Looking out for the environment spun off as a discussion from my last post, but I feel like talking more about it.
Right around 1989, when I was in high school, recycling because a pretty big push. The county I lived in (and still live in) probably knew at the time that people were lazy assholes who didn't want to sort their garbage, so they came up with a recycling plant under the radar and was among the first in the US to do so. We don't need to separate anything, and solid waste is reduced by 40%. In a world of finite resources, that's pretty cool.
I remember in my teenage naivety wondering why people were against anything labeled as an environmental cause. Whether or not the planet was in danger of anything, why would you be OK with junking up the place? Of course the people against any environmental cause are influenced by money and/or politicians that benefit from adhering to the status quo, and what a shame that is because there is so much freakin' opportunity out there.
There are some examples of that over the last decade that did pan out pretty quickly. Who buys paper anymore that isn't recycled? Even the McDonald's bag you buy is recycled (if only the crap it carries were good for you!). Glass and aluminum is mostly recycled as well. Great new industries have popped up around those, and they're finally profitable businesses after years of being on shaky ground.
GE, BP and Toyota are great examples of huge companies that not only get it, but what they work on in the background puts them ahead of future competitors. Whether it's wind turbines, alternate fuels or hybrid cars, they've invested in the future, and they're the companies looking at long-term viability, for themselves and their world. The Toyota story is my favorite, because now that other auto makers see the potential for hybrids (now that gas is $3 a gallon), Ford and Nissan, who have been sitting on their hands, are licensing the Toyota tech.
Environmentalists can be nutty, and I don't deny that. The only reason I can cut them a little bit of slack is because they act out of some sense of moral obligation, not a sense of making a buck. But again, that's what I love about those companies, that they've found a way to do both. As industry and culture evolve, there's this obvious opportunity here. Why not embrace it?
This kind of thinking, the part about dismissing a potential situation and guarding the known way of doing things, is totally irrational. It's the kind of stink that holds us back, especially in this country. Shit, we don't lead at anything anymore because we want to protect ourselves and our way instead of adapting to what the world at large needs and wants. Record companies and Hollywood try to sue their way into protecting things instead of seeing the new world. American auto makers just push out the same crap every year. Universities sell old curricula with recreation centers. When will we get it?
Being a tree hugger doesn't inconvenience me at all. With technology coming full circle and becoming the savior of the environment, instead of its biggest problem, there is enormous potential for new business. Thank God that a few companies get that. The challenge is economy of scale, and when we get there, there will be new winners in the business world. Sure, there will be casualties in the short term (look at recyclers around 1990), but we'll get there.