Max Gladwell

Tapping into Americans’ vanity and pride can be good for the environmental cause. Here are the top-10 ways to be conspiciously green.

We announced yesterday over Twitter that we’d be attending GM’s introduction of the 2009 Cadillac Escalde Hybrid next week in Beverly Hills. Rather than conspicious consumption, we wondered aloud if this amounts to “conspicious conservation”? Having given it more thought, this is a decidedly American trend and possibly a key to driving the movement.

The American psyche is unique among wealthy, first-world nations in its embrace and celebration of conspicious consumption. The Brits know what we’re talking about. Flaunting wealth has traditionally been frowned upon in the UK. This has as much to do with an historic class structure as it does with their proper ways. The rich were made to feel guilty about wealth and privilege, since it was entirely a function of the lucky sperm club. Why flaunt that? Toby Young made some excellent observations along these lines in How To Lose Friends And Alienate People.

The American dream, however, is driven by upward mobility and a lottery-like mentality that anyone can hit it big. American life is often like a Superbowl game, where the successful celebrate wildly in the end zone with fast cars, flashy clothes, and a McMansion or two. These same indulgences are evident in the green movement. The big difference is that this type of upward mobility is not a measure of wealth but, possibly, knowledge. The knowledge that we need to live more sustainably and efficiently. And, by the way, we’d like to show it off.

While the Escalde Hybrid may one day become a symbol of conspicious conservation, claiming 50% greater fuel efficiency around town, there are many more established players ahead of it. Here are the top-10 ways to be conspiciously green.

1. Toyota Prius: It’s silhouette is an iconic symbol of not just sustainable transportation but eco living in general. It is, for better or worse, a green status symbol that tends to be owned by those with some level of means. According to a recent article in The Economist, “Malibu, for instance, has many Prius owners; Beverly Hills has few, but both are largely wealthy and white: it is no stretch to deduce, then, that Malibu residents tend to be greener than those of Beverly Hills.” The same article found that Berkeley is second only to Albany in green California towns. One of the metrics, of course, is Prius ownership. Prius owners get extra points for having commuter-lane decals.

2. I’m Not a Plastic Bag: These caused quite a stir last summer. The trendy canvas totes from high-end handbag designer Anya Hindmarch sold out immediately in Los Angeles. Huge lines formed outside trendy boutiques like Ron Herman in anticipation of a fresh supply. The message was clear: I’m no longer using plastic bags. And they only cost about $30, so they weren’t reserved for the rich. Then again, who knows about Hinmarch, shops at Ron Herman, and follows media that covered them? Still, it got the message out that we should waste less…to those who probably waste most.

3. Planet Green: The 24-hour green network from Discovery is the latest addition. It’s quite possible this will anoint a troupe of bona fide green celebrities. Not celebrities who are green but those who are celebrities because they are high-profile personalities in the green scene. Paris Hilton is famous for being famous. These folks might be famous for being green. In which case, you can look forward to them endorsing green products in the very near future. This might feel like a dig on our part, but it’s not. We’re big fans of shows like Wasted and Renovation Nation. We like the segments on G-Word; we enjoy the green celebrity coverage in the spirit of Access Hollywood, and we’re looking forward to Greensburg. We support the channel, and we acknowledge it’s place in pop-green culture. Which is all good.

4. Reusable Grocery Bags: Depending on where you live, it’s quite a conspicious activity when you place your reusable canvas totes on the conveyor belt in front of your groceries. Hopefully, it sends a signal to those in front and back of you that there are alternatives to paper or plastic. But we musn’t give in to any sense of superiority. If someone asks, we’re happy to let them know how we’ve changed our habits and remember to put them back in the car after we unpack. Otherwise, the message is conspicious enough without saying a word.

5. TerraPass Decal: Some friends of ours in Portland, Oregon, (transplants from NYC) have TerraPass offsets and decals not only for their Lexus LX470 SUV but also their Porsche Carerra. OK, that sounds cynical, but it’s not. Voluntary carbon offsets will play a significant role in mitigating climate change through proven market mechanisms and our sense of duty. But a bit of vanity can go a long way. In that regard, TerraPass has the right idea with their decal program. Some of us can’t part with our SUVs and use them legitimately and efficiently. Buying offsets is often the only reasonable solution. And why not flaunt it?

6. Biodiesel Badges: These serve the same purpose as TerraPass decals but elevate you to a new level. You’ve gone out of your way to buy a diesel vehicle. If it was older than ‘94, you’ve upgraded your hoses and gaskets to ready it for high blends (B99). You probably have to coordinate your driving around the few stations that carry the fuel around you, and now you’re paying upwards of $6/gallon. Bravo. These emblems also alerts those behind you as to why they’ve gotten a sudden urge for fried food.

7. Green Clothing: Sustainable apparel comes in many forms, from organic cotton and hemp to bamboo and locally produced. They range from couture to everyday T-shirts. For the economically challenged, look no further than Cafe Press for an assortment of green icons and messages for the whole family. Wear your colors with pride as you proclaim “My mom recycles more than your mom.”

8. Tesla Roadster: The ultimate marriage of conspicious consumption with conservation, you’ll go zero to 60 in less time than it takes Senator Inhofe to say, “Global warming is the biggest hoax ever perpetrated on the American people.” We’re eagerly awaiting the all-electric supercar’s release in LA, where it can throw down with Porsches and Ferraris on PCH without an ounce of tailpipe emissions. Perhaps Vincent Chase, Adrien Grenier’s alter eco on Entourage, will drive one in the show’s next season?

9. Green Mansions: The first LEED Platinum certified home in the U.S. is in Santa Monica, just a few blocks from our office. It’s a masterpiece of eco design and sustainability from Living Homes. The modular, pre-fab home is not a mansion by Bel Air standards, but the price tag is north of $2 million. Granted, this the same neighborhood where you can buy a $1.5 million tear-down.

10. Green Carpets: We recently attended the Hulk premier at Universal Studios. Instead of the typical red, they went with a green carpet. In this case, it’s either a reflection of the character’s color or else it’s a double entendre to also symbolize a green production. It was the first film to receive the EMA Green Seal in the credits. The “on-set efforts included a massive reduction in the use of plastic utensils and water bottles. An environmental consultant was even hired to further guide the production. Coupled with greener efforts in set construction, energy usage, resource conservation, recycling and more.”

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