Collapse_ How Societies Choose to Fail or Succeed - Jared Diamond [361]
In a democracy, the simplest and cheapest action is to vote. Some elections, contested by candidates with very different environmental agendas, are settled by ridiculously small numbers of votes. An example was the year 2000 U.S. presidential election, decided by a few hundred votes in the state of Florida. Besides voting, find out the addresses of your elected representatives, and take some time each month to let them know your views on specific current environmental issues. If representatives don’t hear from voters, they will conclude that voters aren’t interested in the environment.
Next, you can reconsider what you, as a consumer, do or don’t buy. Big businesses aim to make money. They are likely to discontinue products that the public doesn’t buy, and to manufacture and promote products that the public does buy. The reason that increasing numbers of logging companies are adopting sustainable logging practices is that consumer demand for wood products certified by the Forest Stewardship Council exceeds supply. Of course, it is easiest to influence companies in your own country, but in today’s globalized world the consumer has increasing ability to influence overseas companies and policy-makers as well. A prime example is the collapse of white-minority government and apartheid policies in South Africa between 1989 and 1994, as the result of the economic boycott of South Africa by individual consumers and investors overseas, leading to an unprecedented economic divestiture by overseas corporations, public pension funds, and governments. During my several visits to South Africa in the 1980s, the South African state seemed to me so irrevocably committed to apartheid that I never imagined it would back down, but it did.
Another way in which consumers can influence policies of big companies, besides buying or refusing to buy their products, is by drawing public attention to the company’s policies and products. One set of examples is the campaigns against animal cruelty that led major fashion houses, such as Bill Blass, Calvin Klein, and Oleg Cassini, to publicly renounce their use of fur. Another example involves the public activists who helped convince the world’s largest wood products company, Home Depot, to commit to ending its purchases of wood from endangered forest regions and to give preference to certified forest products. Home Depot’s policy shift greatly surprised me: I had supposed consumer activists to be hopelessly outgunned in trying to influence such a powerful company.
Most examples of consumer activism have involved trying to embarrass a company for doing bad things, and that one-sidedness is unfortunate, because it has given environmentalists a reputation for being monotonously shrill, depressing, boring, and negative. Consumer activists could also be influential by taking the initiative to praise companies whose policies they do like. In Chapter 15 I mentioned big businesses that are indeed doing things sought by environmentalist consumers, but those companies have received much less praise for their good deeds than blame for their bad deeds. Most of us are familiar with Aesop’s fable concerning the competition between the wind and the sun to persuade a man to take off his coat: after the wind blew hard and failed, the sun then shone brightly and succeeded. Consumers could make much more use of the lesson of that fable, because big businesses adopting environmentalist policies know that they are unlikely to be believed if they praise their own policies to a cynical public; the businesses need outside help in becoming recognized for their efforts. Among the many big companies that have benefited recently from favorable public comment are ChevronTexaco and Boise Cascade, praised for their environmental management of their Kutubu oil field and for their decision to phase out products of unsustainably managed forests,