Revolution is just a t-shirt away

When I attended the Earth Day events in Ottawa on April 22nd this year, attendees were for the most part decked out in message clothing which I (charitably or not) took to be their way of silently demonstrating their position on and alignment with environmental concerns. For a while, I've been a little irked by the proliferation of (read: marketing of) message tees. For example, Warren's, a large chain store, is selling a tee with the message "Give a hoot, don't pollute." While this is a great message - and better still, a great practice - it's probably fairly easy to see where my concerns lie. For starters, I am hard-pressed to believe that a revolution will come about through consumption. We can't buy our way out of this ecological predicament. Although, NOT buying might do some good. Don't get me wrong, I don't think we can live outside the system or that we should never consume - indeed, when we need to buy things/replace exhausted items we should do so responsibly and out of necessity.

Basically, I am weary (meaning highly critical) of a mantra that espouses (when you read between the lines) that it is okay to conspicuously consume as long as the items are 'green' (choose from one of the following: organic, locally made, cruelty-free, fair trade, in support of a charity, etc). This sort of marketing strategy is dangerous and irresponsible and has been picked up by a plethora of companies.

Take for example Roots Canada. Walking to the coffee shop this morning I stopped in at Roots to look for something for a friend. Upon entering the store I noticed the publicity materials for a Green Campaign Roots has launched. The flat board poster was hailing me to buy an Eco Bag - a green leather purse. Hmm. Last time I checked leather is a pretty aweful by-product of murder and the tanning process, which enables people to have items made from animal skin that won't rot, is terrible for the environment. But let's put my radical environmental stance aside. Even if leather was not the by-product of violence and environmental damage I still need further explanation as to how buying this purse will contribute to environmental protection (or some other 'green' initiative), and how it has transformed me into a steward of the 'natural' environment.

So, conclusion...I do think all this 'green' awareness is wonderful and hopeful and suggestive, but I really do hope that it will not all be washed away, diluted, and co-opted into another great marketing scheme that ultimately continues to do a disservice to the Earth community.