Not saving the world, saving myself

The problem with the phrase “save the world” is that it highlights the chasm between individual actions and the magnitude of problems facing the country. It’s easier to bury your head in the sand than “save the planet”. It’s easy to consign your empty beer bottle to disappear among the countless tonnes already dumped in landfill and instead of taking it home to recycle. Mentally conjuring up the display of night lights across the country it might seem pointless paying an extra ten pounds on your electricity bill a month for renewable energy. And why shouldn’t you join the thousands of commuting workers in their cars?

The same goes for language like “it’s not easy been green”. It’s all about depriving yourself, going back to rationing, struggle that kind of thing. It just doesn't sound as fun or interesting as a carbon-heavy business-as-usual lifestyle. If envinronmentalists truly want to promote change, rather than isolating themselves in ecofriendly bubbles and bemoaning the selfishness of the vast majority of humanity, they need the language that makes an environmental way of life seem attractive.

For individuals, living ethically may be all about taking personal responsibility. But its difficult to see it working on a larger scale. However, it's very convenient for governments to place the emphasis on personal responsibility, rather than action across society, because it allows them to talk green without having to take any steps towards real change. It allows them to place a premium on domestic recycling, while businesses are free to send masses of material to landfill.

It allows Brown to fiddle around with the idea of banning supermarkets from handing out plastic bags, despite the very small impact this would have on the UK's carbon footprint. (Although it would be a powerful symbolic signal.) The Environment Agency last year asked a panel of experts to give the top 50 things that would make most difference to the environment - not using plastic bags didn't figure at all.

George Marshall of the Climate Outreach Information Network says the contribution of plastic bags to climate change is “vanishingly small”. This puts into perspective VW’s arresting dancing plastic-bags advert which says driving its car could reduce your carbon footprint the equal of recycling 25,000 plastic bags.

Marshall is great on the language of climate change - a powerful psychological deterrent to action: One psychological response to climate change is to find language and images that create distance– to suggest that it will affect someone else in the future. So the talk and images are of ‘climate’ not ‘weather’, polar bears not hedgehogs, African children not our own.

See his take on the phrase Save the Planet here.