A values-based segmentation study, the Ecological Roadmap shows how different segments of the public relate to environmental issues - and why. Most Americans care about the environment but don’t like environmentalists and, increasingly, don’t trust environmental advocacy groups. Nonetheless, the report takes a closer look (through statistics, interviews, and other data) at those Americans who could be a vanguard of environmental behaviour - The Greenest Americans - and their place in an America that also houses the UnGreens.
Canadians do care about the environment and do want to act, but face obstacles — not all of their own making.
Our species must confront the looming ecological crisis, but perhaps more grave than that is the crisis of values that is upon us. The priority we have given to “developing,” and thus damaging, our habitat is partly the result of a set of values highly focused on maximizing economic growth, pursuing our own self-interested desires, and obtaining remarkably high levels of personal consumption. Self-enhancing, materialistic values are associated with less beneficent environmental attitudes, but worse than that, some research shows that they are associated with behaving in less ecologically sustainable ways.
Author: Dr. Tim Kasser
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