Joe Public Doesn't Care

I spent an enjoyable but fruitless day championing sustainability at an outdoor event in Berkshire. The event itself had nothing to do with either the environment or sustainability – that should have warned me. Our stand brought together a number of local sustainability groups aiming to spread the idea of sustainable communities. We hoped that amongst the crowds of people passing through the event we would grab the attention of a useful proportion. How wrong we were.

I had arrived in my electric car which then formed part of the display. The car attracted some attention but the interest was confined to the sort of questions Jeremy Clarkson would ask, such as how fast it can go, how well it corners and how far it will go on a full charge. My interest in testing the prototype BMW E-Mini is the potential such cars have to be a part of a low-carbon transport infrastructure. I tried this thought on the people who stopped and their eyes glazed over.

This was a genuine random sample of people and the results are interesting; and also disturbing. Joe Public is not going to change through free choice. Change will come because costs for carbon intensive transport increase and reduce for low-carbon alternatives - with regulation removing some choices entirely. This is how change will be delivered.

Further along the line of stands I spent some time talking with a salesman seeking to sell replacement windows. He had been in the window trade for over 30 years. He was convinced that there was no longer a place for wooden windows except for the rich who can afford to paint them every few years (his words). He sold exclusively plastic windows. Whatever happened to the idea that if money is tight you paint your own windows over a few warm summer weekends?

Further along there was a line of amusements stalls aimed at children offering prizes - all cheaply made. This was a depressing display of consumer detritus likely to end up in the bin within the day.

From this experience the conclusion I draw is that most people do not care about the concepts of sustainability. It is up to those of us who do care to lead change and push society onto a sustainable path. It can be done but we should not expect active support from the majority.