Just before the first amplified chords of Guster's hit single "Satellite" filled the hall, lead singer Ryan Miller stepped up to the mike. Instead of belting out a song or urging the audience to buy the band's latest CD, he encouraged them to pick up a free pamphlet on the environment. "I don't want to get all preachy," said the slight, scraggly-bearded musician, 34, "but if one out of 10 of you did it, it would make a difference." Then it was back to the music.
For the last year and a half, Guster, a popular indie rock band, has been on a mission to spread green wisdom to its fans along with its music. On each of their stops, band members invite their audiences—mostly undergrads who turn out for their Campus Consciousness Tour—into their bus, where they tout the benefits of biodiesel, show off their biodegradable tableware (made from corn and potatoes), explain that they use only rechargeable batteries onstage and soy ink in their liner notes, and urge fans to buy carbon credits to offset their car rides to the concert. "We don't want to be soapboxy, because that could backfire," says guitarist and vocalist Adam Gardner. "But it's something we just want to make available to people. And if they're not interested, then here's the next song."
There's no question that young people have woken up to the realities of global warming. A new poll from Gallup shows that 44 percent of those between the ages of 18 and 34 believe we need to take "immediate, drastic" action on the environment, compared with 38 percent of those between the ages of 35 and 54, and 33 percent of those 55 and older. A higher percentage of young people also say they understand global warming well and believe it results from human activities as opposed to natural changes in the environment.
Reared on MTV, YouTube and celebrity magazines, young people are attacking the environmental movement with a different strategy than those who became politically active in the 1970s. Speth says the approach is a more subtle one. Some call it "light green." Rather than boycotting companies and organizing violent demonstrations, many activists are marshaling savvy marketing and technology skills in order to attract a wider, more diverse group of people to the cause. "We're hopefully trying to move the conversation into the mainstream," says Lauren Sullivan, who, with her husband, Guster's Gardner, founded Reverb, an organization that helps musicians like Sheryl Crow and Barenaked Ladies make their tours more green. The group sets up tents before each show, where audiences can meet representatives from local environmental groups and sample organic products.
Danny Seo, 29, a pioneer in the field of eco-living, says, "For a long time I think people have been saying you gotta go green because it's good for you, because it's good for the planet. But no one wants to do that for that reason alone. You have to make it affordable and stylish and exciting, because at the end of the day, that's what good marketing is."
Some are critical of this softer approach. Fred Meyerson, a professor of demography, ecology and environmental policy at the University of Rhode Island in Kingston, says that many groups have started to shy away from important environmental issues like population control because they've deemed them too contentious. "They don't really push the envelope the way people did in the '70s and '80s." And, whatever the approach, even the most optimistic of Gen-Xers aren't convinced that environmentalism is here to stay. "We need to make sure this environment boom isn't just a two-year trendy thing, but that green becomes embedded in our culture," says Grist.org's Giller. No matter how it gets done.
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