Why Bother With Sustainability?
by Shawn Skinner
Highly acclaimed author of In Defense of Food: An Eater’s Manifesto, Michael Pollan, raises the question: “why bother?” in his article of the same title. With the world population rocketing to seven billion, one can be left feeling quite insignificant and helpless to bring about environmental change. While many in the United States are starting to conserve energy and resources, there are those across the globe in rapidly urbanizing countries such as China that want our standard of living—they want to drive cars and consume more resources. So, many ask the question: “Why go green when others are going the opposite direction?”
It is all too easy to settle into a lethargic comfort zone and ignore the problems facing our globe. Pollan claims that, instead of accepting reality and diligently looking into environmental issues, many just turn to the popular entertainment and high tech gadgets in our society as a means of escape. One could say: “Why rock the boat? The human race has made it this far; we’ll survive.” Instead of driving to the gym to work out, people can plant and tend a garden—this will provide much needed exercise in our sedentary society. According to Pollan, “Also, by engaging both body and mind, time spent in the garden is time (and energy) subtracted from electronic forms of entertainment.” Besides, we would have to resort to finding alternative sources for food if a disaster ever removed us from the power grid; taking proactive measures now can help us stay a step ahead. Even if living in a city, you can create an indoor garden or hang some pots outdoors. Do some research, and be creative.
In addition to individual sustainability efforts, collective efforts are necessary. Garry Hirshberg, CEO of Stonyfield Farms, the leading organic yogurt producer, claims the success of sustainability lies in business. Hirshburg states, “Business is the most powerful force on Earth. Unlike governments, which are usually bound by consensus and convention, business can lead. Unlike churches, community groups and nonprofits, business has money to back up its ideas.” Corporations around the country are becoming aware of the benefits of going green. According to the authors of Green to Gold, “Instead of focusing mainly on environmental costs and risks or corporate social responsibility, more and more companies have come to see opportunities for growth and profit through focus on environmental sustainability.” Hirshburg has proven with his organic yogurt that a sustainable business can be very successful and can have a marketing advantage over competitors by selling a unique product.
Businesses can make a large impact, but individuals and community groups can still make a difference. Eric Schlosser, author of Fast Food Nation, proves that an individual can make a difference. Schlosser’s book was one of the first to question the industrial food system, and has influenced millions, either directly or indirectly, to make wiser, educated decisions. Community groups have been formed, businesses pressured and local, state, and national governing bodies petitioned to start legislating change. Although a perfect sustainable society is far from being obtained, you can make a difference by staying alert and informed, sharing information with others, and becoming an active participant in making our communities and earth a greener place to live.
Tags: Eric Schlosser, Fast Food Nation, Garry Hirshberg, Green to Gold, In Defense of Food: An Eater's Manifesto, Michael Pollan, Stonyfield Farms
