Individual Action in A Consumer Society

The question of whether individual action, such as planting a tree can save the world, is one which can still be approached even in the midst of increasing partisan biases towards the term “environmentalism.” Therefore, can we as individuals still contribute to reducing climate change with simple, non political actions as planting a tree?? In the article “Individualization: Plant a Tree, Buy a Bike, Save the world, the author Michael F. Maniates attempts to analyze this question in regards to individuals increasing “green” consumeristic trends of this century, and makes many interesting points.

“Think Green”? Ultimately, products like these advertize their “eco-friendliness” more than they actually contribute to the idea.

He argues that there is a disconnect between personal acknowledgement of the fact that we as individuals (and therefore consumers) literally “buy” into the idea that consuming goods labeled as “green” can actually save the planet, while really we are working against ourselves, and not seeing the whole picture. He partially attributes this to the idea that people are 1) hard-wired and told to buy consumer goods and 2) “The systematic undermining of environmental systems fundamental to human well-being is scary stuff, though no more so than one’s own sense of personal impotence in the face of such destruction (Maniates 32).” Thus, he arguments to some extent that people perhaps buy into the “green” products trend to feel that they are “doing their part” or “planting a tree” with their consumer dollars to offset their emissions. It is thought that perhaps “smart consumers will make choices..with the larger public good in mind (Maniates 33).” However, we are told to consume from the very sources that look to benefit from our spending, and the author argues, that when the situation does not seem to get any better, we get discouraged and stop the  non-consumeristic practices that could be making a difference, such as recycling, switching to compact fluorescents or bike riding instead of solely relying on cars. However, we continue to buy the goods that are trendy right now, such as “organic lettuce” or “shade grown coffee.” One could say this constant buying to improve your environmental image could be the easy way out, merely since past examples such as “plant a tree” or the Environmental Defense Fund’s (EDF) tips for “saving the earth” included “4) keep tires properly inflated to improve gas mileage and extend tire life.” These sort of tips don’t seem as glamourous, convenient, or (mostly) effective to the average person. Thus, the individual can do no better than buy more products that support companies that do uphold the idea that by buying an item, real effective work is being done or emissions are being reduced, etc. We are told that this is how to do your part without becoming involved in the complex world of politics. And indeed–Maniates DOES claim that environmentalism is all about being “…an individual, rational, cleanly apolitical process that can deliver a future that works without raising voices or mobilizing constituencies (Maniates 41).” One would be lead to believe that the average person solely cares about doing their individual and small part and coming away with a sense of responsibility and assurance that they have done a good task. However, we are past the point when these ideas are okay to believe in—grand changes from above need to occur.

In conclusion, the idea that planting a tree can save the world is still considered an individualized “environmental” action-even amidst all the trendy “green” consumer products-still lives on; however, we are at the point in the history of anthropogenic warming where planting a tree is not enough. Although, “buying” your way green is definitely NOT the alternative, either. We need political widespread action. We need to exercise our voice to demand real, effective, and widespread change. Perhaps, the idea that the individual is important in environmentalism attracted many people and compelled them to do their part, but bringing together these individuals into a collective group with common modes of attacking this issue effectively, will ultimate bring about the real change we truly wish to see.