Sustainability As National Pride

People don’t’ like to feel bad about themselves.

No one likes to be scolded, or reprimanded, or singled out with long green fingers pointing at them.

The exclusivity of the sustainability movement leaves a bad taste in a lot of people’s mouths, especially the regular Joe consumer, who just wants to get things done without feeling guilty every time he buys diapers or fills up his gas tank to go to work.

Deep down, however, Joe sympathizes and acknowledges that making the earth a more sustainable place is just plain common sense, and he is happy to support it, just not with his limited time or budget.

Coming out of the gates with smouldering righteousness worked for the sustainability movement at the time. It was heard, and like avian bird flu, we became aware of the issues. But like the flu, we don’t want to think about it every second of our day.

So maybe it is time for sustainability to take a different tack.

The Australians have managed to replace righteousness and environmental heart-sting kak with national pride.

Here is a great spot for Clean Up Australia Day that does just that.

That Mucky Country

Leukemia and Lymphoma Fundraising Update:

I am at $1010 out of my $5500 goal for leukemia research that I plan to raise by running a marathon is June.
If you would like to contribute please donate online or contact Mike Catherall at 604-987-8401 if you are interested in corporate sponsorship.