The Green Tipping Point

It may take gas shortages, additional freakish acts of nature and other ecological based threats to our economy, but I get the sense that we are approaching a tipping point where Green goes mainstream.

There are signs that alternative energy are becoming more mainstream. North American wind power is expected to see a more than fourfold increase in wind power plants in operation by 2010. Sure that is a drop in the bucket in the greater fossil fuel landscape, but it is a start.

While food production is on the whole completely unsustainable, companies like Whole Foods are exploding. Customers are demanding organic, non-GMO and sustainable products.

And you know when the evangelical right starts talking about going green things are shifting. Perhaps you caught their recent "what would Jesus drive?" campaign.

There are even signs of hope that the general American attitude can be adjusted. Thomas Friedman from the New York Times writes "...focusing the nation on greater energy efficiency and conservation, is not some girlie-man issue. It is actually the most tough-minded, geostrategic, pro-growth and patriotic thing we can do. Living green is not for sissies."

Of course, in order for Green to go mainstream there needs to be a fundamental shift in what people desire in life. I for one think that the desire to accumulate 'things' and thereby achieve some higher social status is an deep seeded desire from millions of years ago. So I don't think we can just flip the switch and stop wanting to acquire that perfect house, wardrobe or furniture set that is all of our friends envy.

What we need is for Green to become the new bling. That sounds pretty silly, but imagine if instead of buying that Ferrari our goal was that ultra efficient yet-very expensive hybrid. Or instead of that diesel powered mega-yacht, a solar/wind powered eco yacht with adjoining eco-island habitat. So perhaps there is a role for consumers to purchase green thereby helping shift us towards a happier, healthier and more sustainable future.