Foreword
IT IS AMAZING how quickly ideas can enter the that was the pinnacle of my interest in all things
collective consciousness and become the norm. ‘green’. It was a wasted thought, one of many, as
This is something that has been playing on my slowly, the commune attitude has permeated all
mind a lot lately, particularly with respect to areas of life. Recycling is practically mandatory, at
changes in attitudes to environmental and ethical least in cities, and it is becoming ever easier to
issues, or rather how they manifest themselves. achieve the small steps that we have always been
There have always been those factions of society told will make a big difference, such as turning down
who champion saving the rainforest, whales, or those plastic bags at the supermarket.
pandas (who, I’m told, make little effort to secure But how much of this new-found fervour is genuine
the future of their own species). In the last five human need to reduce the damage we have caused
years though, it hasn’t only been the hippies who and how much is media frenzy? Is this actually a
refuse to brush their teeth, (a stereotype, yes, but I turning point in the norms, mores and values of
have actually met people like this) who are getting mankind or have we collectively jumped on the
vocal about the frankly disturbing state of the bandwagon of the issue currently in vogue?
world in which we live.
As much as I would like to believe that, as a socie-
It has become the responsibility of all members of
ty, we are becoming more aware of the impacts of
society, at least in the circles that I move in (mostly
our actions, I have to say that I am slightly sceptical.
small, I’m not very social). Suddenly, discussing what
It all seems to have happened a bit too quickly and
is eligible for recycling and the origins of our
too easily. Without a doubt, increased sensitivity is a
footwear is something that we do without really
marvelous thing, and it seems now that public opin-
noticing. The lovely ritual of showing my friends a
ion is behind the idea that we need to become less
new item of clothing or pair of shoes that I have
wasteful. However, a small part of me believes that,
bought is preceded by “I know it was probably made
in reality, we have been sold to. Again, not a bad
in a sweatshop but...”. I never used to think like this.
thing, I personally enjoy advertising, a quirk that
There were some shops I wouldn’t patronise, those
means I look forward to programming breaks on TV
with particularly heinous human rights records, but
more than I enjoy what I’m watching. It is in adver-
in general I didn’t especially feel the need to discuss
tising that we can perhaps see how quickly we have
my ethical credentials.
absorbed the idea of being more sustainable, green-
er, and ethical.
... a small part of me believes that, in reality,
In an highly unscientific survey I conducted, that
we have been sold to
mostly involved my flatmate and I on the sofa, I con-
cluded that the easiest way for a company to sell a
In reality, my credentials were, and still are, great.
product right now is to claim to be ‘green’, without
A member of the Green Party (though I find them
ever really explaining what that means. It seems to be
annoying as they keep sending me paper) and prob-
more of an aesthetic (clean) and lifestyle (also clean)
ably too aware of my carbon footprint. I recently
that people can subscribe to and less of an attempt to
seriously considered joining an eco-community who
actually promote change.
were going to build and maintain a sustainable
I am grateful to these companies, and the media
lifestyle. If I hadn’t found a job, that’s where I
generally, because they are helping to drive the
would be, building an Earthship (look it up). Really.
debate forward, and raise awareness. My only con-
In itself, that is a perfect example of what I find
cern is that without proper focus and education, and
interesting about the recent shift in public percep-
real tangible progress, there will be a backlash
tion of what were once seen as environmental-bor-
against ideas that should be regarded as sacrosanct
dering-on-activist pursuits. The point of the com-
now they have been deemed acceptable. Essentially,
mune was to prove that it was possible to live a
being ‘green’ is now politically correct and political
completely modern lifestyle in a sustainable way,
correctness is boring. It would be a shame for us to
meaning I could have the Internet and a hair dryer,
have come so far, only for over-exposure to exhaust
without donning an hair shirt.
our interest
•
Since I decided against joining a commune, most-
Lizzie Kaye, Production Manager
ly because I’m not overly keen on people, and
E:
lizziekaye@commodities-now.com
actively dislike sharing, I remember wondering if
2 SEPTEMBER 2008 COMMODITIES NOW
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