Monday, March 05, 2007

ECO-COM

Bruce Sterling provocatively opines on the coming Green commercial boom, and doesn't have much use for the traditional hippie granola values:
They're all about creating irresistible consumer demand for cool objects that will yield a global atmosphere upgrade. It's the Net vs. the 20th-century fossil order in a fight that the cybergreens are winning. Why? Because they're not about spiritual potential, human decency, small is beautiful, peace, justice or anything else unattainable. The cybergreens are about stuff people want, such as health, sex, glamour, hot products, awesome bandwidth, tech innovation and tons of money.

[snip]

In 1998, I had it figured that the dot-com boom would become a dot-green boom. It took a while for others to get it. Some still don't. They think I'm joking. They are still used to thinking of greenness as being "counter" and "alternative" -- they don't understand that 21st-century green is and must be about everything -- the works. Sustainability is comprehensive. That which is not sustainable doesn't go on. Glamorous green. I preached that stuff for years. I don't have to preach it anymore, because it couldn't be any louder. Green will never get any sexier than it is in 2007. Because, after this, brown will start going away.
Sterling has a tendency toward self aggrandizement and overstatement (this piece reeks of the techno-boosterism that's an occupational hazard of many SF writers), but he's on to something here I think.

People will always respond better to the carrot than the stick.