I’ve seen an angle in the media playing out over and over again in the past few months. Companies’ internal research departments, independent polling agencies, industry-wide panels, and consumers themselves are all citing the same “struggle”: customers like to think they’re environmentally conscious, but when the rubber hits the road, they’re not willing to pay more. The studies are coming out in the paper industry, home construction and remodeling, and, of course, travel–in a study we cited a few weeks back.
I see these stories and the attitude they engender as a real threat to progress. Reading this news produces the very sort of throw-up-your-hands, “why bother because nobody else does” response in consumers that reinforces the status quo.
As I see it, there are two ways to combat this bluster:
1) walk the walk
2) talk the talk
I talked about point #1 a bit a few weeks ago when I addressed this same issue. We need to make decisions that are consistent with our values. The government is taking an increasingly laid-back attitude in regulating companies on environmental issues, so consumers have to dial up the pressure and hold companies to account. You can do this in your everyday lives by making decisions that those companies feel on their bottom line: buy carbon offsets (I’ll have more on that later), rent hybrids, purchase cleaning products from a company that uses non-toxic ingredients, etc.
You get the point. I don’t need to beat that drum any more.
But almost as important as “walking the walk” is “talking the talk”–letting companies and their customer representatives know that you’re judging them based on their environmental performance. On a trip, try having the following conversations:
At the Rental Car Agency:
“I’m sorry, sir, we’re all out of compact cars, so we’re going to upgrade you to a gas-guzzling tank.”
“Actually, that’s not acceptable. I refuse to drive a truck that gets 5 miles per gallon. Either you find me a car that gets 30 miles per gallon or I’m going to walk over to the competitor’s office.”
“Well, we could downgrade you to a subcompact car.”
“That would be fine, but I really wish you had a hybrid for me to rent. If you’re always selling out of your Priuses, maybe you should consider getting more for your fleet.”
At the Hotel:
“What seems to be the matter, sir?”
“Well, the room is comfortable and the service has been great, but I’m concerned about the fact that this hotel isn’t serious about its environmental program.”
“Sir, well, I’m sure you saw that brochure in your room about everything that this hotel is doing to minimize it’s environmental impact.”
“Yes, I see that if I hang my towels back up, you don’t wash them. I appreciate that. Except that you’re wasting TONS of electricity by not switching over to compact fluourescent lightbulbs, and I haven’t been able to find a recycling bin anywhere in the hallway. Plus, you drop the USA Today at my door every morning when I have no intention of reading it.”
“I’m sorry, sir. Is there anything I can do to make your experience more pleasant.”
“Well, you could go back and get your manager, so I can explain all of this to her.”
On the Phone with the Golf Course:
“I’d like to get a tee time for this afternoon, but before I book anything, I’d like to know more about your environmental practices.”
“What? You must be joking…”
“No, I’m serious. Do you use any pesticides on the course? If so, which ones? And what kind of water use does the course require? Have you done anything to conserve water in recent years? Also, have you given any thought to wildlife habitats?”
“Sir, I don’t see what this has to do with…”
“With booking a tee time? Well, if you can answer these questions, I’ll book a tee time. If not, I’ll find another course to play at. Thanks.”
OK, so I realize that some of these conversations might be kind of confrontational, so if that’s not your style, try something a bit more subtle. For instance, when you get to the golf course to play your round, ask the pro what kind of environmental practices they use. Even if you don’t threaten to leave, you’ll learn something about the environmental impact of golf, and you’ll plant the notion in the pro’s head that some golfers DO care about the environment.
I suggest that we all speak up and talk about the environment on our next vacation. If enough of us communicate that the environment matters to us, then it will start to matter a whole lot more to the hotels, airlines, rental agencies, and other service providers we’re doing business with.
