When you think green, you think hemp clothing, the Toyota Prius and save the whale stickers. That’s where environmentalists have got it wrong for a long time. There is no appeal to a self-interest apart from a vague abstract ‘global warming’ which is as meaningful to many consumers as ‘life after death’.
I was looking at my Mum and Dads mid-1960s Singer sewing machine with its cast metal chassis and thought that if the environmentalists could get on their hobby horse instead about quality, then they could dramatically reduce consumption and raise consumers quality of life. But that would be too easy wouldn’t it?