Here's a book that nails it. I believe this book fairly describes why I am disturbed, as an environmentally sensitive architect, by the programs of the United States Green Building Council (USGBC) and the LEED certification program. Todd Myers perspective also reveals why we all will lose if this war continues to be waged as a socio-political battle between extremists on the battlefield of conservatism and liberalism.
I have not read this book, but have read the intro on Amazon.com and other sites, while eagerly awaiting a hard copy:
Eco-Fads: How the Rise of Trendy Environmentalism Is Harming the Environment, by Todd Myers, will likely be the best psychology book you've ever read. For people with logical, analytical minds, green extremism can be quite exasperating. Myers helps those of us who value facts and reason understand what motivates environmental extremists.
Myers spent many years working as an environmentalist in state government. Along the way he kept his eyes and mind open to the conflicts between maintaining a healthy environment and how so many varied interests use the environment to further their own selfish interests. As a result, Myers understands these issues better than anyone I have encountered in a half-century of work on environmental battlefields.
Green Building Myths Exposed
In his introductory chapter, he takes on myths about green buildings. A prime goal of environmental activists is to force builders to incorporate green designs and maximize energy efficiency. The activists claim the upfront costs of building green more than pay for themselves in the long run. Myers, however, cuts through the fuzzy math to show how green buildings are almost always prohibitively costly and are often (and ironically) bad for the environment.
As an example, environmental activists claim green buildings provide more fresh air, which reduces the potential for "sick buildings" and cuts down on sick days and absenteeism. The reduction in lost worker time more than pays for the additional upfront construction costs, the activists say. Myers persuasively shows none of this is true.
Much Money, Few Benefits
Wasting money on efforts that produce no tangible environmental benefit should be condemned. Increasingly, however, the opposite is happening. Myers notes, "rather than judging policies based on their results, eco-fads grow in popularity based on their ability to confer a green image to those who embrace them."
True environmentalism, Myers says, should not be aimed at projecting a carefully crafted and appealing image that simply feels environmentally progressive. Yet green buildings, reusable grocery bags, bio fuels, and solar panels do little more than that. These eco-fads signal to our peers that we are not only thrifty and intelligent but also profoundly moral.
What adherence to these eco-fads really signals is that a great many people are ignorant of science and profoundly gullible.
Explaining the Lure of Eco-Fads
Eco-Fads explains why we fall for such schemes when we should know better. Who doesn't want to be green? That natural desire can cloud our better judgment.
It shouldn't be surprising that some companies see business opportunities in the growth of eco-fads. Products that claim to be greener not only offer differentiation from similar products made by competitors but also cater to consumers with greater disposable income.
The average person who wishes to be environmentally responsible is bombarded by conflicting messages encouraging him or her to embrace fads that offer solutions to environmental threats. Few people have the time, interest, or expertise to test the claims they hear. In the midst of a busy life there is little incentive to ask, "Do bio fuels really reduce carbon emissions? Are polar bears really threatened by global warming? Are hybrid poplars really a solution to intensive forestry and clear-cutting?"
This confusion is compounded by the natural desire of individuals to believe they are doing good without engaging in much sacrifice. Myers explains brilliantly how eco-fads are emotionally satisfying because they offer easy solutions that cut through confusion while allowing individuals to derive the emotional satisfaction of protecting the planet.
Power of Peer Pressure
Add the peer pressure to carry green shopping bags, install compact fluorescent bulbs, and drive hybrid vehicles, and we have what appears to be an almost irresistible force.
Environmental activists understand social pressure is a powerful force. They enlist movie actors to narrate ads, and fashion magazines make greenness a fashion statement.
The result of these influences is that eco-fads, once established, are difficult to dislodge. Who wants to admit their actions to save the planet do not actually promote the values they have publicly embraced?
Unintended Environmental Damage
This faddism is actually bad for the environment. Myers shows conclusively that with increasing frequency eco-fads are counterproductive, doing more damage to the environment than they prevent and drawing energy and resources away from real solutions. However, people mentally filter out information that may call into question the effectiveness of environmental policies or purchases; instead, they exaggerate the perceived benefits.
Recognizing these influences can help us be more alert to the potential flaws in green policies and causes. It also helps us understand the frustrating tendency of environmental discussions to become highly emotional and personal. Eco-fads endure because they appeal to some important human characteristics, such as the desire to feel good about the decisions we are making and our need for acceptance by our peers.
With what you will learn from this book, you will be better able to shake off the hypnotic spell of green mythology and return to sound environmental thinking. Buy this book for every reasonable person on your Christmas list. And if I have failed to convince you of this yet, I may try again in the next issue of Environment & Climate News.
Review by Jay Lehr, Ph.D
(jlehr@heartland.org) is science director of The Heartland Institute.
LOL If this book is your source for information, you are simply a Koch brothers stooge.
ReplyDeleteWhy would any thoughtful person, committed to making a difference regarding human impact on our environment LOL at such a proposition. Your anonymity betrays your motivation.
ReplyDeleteThank you for reinforcing my point.
Eldon,
ReplyDeleteThere are two sides to the environmental story. One side, consisting mainly of people involved in large heavy polluting industries, and those that dislike any form of green industry claim there's a world wide conspiracy designed to harm our economy. This side, is always financed by right wing organizations, and industries in fossil fuel production. The evidence they site, is always flawed, never peer reviewed and usually consists of some oddball PhD employing faulty methods. There has NEVER been a reputable peer reviewed article which argues against global climate change that I'm aware of.
The other side consists of scientists, academics, Nobel Prize winners and other similar individuals and organizations. Now let's see, which side should we trust? The fossil fuel industry, Sean Hannity, Bill O'Riley, Rush Limbaugh, or the other side?
Regards,
Jerry Polverino
Hello Jerry,
DeleteYou are certainly correct about "sides" in the debate over protecting and preserving the planet. However, I don't accept your description of the "sides", although I agree to pieces of truth in your assessment.
I was drawn into the debate over two years ago as a NIMBY, which I shall not apologize for. I regret that it has taken two years for me to realize that I am not serving anyone well by aligning with either "side" on this issue. Why? Because in the largest sense, I believe we all are seeking one ideal strategy for our future.
The very mind-set that defines "sides" is one that anticipates only one side winning over the other. It works well in sports, but not when we are considering the future of the planet.
Our propensity for choosing sides has become our own "achilles heel." One only has to look at the devastating failures in our government, our political systems, judicial system and religious institutions. We have too many people thriving upon each other through petty controversies, including all of those you have mentioned above (on both sides).
Ad hominem arguments, half-truths, demogoguery and hyperbole are the weapons used in the debates. To achieve what end? Funding for(or from) next year's budget? Political dominance? What about the planet?
Having come from the oddball, left-leaning, pinko commie-hippie sector in the late 60's and early 70's, long before USGBC and LEED certifications, I have long dreamed of widespread adoption and pursuit of alternative energy systems and passive building methods. Now, very ironically, in our "out of control" capitalistic society, the whole dream seems to turned right around and bitten me in the ass.
So, I beg you and others to enter into civil discussions where we seek answers for and from ourselves and not from those who would seek only to advance their personal "hidden" agendas.
Join with us on "Let's Have a Serious Discussion."
Saying "you are a stooge" without anything at all specific and signing anonymous are certainly not helpful.
DeleteTake issue with facts you see presented and argue forcefully if you see something that's troubling. But that kind of nonsense has no intellectual merit, is mean-spirited, and is cowardly.
Rob Lawson
I understand the basis for the book, which seems to focus on ineffective ecology and green building, however, it appears to me that the advertising is intent on stirring controversy in order to get attention and sell the book.
ReplyDeleteOne of the primary reasons I started my high performance consultancy is because I saw so many design professionals (architects & engineers) who claimed and probably believed that they understood "green" design, but in my opinion were often at the beginning of the learning curve so I wanted to be available to advise them do better. We do not need to abandon a good idea because some have not properly learned the system or methods. We should try to do better and educate those who have an impact on the means, methods and solutions.
I think that the author may be emphasizing only the poor efforts, which may be many, that resulted in more expensive construction with less than intended performance. High performance buildings need not be more expensive than typical construction if done properly. As example a much more efficient building envelope may cost a little more, but you can achieve off-setting savings with smaller, less expensive mechanical and lighting systems. Pervious concrete paving initially costs more than impervious asphalt (for now), but costs can be off-set by reduced stormwater management systems, land preservation (for beneficial use), durability, maintenance and liability.
As with any venture, it can be done well or not so well depending on many factors, including stakeholder expertise, commitment and synergy. As an example, I am an advocate for daylighting solutions for buildings because it can be a means of passive heating, natural ventilation, quality lighting and energy conservation, but if it is not done right it can be worse than if not attempted at all, costing more up front, making its occupants uncomfortable and being an energy hog.
I agree that there is a lot of "green-washing", but I think it is unfair to broadly brand all ecological and green building efforts as a fad, harmful or ineffective.
The USGBC LEED certification program is certainly not perfect, but it is moving in the right direction and is being improved upon all the time. The program is not fully cooked yet and it may never be done to perfection. Almost a third of the possible points center on energy and atmosphere, which has to be a good thing, regardless if one aims to reduce their carbon footprint or just save limited resources, money and reduce pollution.
I hope that some day, LEED and other rating systems fade away due to high performance buildings becoming the standard of the industry. And from what I am seeing from our really smart younger generation, I think it just might happen. Remember, many years ago buildings had no insulation because there was no perceived need, but would you build a home today with no insulation? The questions becomes "to what degree do you want to improve our built environment and for what reasons"? The answer will vary.
It's been a long weekend. Have a good week all!
My best regards
Steve, I completely agree with your concerns, thus, the title of this post. However, I don't agree that the author's intent was merely to SELL the book.
DeleteI appreciate that which I have read thusfar as constructive criticism - something that many, in our profession particularly, do not accept well. Stirring controversy can often lead to thoughtful evaluation and re-evaluation, that bring focus upon both positive and negative attributes of an issue.
I'm reminded of two "award-winning" buildings in Roanoke that might deserve such attention: The Claude Moore Center and the Taubman Museum of Art. I am also reminded of many projects that I learned from dating back to the early 1970's. The pursuit of energy efficiency in building construction certainly preceded the formation of the USGBC.
The tools created by rapid advance in computer technology provides us with an ever greater opportunity to improve the efficiency, aethetics and functionality of our built environment.
It is our obligation to use them properly and not be misguided by opportunistic capitalism. I should also be very clear that I am NOT fundamentally opposed to capitalism. It provides great incentive. I am opposed to many abusive practices of capitalism.
It might be interesting to compile the actual energy costs associated with abuse. Indeed, that is exactly why I continue to plead for civil, progressive discussion of our strategies for planning the future.
And honestly, I am beginning to see it happening :)
Well said. I have no argument with your comments.
DeleteWhat is your opinion of the Claude Moore Center & the Taubman?
Thank you, Steve
DeleteRegarding the Claude Moore Center and the Taubman, I think we should seek a more appropriate venue for that discussion. Perhaps you and I both should consider re-entering the academic community to offer the benefit of our experiences to the young and future architects.
Do you have any ideas as to where we might carry on our discussion of architecture? I prefer the "post and reply" format rather than "chat-room." It gives me the opportunity to think more thoroughly about my responses.
Best regards.
We can just exchange emails. I am not familiar with the "post and reply" format, but I am open to whatever.
ReplyDeleteSteve
I am using the term "post and reply" to describe the blog format. I'd be happy to exchange emails with you, however, my goal is to gain broader participation.
ReplyDeleteI would like the folks, who might participate, be objective enough to benefit from the converstions.
FYI, we have had 227 pageviews (not including my own) of this post and "Let's Have a Sreious Discussion." so far.
Sounds good.
ReplyDeleteI do not like having to type in the codes to post a comment. I have a very hard time reading those squiggly letters. Too old I guess.