 Ok, it's our time… again. This has happened before.
Everyone is thinking “green.” We've had a record-breaking
summer of heat, gas prices are through the roof, organic is the
“new” buzz word in every market across the world and
alternative fuel is common lunchtime banter. We have lived
through this before. Then, things get a little better. The
season changes and the heat fades, gas prices dip, school
starts, the holidays approach and
daily problems take precedence.
Our passions fade.
Right now, green is cool. So cool
in fact, that being environmentally
“reckless” is decidedly uncool!
And the beauty of this trend is that
it's crossing generation lines.
Younger celebrities are
encouraging their fans to “go
hybrid” with the same passion that
their older counterparts are role
modeling for theirs.
When there are two mainstream
feature length documentary films
in theatres at the same time, you
know people are interested. Our
wonderful friend, Al Gore, has
taken the collective movie going
public by the shoulders and jolted
them to attention. Dean Devlin
has pointed his spotlight on the
electric car debate. I've gotten
more calls from my children's
“twenty-something” friends
desperate to ask how they can
“DO SOMETHING.” They get it. They want to make a
difference in what their future looks like. This is a serious
change from several years ago when we (along with all of the
other environmental organizations) were screaming about all
these same issues to much “deafer” ears.
MTV has a series called Break the Addiction about not only
our addiction to oil, but lifestyle changes in general. HBO has
aired several environmentally based specials. Our EMA
Award nominees this year, in general, are more plentiful and
more impassioned.
What we can't do is slide. We can't take for granted all of this
attention. Sadly, we're living in very dangerous times. The
future of our planet could very well slip on the popularity chart
if other issues take the limelight.
What we need to do is create a concrete change in lifestyle
habits NOW when people are listening. The very personal
power that we at EMA have been promoting is essential to
creating a lasting change in how
we live our lives. Frankly, I could
NEVER drive a “regular” car again
after driving electric and hybrids
for over six years. I recycle in my
sleep! Leaving lights or air
conditioning on is tantamount to
leaving my front door unlocked
and wide open! I recently saw a
pest control company leaving a
neighbor's home and I was
suddenly struck with fear of
inhaling pesticides! Clearly we
can't control the behavior of
others, but we can give people the
facts to change for themselves.
The basic mission that EMA was
founded upon in 1989 (another
“hot year” for green) was that
integrating environmental
messages into entertainment can
and will effect lifestyle changes
and it is more relevant than ever.
It's our responsibility to take the
opportunities to incorporate logical
behaviors in all of our series and
films. Just as a set is dressed to
approximate “normal life” so should the elements of a
“greener lifestyle” be on display. If all filmmakers would really
listen and create product with the green elements that many
of us demand in our personal lives, then perhaps the
environment will be “trend-proof.”
We can't allow this enthusiasm to fade… again. The passion
and new understanding of re-working our choices need to
transcend popularity and move to a permanent place in our
consciousness. We don't want the environment to be the
“flavor of the month.” Our goal, with the help of the media, is
that this will be the last time it's “hot” and instead forever be
a integral part of our lives.
Copyright © 2006 Environmental Media Association
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