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Calls coming from inside the House

May 26 – already an annual celebration chez Green – got another star on its sidewalk this year when a Dutch court case and corporate board meeting became a dessert topping that’s also a floor polish:

It started in the morning, when news came in from the Netherlands that a Dutch court ruled in a case against Shell, ordering the oil giant to cut emissions 45% by 2030 in line with the goals of the Paris Climate Agreement. The case had been brought by activists, led by Milieudefensie, the Dutch branch of Friends of the Earth. Organizers ultimately signed up 17,000 co-plaintiffs to the case and mobilized hundreds of thousands more to support the effort.

While the ruling will surely be appealed, and doesn’t go nearly far enough to address Shell’s decades of human rights and climate abuses, it’s a monumental win. It will also help validate what many have dismissed as a long shot legal strategy to hold polluters accountable for their climate crimes. I remember back in Paris in 2015 when we hosted a mock tribunal for ExxonMobil in a warehouse far from the official UN Climate Talks. To see an actual court hold Shell accountable today felt like watching our fantasies play out in real time.

The same could be said for what happened this afternoon at the ExxonMobil shareholder meeting, where an outside effort succeeded in replacing at least two of Exxon’s board of directors with candidates dedicated to decarbonizing the company. I’m honestly skeptical that a few new board members can radically reform a corporation that has long been one of the greatest barriers to climate action, but it’s still a stunning rebuke. The vote was effectively a referendum on Exxon’s business model of “drill, baby, drill,” to which investors said, “thanks, but no thanks.”

A similar thing happened (same day) with a shareholder revolt at Chevron – not overturning any policies just yet but worried about the optics of the dirty work. Some media, cough NPR cough, puzzle over this with a ‘what does it mean?’ contrariness, looking for a way to defend even the energy companies’ rights and status quo. And not to get too Cassandra about this but the dust is settling a bit differently. When the most intractable, no one to blame, just-business energy providers can be re-directed from inside, a lot more becomes possible. Money does have uses. Keep up the pressure.

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How Slow Can You Go?

This Wall Street Journal article uses an example I’ve brought up before to say that guilt is the route to greener behavior. No, it isn’t.

Washington, D.C., imposed a five-cent tax on every disposable bag, paper or plastic, handed out at any retail outlet in the city that sells food, candy or liquor, effective Jan 1. But more important than the extra cost was something more subtle: No one got bags automatically anymore. Instead, shoppers had to ask for them—right in front of their fellow customers.

The result? Retail outlets that typically use 68 million disposable bags per quarter handed out 11 million bags in the first quarter of this year and fewer than 13 million bags in the second quarter, according to the district’s Office of Tax and Revenue. That may help explain why volunteers for the city’s annual Potomac River Watershed Cleanup day in mid-April pulled 66% fewer plastic bags from the Anacostia River than they did last year.

District Councilman Tommy Wells doesn’t believe it is the nominal cost that’s keeping shoppers from using bags, but rather the expectation—made clear in a very public way in every transaction—that they could make do without. “It’s more important,” he concludes, “to get in their heads than in their pocketbooks.”

This is a decent example that draws the wrong conclusions. Yes, there are measurable returns from using pricing to effect behavior – and we definitely should use them. But the green aspect of this is about as lame as you can possibly expect. Using guilt isn’t the best way to get anyone to do anything and so should be given no quarter here. Peer pressure is perhaps a different story. But invoking guilt makes this just another marketing campaign destined to lose steam after a while – or worse, avail people of a work around. Because we will find ways to feel good about who we are and what we do, even if denial is one of them. And this is a far more powerful force than any guilt that can be summoned to make you use less, walk more, take a train, turn someone instead of something on at night.

Here is our greatest possibility. We’re interested in sexy and are powerless before it. So when slow is sexy (deja, already!), and the two get connect (Hook up!*) in people’s minds, we’ve got a renewable hold on being green. We just don’t yet think about it that way.

But, take your time, fer chrissakes. With everything.

* Good grief – the  bus and billboard campaigns literally write themselves – a young man, a nipple: “Turn it off – and Turn her On!”