sions there are increasing faster than the national average. Across the country, local officials require buildings to add
accommodation for technologies that have yet to prove them- selves. In California, the state promised in 2002 to create a net- work of 200 hydrogen-filling stations to accommodate hydro- gen-powered vehicles. By the deadline of 2010, fewer than 20 actually existed. Now states, finding themselves short of funds, are simply
passing the costs onto private businesses, mandating that they do what the state cannot afford. This approach makes it even more difficult for politicians to feel the impacts of their poor environ- mental decision-making, because the costs are paid by someone else, even as politicians receive the benefits of appearing green. The reason these approaches fail is simple. Too many of
today’s environmental policies are designed primarily to create a “green image” – not to deliver environmental results. A number of recent studies show how powerful the emotional benefits of looking green really are. A study involving Seattle and Boulder, CO, found that peo-
ple were willing to pay thousands of dollars more for a Prius than other hybrids due to its distinctive green appearance and style. Another study, by J.D. Power and Associates found the No. 1 rea- son people said they buy hybrids is “what it says about me.” We should not begrudge anyone for benefitting from deci-
sions that truly help the environment. The problem arises when emotionally satisfying decisions do not actually help the environ- ment. Do we admit our mistakes, losing the good feeling we gained by appearing green, or do we reject the data and jealously guard our carefully built green self-image? As anyone who has hiked, fished, sailed or cares about wildlife can attest, real concern for the environment is not a fad.
So why treat environmental policies like an impulse buy at the supermarket – indulging a desire to publicly demonstrate our green credentials? Too often the choice made by politicians and green con-
sumers is to reject science and stick with failed, but trendy, environmental fads. The very trendiness that increased aware- ness about environmental problems is now one of the chief obstacles to making science-based, rational assessments of environmental policy. This need not be the case. Like Alcoholics Anonymous, we
should take the first step of admitting we have a problem. We must recognize that chasing a trendy green image undermines our ability to make sound environmental decisions. If we obstinately refuse to change failed policies, however,
we harm the environment. At a time of tight budgets, continuing to pour scarce resources into failed policies squanders opportuni- ties to improve water quality, protect wildlife habitat and improve energy efficiency. Politicians, businesses and activists see eco-fads as an oppor-
tunity to reap the rewards of cultivating a green image. Unfortu- nately, eco-fads are now the biggest obstacle to making real envi- ronmental progress.
Todd Myers directs the Center for the Environment at the Washington (state) Policy Center in Seattle. Considered a leading authority on free- market environmental policy, he is the author of several books, including “Eco-Fads: How the Rise of Trendy Environmentalism Is Harming the Environment.” Contact him at
tmyers@washingtonpolicy.org. Myers will speak on “Eco-Fads in Parking” on Monday morning, March 19, at the 2012 PIE.
PT
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