Ecological Roadmap




When it comes to going green, the extent to which people will go to conserve the environment varies from one person to another. Simply put, different individuals have different commitments towards the conservation of the environment. This raises the question of how good is sufficient? The organization called Earthjustice set out to find the different perceptions people from various countries have on environmental conservation. This was carried out through a survey which was quite successful. The result was that people could be classified into different groups according to their commitment to environmental conservation. It is important to note that Earthjustice is a non-profit organization which deals with matters of public interest. It is based in the United States and has a strong dedication to environmental conservation. Its headquarters are in San Francisco.

Earthjustice came up with an Ecological roadmap which resulted from a segmentation study which grouped people into ten distinct environmental worldviews depending on the willingness of individuals to go green. The grouping shows that such willingness has nothing to do with race, gender, or even age. The three most environmental friendly segments are the Greenest Americans, postmodern idealists, and the compassionate caretakers. The other three groups are somewhat in the middle and include the Proud Traditionists, the driven independents, and the Murky Middles. The rest of the four groups prioritize their day to day activities, therefore, lacking time for environmental concerns. They include the Ungreens, the Antiauthoritarian Materialists, borderline fatalists, and the cruel worlders. This kind of grouping allows any person to rate themselves and know where they fall. It is in a way a scale that can help answer just how good is sufficient.


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The Greenest Americans have the worldview that everything is connected and that our daily activities have an effect on the environment. They, therefore, want the protection of all the biodiversity and the wild places. They are also the most politically active. The postmodern idealists are of the view that a green lifestyle is a new way of being. The compassionate caretakers believe that for a family to be healthy, it is important to have a healthy environment. The proud traditionists are of the stand that morality and religion dictate the actions in the world. They, however, hold that human beings are superior to nature. The driven independents hold success in high regard and believe that protecting the earth is fine so long it does not get in the way of their success. The murky middles are indifferent to almost everything and tend to go with the flow. The ungreens have a bad view of the environmentalists and tend to see them as extremists. They believe that to maintain the American lifestyle, then environmental degradation is inevitable. The antiauthoritarian materialists who are the youngest group of all hold the feeling that life has very little meaning and are out to look out for themselves. The borderline fatalists may in a way care about the environment; they, however, do not see how they can make a difference. Finally, the cruel worlders do not care about the environment at all. They have simply been left out of the American dream.

From this segmentation, one can easily know where there stand. It is a wake-up call for everyone to evaluate themselves on whether they have been doing enough to conserve the environment. Do I fall along with the murky middles who just follow along? Or do I care about the environment to the point of taking a strong political stand like the greenest Americans? This way of thinking helps answer the question of how good is sufficient.



Makower, J., & Pike, C. (2008). Strategies for the green economy: Opportunities and challenges in the new world of business. McGraw Hill Professional.

Brand, U., & Wissen, M. (2015). 28. Strategies of a Green Economy, contours of a Green Capitalism.


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