Keep that eyebrow cocked

Some are genuine efforts, and to be applauded.

Many, still, are not.

A while ago I noticed, and still commend, the Greenwash column in the Guardian authored by Fred Pearce.

I'm not sure he's always fair, but he certainly sets out the cases pretty clearly, and if he does push his case there is usually a commenter who can put the other side.

And there still seems to be some debate as to whether things are getting better or worse.

Certainly, such as the ASA have and still are clamping down on blatant factual falsehoods and even excessive claims. But there are still an awful lot where you really have to cock that eyebrow.

I guess, with my ongoing efforts to 'sell' the RE:tie, which I really believe to be a no-brainer positive enviROI idea for all involved - business, consumer & planet - I am quite sensitive to measures that seem more designed to save the company money than anything else.

Which of course IS good, especially if it is through reduced waste which one presumes may get passed to the consumer, but too often there seems really little end-benefit involved where it matters. And then just has to wonder what all the money on the comms efforts could have been spent on rather than making the business seem to be green.

In passing, I noted this little video by MTV Switch advertised. Kinda cute, but then I hark back to a certain song by Dire Straits (!) that celebrated the conspicuous consumption era of the 80's... 'I want my MTV'. Pretty sure most of us still watching think getting a 50" plasma is still a nifty ambition.

Them. The Other Them. And Us in the Middle

'Call us Malcolm, and we are strong (well, we can write really vicious blogs, anyway)!

After a mind-frying week, I decided to have a gentle surf of the 600 legitimate emails in my In-box that have built up over the last few days. Most are from e-newsletters, and will, sadly, now never be read, but the title of one caught my attention enough to read, and I am glad I did. It's good:

MTV Misses the Mark on Eco-Activists

This synergises so well with what I have experienced and write about, especially lately, over here. There is a really disturbing trend for the media and politics to try to drive wedges in matters green for their own short-termist ends.

This must be fought at every silly, sick little attempt to score a cheap vote or easy rating by using concern for the future so selfishly.

ADDENDUM:

I wrote to compliment the author, who has responded most charmingly:

Many thanks for your comments, and for taking the time to write in. I’m glad you enjoyed the post, and thanks for linking to it from your own blog!

I was moved to write on this because there were so many obvious, easy, constructive alternatives to what they had in mind. I’ve gotten lots of support from my friends and colleagues about it as well. I’ve been a part of SustainUS—The US Youth Network for Sustainable Development, which is an all-volunteer youth-run organization that sends young people to UN meetings, like the Commission on Sustainable Development, to have a voice. Being in great company there, it is so obvious to me that MTV would have plenty of candidates who would 1) make great TV, and 2) have innovative, educational, and important things to share.

Glad to be in touch.

Best,
Zoe

I hope to stay in touch with such a thoughtful correspondent.