Sustainability is the new sexy at the GSB
Julio Gonzalez, MBA2
Issue date: 2/20/06 Section: News
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That's how MBA2 Steve Gomez describes the response of our middle-aged neighbors to his recent trip to the complex's recycling bin. "I was just going out there to do my part and recycle my Diet Dr. Pepper cans. Next thing I know I am getting googled - the old analog way," said Gomez. His story is just one of the many data points for a new trend: the sexy-fication of environmentalism.
The factors that arouse human desire are always changing. Back in the Stone Age, being fat was in. Then at some point - I think it was the 1970's - it started to go out, mostly because of how the guys from KISS looked in their outfits. Now, thanks to those uplifting Dove soap ads, the concept of "fat" has melted away and notions of beauty have been further democratized. Sexiness goes like a narrowing cosine wave through time.
So, what's next in sex appeal? If you've ever read Michel Foucault's "History of Sexuality: An Introduction" you already know that sexuality gets transferred top-down from those with social status and power to the masses. Ironically, if you've actually read Foucalt's "Sexuality," chances are you have none and are getting little. Trust me.
Here at the GSB, it seems that those with social status and power (i.e. ski houses, karaoke machines and job offers) are increasingly transmitting the sex appeal of living a sustainable life. They are adopting practices that reduce, reuse, and recycle their consumption. It helps signal that they are unselfish, aware of the needs of others, and appreciate beauty in all its natural forms. In other words, that they are fun to make out with.
Now to the case studies. Kirsten Olsen avoids using grocery bags by taking her Net Impact tote bag to the supermarket. "Not only does it reduce waste, but it's also a much sturdier bag to carry my favorite items such as organic Pinot Noir and hemp waffles. Plus, it's much more fashionable than those ugly beige plastic bags," says Olsen.
If you see Meg Evershed in Arbuckle, it's unlikely that you will see her next to the black plastic silverware bins. Most times, she brings silverware from home for her lunch. A product designer by trade, Meg pays close attention to the look and feel of everyday objects. "It's all about design," she says. "My silverware is definitely sexier than the plastic stuff they offer you in Arbuckle, and by using it my lunch is not only more visually stimulating but less wasteful as well."