Going green is still a hard sell. Sure, the idea is romantic and after all those HBO features and Al Gore documentaries showing the earth is in trouble, no one dares to argue otherwise. We are in big trouble. Recycled products, energy-efficient home designs, environment-friendly appliances, hybrid cars — these are very “in” trends today. Does this mean niche has already become normal? After all these years, however, have we indeed closed the green gap?
A 2011 study by the non-governmental organization OgilvyEarth found that 82% of Americans have good green intentions. However, only 16% are determined to find ways to achieve green sustainability. The NGO called the remaining 66% the “middle green.” Apparently, even if the idea of sustainability is for everyone, most people feel that it is not for them. Among the reasons listed in the study are: niche marketing and the idea that green products cost more. Majority also view it as more feminine than masculine. An overwhelming 82% of respondents feel that sustainability is a woman’s thing because most efforts include reusable bags or water bottles.
It also doesn’t help that those who switch to green living find themselves stepping back because they suddenly feel guilty about everything.
Getting greener
There is an attempt to make sustainability mainstream throughout the years. Industry research firm McGraw Hill found a steady growth in the building of eco-friendly architectures. In 2012 alone, the green residential construction market accounted for all 20% of all newly-built homes despite recession in the United States. The overall value amounts to $25 billion. By 2016, researchers predict that green homes will increase to 38%.
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Dedication to green sustainability is also reflected in the growth of the solar industry. 2013 was a record year for the US in terms of solar energy, as shown in a report by Greentech Media and the Solar Energy Industries Association. During this year, the solar market grew by 41%. Solar energy was widely used that by the end of the year, more than 440,000 solar systems are operational. Solar made up 29% of new energy-generating capacities for America.
Even the green cleaning industry is making progress. Throughout the 1900s, federal agencies and local governments led the green cleaning movement after former President Bill Clinton signed an order mandating all agencies to purchase products or services that have lesser or reduced effect on human health. More recently, the US Green Building Council required 30% to 75% of cleaning chemicals and paper products before a building is given an LEED (Leadership in Energy and Environmental Design) certification.
Fresh and organic are also the way to go these days. Over the past decade, “buying green” was a force in consumerism. TechSci research director Karan Chechi notes increased organic food expenditure of about 7% from 2010-2012. Similarly, 2012 estimates from the Organic Trade Association shows about 81% of American families reported to be purchasing organic food. In addition, domestic organic food production also increased by about 240% between 2002 and 2011.
Hitting mainstream
The question is: is green sustainability becoming mainstream? Environmentalists want to put it as: green living just didn’t win yet. It is true that progress has been significant but the amount of degeneration has been too huge in the past that it is hard to turn things around. Green efforts have seem to be outpaced by a rush toward dirtier fossil fuels, as an example given by “green” website Treehugger shows. Carbon emissions reached an all-time high in 2010 with the International Energy Association estimating 80% of projected emissions from the power sector by 2020. The dinosaur economy, the one that relies heavily on petroleum and chemicals, has had the momentum early on and requires much greater progress.
Sami Grover of the Treehugger argues that the first decade of this millennium though of green living as a niche. This audience was told to essentially “do the right thing.” Doing the right thing or buying the right thing surely made more energy efficient buildings, made solar energy mainstream, and boost the local food market. However, very few are not ready and willing to make major sacrifices.
This is where resilience comes in. The problem with motivation is that they appeal to self-interest and social conscience but not to our green conscience. Most people do not understand that for green sustainability to go mainstream, people have to understand that we are saving us from ourselves.
Build resilient
Lloyd Alter from the same website also talks about not only building green but building resilient. While going green is often associated to technology and the green gizmo approach, he goes back to bicycles and walkable communities. That is the “original green.” Think about old buildings before the age of oil and power. What are we going to do when oil is gone?
Among the resilient design principles that Alter republished from architect Craig Applegath are using low carbon materials, allowance for maximum day-lighting, using local products and materials, and designs that are highly energy-efficient, durable and flexible.
The concept of going green is mostly consumerist in nature. It is no surprise that corporations are using the word “green” to mean buy local and organic or skip the elevator and take the stairs. This is why green lifestyles do not sit well with low-income families all over the world. Similarly, flawed marketing of solar energy and green buildings seem to show that green home improvements and a cleaner, healthier earth comes at a hefty price.
People should understand that for green sustainability to achieve mainstream status, behaviors and not only attitudes must be changed. People need to be resilient enough to facilitate and allow change to happen.
Anna Rodriguez is a training manager for a Philippine real estate developer. She also has varied background in real estate brokerage, investing, online marketing, social media management, and SEO. She owns Homey Guide Blog.
