The movement has been around for awhile. I remember environmentally focussed campaigns of the 70's, like Woodsy Owls' "Give A Hoot, Don't Pollute" campaign. I had the bumper sticker on my metallic purple Schwinn Stingray. And course there was the television commercial with the Native American, who watched, tearfully as people threw trash out of car windows while speeding along the highway. It seemed for awhile, anyway that people were starting to care.
Then came the 80's'- greed, money and disco... pretty scary all around.
Taking care of the environment seemed to take a back seat to corporate profits and the ever increasing need for conspicuous consumption.
With the fall of Communism, the beginnings of what would become know as the War on Terror, Los Angeles Riots, Oklahoma City bombing and the Impeachment of President Clinton, the 90's set an apocalyptic stage.
So here we are... faced with record unemployment, diminishing natural resources and an ever increasing world population. The world is on a dangerous path. If the idea of sustainable living actual punctures our culture and takes root, we can alter a potentially fatal path for our planet
Let's hope that this time, sustainability is more of a way of life, than merely an advertising campaign.