
As green living and green business gain popularity, we are witnessing a paradigm shift in attitudes toward technology. The subtle but, I believe, widely held perception that technology is fundamentally bad that held sway for the latter part of the 20th century is now giving way to a belief that technology can help us overcome our past environmental transgressions and lead better lives.
We can trace the origins of negative attitudes toward technology at least as far back as the industrial revolution; early steam locomotives that seem quaint to us, for instance, were called Satan’s chariots. By the 1970s we had done so much damage to the planet with our technologies that virtually an entire generation grew up with a negative view of technology, and technology often played the villain in books and movies like 2001: A Space Odyssey.
The 1970s backlash against technology led many people to seek back-to-the-land alternatives. Some, like Amory Lovins, co-founder of the Rocky Mountain Institute, recognized that technology in itself was not the problem, but rather the shortsighted way in which we were using it. Lovins developed the idea of appropriate technology, but the concept was generally marginalized, often becoming entangled in images of hippie culture, communes and organic gardening.
The Reagan Era seemed to mark the end of many ideals of communal living and appropriate technology, which gave way to SUVs, three dollar coffee, and other material icons of the “Me generation.” But the high life of the 1980s took a toll on the environment; pollution, deforestation, resource depletion, and global climate change increased. Growing evidence of global climate change throughout the 1990s again vilified technology.
Today, we are witnessing a paradigm shift in our attitude toward technology. As green living and green business gain popularity, technology is now seen, not as the villain to be rejected, but as the hero. Solar, wind energy, and alternative fuel technologies are now routinely heralded as the answers to global climate change. Even some original back-to-the-land advocates like Stewart Brand, founder of the Whole Earth Catalog, now favor nuclear energy.
The paradigm shift from technology as villain to technology as hero has potential benefits and potential risks. Its primary benefit is that green technologies will not be thrown out with the anti-technology bathwater. Positive attitudes toward technology may encourage broader, faster acceptance of environmentally friendly products and processes. As we approach the second decade of the 21st century, we are learning to evaluate technologies in terms of their environmental impacts and, finally, supporting their development through government funding and venture capital—something that never happened in the 1970s. Consumers are demanding to know the environmental impacts of the products and services they buy, snatching up hybrid vehicles and solar collectors faster than manufacturers can produce them.
But green technology poses concerns as well. Many consumers are looking to technology to help them heal the planet without having to make the sacrifices that the ‘70s back-to-the-land movement demanded. Conservation, while widely recognized as the key to sustainable living, is always a tough sell. We do not see hybrid car owners driving fewer miles, for instance, although they are emitting less carbon dioxide as they drive.
This may prove to be the primary predicament of the green movement: the desire for technology to help us heal the planet and live sustainably without sacrificing our material desires. That is the whole impetus behind sustainable development, recognizing the human desire for more while seeking to ensure that more for us does not mean less for others, whether they be people in today’s developing nations or tomorrow’s children.
The “more stuff, less impact” frame of mind is reflected in emerging technologies like nanotechnology which, for many, includes visions of molecular manufacturing that will one day enable us to produce virtually any object from the bottom up in desktop nanofactories. And while the technology for this may be a long way off, if it is ever achieved, the desire for it betrays a consumer mentality at odds with what the planet, and probably the species, really needs, which is to live well with less.