My husband and I keep a personal blog which is chiefly about our adventures moving from the US to Australia, buying a rural property, building a passive solar strawbale house and attempting to become self sufficient. The property is now for sale, because the price to finish the project has escalated beyond our reach. It's been a roller-coastery journey, we've made plenty of mistakes and learned an awful lot on the way- things that we take into consideration as we move onto the next stage of the adventure in Bundaberg. Our blog is read mainly by family, friends and acquaintances, and occasionally we get feedback from our readers.
Recently I received a two part email from a reader. She builds loft homes in Mexico with her church group, and after reading about the benefits of composting toilets on our blog, thought they'd be great in these constructions in Mexico- but they're so expensive! Aren't there any reasonable ones around? I replied, "Composting toilets are indeed expensive, and given the way our current culture and markets operate, they will remain so until the demand increases. And of course that won't happen until the general population gets over fear of their own waste and accepts responsibility for it! And though it's absolutely necessary for us to be responsible for our own bodily waste and ALL other types of waste, I don't have strong hopes for that happening."
The second part of the email was telling me of this article about a house in San Diego county (my hometown) that is one of only 40 LEED (Leadership in Energy and Environmental Design) platinum certified buildings in the world. I replied, "The article about the house was interesting, and it's good to see some developers starting to think a bit less conventionally. But a 3,000 sq. ft. house in the likely price range of $600,000 to $2 million with a parking lot is a long way from sustainable - we learned our hard lessons in housebuilding with our own project: houses need to be small, inexpensive and easily repeatable (and with the increasing overpopulation of the planet, they also need to be stackable if we expect to have enough land to feed everyone). Every practical bit of land around the homes needs to be used to grow food, instead of gardens full of "drought tolerant" ornamentals. The houses you and my grandmother build in Mexico are a heck of a lot more sustainable than the mansion in the article, but those of us in wealthy countries normally wouldn't consider living in something like that ourselves."
"Sustainable has become a popular word, but the definition is rarely considered. One of the most comprehensive definitions of sustainable is something that "meets the needs of the present without compromising the ability of future generations to meet their own needs." (Brundtland, 1987) I think this applies not only to generations but also to countries - with our intensive use of resources, Americans (and Australians, and the English, and...) are compromising the abilities of developing countries like Mexico, China and India to meet their own needs. This isn't fair or sustainable. In the long term a sustainable global population is going to require a leveling of the standard of living between the rich and poor countries."
I don't know if the acquaintance who emailed made the connection between the first part of her email and the second, but it certainly jumped out at me: composting toilets would be perfect for quick, easy to build homes for the poor in Mexico, except they're too expensive - they cost more than the entire home itself. (I'm guessing those homes won't be the recipients of composting toilets.) Just over the border in San Diego, hundreds of thousands if not millions of dollars are spent to build "eco-friendly" mansions that get called Leaders in Energy and Environmental Design - awarded for squandering resources. If anything, those Mexican whack-em-ups are the leaders of the future.
I imagine this kind of disconnect is common - I never considered "sustainability" before I learned about peak oil in 2004, and I don't know many people (greenies and non-greenies alike) who consider it - real sustainability - even now. As a culture we aren't taught (for the most part) to think critically about how we live compared with other countries or future generations. Even now, sustainability, to many, seems to mean little more than increased efficiency and a bit of recycling. True sustainability is just now finally starting to get attention, but not much action.
So how do we change this? I welcome your comments.
Comments
October 22nd, 2007
Promoting action on sustainability
I firmly believe that what is needed is the "marketing" of sustainability.
Just like a new product has a marketing campaign designed for it to make people want to buy it - need to have it - sustainability needs to be "sold" to the masses. This concept may be abhorent to most who believe in true sustainability as we tend to believe (well at least I do) that consumerism is unsustainable behaviour.
Marketing 101: Identify a "problem" that a market segment has and offer a solution - in other words answer the question "What's in it for me?" Not every market segment will make changes to their comfortable lifestyles for purely altruistic reasons.
Another marketing tactic is to have a celebrity endorse your product to make it more attractive. This has started to happen - think Al Gore, Cate Blanchett, Live Earth, etc - and is also starting to work (on the particular market segment at which it is aimed).
Locally, we need to identify the market segments (businesses, farmers, retirees, youth, families, etc) and how best to approach each for the best results.
Would love to hear what others think.
October 23rd, 2007
Re: Promoting action on sustainability
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Again, nice to have you onboard, bwhitworth - and obviously great minds think alike! Early last month I came across a blog post about relocalisation http://www.pigswillfly.com.au/?p=1090 and got to talking to the writer about SustainaBundy (see the end of the comment thread). In my last comment I said essentially the same thing as you: "Telling people they should cut back on all the luxuries they’ve come to need is an unpopular idea and there is simply no way to make it “sexy” to the masses.... I’ve long felt that the relocalisation movement needs something along the lines of a professional advertising campaign to capitalise on that “stronger local economy” aspect of relocalisation in such a way that it makes it “trendy” to the general public, because unfortunately the media rarely leads - they don’t cover a story (particularly like this one) until it’s already won the popularity contest." I think the ACF is definitely on the right track with their Who on Earth Cares campaign, but to be really effective people need to be hit the way they're used to being hit - in slick, flashy television adverts with beautiful people telling them green is cool. Unfortunately that's expensive and in itself unsustainable! In the meantime, we're going to be working with the local tourism board to promote local products and local food - every advertising avenue gives the opportunity to get more eyeballs to our cause, and "go local" campaigns have proven very successful for other relocalisation groups (Boulder, Colorado in the US, Totnes, Devon in the UK, etc). Dean and I will be giving a presentation about SustainaBundy to the Bundaberg Region Tourism industry meeting on November 13.Regardless of how well we advertise sustainability, it's also important that it be easy, 'cause lets face it - most of us tend to be pretty lazy about stuff that doesn't immediately and forcefully affect us (and most people don't want to know that it will indeed be forceful if they don't act quick!) The SustainaBundy Guide will contain (mostly) short articles that are easy to read, interesting and easy to implement, because it'll increase the chances that someone will actually *do* the things we suggest. Lecturing, scare campaigning and admonishing simply won't get us far.
October 22nd, 2007
Re: Promoting action on sustainability
Yes, people need to be sold the concept of sustainability - because right now it is certainly easier not to be.
I read a funny article online the other day about suburban water tanks now being a status symbol - perhaps replacing the petrol guzzling V8
with chromey bits. It was semi-farcical but in some ways I think it holds true. Made me think. A water tank (or tanks) allows a family to take control of their water supply. Imagine guys standing around a bbq with stubbies in hand talking about how many litres of water storage and roof area they have. How much rain they need to fill the tanks and how often it needs to rain to keep them full. Discussing benefits of the "first flush" down spout connector for keeping their water quality high. And expounding on the benefits of not using treated chlorinated water on their vege patch as the bbq master turns a cob of corn roasting on the bbq and says "Look at the kernels on that one! Home grown mate!"
That right there is youtube Logie material!
Dean