The Loma Prietan - November/December 2009

If, like me, you fumble along trying to do the right thing for the environment but also feel you could use some solid information to direct your life as a consumer, I recommend an enlightening book that came out recently. Ecological Intelligence, by Daniel Goleman, addresses how a consumer might navigate the overwhelming forces of the market to make purchasing decisions and become educated beyond what is considered "green."

Goleman proposes a plan called "radical transparency," directed at consumers wishing to make their shopping decisions align more closely with their personal values. He defines the concept early on: "Radical transparency converts the chains that link every product and its multiple impacts—carbon footprints, chemicals of concern, treatment of workers, and the like—into systematic forces that count in sales..."

The basis of radical transparency is called Life Cycle Assessment, whereby industrial engineers deconstruct a manufactured item into all its parts and industrial processes, and with precise data, reveal its impact on nature from the beginning of production to final disposal. What materials are used, how much energy, and what kinds and amounts of pollution and toxins are generated go into this analysis. The information is then made available to consumers through programs and web sites such as GoodGuide.com, based in Berkeley.

The book also probes into the psychology of shopping, from our impulsiveness to our motivations to protect our children. How shoppers respond to information can cause the market to react in ways that steer our buying habits in a healthier, more intelligent direction.

I found Ecological Intelligence accessible and informative. Goleman's argument for radical transparency is convincing and rational. This book has the feel of one man's personal journey toward an understanding of how goods are manufactured and marketed, and we are along for the ride. His presentation of research, his understanding of the conflicts within human nature, and his belief in our ability to make positive decisions make this book invaluable for raising awareness and enacting change.

Andrea Winden is a Chapter member.