When I first wrote my book DEEP GREEN, my audience was simply “people living in the USA (and other rich industrialized consumerist nations) who want to reduce their eco footprints.”
I have a narrower and more focused audience as well. And that is, people who are kept up at night by this goal! (In other words, people who share my perception of the level of urgency.) People who can feel that the level of urgency warrants a wartime-level, WWII-style, home-front mobilization. But who have come to recognize that no government or governments are ever likely to implement this. If they do, it’ll be great, but we can’t sit around waiting for it. The subset of people who feel this so strongly that they want to do whatever they can manage, to contribute to that grassroots green mobilization.
Over time, I also noticed there was a wider audience I was naturally including in my communication.
Besides the aforementioned segment, I realized that my communication about low-footprint living (or what I might call “voluntary austerity,” inspired by the name of the movement Riot for Austerity which inspired my book) is also something that could be helpful for:
• People experiencing involuntary austerity, because of increasing income inequality and wealth inequality (among other dysfunctions of a society rooted in capitalism).
• People experiencing natural disasters. Back in 2017 when I wrote my book, even that recently, natural disasters were nowhere near as common place as they have become with each passing year. Fires, floods, droughts, tornadoes — to name a few. And honestly a lot of us would call those at least in part unnatural disasters caused at least in part by bad human practices. Destructive land-use practices; excessively centralized systems of distributing daily essential such as food and water; etc. Speaking of which, I would also add the increasingly frequent and severe electric-power-grid outages as a disaster in themselves. Low-footprint living as a daily practice can help buffer a person and their community against the worst edge of vulnerability resulting from the above disasters.
In the words of Henry David Thoreau, “A man is rich in proportion to the number of things he can afford to let alone.”
That’s true, and also, security is a measure of the things you recognize that you don’t actually need, although they may be nice to have.
The thing we have all too often been synonymizing with both wealth and security, money (and all its equivalents including gold, Bitcoin, Wall Street funds, etc.), is in fact very brittle in comparison with true wealth and security.
An everyday life guided by ultralow-footprint living is a great way to achieve both wealth and security, by the deeper and more robust definitions.
Who I’m not trying to reach
A lot of people I’ve asked me, what about climate deniers, what do you say to them. And my answer is “not much.” Not that I don’t speak to them; just that I don’t waste a whole lot of time trying to argue with them.
Or people will ask, How can we expect to have an impact when the big corporations are being so destructive? My answer is that I don’t dwell on what the big corporations are doing. Granted, corporations are given a bit too big a pass for “simply meeting demand.” When a lot of times they are actually creating demand. In other words, they are helping to form a choice architecture that isn’t good for the planet.
But, operations exist to make a profit. That’s what corporations do. They exist to serve themselves and their shareholders. If we don’t like what they’re doing, we have to try not to buy their stuff. Signing petitions is great; public shaming is great … but at the end of the day, if we are still buying their stuff, nothing’s going to change.
And with the corporations it goes even deeper. Because as everyday people, not only are we customers of their products; but nowadays, with the advent of 401(k)s and all that — the “financialization of retirement” — we are supporting corporations by actually being sort of like shareholders of theirs! This is why I try to encourage people to get off of Wall Street if at all possible. Don’t have any funds that are tied to Wall Street. Otherwise it’s tricky to get corporations to change. It’s like trying to pull up a rug to take it outside and shake it clean, while we are standing on the rug!
Another subset of the population who are not my target audience is people who just don’t care about the environment. If more of us who passionately care and worry start to apply pressure by using our voices and wallets, I really believe we will create enough of a change to nudge governments and corporations in a good direction, and the “choice architecture” around us will start to shift accordingly. When that happens, even people who don’t care about the environment will automatically be living in a more environmentally friendly way because the daily living environment is set up for it.