Environmentalism as Guilt Management.
The “be less bad” environmental approaches to industry have been crucial in sending important messages of environmental concern— messages that continue to capture the public’s attention and spur important research. At the same time, they forward conclusions that are less useful. Instead of presenting an inspiring and exciting vision of change, conventional environmental approaches focus on what not to do. Such proscriptions can be seen as a kind of guilt management for our collective sins, a familiar placebo in Western culture.
In very early societies, repentance, atonement, and sacrifice were typical reactions to complex systems, like nature, over which people felt they had little control. Societies around the world developed belief systems based on myth in which bad weather, famine, or disease meant one had displeased the gods, and sacrifices were a way to appease them. In some cultures, evens today, one must sacrifice something of value in order to regain the blessing of the gods (or god) and reestablish stability and harmony.
Environmental destruction is a complex system in its own right — widespread, with deeper causes that are difficult to see and understand. Like our ancestors, we may react automatically, with terror and guilt, and we may look for ways to purge ourselves — which the “econ-efficiency” movement provides in abundance, with exhortations to consume and produce less by minimizing, avoiding, reducing, and sacrificing. Humans are condemned as the one species on the planet guilty of burdening it beyond what it can withstand; as such, we must shrink our presence, our systems, our activities, and even our population so as to become almost invisible. (Those who believe population is the root of our ills think people should mostly stop having children.)
The goal is zero: zero waste, zero emissions, zero “ecological footprint.” As long as human beings are regarded as “bad,” zero is a good goal. But to be less bad is to accept things as they are, to believe that poorly designed, dishonorable, destructive systems are the best humans can do. This is the ultimate failure of the “be less bad” approach: a failure of the imagination. From our perspective, this is a depressing vision of our species’ role in the world.
— Cradle to Cradle: Remaking the Way We Make Things, William McDonough & William Braungart
I’ll confess: there’s just a bit of the eco-purgative in my cycling, recycling, composting and ratcheting down consumption. And I agree with McDonough that it all falls short as an effective strategy for redirecting entire global systems — just as prayer, smaller government or “drill more” are inadequate responses to impending collapse. Such acts soothe individual souls and perhaps stave off doom for a moment, but do not separate us from its grim trajectory.
McDonough aims for new principles of eco-effectiveness — and more important — putting them into systemic practice. If we were to believe the salvation doctrine of the free market, this new sustainability is where energy company profits, venture capital and government policy should be fast converging.
It may yet. Right now, 12 new cities are being designed to apply McDonough’s ideas. In China.















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