Are We Prepared To Be Insidious?

The Move to Within
Interest is evaporating. I knew from our experience with Green Drinks that a shift was occurring. I recently researched the traffic to 3 major “green” websites, treehugger.com, greenbiz.com and grist.org and found the same downward trend. In April, the Discovery Network killed its “PlanetGreen” offering, the concept being considered a flop. This popularity crisis is perhaps the best thing that could happen to the movement, if we embrace the challenge it presents. Confronting the status quo from without, with green festivals, drinks, conferences, etc, helped refine a vision and cultivate a community. While that period is largely over, the movement is very much alive, should we choose to evolve our identity and follow to where it is leading. The most powerful culture shift campaigns aren’t those that call attention to themselves through an exclusive focus, but rather quietly operate in the background, influencing a range of sectors and insidiously shifting our perspective and subsequent norms. It isn’t easy for me to relegate sustainability to a secondary, rather than primary role as we develop new initiatives. But I also know, and the numbers bear this out, that our survival, in all senses, depends on it in this moment in time.