What Happened to 90s Environmentalism?

0. Introduction

I grew up in the 90s, which meant watching movies about plucky children fighting Pollution Demons. Sometimes teachers would show them to us in class. None of us found that strange. We knew that when we grew up, this would be our fight: to take on the loggers and whalers and seal-clubbers who were destroying our planet and save the Earth for the next generation.

What happened to that? I don’t mean the Pollution Demons: they’re still around, I think one of them runs Trump’s EPA now. What happened to everything else? To those teachers, those movies, that whole worldview?

Save The Whales. Save The Rainforest. Save Endangered Species. Save The Earth. Stop Slash-And-Burn. Stop Acid Rain. Earth Day Every Day. Reduce, Reuse, Recycle. Twenty-five years ago, each of those would invoke a whole acrimonious debate; to some, a battle-cry; to others, a sign of a dangerous fanaticism that would destroy the economy. Today they sound about as relevant as “Fifty-four forty or fight” and “Remember the Maine”. Old slogans, emptied of their punch and fit only for bloodless historical study.

If you went back in time, turned off our Pollution Demon movie, and asked us to predict what would come of the environment twenty-five years, later, in 2018, I think we would imagine one of two scenarios. In the first, the world had become a renewable ecotopia where every child was taught to live in harmony with nature. In the second, we had failed in our struggle, the skies were grey, the rivers were brown, wild animals were a distant memory – but at least a few plucky children would still be telling us it wasn’t too late, that we could start the tough job of cleaning up after ourselves and changing paths to that other option.

The idea that things wouldn’t really change – that the environment would neither move noticeably forward or noticeably backwards – but that everyone would stop talking about environmentalism – that you could go years without hearing the words “endangered species” – that nobody would even know whether the rainforests were expanding or contracting – wouldn’t even be on the radar. It would sound like some kind of weird bizarro-world.

Just to prove I’m not imagining all this: