Crafting Gentleness

Sunday, January 17, 2010

The problem with Big Green

"How do we cut through the chatter to reach people with strong values-based messages?"

"Do small steps actually lead anywhere? We all know the theory that small steps lead to bigger steps, which lead in turn to real change. And there are certainly a lot of small steps on offer these days, from the latest home energy tracker to the solar bikini. But it's not at all clear that the ready abundance of small steps is actually making any difference. Indeed, between greenwashing and green fatigue, emphasizing little behavioral changes may actually be hurting."


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