Living Green: How Can We Help?

When I read Alex Williams's story in the Sunday NY Times about people becoming overwhelmed by "green noise," I couldn't help but feel like I had been implicated. After all, this is what I do -- I write about being green.

Of particular concern to Williams is the "green backlash." Consumers are beginning to feel overwhelmed by the amount of advice and are even buying fewer green products, he suggests. But the problem isn't merely how much advice is available, it's how much of that advice conflicts.

I should say that this is nothing new. The problem of deciding which product to buy has always been overwhelming. For years, people turned to the pages of Consumer Reports, and other sources, for straightforward advice on what product best served their needs. Consumption of goods was made easier by advice.

That's what I try to do here: to provide advice, gained from personal experience and research. It's not that I claim to have figured it out; it's that I claim to be interested in finding the answers, and asking the questions, like many people out there.

And so this is where I would disagree with Williams. His suggestion that people are feeling burned out -- both within the environmental organizations and interested members of the public -- and are therefore less interested in environmental issues is overstated.

Consider that in 2006, venture capitalists tripled their investment in green energy to $2.4 billion, and that solar energy companies accounted for the three largest IPOs in 2005. Meanwhile, the two presidential candidates have indicated that global warming is a real threat, and a policy priority. More than 800 mayors are working on climate agreements. And sales of the Toyota Prius surpassed sales of the Ford Escape -- practically the godfather of the SUV market.

It's not a question of whether people will continue to be interested investing in green infrastructure, or buying green products. The numbers speak to sustained commitment.

The question is: How do we know how to wisely spend this money? How can we -- enviromental bloggers -- help reduce the noise, and increase the value of our advice? Over at Andrew Revkin's blog, Dot Earth, the conversation is lively. From my perspective, a few thoughts.

• Keep the advice simple. We're all busy; we all want to know.
• Target the areas that matter to us most. House and home. Family and friends.
• And acknowledge uncertainty. Scientifically, so much of what we talk about in advancing environmental goals rests upon long-term predictions. Personally, so much of what we're buying contains ingredients that are poorly understood. The answer is not always clear. Instead, it's about pairing honesty with research to find the best possible conclusion.

What do you think about this? Any suggestions for how we can help you sort through all the information? Any issues you'd like us to address? I'd love to hear.

(Also, my colleague Laura Wright has a great article on green advice in our latest issue. Check it out here.)