From George Will:
In “The Green Bubble: Why Environmentalism Keeps Imploding” [the New Republic, May 20], Ted Nordhaus and Michael Shellenberger, authors of “Break Through: Why We Can’t Leave Saving the Planet to Environmentalists,” say that a few years ago, being green “moved beyond politics.” Gestures — bringing reusable grocery bags to the store, purchasing a $4 heirloom tomato, inflating tires, weatherizing windows — “gained fresh urgency” and “were suddenly infused with grand significance.”
Green consumption became “positional consumption” that identified the consumer as a member of a moral and intellectual elite. A 2007 survey found that 57 percent of Prius purchasers said they bought their car because “it makes a statement about me.” Honda, alert to the bull market in status effects, reshaped its 2009 Insight hybrid to look like a Prius.
Nordhaus and Shellenberger note the telling “insignificance,” as environmental measures, of planting gardens or using fluorescent bulbs. Their significance is therapeutic, but not for the planet. They make people feel better:
“After all, we can’t escape the fact that we depend on an infrastructure — roads, buildings, sewage systems, power plants, electrical grids, etc. — that requires huge quantities of fossil fuels. But the ecological irrelevance of these practices was beside the point.”
The point of “utopian environmentalism” was to reduce guilt. During the green bubble, many Americans became “captivated by the twin thoughts that human civilization could soon come crashing down — and that we are on the cusp of a sudden leap forward in consciousness, one that will allow us to heal ourselves, our society, and our planet. Apocalyptic fears meld seamlessly into utopian hopes.” Suddenly, commonplace acts — e.g., buying light bulbs — infused pedestrian lives with cosmic importance.
Entire essay here