Science Wednesday: I’m an American and Environmental Protection was “My” Idea
Each week we write about the science behind environmental protection. Previous Science Wednesdays.
The genius behind the Microsoft advertising slogan, “I’m a PC and Windows 7 was my idea,” is that it takes a basic, nonspecific truth—companies use customer feedback when updating their products—and gives it a brand-specific identity. Whether Windows 7 was developed with more user input than were other versions is besides the point. More important is that users feel ownership over the product because Microsoft made their contributions central to its Windows 7 roll-out campaign. The clever way the TV commercials do this is to have individuals claim they personally invented Windows 7, while we all know that many people had a hand in creating the product.
As a nation, let’s send a similar message with environmental protection. One can debate whether the roots of environmentalism can be traced back solely to the United States, since global movements nearly always have multiple origins. Yet history is clear that over the past several decades U.S. leadership has been central to the development of the environmental protection laws and practices that exist today around the world.
The value of communicating that environmental protection is an American idea is not in selling the rest of the world on the notion of U.S. environmental leadership, but rather is in reminding ourselves that taking responsibility for safeguarding the air, water, and land on which all life depends is part of who we are as Americans. We as a nation are all about stepping up to responsibilities with a positive, can-do attitude that is not content with accepting how things are, but rather demands forward movement toward what can be. 40 years ago we didn’t just create an EPA: we articulated a vision for the world of what a clean and healthy environment could be. With that vision we built an environmental protection “operating system” that for decades served us reasonably well.
Today we face new and complex environmental challenges. However, new thinking and advances in technology provide opportunities to address those challenges. Central to this new thinking is a growing recognition that environmental sustainability is an essential element of future prosperity and well-being. These challenges and opportunities require that we upgrade our environmental protection OS to version 2.0. It’s appropriate that the roll-out begin here. After all, we are Americans and we are proud to join others in claiming that environmentalism was our idea.
About the author: Jeff Morris is National Program Director for Nanotechnology Research in EPA’s Office of Research and Development.
Editor's Note: The opinions expressed in Greenversations are those of the author. They do not reflect EPA policy, endorsement, or action, and EPA does not verify the accuracy or science of the contents of the blog.