I’ve always believed that today’s societal environmental change in general, and recycling in particular, evolved in three stages.In Stage 1, recycling was a social issue – a popular fad, reflecting an awareness of our planet. It was what everybody was doing at the time. But after the impetus of Earth Day 1970 had subsided, the fad faded and environmentalism moved underground.
In Stage 2, recycling became an economic issue. Recycling in the 1990’s flourished because the money recycling companies paid out was substantial. But the movement stagnated when the prices dropped and people believed their recycling wasn’t personally cost-effective.
Finally, in Stage 3, “greenness” has become a survival issue - a matter of necessity. We’re beginning to run out of natural resources. That’s where we are today.
Where does business stand while all this is happening? Periodically, business recognizes its social responsibilities and jumps on board. Again, that’s where we are today.
Eventually, business may determine that being “green” doesn’t necessary contribute to their bottom line. Despite their good intentions and faithful promises, they may give up their efforts and concentrate on the struggle to stay relevant and profitable.
That that would be one hell of a lousy Earth Day.
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