Until our parents’ generation, nobody talked about being green; people WERE green, not by choice or following a fashion but by necessity. It is, of course, great to be green, and more and more businesses jumping on the green bandwagon can only be a good thing. However, we also run the risk of alienating some people as they will resist the green label as it ceases to really mean anything. Or is an overused tag. Or is, in effect, a brand. And brands have followings but they also have enemies. I have met people who will not recycle because they don’t want to be labelled as green. It strikes me that we have almost got ourselves into a catch-22 situation. The more the goodlife is on the business agenda, the greener we can be. But there is this dangerous downside and people become disillusioned with the whole concept.
I don’t have an answer but maybe the green tag needs to be dropped. (I wonder what the Green Party would say!) Isn’t it time we stopped calling recycling/car sharing/vegetable growing etc ’green’ when they are just common sense habits.
On a more lentil-y note, I was branded a “hippie” recently by a friend, just for using washable nappies. I guess that’s better than being fashionable!