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A Fat Gorilla and Externalities
In a comment on our last post, uneasy rhetoric referenced the 800-pound gorilla of economics. This particular gorilla drives us crazy not because we’re anti-commerce (see previous posts on why we’re for-profit) but because its 800 pounds and, as uneasy rhetoric observed, dominates the discussion at the expense of other important considerations. And also because we often find that the prevailing view of economics is short-sighted: its the economics of “externalities” which, as Levi points out in “The True Cost of Our Lifestyle,” too often makes future generations or the “have nots” pay for present-day economic growth, which ultimately means that its not a sustainable model of economics (incidentally, I just ordered a book called “The Real Wealth of Nations” which advances a “more equitable and sustainable economic system.”) In traditional development, future externalities are so rampant, they are often accepted as “the way it has to be”. Easy enough to say when the bad fruit of these externalities won’t be reaped until some undefined point in the future by faceless, unknown “others.” But there’s also hidden externalities passed on to “present day” consumers which have economic implications. Case in Point: the rise of health-issues related due to poor indoor air quality thanks to toxic off-gassing from building materials.

Bridge-Building
There’s a challenge on LJUrban’s horizon that we haven’t jumped very far into yet: working with people (whether industry-folk or the consumer) who default to “pure economics” in their decision-making and enabling them to see the interrelationship between eco-urban and economics. I admire the “bridge-building” and “redefining” ability of people like McDonough and Braungart, who, in Cradle to Cradle, “argue that the conflict between industry and the environment is not an indictment of commerce but an outgrowth of purely opportunistic design.” I want LJUrban to become a leading organization that can advance this kind of “both/and” perspective and shape the industry from inside out and from outside in.

In the context of the example given above, this bridge-building effort would mean taking the time to point out the financial implications of health issues. And knowing that people respond better to positive encouragement rather than pointing out the negative, we’d emphasize the increased productivity and creativity and sense of well-being that comes with good health and the subsequent decrease in medical expenses.

The Eco-Urban Message
When it comes to arguments for eco-urban, we opt for the “better quality of life” message more than the “if we don’t do this, all hell will break loose” message. Not that the latter doesn’t have a place (this blog, for example), but that the overall emphasis is placed more on “eco-urban = good living.” The environmentalist movement, in its earlier phases, made the mistake of focusing too much on the alarmist message and, in doing so, alienated a lot of people who otherwise would have rallied to a “we can do better” message. Thankfully, I see more and more expressions of this new argument, and, subsequently, more and more people are tuning into it, raising their hand and saying “I want that.” I also think its a pretty easy explanation; its truth is at a deep, common sense level.

Pop Culture and the Addiction to Immediacy
However, not everyone is receptive to the truth, even when its common sense. The onslaught of mass media and pop culture has inured us from being able to know “truth” when its staring us right in the face.

Furthermore, we live in a culture that celebrates the immediate kick-back, and some (but certainly not all) of the interrelationships between eco-urban and economics take more time. Full buy-in requires a “long-term investment” perspective.

Big Leaps
And this perspective is a pretty big leap for a lot of people (especially the ones fixated on the 800 pound gorilla), so right now we’re tuning into the early adopters (the people who already know and understand the value of eco-urban, the people who haven’t lost their capacity for critical thinking) and empowering them, knowing that they are ultimately the ones who will create the momentum needed for an eco-urban tipping point.

Jason