step towards a greener lifestyle.
At the same time there are many companies seeking to benefit from “acting” green to capitalize on growing customer awareness. Even this “green washing” should be encouraged, but they should know that customers recognize authenticity when they see it. We, customers, must demand authenticity if we expect to get it. But we must also reward businesses and individuals for every positive sustainable step they take.
For example, we should applaud Walmart for greening their stores, but we should also point out that many of their practices are not sustainable. They support slave labor in foreign countries and do not provide a living wage to employees in America. Clearly, these unsustainable practices should be corrected before we can call them authentically sustainable.
In a highly competitive world, our first instinct is to diminish before we praise. We must be aware that the movement is too important for pettiness, but also too important for frauds. Finding a balance of critique and praise will be much better for the green movement than a divide and conquer mentality.
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