Change your lightbulbs, buy local food, keep your tires properly inflated: all of us in the green publishing space, both online and off, promote such actions as ways for all of us to live greener lives, and, more specifically, to cut our carbon footprints. “Low-hanging fruit” approaches to personal sustainability appeal to us because of their simplicity: we don’t have to make major changes in our lives to feel like we’re making a difference. As we attempt to reach beyond the “green” audience to people who are still “testing the waters,” and who are intimidated by the notion that “going green” means making major sacrifices, tips provide a valuable introduction to lowering one’s personal impact.
Still, the “simple actions” approach to sustainability also runs the risk of becoming simplistic, and even moralistic. Many of us are probably guilty of looking aghast at someone when we find out they don’t recycle, or buy their produce from the neighborhood farmers’ market. “It’s so simple,” we tell ourselves. We feel justified, then, in judging others, perhaps harshly, for the actions they don’t take.
In the latest issue of The New Yorker (published today), writer Michael Specter takes a look at the “simple” actions not only taken by individuals and families, but also promoted by the business world to consumers. British supermarket chain Tesco, for instance, has announced it will look for an easy method for identifying the carbon footprint of the products it sells. Walkers crisps (potato chips) already carry such a label. These are steps forward, no doubt, in providing information that consumers want. But, as Specter points out, there’s nothing simple about determining the carbon footprint of a product:
In order to develop the label for Walkers, researchers had to calculate the amount of energy required to plant seeds for the ingredients (sunflower oil and potatoes), as well as to make the fertilizers and pesticides used on those potatoes. Next, they factored in the energy required for diesel tractors to collect the potatoes, then the effects of chopping, cleaning, storing, and bagging them. The packaging and printing processes also emit carbon dioxide and other greenhouse gases, as does the petroleum used to deliver those crisps to stores. Finally, the research team assessed the impact of throwing the empty bag in the trash, collecting the garbage in a truck, driving to a landfill, and burying them. In the end, the researchers—from the Carbon Trust—found that seventy-five grams of greenhouse gases are expended in the production of every individual-size bag of potato chips.