When I first joined the Sierra Club in 1975, I fully understood that being labeled an “environmentalist” was not too far from being labeled an “anarchist.” This was, after all, in the era when “tree-hugger” was not a compliment, and many thought that recycling was about riding used bicycles. Despite the considerable impacts of Rachel Carson and John Muir, the environment and things ecological were not mainstream, and those of us who gravitated to honoring and protecting Mother Earth were often classified as little more than whacked-out hippies.
There was a certain noble pride in being viewed as an outsider. Like Don Quixote dueling windmills, (dreaming the “impossible dream” as Broadway envisioned the Man of La Mancha) it felt good to be on the side of nature, fighting the good fight against an implacable foe. As the maw of 20th century industry continued to grind and mine the earth, clear cut forests, spew pollutants into the air and dump uncountable tons of chemical waste into rivers and oceans, we environmentalists remained a feisty group, working and agitating for new legislation and regulation, with only limited success.
Called extremists in the press and marginalized by politicians, we satisfied ourselves with small victories, while at the same time holding our green flag high. New ideas, it seems, almost always arise at the extremes, the creative edge of culture where risks are taken and deep inquiries are made. It is rarely at the center that radical ideas are formed, just as the Apple computer began in Steve Wozniak’s garage and not at IBM. Many ideas that begin at the extremes fail and disappear, and this is the nature of inhabiting that uncertain space. However, other ideas at the edge are intrinsically good, true and beautiful, and they gradually seep towards the center and over time fully establish their legitimacy and acceptance. Such is the nature of environmentalism.
Today, industry is falling all over itself to appeal to the environmental aspirations of America. This occurred in Europe many years earlier, and it has taken a while for corporate America to catch up and get onboard, but onboard they are climbing. Chevron has spent millions to reposition its image as a “People Energy” company doing right by nature. Costco, Wal-Mart and Safeway are now the largest retailers of organic food. From clothing companies to deodorant makers, being identified with positive environmental values has taken center stage.
There are those environmentalists who are confused and suspicious about all this, and not without reason. Manipulation of public opinion through labeling and other marketing gimmicks is common. Yet, overall, this trend represents a significant victory of ideas that the environmental movement has always wanted, and ironically now that it has happened some have difficulty accepting it. Certainly, many problems still exist; regulation and policy are still grievously inadequate to meet the ecological difficulties we face. But it is a victory, nonetheless, and if it is to deepen, the environmental movement needs to accept its new membership without resentment. Politicians of all stripes have joined the cause, and this too should be seen as a great advance for society, rather than a mere tussle for power or influence.
When it comes to environmentalism a truth is revealed: Ideas do not become great – they are born that way.
