Back on the Greenwashing Express...

With the hope of a political paradigm shift that should correct many of the mistakes made over the past 8-years on the nation's mind, we will reopen our investigation into the practice of greenwashing.

Since our original discussion, it seems that the nearly every manufacturer, corporation and political candidate has attached themselves to the "green" movement. As our discussion over the next few days should demonstrate, much of what people consider "green" is actually a far cry from where we (as a society and as a culture) should be headed.

Greenwashing is a concept which has already moved past the simple masking of environmentally destructive behavior. Over the next few days, we will explore how greenwashing practices have masked unsustainable and inequitable choices in the following areas:

• Corporate Pollution
• The Pervasion of Sprawl
• The Glorification of Unsustainable Site Planning Practices
• The Masking of Unsustainable and Inequitable Transportation Planning Choices (from a consumer-based and policy standpoint)
• The Pervasion of Consumptionism
• The Degradation of the Design Process
• The Perversion of American Landscape Architectural and Architectural Heritage

Our examination begins with two prominent players from the auto industry bail-out, Ford Motor Company and General Motors.

If you had the opportunity to view the NFL Championship games this past weekend, you may have noticed that nearly every automobile commercial claimed some form of commitment to sustainability. Under the influence of Hyper-Capitalism, the average consumptionist might believe such statements.

Honestly, they wouldn't say something on television that wasn't true, would they?

Let's take a closer look.

Our friends at Ford, specifically Ford's current (and Boeing's former) CEO and President, Alan Mulally, makes the following statement;

Ford is becoming smaller, leaner, more globally integrated and more focused on meeting customers' needs and wants. It is also a company with sustainability at the heart of its business. Our vision for the 21st century is to provide sustainable transportation that is affordable in every sense of the word: socially, environmentally and economically. (Source: Alan R. Mulally President and Chief Executive Officer, 2007/8 Ford Motor Company Sustainability Report.)

Interesting. Especially the portion about environmental sustainability.

However, let us dissect exactly what Alan is referring to when he talks about sustainability. A closer look reveals that he is only referring to "transportation".

But wait, shouldn't that sustainable vision extend to every aspect of providing those transportation choices? (Incidentally, we will examine just exactly how Ford is providing sustainable and equitable transportation choices for our nation in a few days.)

But Alan, why was your company recently named the 17th worst air pollution producer in the U.S.?

Through the mask of greenwashing, we are led to believe the notion that Ford is forging ahead on a truly sustainable path.

Along the same lines, and out of fairness to Ford, General Motors makes the following statements on their corporate website;

The following environmental principles provide guidance to General Motors personnel worldwide in the conduct of their daily business practices.
1. We are committed to actions to restore and preserve the environment.
2. We are committed to reducing waste and pollutants, conserving resources, and recycling materials at every stage of the product life cycle (Source: GM Environmental Principles)

Not to diminish GM's standing in the nation's conscious, but they do not pollute our nation's atmosphere nearly as much as Ford; they are only 18th on the list.

We can clearly see where all of this is heading. Masking the process of creating these allegedly sustainable products helps these entities to continue with their Hyper-Capitalist driven agendas.

To finish our discussion, we will turn (once again) to our favorite home improvement retailer; Lowe's.

We can all recall what our friend's at Lowe's claimed was their commitment to sustainability.

Well, it seems that Lowe's research department needs put in a little overtime.

Lowe's recently named Owens Corning their "Supplier of the Year".

The only problem is that Owens Corning was also recently named the 26th worst air polluter in the United States. Not exactly the most sustainable and equitable choice for a corporation that claims to be "stewards of the environment".

So where does this leave us?

It leaves us exactly where we started, with the desperate need to implement and foster a systematic-wide paradigm shift that sheds the cloak of greenwashing in favor of choices and practices that actually make a difference.

And all of you Hyper-Capitalist supporters need not worry; sustainability, equality, and profits are not mutually exclusive.

As previously mentioned, greenwashing extends beyond the masking of environmental degradation in the form of pollution. As consumers, and more importantly, as members of the wider ecological community, we must be vigilant in examining every practice and ideal which greenwashing helps to mask.

It is only through this vigilance that we will be able to achieve the much-needed systematic paradigm shift that will help ensure our social, cultural and ecological sustainability.

No face which we can give to a matter will stead us so well at last as the truth. This alone wears well. -Henry David Thoreau

Laying the foundations...

Designers, planners, academics and writers are often accused of and fall victim to the phenomenon of analysis paralysis. In short, we continue to collect data on a quest to make the best decision we can regarding an issue; but then we become overwhelmed with data and fail to take action.

As designers, this comes in the form of site analysis. Simply stated, "...the site is analyzed for its fitness for the purpose of the plan..."(Site Planning, Lynch/Hack. 1984.).

In retrospect, our discussion of the auto industry bail-out and our national transportation planning problem has been a broad-stroke, preliminary site analysis. We have identified some core issues, behavioral patterns, social and cultural preferences, environmental impacts and are now prepared to offer a preliminary planning structure that will benefit our nation and our society.

So without heading into a analysis paralysis, let us begin our national recovery.

As we have mentioned, there is a dire need for a systematic paradigm shift with regards to our national transportation planning goals. This will require participation from a variety of stakeholders; resulting in the implementation of a plan which will ensure an equitable and sustainable national transportation strategy. So without further adieu, let us begin.

1. Impose a higher tariff on foreign automotive imports.

Proponents of NAFTA, G8 nations and a host of economists are already beginning to boil-over with reasons we should avoid this avenue. However, if we plan to resuscitate our domestic automotive manufacturing industry, we must give consumers a reason to purchase domestic products. These tariffs not only encourage consumption of domestic products but they will provide a revenue source for our nation that does not come from the pockets of our own citizens.

2. Streamline the domestic manufacturing process.

If we look back to the factors which lead to the creation of the Hyper-Capitalist system, we can argue that its founder was a simple man named Henry Ford. When that name is mentioned, many people conjure images of the now famous "assembly-line process". The Hyper-Capitalist system has distorted the original intention of this process which has lead to a disparity among the compensation workers receive for such work. Consider this fact; an auto worker in the United States averaged a salary equivalent to $70-per-hour while teachers in this nation averaged only $33-per-hour (for a 9-month position). Is manufacturing an automobile truly more challenging and important than educating our nation?

3. Establish more stringent standards for fuel efficiency and tax manufacturers whose products fail to meet or exceed those standards.

The average fuel economy for American autos (2007 model year) is 34-mpg, while the average for Japanese imports is 40.6-mpg. Furthermore, the Chevrolet Aveo tops the list at 37-mpg while the Toyota Prius achieves 51-mpg (both averages shown are for highway miles).

4. Impose regulations which match users with the type and size of vehicle they require as opposed to what their Hyper-Capitalist fueled consumption habits desire.

This will probably be considered the most unattractive element of the plan, but this is essential to the systematic paradigm shift that we must achieve. In simple terms, if you are not employed in the construction trade or don't own a farm, you do not need a truck capable of hauling tons of materials. If you are a homemaker, you do not require a Cadillac Escalade to perform daily short-trips errands. This restriction allows the automotive manufacturers to focus on more fuel efficient autos while also reducing the cost of manufacturing (less steel, etc...); allows designers to destroy less of the landscape to accommodate oversize passenger vehicles and reduces the consumer's expenditures on automobiles.

5. Impose a car-pool tax on single-driver commuters, impose a higher tax on gasoline, offer higher tax credits for the manufacturing of smaller and efficient automobiles and offer tax credits for car-poolers and transit riders.

All of these elements are simple revenue generators that will encourage and facilitate the systematic paradigm shift.

6. Utilize our existing Interstate System for the implementation of alternative forms of viable transit systems; specifically Bus Rapid Transit (BRTs).

Our friends at AASHTO (The American Association of State Highway and Transportation Officials) have been requiring transportation planners and engineers to design highways with ample amounts of "extra space" (e.g. recovery areas, over sized shoulder widths, wide median widths, etc..). With a retrofit that utilizes these spaces, we can definitely re-design our Interstates to accommodate BRTs. This action will also result in development patterns which encourage and foster more compact, compatible and cohesive designs that can combat the adverse effects of sprawl.

7. Utilize alternative energy uses in the development of BRTs, specifically fuel-cells.

While fuel-cell technology was once a hopeful aspect of passenger automobile development, the amount of cells required to efficiently power passenger cars was found to be unachievable. However, buses are a perfect match for the utilization of fuel-cells and many are currently being developed and deployed in various areas of the nation.

8. Utilize our national rail network for commuter and light-rail systems.

Encouraging automotive manufacturers to explore other technologies (especially trains) is not a unrealistic proposition. (In fact, I must give credit to Car Talk for helping to foster this particular part of the planning strategy). Our friends at Car Talk raise a very valid point, Ford CEO Alan Mulally was once CEO of Boeing!!! So a establishing operations for the development of alternative forms of transportation should not be a stretch for Ford.

What we have outlined here are the basic elements of a national transportation strategy which will foster a systematic paradigm shift towards an equitable and sustainable society. Many of these elements impose taxes on various users, manufacturers and limit the need to create over sized swaths of paved areas throughout our nation.

In the Hyper-Capitalist system, the most effective of way of encouraging a systematic paradigm shift is by relating every aspect of every element to the almighty dollar.

People should think things out fresh and not just accept conventional terms and the conventional way of doing things. -R. Buckminster Fuller

Life is a highway...

So where do all of these fantastical percentages, dollar amounts and dizzying statistics leave us? It leaves us with facts; facts which state that Americans spend more on their automobiles than they do on education. That is worth repeating.

Americans spend more on their automobiles than they do on education.

Consider this the ultimate example of the influence which Hyper-Capitalism holds over our lifestyle choices. Hyper-Capitalist ideals are so ingrained into our culture that it will require nothing short of a nearly complete paradigm shift to address the issues we face as a nation and as a society.

This is not to say there is no hope. Spanning our nation is an obvious yet oft forgotten asset; fixed-rail lines. The United States boasts the largest fixed-rail network in the world. And unlike the expansive, obsolete Eisenhower Interstate System; the fixed-rail network of the United States was built with private funds.

If we examine the long-range transportation plans of a majority of the metropolitan areas of the United States, we find that they are centered upon the interstate, outer-loops, inner-loops, bypasses and on and on and on. Highways, bridges, interchanges and many of the other components of the national highway system are in a state of disrepair. So much so, that the president-elect has planned to focus the $850,000,000,000 stimulus package on the repair of our auto-centric infrastructure.

But consider the environmental, economic and social impact associated with highways, asphalt and automobiles. All three of those elements rely on one common item; oil. Are we starting to see the connection? It seems as if this is not some half-baked conspiracy theory. Oil.

Think back to the bailout of an industry who relies on this non-renewable and limited natural resource. They are moving in an unsustainable direction! Just as a reminder; "the ability of present generations to meet their needs without compromising the ability of future generations to meet their own needs."

If there is a limited amount of oil, we are spending more on our autos than on educating our children, we continue installing additional lanes of oil-rich asphalt highways, we consume more automobiles than we can drive and nearly 80% of drivers are sitting in traffic alone; our transportation plan seems to be moving in a direction of obsolescence. Perhaps it has already reached that point, but Hyper-Capitalism's influence is preventing many of us from admitting that fact.

So to borrow a phrase from the slayer; "where do we go from here?"

We, as a nation and as a society need to commit to a universal paradigm shift which ensures our survival and the survival of future generations. We must shed the chains of Hyper-Capitalism and begin to explore alternatives to building more highways. This is not as difficult as it sounds, and in fact, many Americans have already begun to make changes that will help to alleviate many of the troubles which our nationals transportation plan causes.

With that in mind, we will begin to explore the alternatives that will help propel our nation to greatness once again.

"Education is the most powerful weapon which you can use to change the world." -Nelson Mandela

Going down the road...

When an aging and nearly defunct industry makes strides for innovation that would have marvelled the world 30-years ago, they use their hyper-capitalist connections to give themselves a proverbial "pat-on-the-back".

The automotive industry has been in possession of the technology to produce fuel efficient products for decades, a fact which is neither a half-baked conspiracy theory or a secret. However, even David Frost would probably not be able to get any auto industry executive, oil industry executive or steel manufacturer to admit to that fact.

Fuel efficiency, innovation in design, durability and efficiency in manufacturing are all factors which lead us to the next portion of our analysis of the national transportation scheme; maintenance and operation of your private automobile.

Let us begin with a number from the previous discussion; 1.75 or the average number of licensed drivers per household in the United States. In the same data set, we find that there are an average of 1.90 automobiles per household; which shows that there are more automobiles than drivers in the U.S..

What this demonstrates is Hyper-Capitalism's deep-seeded influence on our consumption habits. Essentially, there is a surplus of automobiles which are owned by licensed driver but not driven on a regular basis.

If we move on from this point, we are introduced to another overwhelming statistic; in 2006 American drivers logged 2,658,621 highway miles in private passenger cars alone. Keep in mind that this does not include motorcycles or any other form of private transportation.

Passenger cars accounted for more than half of all miles logged on highways in 2006. More than motorcylces, trucks and buses COMBINED. Additionally, American passengers logged a meager 52,154-miles on all forms of public, private or subsidized transit in that same year.

Furthermore, 79% of commuters drive to work alone. A measly 9% of commuters utilized carpooling. Keep these numbers in mind while we continue our exploration.

Getting back to the operational costs of driving a private automobile, we find that in 2004 it cost approximately 56-cents per mile to operate an auto. What this means is that Americans spent a whopping $1,488,827.76 on operational costs for their private autos.(note: in 2004 the number of highway miles for passenger cars was around 27,000-miles more than in 2006)

Looking at similar data we find that the average cost-per-vehicle (while driving 15,000-miles per year, which for most people is far less than the actual miles they log) is around $8,000. Combine that with the 1.90 autos that Americans own and we find that the average American spends approximately $15,430 per year owning and maintaining their autos.

So, in addition to the $167.24 that you have contributed to the automobile manufacturers in the past month, the average American is spend over $15,000 per year simply maintaining and operating their automobiles.

Remember, 79% of commuters drove alone to-and-from their place of employment, while only 4.3% utilized a means of public transportation.

The development of and access to a viable means of public transportation becomes the issue; and leaves with our next challenge in developing, planning and implementing an equitable and sustainable transportation plan for our nation.

“Present highways are to a large extent the three-dimensional representation of existing laws. If more creative highway planning and design concepts are to be realized, they must be preceded by legislation to permit and encourage them.” -Michael Rapuano, unpublished memo

Starting by the numbers...

It is common knowledge that there is a transportation problem in this country. Many Americans experience the short-comings of our system on a daily basis while they battle congestion, pollution and the side effects of sprawl on their journey to work. The automobile industry recently received $19.4 Billion (which is this many zeros: 000,000,000.00) of American Taxpayer money in order to prevent an overhaul and much-needed update of their goals and objectives.

Prior to the proposal of an alternative transportation plan for our nation, I felt it necessary to present the case for why America is poised for a complete systematic overhaul. The best way to achieve an understanding is to provide you with data in a format everyone can comprehend; dollars.

Let us take a quick look at the amount of money that the automobile manufacturers received in their bailout; $19,400,000,000. In 2006 (note: the most recent data available), there were 203,000,000 licensed drivers in the United States out of a total resident population of 299,000,000 persons. If we look at what only the licensed drivers gave, donated, allocated, or loaned (anyway you slice it, they simply asked for a handout), the manufacturer's received $95.57 from every driver in the country.

Doesn't seem like much, but the question I pose to you is that could you and your family use an extra $95.57 this week?

Considering the fact that there are (note: the most recent data available) 1.75 drivers per American household, this translates to a household contribution of $167.24.

Could your family use an extra $167.24 this week?

These contributions that you have made are in addition to the funds that you have already provided to the auto manufacturers by simply purchasing an automobile!!! In 2007, the average American spent 11.2% of their disposable income (many of you may not remember disposable income, just think back to the Clinton Administration) on transportation related expenses.

That same year, the only other expenditures that Americans spent more on were Medical Care, Housing and Food/Tobacco.

$374,400,000,000.

That is how much Americans spent on purchasing cars, trucks and RVs in 2006.

***Time out, you say. Your data sets are from all over the place!?!?! Admittedly this is a side effect of the data available this morning from the various agencies of the United States Government. The most recent, and considerably more accurate data will not be available until September 2009; personally speaking, we cannot wait that long to perform a preliminary analysis.***

Let us take a day to absorb the information which has been presented thus far in our discussion of a sustainable and equitable transportation plan for our struggling nation. Truly, you should be focused upon one number; $167.24.

I encourage you to make a list of what you could do with $167.24 this week.

$167.24.

"Gasoline helps power the American dream, giving us the freedom to travel where we want and when we want -- for work, for school or for recreation. A steady supply of clean-burning gasoline is central to our nation's economy." (Source: www.factsonfuel.org)