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Big oil coined ‘carbon footprints’ to blame us for their greed. Keep them on the hook

Climate-conscious individual choices are good – but not nearly enough to save the planet. More than personal virtue, we need collective action

By Rebecca Solnit

Via The Guardian

Aug. 23, 2021

• https://www.theguardian.com/commentisfree/2021/aug/23/big-oil-coined-carbon-footprints-to-blame-us-for-their-greed-keep-them-on-the-hook

(T)he concept of the “carbon footprint”, that popular measure of personal impact, was the brainchild of an advertising firm working for BP.

As Mark Kaufman wrote this summer:

>British Petroleum, the second largest non-state owned oil company in the world, with 18,700 gas and service stations worldwide, hired the public relations professionals Ogilvy & Mather to promote the slant that climate change is not the fault of an oil giant, but that of individuals. It’s here that British Petroleum, or BP, first promoted and soon successfully popularized the term “carbon footprint” in the early aughts. The company unveiled its “carbon footprint calculator” in 2004 so one could assess how their normal daily life – going to work, buying food, and (gasp) traveling – is largely responsible for heating the globe.

Consumers define themselves by what they buy, own, watch – or don’t. Citizens see themselves as part of civil society, as actors in the political system (and by citizen I don’t mean people who hold citizenship status, but those who participate, as noncitizens often do quite powerfully). Too, even personal virtue is made more or less possible by the systems that surround us. If you have solar panels on your roof, it’s because there’s a market and manufacturers for solar and installers and maybe an arrangement with your power company to compensate you for energy you’re putting into the grid.

In my own case, some of what I could tout as personal virtue is only possible because of collective action. I have 100% clean electricity at home because people organized to make that option and the solar and wind power behind it available. I do some of my errands by bicycle because the San Francisco Bicycle Coalition worked for decades to put bicycle paths across the city and otherwise make it safer to get about on two wheels. I can take public transit because there is public transit. Across the Bay, the city of Berkeley led the way in making all-electric houses the standard for the future; more than fifty California cities and counties have followed suit. Paired with the clean electricity California has committed to, this mandate matters. Having an all-electric house or driving an electric car fueled by renewables won’t be a virtuous choice in the future; it’ll just be the norm.

But individual and collective action don’t have to be pitted against each other. Individual choices do add up (they just don’t, in McKibben’s terms, multiply).

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