To the Executive, I Say: Ride On

A comment on Wired's blog about Bike to Work Day -- something I wrote about yesterday -- has sparked an interesting conversation about how appropriate it is to bike to work.

The conversation started by Bill, who said: "As an executive, I will look foolish riding up in my business suit on one of these things."

The responses have been strong, and varied. Many of them smack of derision. But I would suggest this is a comment we should pay attention to because it points to a serious barrier to environmental progress.

I say this because Bill isn't alone in expressing reservation about arriving at work on a bike. It's something I've experienced.

I once worked for a publishing corporation in New York City that published mostly luxury lifestyle magazines. One day, after my assistant had arrived at work, she was standing in the elevator with a publisher of one of the magazines and he commented, not very kindly, that she was dressed inappropriately for work.

The comment struck me as narrow minded, if not rude. She always dressed well, and shouldn't have been criticized. But the comment -- and Bill's -- remind us that executive culture is concerned with self-presentation. And reasonably so -- looking well put together, and professional, is not something that we should have to sacrifice in the pursuit of a more carbon-conscious lifestyle.

I would argue that both are possible. That you can look good -- professional, even -- and reduce your carbon emissions. And that you can garner as much respect, if not more, as a professional, by reducing your rate of fuel consumption.

After all, pursuing a carbon-reduced lifestyle reflects many executive values: it's more efficient. It's trend setting. It's leadership. And, at a time when the science is undeniable, it's simply smart.

This makes it all too easy for the carbon-conscious amongst us to be derisive of those who are still reluctant to make the switch. I would warn against this. While the environmental movement has more public support now than ever, there is more to be gained. And we risk losing public support if we chose to lecture the indecisive. We need engagement. And we need more allies.

All too often, luxury culture disregards waste. For much of the century, it has been people's ambition to rise into a tax bracket in which you don't have to care. Executives direct; others worry.

But we know that change comes slowly, and in increments. We need to engage corporate culture to help them transform the marketplace. It's possible. And it's happening. It will just take time.

And so, to the executive, I say: Will you risk looking silly to some of your employees?

Today, maybe. But in five years you'll be remembered as the one who cared, and who understood, before everyone else.

(Photo: xkio @ Flickr.)