Hip to be green?

Has the environmental movement graduated to mainstream, and for once it might not be soo bad that they sold out!


Back when started Reach Ix, not so long ago, it seems that environmental awareness and sustainability were still only everyday words to a select few people. Since then it appears, that it has moved firmly into the main stream and has gained a momentum that is much more than a fad.

Al Gore was practically a celebrity at the Oscars, everyone and their celebrity uncle is talking environment, the supreme court ruled carbon dioxide can be regulated, the Governator graced the cover of Newsweek spinning the world on a finger under the title “Leadership and the Environment” (he was in this month's issue of Wired too receiving the Rave award in Politics) and it doesn’t seem that I can walk into a meeting without someone saying something about carbon footprints, energy conservation or just today about the lastest group to testify in front of a Congressional committee. Did I mention that nearly every 4th ad in nearly any mainstream media print is about some company boasting about their latest environmental initative?

I’ve been viewing it all with tepid enthusiasm, wondering how long is this going to last. But with presidential primaries still 9 months away, and environmental platforms an apparent hot button issue it appears it may be around to stay… at least until Nov. 2008.

Why tepid you ask? Well, it’s not a so simple answer, in general the people I work with and the projects I work on are very conscious of the environmental impact the buildings we live, work and play in have, but then I design building systems in one of the most environmentally progressive states in the country, possibly the world and every now and then I’m reminded that this isn’t nearly the case everywhere.

So where do I think we are now? I think we’re starting to come to an understanding that regardless of what is causing global warming, we’re coming starting to think about doing less harm, and that “green” may actually be cool; hopefully we’re quick thinkers that can turn this all into action because the more I think about it we’d better starting thinking about all those other inconvenient truths and start to manage what may be the unavoidable.