Aspirational green
The general public doesn’t seem as fired up as one might like. I’m starting to think that the thing to do is pivot completely from global warming to one-earth living. Global warming creates the condition of necessity. It is background. Foreground the positive opportunities: reducing energy bills through efficiency and green building; generating clean energy on-site or purchasing it via offsets or RECs; living in vibrant, walkable communities to boost health and wellbeing; enjoying food more, knowing where it comes from, how to grow and cook it; knowing that the material things in your life are not contributing to degrading the planet; having a good idea and making a fortune doing the right thing. These are things to aspire to. They’re sexy. Desires and opportunities get people going, not guilt and fear.