The Clean and Green Club, March 2023

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Shel Horowitz’s Clean and Green Marketing Tip: March 2023

 Where Left and Right Meet—and Where They Don’t

In her book, Orwell’s Roses (see book review, below), essayist Rebecca Solnit writes,

Past and present support for authoritarians and denial of their crimes among those who are supposed to be the left has long made me wonder what, if anything, the term left means, since at other times it means those who support the human rights, freedoms, and egalitarianism that are antithetical to this

Perhaps I have an answer for her: Left and right, libertarian and authoritarian are often thought of as linear: as a journey of static points along a continuum. Some people even see this “linear” journey as age-related: that most people grow more conservative and more comfortable with repression as they get older.

Maverick that I am, I see the world differently. My theory is much more circular. Think of two circles, intersecting at two 90-degree angles at opposite ends of each circle (180 degrees apart)—kind of like this drawing of a hydrogen atom, but with only two circles. One circle embodies points on the left-right spectrum, the other marks degrees of loving freedom or loving repression.

What are those points of intersection? Left and right come together at both libertarian and totalitarian ends. Similarly, along the freedom arc, they meet at both left and right. I see very little difference between Fascist thugs of the Right and Stalinist thugs of the Left; they are both into suppressing dissent and inflicting an all-powerful state. And this, I believe, is how the socialist George Orwell—who fought in the militia against the Franco version of Fascism in the Spanish Civil War until he realized that totalitarians of the Left were equally dangerous—came to write two of the most powerful anti-Communist books ever written.


Finding and Harnessing That Common Ground

On the freedom side of the spectrum, it’s no coincidence that Right- and Left-libertarians have both used the “Don’t Tread On Me” flag from the revolution that created the United States of America. Both value personal freedom enormously, but not necessarily the same aspects of freedom. For someone on the progressive side, it might be the freedom to wear clothing more typical of a different gender, while a conservative might be more interested in reducing regulation of small business. And people on both sides might advocate for various positions on issues ranging from homeschooling to firearms to organic foods to unrestricted speech.

Still, Tea-Party libertarians (the real ones, who actually believe in individual freedom even for those who don’t look like them or share their backgrounds) and civil liberties progressives have more in common with each other than either do with the Fascists and Stalinists.
What this means is that politics can indeed create strange bedfellows. You may find opportunities to coalition with people whom you disagree with on many fundamental issues—but where you agree, you can work together, powerfully and effectively.

Want real-life examples? How about these two:
  1. In 1999, I founded a movement called Save the Mountain, to stop a proposed luxury home development that would have ruined the four-state view at the top of the much-loved state park immediately abutting the site. In the press release announcing the group’s formation, I wrote (as close as I can remember it), “Mr. ___________ [developer’s name] has vastly underestimated the love that people of Hampshire County have for this mountain.”

    And it was true! By using messaging that crossed all demographic and psychographic divisions, attracting not just environmental activists but farmers, store owners, academics, local politicians, and more, we created a near-consensus movement that could routinely bring 400 people out to public hearings in a town of 5000—and we achieved near-total victory in just over a year. Even though I expected to win all along, even I’d thought it would take us five years.
  2. Since 1994, environmentalists and Tea Partiers in the Green Scissors movement have worked in coalition to expose and oppose wasteful government spending on things that aren’t good for the environment. They recognize they’re stronger together than separately.

 

Aging Doesn’t Mean Ossifying

As for people getting more conservative with age, I disagree with that too. From my initial flowering into activism at age 12, I was constantly influenced by my elders—sometimes people who were 60 or more years older than me. I’ve been to two birthday parties four years apart for women who were still passionate activists on their 100th birthdays (the link goes to my blog entry for the earlier one, in 2015). I remember after my arrest during the Seabrook Occupation of 1977 that the largest and most vocal faction inside our armory was the “gray hair caucus,” numbering at least 100 out of the 700 or so gathered inside.

And at 66, I’m still an activist, working on progressive causes such as immigration justice and protection of diversity—but also on showing the business world that addressing the environment and our toughest social issues can be profitable. There have been victories and defeats along the way—but if I make it to 100 like my two friends, I expect I’ll still be doing my part to improve the world.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.
View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

Orwell’s Roses

Solnit, a well-known voice in progressive politics, shows us a very different side of Eric Blair, the complex bundle of contradictions better known as George Orwell. The world knows him as a dystopian author of Animal Farm and 1984: two scathing novels attacking Stalinist Totalitarian Communism. Academics also know his work chronicling the lives of coal miners in his native UK, the impact of imperialism in Burma (where, as a young man, he was a police officer), and fighters in the Spanish Civil War (where he was a soldier fighting against Franco’s fascists). Solnit knows him as an avid gardener with a special passion for roses—who sought refuge from polluted London first in the small cottage where he gardened in 1936, and near the end of his life on a farm on a remote Scottish island where the last eight miles of the journey could only be done on foot; a fighter for the principle of clear language and opponent of government or corporate euphemisms; and above all, an optimist who maintained hope all the way through his life.

Why am I reviewing this book HERE, in my newsletter? What relevance does this fascinating portrait of a many-faceted man have for my audience of business leaders involved in social and environmental good, with an interest in marketing?

First, because Orwell was incredibly aware of the interplay of humans with the natural world. Second, because he was involved in social causes throughout his adulthood, even putting his own life at risk several times. Third, because he himself was a solopreneur, running a little shop in the cottage with his wife. Fourth, because Orwell, himself an outcast as a working-class student at elite Eton and then as an Eton-educated person seen as trying to be better than his peers (p. 22), understood that history is shaped by people on the margins. Fifth and perhaps most germane, because this book has a lot of relevance in its discussions of messaging, building positive AND negative movements, and influencing culture.

Solnit starts (p. 8) by noting that planting can be a semi-permanent legacy; trees we plant might outlive us by generations, sometimes centuries. A tree in my front yard was planted in 1916, when my oldest grandparent was 11; I’ve eaten carob from the 2000+-year-old tree that sustained Shimon Bar-Yochai when he hid from the Romans in a cave in northern Israel for thirteen years when people who had known Christ were still alive. Orwell suggested planting an acorn for “every time you commit an antisocial act (p. 10).”

Solnit has a gift for lyrical writing. She refers to the Carboniferous Era as “a sixty-million-year inhale by plants, sucking carbon dioxide from the sky, and the last two hundred years as a monstrous human-engineered exhale, undoing what the plants did so long ago” (p. 60). Here’s another of many beautiful passages:

Much of the beauty that moves us in the natural world is not the static visual splendor that can be captured in a picture, but time itself as patterns, recurrences, the rhythmic passages of days and seasons and years, the lunar cycle and the tides, birth and death. As harmony, organization, coherence, pattern itself is a kind of beauty, and some of the psychic distress of climate change and environmental disruption is in the shattering of this rhythm… (p. 189).

Solnit celebrates Orwell’s joy in the natural beauty and simple pleasures around him, decrying the puritan, humorless aspects of the Left (e.g., pp. 91-92). Having been criticized for making space for pleasure travel, daily time in nature, and eating delicious food instead of being an activist every waking minute, I appreciate this celebration, and the third-party validation she offers through people like Emma Goldman. In my 20s, I proudly wore a t-shirt with a picture of Emma and a distilled version of her response to an activist who criticized her for dancing, “If I can’t dance, I don’t want to be a part of your revolution.” I still agree, even though the shirt wore out long ago. Solnit gives the complete and accurate quote, in context (p. 114).

So much more to say, but this is already long. Quick highlights:

  • Class perspectives on how we experience nature (p. 163) and beauty—and their interaction with justice/injustice, including visiting a sweatshop “rose factory” in Colombia (pp. 189-219)
  • How authoritarians exploit lies and gaslighting (pp. 222-224)—and the dangers of letting them create and control history (pp. 222-228 and in numerous references to 1984 protagonist Winston Smith’s career expunging inconvenient history from the written record)
  • Orwell’s surprising critique of Gandhi as dogmatic and questioning his tactics (pp. 263-264)
  • Right at the end, a key insight: Orwell wasn’t a prophet of doom but a merchant of hope (pp. 259-264). Orwell issued warnings, not prophecies. Warnings give people the option to change, and avoid calamity. In his own words, “I do not believe that the kind of society I describe [in 1984] necessarily will arrive, but…something resembling it could arrive” (p. 262), “The essence of being human is that one does not seek perfection” (p. 263), and “Our job is to make life worth living on this earth, which is the only earth we have” (p. 264).

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription form, too.

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