10:10 more than just inspiring individual action, it’s a step towards revaluing the economy
Posted on 02. Sep, 2009 by annied in DECC, climate change, green media
“It’s everything you know, everyone you love, everything’s at stake. Why not?” Franny Armstrong says.
Felix Badger colours his reminder sign
Justin Badger understands that. He came with his son Felix (left), and daughter Clio. He brought them down he says, because “it’s an important and inspiring campaign that will galvanize the community. It’s the least I can do for them; it’s what we’ve not done– yet.” The children coloured signs to put on their fridge as a reminder of their family’s promise to reduce their emissions. Clio’s reads, “Take fewer plane rides.”
The campaign, which Armstrong describes as “ludicrously ambitious,” was the next logical step for her, after premiering her film “The Age of Stupid” around the English speaking world. “Everyone would come up and ask what do I do, what do I do? This is what we came up with.”
The idea behind 10:10 is to bring a critical mass of individual citizens to government to make it take more drastic action on climate change policy. Individuals will get their businesses, schools, universities involved in committing to reduce their carbon footprints by 10% in 2010 to help meet the overall goal of an 80% reduction in GHG emissions by 2050. The idea is to make all the cuts now, up front, instead of reducing emissions later. GHG emissions have a lag time. The effects of more emissions later may push the world over 2 degrees Celsius rise in global temperature, the threshold for “runaway climate change.”
Why not more than 10%? A 10:10 spokes person answers, “Because it’s catchy. Because it’s easy to understand. 10% is doable, any more and people would have to change their lifestyles in more drastic ways.”
According @tentenuk on twitter, by just after 8pm they had registered just over 3,000 people at the event and over 3,000 online. But does individual action really matter? Lately, the green blogging community has been arguing the other way. Individual action is such a small drop in ocean of carbon emission reduction that it’s pointless to put up with the sub-standard lighting from energy efficient bulbs, for example, when most GHG emissions come from industry and government and provision of utilities. Money needs to be concentrated on moving to renewable energy and for carbon capture and storage.
But whether or not collective individual carbon footprint reductions make a big difference is irrelevant. Our society got to this point by over consumption and consuming wastefully. To think that we can continue is a fallacy. But it’s one governments have been loath to expose because telling people that they can’t live the same lifestyles their parents had is political suicide. After all, the way we value the economy is based upon levels of consumption. In developed countries consumption drives GDP data.
Climate change pundits have long argued for massive, societal, lifestyle changes. Experts from Aubrey Meyer, to Alastair McIntosh, Ann Pettifor, Alastair Sawday, and Andrew Simms all say that we need to consume less and think more about what we consume– be mindful of our behavior and how our behavior effects everyone else in society. A recent study even says “mindfulness” will make us happier.
Individual action has been the missing thread in the climate change policy debate– until now. And it may be the link that finally makes policy makers re-value economic growth to include sustainability and happiness. (Not certain what re-valuing the economy means? Click here.) But, this can only happen if that critical mass is achieved.
10:10 is hoping to take it’s critical mass to government. Franny Armstrong speaks with Energy and Climate Change Minister Ed Miliband on her mobile. She harangues him for not having signed up yet.
“I… I… I thought I had,” he stutters.
Franny Armstrong speaks with Ed Miliband on a mobile (and makes a face when he says he hasn't signed up yet-- bad form Ed!)
“You had better hurry up Ed,” Franny quips, “I heard a rumor the entire Tory front bench is signing up tomorrow.”
Want to know what 10:10’s everyday tips for reducing your carbon footprint? visit them at www.1010uk.org
Check out green.tv news on Friday for a filmed interview with Franny Armstrong!
Let’s start a discussion: what do you think about individual action? Worth the trouble?
Check out this film from the European Commission to see what a difference simple innovations from independent entrepreneurs can make!