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Redefining ‘green’

by Mel Starrs on December 18, 2006

in Economics

One of my favourite books of 2006 was ‘The World is Flat‘ by Thomas L. Friedman. It’s a long read at nearly 600 pages, but worth it. The guy can write (he’s got a Pullitzer) and puts forward a convincing case for the flattening of the world and some of the the benefits of globalisation.

Charles Lockwood has a great interview with Thomas here (pdf) where he explains the challenges he sees in ‘green going mainstream’ (my emphasis added):

The environmental movement. They got
wrapped up in green as a personal virtue—
“We are better because we are green”—
and they’ve put off a lot of people, I think.
That’s why my whole goal for this year is to
redefine green—to redefine it as not liberal,
tree hugging, sissy, girly-man, and unpatriotic.
I want to redefine green as
geostrategic, geoeconomic, capitalist, and
the most patriotic thing you can do.
mantra is that green is the new red, white,
and blue. To name something is to own it.
Right now the opponents have owned the
word green. I want to retake it from them
and redefine it in geopolitical, geostrategic,
patriotic terms. Then it scales.

Capitalist greenery – the way forward?