When Going Green Backfires

By: Christopher Scott, Ph.D

You would think that if you invented a more efficient light bulb it would ultimately take the place of older style light bulbs and lead to a better environment.  Well, that kind of thinking may be wrong, at least in part.  Yes, it is likely that your light bulb will replace older less efficient light bulbs, however, the general public may be so enamored with your innovation that they will buy more light bulbs than ever before...counteracting all the environmental benefits that your innovation provided in the first place.  This is called the Jevons Paradox. Now, while is has proved itself to be true in some cases, Jevons Paradox has not proved true in all cases.  When it comes to improving the environment we need to be cautious that we don't loose the benefits of new ideas to the old idea called overconsumption.  Being healthy also implies a sense of balance between what is needed and what is wanted.  The logo for Next2Eden emphasizes the importance of life in balance.  We can't have it all, but we can always have some.

     The Jevons Paradox is also known as the energy rebound effect.  While there's no doubt that fuel-efficient cars burn less gasoline per mile, the lower cost per mile often means the consumer drives further.  Also the money saved from a more efficient car often isn't put in the bank, instead it is used to purchase other products and technologies that have their own resource footprint on the environment.  The long and short of this article is that improved healthy living lifestyles mean that people are aware of themselves as consumers.  The subtle but central question is how much do you deserve vs. how much do you really need.  The American lifestyle is rife with entitlements because this is the land of plenty.  A large middle class economics means in general much of the population has a disposable income which they rapidly and happily dispose of, instead of saving.  

     So healthy living has something to do with living lean and living frugally.  Lean and frugal are not the first words that are associated with the American Dream.  Green living is a major frame-shift in attitude.  It is a mind-set that is on 24/7, monitoring day-to-day activities with a critical interest.  Of course this doesn't mean a lifestyle without fun and happiness.  Instead it emphasizes that simple truth that material goods will always be supplanted by a moments of joy found in connecting with others and with oneself.  Perhaps, in the best case scenario, technology simply provides new and interesting opportunities to engage in that age old experience called...friendship.