Does the individualization of environmentalism have any merits? Can it successfully co-exist with collective action? Environmental advertising (or “green” advertising) assures consumers that they can evoke positive environmental change by adopting simple habits and by purchasing green goods provided by companies (Maniates, 2001). These include wearing clothing made from sustainable fibres, consuming local and organic food, purchasing hybrid cars or choosing cosmetics made with natural ingredients. However, some environmental scholars such as Michael Maniates have criticized these actions as greenwashing which individualizes environmental problems.

The tension at the heart of consumer culture is that it is a fragile system that cannot sustain itself indefinitely (Varey, 2001). The resources needed to extract, produce, transport, and advertise the products that consumers take for granted are being used up at an alarming rate, with devastating environmental costs. We all know this. Consumer culture has received ever-increasing blame for the environmental crisis, which marketing responds to with “green advertising”.

Michael Maniates’ research (2001) provides an insightful critique of this individualization associated with green marketing. Green advertising, he argues, coyly sidesteps the underlying issues of overconsumption and individualization, in the attempt to preserve familiar, comfortable patterns of consumption. According to Maniates, true environmental action would involve long term solutions such as collective public policy that reduces our consumption patterns and breaks our reliance on fossil fuels. This perspective argues that within green advertising, larger social patterns and powers are ignored and civic action is disregarded as a viable solution. Instead, individualization places all blame (as well as all responsibility for action) on individual consumers. In reality, however, green advertising is sustained through a capitalist system that is innately un-environmental in its need for constant growth and the development of new markets. Goldman and Papson (1996) share these sentiments, claiming that the entire purpose of advertising is to create demand for products, and therefore advertising is inherently un-environmental.

Citizenship vs Consumption

But maybe green advertising has benefits that cannot be disregarded. First, in order to fully grasp the complexities of contemporary culture, it is necessary to broaden the traditional definitions of “consumption” and “citizenship”. Maniates asserts that “the individualization of responsibility, because it characterizes environmental problems as the consequence of destructive consumer choice, asks that individuals imagine themselves as consumers first and citizens second” (2001, p. 34). However, I wish to counter this idea and maintain an alternative view of the coupling of the “citizen-consumer”. Trentmann agrees that this phenomenon leaves social change to the realm of consumption, but argues that this new form cannot be overlooked. Thus, the conventional definitions are no longer satisfactory. Citizenship –too often see as irrelevant and stuffy– is being transformed. As Trentmann asserts, “the political is back” (2007, p. 147). Consumption and citizenship do not have to be viewed as a zero-sum game. In fact, consumers are increasingly concerned about political ideas within their consumption habits—consumer boycotts, Fair Trade Certified alternatives and concerns over sweatshops are all examples of this.

Muldoon’s research draws on the concept of the citizen-consumer in the realm of environmentalism. For instance, as Muldoon argues (2006), people have different ways of being politically active, and the marketplace may be an arena for individuals who shy away from politics to be active in environmentalism. Others argue that it is often easier for voices to be heard within the marketplace than within politics. Since companies are afraid of losing business, they may be more likely to respond to public opinion. Here, green marketing has a useful purpose and can fill the voids in collective public action (Muldoon, 2006).

Although Maniates (2001) argues that environmental change is not possible in the realm of the individual consumer, the fact remains that in several cases, (such as some food and personal hygiene products) consumption may be inevitable—so why not offer environmentally-friendly alternatives? Perhaps, green advertising offers consumers a reminder and an opportunity to engage with their environmental values on an ongoing basis. Seyfang also arrives at the conclusion that individual environmentally-conscious consumption is a “necessary complement” to more radical action—necessary because people require some purchased goods (2005, p. 302).

Empowering the Individual?

A second argument claims that green advertising’s individualization is not detrimental because it acts as an empowering force for individuals. As previously mentioned, there was a high level of concern for the environment among Americans in the 90s. However, citizens’ actions do not reflect this level of concern. This is a situation that is still extremely relevant. The authors believe that environmental advertising can be remarkably effective at empowering individuals to act on their environmental concerns. Cobb-Walgren, Ellen and Wiener’s telephone survey measured perceived consumer effectiveness (PCE) and environmental concern. Perceived consumer effectiveness is defined as the “belief that the efforts of an individual can make a difference in the solution to a problem” (1991, p. 103).

However, not all advertising is equally effective in empowering consumers. Interestingly, it appears that the more “lighthearted” advertising (advertising which serious environmentalists may critique) is more effective. The authors suggest that marketing may wish to avoid discussing how dire a situation is (what they call the “sick baby” appeal), or else individuals will be completely overwhelmed and will not feel that there is anything they can do. As they argue, “one can think he or she is guilty of contributing to the problem without thinking he or she has the power to solve the problem” (p. 105).

What is suggested instead of the “sick baby” approach is marketing campaigns that show how individuals are making an impact through their daily decisions. For instance, Encorp (a Canadian recycling company) regularly features advertising that mentions the positive impact of individuals’ decisions. One of their newspaper ads proudly declares: “Just by recycling your beverage containers you help keep the equivalent of 126,000 tonnes of greenhouse gases out of BC’s atmosphere” (Encorp, 2009). This way, people will be inspired to do more. The authors believe that this can be done without minimizing the importance of the issue at hand. In effect, the authors do not dismiss green advertising as a marketing campaign. Instead, they see it as a valuable tactic in warding off sentiments of hopelessness. As they argue, “both public and private policymakers who seek to encourage voluntary behavior on behalf of the environment should try to enhance consumer perceptions that their own actions will improve the environment” (1991, p. 111).

Therefore, these findings suggest that green advertising’s individualization of environmental action is not wholly detrimental. Green advertising may help to raise an individual’s personal sense of control in the problems of environmental destruction, causing more action to be taken. This is a key point that Maniates may have overlooked. Although collective action is perhaps the key element in positive change, individual empowerment may be the important precursor to collective action. In this way, individual action and collective action are not at odds.

Greater Effects: Voluntary Simplicity

Finally, there is some evidence to suggest that individual green consumption can actually lead to more significant action. Voluntary simplicity (VS) refers to the trend of adopting a lifestyle with little consumption and material goods (Kumju et al., 2006). This decision is noteworthy because it is born out of personal choice rather than economic necessity such as poverty or war. Voluntary simplicity is not necessarily new, but the researchers have uncovered a significant new element to add to the theory: beginner voluntary simplicity (BVS). Beginner voluntary simplifiers are not true voluntary simplifiers yet, but are important precursors in the process. They may not reduce their overall consumption, but have taken measures to purchase environmentally-friendly options (Kumju et al., 2006). Because of this, beginner voluntary simplifiers are a crucial target market for green advertising.

Essentially, consumption can be seen as a continuum rather than a binary, with voluntary simplicity on one side, and extreme consumerism on the other. This allows for the possibility of change. The authors decided to study this unique group to decide what steps they were taking, and what motivated them to take part in BVS. The authors determine that although advancement from BVS to VS is certainly not inevitable, there is a group of beginner voluntary simplifiers named “apprentice simplifiers” who will eventually become true voluntary simplifiers (Kumju et al., 2006). The role of green advertising is quite high for this group, the authors suggest, as they may “rely on more accessible and mainstream media, as well as actual product information on packaging” (Kumju et al., 2006, p. 526). Green advertising has educational appeal to this group of BVS.

What do you think?

After weighing the different arguments, Muldoon explains, “the game of sustainable living begins when more people can play. And anything that encourages greater contemplation of, and participation in, green issues is worth examining” (2006, para. 46). Here, I believe Muldoon is correct. Collective environmental groups are made up of individuals—empowered individuals who believe real change can be made. For this reason, it is simply not possible to altogether discount green advertising, and the individual action that stems from it. Green advertising and green consumerism can provide a place for the union of individual and collective action.

Therefore, I believe that individual action, though not sufficient, can be beneficial and may even strengthen areas of collective action. This is not to say that the greenwashing of products is a valuable advertising practice. Rather, I wish to avoid discounting the companies who have invested effort in the hopes of truly supplying a more environmentally-conscious product. I also want to recognize that individuals can be powerful agents of social change.

But I should open this conversation to you, the readers. You’re consumers of environmental media, and most likely buy environmentally-friendly products. What do you think? Is individual action sufficient? Is it important? Or is it just a way to continue destructive consumer culture?

Reference List

Cobb-Walgren, C., Ellen, P. & Wiener, J. (1991). The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors. Journal of Public Policy & Marketing, 10 (2), 102-117. Retrieved July 15, 2010, from Communication & Mass Media Complete database.

Encorp. (2009). Beverage Containers [print ad]. Retrieved August 2, 2010, from http://www.encorp.ca/cfm/index.cfm?It=914&Id=1&Se=38,58

Kumju, H., McDonald, S., Oates, C. & Young, C. W. (2006). Toward Sustainable Consumption: Researching Voluntary Simplifiers. Psychology & Marketing, 23(6), 515–534. Retrieved July 16, 2010, from Communication & Mass Media Complete database.

Goldman & Papson. (1996). Green Marketing and the Commodity Self, Sign Wars, pp. 187-215. NY, New York: Guilford Press.

Maniates, Michael. (2001). Individualization: Plant a Tree, Buy a Bike, Save the World? Global Environmental Politics 1(3), 31-52.

Muldoon, Annie. (2006). Where the Green is: Examining the Paradox of Environmentally Conscious Consumption. Electronic Green Journal, 23. Retrieved July 15, 2010, from Academic Search Premier database.

Seyfang, Gill. (2005). Shopping for Sustainability: Can Sustainable Consumption Promote Ecological Citizenship? Environmental Politics 14(2), 290-306. Retrieved August 1, 2010, from Google Scholar database.

Trentmann, F. (2007). Citizenship and Consumption. Journal of Consumer Culture, 7(2), 147-158.

With only a few days left before the 2010 Olympic Games officially begins, there is a buzz around the streets of Vancouver. Being a resident of the city, I can certainly say it has undergone some radical changes in the past few months. Regardless of whether or not you support the games, it seems everyone has something to say.

Recent talk has surrounded the issue of sustainability. Considering, at the very least, the carbon emissions created by all the flights into the host city (and some residents’ flights out of the city) the Olympics can never be genuinely environmentally-friendly. However, Vancouver 2010 has been promoted as “the greenest Olympics ever” (official website: http://www.vancouver2010.com/sustainability/).

Interestingly, David Suzuki recently awarded Vancouver 2010 a bronze medal for sustainability (full article: http://www.davidsuzuki.org/latestnews/dsfnews02031001.asp). He writes: “achievements of the 2010 Olympics include building energy-efficient venues, using clean-energy sources, relying on public transit during the Games, and offsetting part of the Games’ emissions.” However, several areas were lacking. For example, the David Suzuki Foundation admits that “opportunities to create lasting reductions in transportation emissions in the region have been missed.” In addition, the carbon-offsetting accounted for less than half of the overall emissions.

Are the 2010 Olympics green? Yes, but only because there’s no snow! Which raises the first major point. Vancouver is mild, sunny, and snow-free, which has Olympic officials incredibly worried. What has everyone most concerned is the lack of snow at Cypress mountain, where major events will be held. The solution? Instead of switching locations to snow-filled Whistler, trucks have been transporting snow three hours—from Manning Park all the way to Cypress, using fossil fuels and emitting greenhouse gases. Around the city, road closures and detours have also created traffic havoc, thereby increasing greenhouse gases.

An equally controversial topic is the famous red Olympic $10 mittens. They are marketed as the must-have souvenir for the games and it seems every second Vancouver resident on the street is wearing them. Ironically, the mittens are made in China. This has been argued by some as trivial and irrelevant, but as such a prominent icon of the (“green”) Olympics, the symbolic importance of this hypocrisy should not be ignored. Profit is certainly more important than sustainability, as countless other souvenirs (made around the world and shipped to Vancouver) are also ready on the shelves to be consumed.

Finally, as if Christmas lights don’t create enough controversy, many Vancouver residents have been encouraged by VANOC to “Paint the Town Red” by decorating their houses with red and white lights, using more electricity.

As climate change continues to become a more and more pressing issue, it’s crucial that long-term, legitimate measures be taken on the part of organizations like the Olympic Committees. Greenwashing won’t cut it. After all, the Winter Olympics just wouldn’t be the same without, well, winter.

Chances are, you already do quite a few of these already. These ideas certainly aren’t new or ingenious. However, they are simple, easy and attainable. So if you see something new on the list, give it a go. There are always things we can work on.

Your Two New Best Friends…

…are your reusable shopping bag and stainless steel thermos, of course. The thing about shopping trips and coffee runs is that they’re often unplanned, so you can’t realistically say no to plastic bags or paper cups. The problem is that these one time slip-ups really add up for the planet. But its easy to avoid if you always keep these two essentials with you. Never leave home without them!

Go Veggie Once a Week

It’s probably no surprise that meat production and processing requires an immense amount of water and land—more than is required to produce any other form of food. So even if it’s just once a week, eating a vegetarian meal makes a difference. As an added bonus, a plant-based diet has countless health benefits, including lower cholesterol and a reduced chance of heart disease.

If fussy family members don’t approve, try to make it exciting for them. Homemade pizzas (meat free), tacos and falafels are all great options that are both fun to make and eat.

Printing

At school and work, printing can often be unavoidable. But there are ways of making it a little better. First, try to suggest ways of avoiding printing to your boss or teacher. Other suggestions: go for recycled paper if you have the choice; print on both sides of the page; set your printer on the “draft” mode so it uses less ink; copy and paste only the essential parts of the document you want to print; and make sure to carefully proofread your work beforehand, so you won’t have to print it all out again.

Eco-Friendly Shopping

Although shopping really isn’t eco-friendly, at some point, things do need to be purchased. So replace your essential items (when they need to be replaced) with environmentally-friendly alternatives.  

For food, get to know your community by visiting farmers markets and sampling local eggs, produce, baking and more. Clothing can be purchased second-hand, produced locally, or made with environmentally friendly hemp, soy, bamboo, or organic cotton. Clothing-swap parties are also a fun way to get new clothes free and have fun in the process. Of course, choosing new appliances that use less energy is essential. Finally, try to purchase things (clothing, accessories, appliances, etc) that are meant to stand the test of time. The motto “Quality over Quantity” may not be part of our disposable society, but it’s important to embrace this values of previous generations.

No More Junk Mail!

Say no to paper junk mail by adding a simple red dot sticker to your mailbox. Check out the Red Dot Campaign’s website to get involved: http://www.reddotcampaign.ca/

Try Container Gardening

Even if you live in a condo. Even if they’re just herbs. Even if its just one container on your windowsill. There are tons of low-maintenance plants that require little water, and very little space. No green thumb required! Plus, there’s nothing like sprinkling your own parsley on top of your favourite spaghetti, knowing exactly where it came from, and that it’s 100% pesticide-free. Start with herbs like basil and chives, and veggies like cherry tomatoes and peppers.

Hang Dry Your Laundry

Why waste the energy when it’s so easy to let your clothes hang dry? There’s something charming about that rustic, country look of a clothes line flapping in the summer breeze. Plus, it saves money.

Talk About It!

This may be the most important one. It’s great if we make choices ourselves, but we have to promote these ideas to others. And since you’re reading this blog, you probably already know that. So spread the word and try to get others involved.

Preaching and nagging can get annoying, so attempt it in fun, creative ways. Have family members over for an organic, 100-mile, vegetarian meal; ask your friend to help you garden; brag to your co-workers about the awesome organic cotton t-shirt you just bought; or ask your neighbour if she’d like some free-range eggs you got from the local farmer.

Wishing everyone a happy, healthy, and green new year!

Fresh air and sunshine (and the vitamin D it provides) are good for you.  But too much sun exposure can have adverse effects on the health of your skin.  Premature aging, dryness, sun spots and even skin cancer can result.  But this time of year we are all itching for a bit of summer glow.

The chic and safe way to sun these days isn’t the natural way.  In this case, fake is better.  So, rather than laying in the sun or going to the tanning bed to get your bronze on, check out the safe, nontoxic tanning creams on the market.

These are not the toxin-laden tanning lotions of our youth that left our bodies (and palms) orange and streaky.  The new crop of nontoxic tanning creams leave you with a natural glow, none of the streakiness, and can be used in place of your regular moisturizer.

Top Nontoxic Tanning Lotions for Your Summer Glow

• Lavera Sunless Tan – Self Tanning Lotion – A moisturizing lotion with a fresh, pleasant scent that provides a natural looking tan in just a couple of hours.  Super easy to use and the results never disappoint.  $26.00
• Sante Self-Tanning Lotion – Use this organic tanner to build a gradual tan, once for a lighter tan or several days in a row for a darker bronze.  $18.99
• Lavera FACES Summer Glow – Face Self-Tanner – For light hydration you can use in place of your warm weather moisturizer.  Gives a very natural glow to face, absolutely no streakiness and the tan lasts a few days.  Use every other day for consistent color.   $17.85
• Dr. Hauschka Translucent Bronze Concentrate – To even out skin tone and give skin a subtle glow mix with your usual moisturizer.  Suitable for all skin types and complexions.  $40.00

These nontoxic self-tanners use Dihydroxyaceton, or DHA (found in sugar beets or sugarcane) or minerals to provide natural looking color and are packed with vitamins and flower extracts to soothe and protect the skin.  A much healthier way to get your summer glow.

Though we were sad to see Plenty Magazine (and website, too) come to an end, there is good news.  The Mother Nature Network (MNN) is stepping up to the plate, glad to welcome all PlentyMag.com viewers to their site.  Plenty’s existing content is being merged with MNN’s information and visitors to the Plenty site will be redirected to MNN.com.  Plenty reached all of their subscribers last week, notifying them to stay tuned to MNN for up to date coverage in the world of green. 

MNN, a new environmental site founded by Rolling Stones keyboardist (and tree farmer) Chuck Leavell, offers up big servings of green info on everything from climate matters to beauty & fashion and the latest happenings in Ecollywood.

Along with updated blog posts, MNN includes a forum, where you can share your tips and stories, a newsletter and MNNTV, which offers video advice on all aspects of green living.

So, though Plenty Mag is dearly departed, its spirit lives on in MNN.

Image credit:  The Mother Nature Network

Many tend to think of going green as being more expensive.  This idea may come from a tour of their local green market or a glance at a high end online retailer of organic products.  But this does not necessarily have to be the rule.  As a matter of fact, going green can go hand-in-hand with saving money.

That’s right, you can actually save a little green while switching to a more sustainable and organic lifestyle.

Let’s start with the most obvious choice; food.  To make your eating habits healthier and more environmentally sound does not mean you have to purchase all of your food from a health food store, which is usually more expensive.  Most large supermarkets now have a wide selection of organic products at rates comparable to conventional food products.  The first step is to know what is most important to buy organic.  Produce, meats and dairy are at the top of the list.  If your grocer doesn’t stock these items, make your usual purchases and swing by the organic grocer on your way home to stock up on apples, eggs and milk.  It may be one more stop but well worth it.

Next up is your bathroom cupboard.  Nontoxic, organic personal care items can also be found at many of the larger retailers now.  Target stocks Burt’s Bees as well as Weleda, both safe and reasonably priced.  And in the bathroom, more is less.  The fewer cosmetic products you have, the fresher they will be.

What about fashion, a term that generally makes us cringe if we are attempting to save dough.  But, we all need new clothing at some point, whether it is casual items or professional pieces.  So, is it truly a good idea to go on the cheap here?  Not in the long term.  If you make your choices wisely, and purchase a handful of higher quality, sustainable and organically produced pieces, they will last longer, which saves you money in the end.  A good investment.  When you want or need new, give your used clothing to your local consignment shop so someone else can use them too.  Save the cheap spending for items you use a lot, like t-shirts, socks and underwear.  See, green fashion can actually be better for you and the environment.

Check out this post at Treehugger.com for more on sustainable fashion.

With a little research and fore thought you can tailor make your own green living plan that still suits your budget.  Greener all the way around.

Purchasing and using nontoxic skincare and personal care products is of the utmost importance for our health.  Our skin is our largest organ and absorbs approximately 60% of what we put on it, and if that is harmful chemical/synthetic ingredients….you get the general idea.

While healthy skincare products equals better health overall, how much does it affect our appearance?  After all, we all like to look good and spend a fair sum on products that we feel help us achieve this goal.  But we need to take a look at the bigger (and, yes, slightly more scientific) picture.

Our toxic body burden lends a huge hand in the premature aging of our skin, more so even than sun, stress or gravity.  “No matter how many anti-wrinkle serums you rub into your face, your body is crippling under the weight of the industrial toxins that have entered our food, air and personal care products in the last fifty year,” says Julie Gabriel, Registered Holistic Nutritionist, in her new book, The Green Beauty Guide. 

“It’s a well-known fact that vitamin A supplementation is very helpful for acne, and drinking green tea can prevent skin cancer. The opposite – that certain chemicals can trigger DNA changes in our skin – can be true for many artificial ingredients in food and cosmetics that we ingest daily,” says Julie.

Since most of us cannot afford to completely revamp our grocery spending, start by taking a look at your produce, meat and dairy.  The Environmental Working Group (EWG) lists which produce absorbs more toxins and are therefore most important to purchase organically grown.  Most conventionally produced meat and dairy products contain added hormones, so be sure to check the labels on these, as well.

What goes in shows up on your skin, so drink lots of pure water, eat a healthy mostly organic diet and use nontoxic skincare products.  It will show.

Hi everyone!

Maria and I just got back from Hawaii and it was amazing!!! We are two very lucky girls to have gone to such a beautiful place and talk to so many inspiring people. First off I want to thank Stacey Angeles, our camera woman extreme. She flew out there from NYC to film episode two and she did an amazing job capturing Hawaii at it’s best.

So I am just starting to go through all of our footage and the first segment that I am working on is The Kokua Festival. If you ever have a chance to go to Hawaii and attend this concert please do! The Kokua Festival is sponsored by “The Kokua Foundation which is a 501(c)3 non-profit organization that supports environmental education in the schools and communities of Hawai’i. Their mission is to provide students with exciting and interactive encounters that will enhance their appreciation for and understanding of their environment so that they will be lifelong stewards of the earth,” kokuahawaiifoundation.org.

While attending the festival we got to talk to many local non-profit organizations that are trying to keep Hawaii green as well as larger companies like Patagonia and Simple Shoes that were there to be help sponsor the event. The festival’s goal was to produce zero waste, and I have never seen anything like it. No plastic bottles on the ground or trash anywhere and all the cups and plates were biodegradable and produced by styrophobia.

We also got to listen to Dave Matthews, Paula Fuga, Mason Jennings, Go Jimmy Go and Jack Johnson perform and talk about how they are striving to be more green. Needless to say, we had a blast! Check out Kokuafestival.com to see how you can attend next years show.

Kim Rowe
Co-Creator and Producer of GLG

My name is Kim Rowe and I am the Co-Creator and Producer of golivegive.com, a green volunteer travel show.

We want to show people how they can vacation green and volunteer while traveling. We shot our first episode in Los Angeles and provided viewers with a green hotel, organic restaurant, eco-friendly fashion and a volunteer option they can do in a day.

We will, from now on, be publishing our episodes right here on Green Blog for you to enjoy. You can check out the first episode below or on golivegive.com.

On April 17th we are off to Hawaii where we will be profiling Jack Johnson’s Kokua Foundation. In store for our viewers is an inside look at Jack Johnson and the Kokua Festival that he sponsors and plays at annually. We will go behind the scenes to show you all the amazing things he’s doing for Hawaii and how you can get involved in the cause. We’ll also be scouring all over the island to provide you with the best possible green hotel, restaurant, entertainment and adventure options on Oahu.

Our show hopes to integrate the ideas of ‘going green’ and ‘traveling in style’ while demonstrating that becoming more than just a consumer on vacation can be a very rewarding experience. Please contact me at happyearth@golivegive.com to find out how you can get involved in the cause. I will also be updating you on amazing green vendors to check out when you travel, so stay tuned!

Thanks!