Individual Action for Climate Change?

It’s a dangerous message, the notion that individuals are responsible for correcting climate change. Walk or ride your bike to work, carry reusable grocery bags, and bring your own to-go cup. Together, we can change the future!

Yeah, probably not.

I don’t mean to be cynical. These actions certainly help reduce one’s carbon footprint, but pale in comparison to the impact large corporations have on the environment. Putting the onus on individuals is both cycle-perpetuating and corporate-serving.

In truth, there is a much larger conversation which flies under the radar, that of marketing/manipulation campaigns focused on consumers continuing to consume. Reducing emissions at all parts of the supply chain goes against the essence of capitalism—never ending growth. Growth, gains, profit, year over year returns, revenue—none of these occur if we all spend, buy, and use less. We do not believe we need Things unless we are told repeatedly and convinced that we need Things.

Perhaps the greatest impact an individual can make is becoming aware of implicit advertising influences and leveraging their consuming power. By choosing which products/companies to support and which to avoid, the market will inevitably shift. Although “dismantling capitalism” is most likely a misguided goal for the 30-50 year time scale we’re told we have to redirect climate change, I do often wonder what a future carbon-controlled capitalism looks like? Is it still capitalism, or does it become something new entirely?

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Anti-capitalistic rant aside, one easy intervention at the personal level is paper towel use. I once watched a man approach the sink in the men’s room, “wash” his hands without soap, and finish with a crescendo of four feet of crumbled paper towel. I turned around, ready for Ashton Kutcher to yell, “ You’ve been punked!”

The following video is insightful, funny, and adorable. Best of all, it’s easy to remember. You’ll know what I mean next time you approach the sink and think about how much paper towel to use.